Advertising a paid form of non personal communication transmits through mass media such as television, radio, newspaper, magazine etc. Advertisements are means to reach the variety of audience ranging from small, specific groups to extremely large groups. Depending upon what is being promoted and where it is promoted advertisement can be classified in various types.
1.Institutional Advertisement
Institutional advertisement is mainly designed to create a reputation of a organization rather than creating a good image for product or services to increase its sales. It mainly aims to make the customer more aware about the organizational image, rather than focusing on a single product. It does not attempts to sell its product directly to the customer it informs public that what is their institution is doing for the general public in terms of health,education etc and create a good image for the organization which increases its goodwill as well as sales. It is funded and developed by industrial trade association rather than a single businesses.
Example - ITC contributes 1 rupee on each of the classmate notebooks to rural development and showing harmful effects of smoking in the ads.
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| Few examples of institutional advertisements |
2.Product advertisement
This advertisement focuses more on the product rather than the organizational image and status. It promotes the uses, features and benefits of the product. It aims to inform the customer about a specific product’s features , benefit and advantages of using the product or services. This advertising is mainly used in the organization which innovate a product or sell the product in the market for the first time, introductory stage of any product need to use this type of advertisement. Not only for the new product it is very effective advertising method for any existing product.
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3.Pioneer Advertisement- This advertisement mainly focuses on the stimulating demand for the product by informing the customers about product features usages and benefits. This advertisement provide a detailed information about the product. It used to create awareness as well as interest among the customers foe a specific product.
4.Competitive Advertisement- It attempts to stimulate demand for a specific brand by promoting the brand’s features, usage and advantage, sometimes through direct or indirect comparison with the competitive brand. It use to create an impression that their product are much more batter than the other brand products.
5.Comparative advertisement- This advertisement perform two task at a time it inform about its product quality to the customer at the same time it compare its product with the another and show the customer their uniqueness. It compares two or more competitive with the same features. By comparing two or more brand’s product at a time it help customer to take decision about which product would be more beneficial to them.
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Here Patanjali is indirectly comparing its honey by another brand on the basis of quality as well as price which would be more impact-full as compared to any other advertisements.
6.Commercial advertisement
The word commercial generally means the world of business where the main objective is to earn profit by increasing it sales so this advertisement focuses on increasing the demand for the specific product to earn more revenue as well as to influence the customers to buy the product. It emphasizes on utility of the product of a specific brand. This also uses top celebrities to advertise their product, when a famous athletes advertise about a healthy drink this tends to increase its demand for the specific drink this is basically known as commercial advertisement.
Example-
7.Non Commercial advertisement
It is just opposite to the commercial advertisement where it mainly aims to educate the general public, it does not include earning profit as it advertise a specific issue for the social cause and benefit of the society
In the above picture there is massage for the general public by the government of India , the left picture inform the people of India to keep our country clean and the picture at the right educate them to save as well as educate the girl child. Non commercial advertisements are generally for the benefit of the society.
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