advertising types

1. 1

3. 1. Productadvertising
2. Institutional
3. Onthebasisofdemand
4. Onthebasisoftargetgroup
5. Onthebasisofgeographicalspread
6. Servicesadvertising
7. Aspertimingof response
8. Convergenceadvertising

4. • New product
• Announce availability /Introdutory
stage – product life cycle
Informative
(original
approach)
• Develop demand for a
brand/product. Growth period and
a little on maturity period
Persuasive
• Promotional activity
• A little on Maturity period & full
declining period
Reminder
oriented

6. On the basis of demand
Advt for the product and not
for the brand
As there was not much competition – Parle
laid emphasis on the product – not on
brand

9. On the basis of geographical spread
1. Global
2. National
3. Regional
4. local

13. Pioneering advertising
• launch campaign of a new product category, as opposed
to the marketing of a single product within a developed
marketplace.
• The purpose of pioneering advertising is to inform
consumers of the arrival of an entirely new concept and
explain its benefits.
• Sony's campaign to launch its Walkman brand in the late
1970s or Apple's marketing drive when the first iPad was
released in 2010 are two good examples of pioneering
advertising.
• Both of these products had 100 percent market share
when they launched and created new product categories
that spawned many imitators.

14. •Pioneering advertising campaigns are
launched early a product's life cycle--often
while it's still in development through
orchestrated leaks--and will always begin
prior to a product's official release date.
•A good pioneering campaign combines
focused advertising with a structured PR
strategy to cement a new product in the
public's imagination.

15. • Message
• The purpose of a pioneering advertising campaign is
to introduce potential customers to a new concept
and create a buzz around the launch of a new product
that's unique in the marketplace.
• A well-constructed pioneering advertising campaign
seeks to convince consumers that their lives will be
fundamentally enhanced by purchasing a new
product.
• Advertisers launching a new product category don't
have to focus on how their product compares to the
competition, so they can concentrate on explaining
how their new concept works and what it means for
the consumer.