There are two ways of classifying advertising a

There are two ways of classifying advertising – a) according to the media used and b) according to the objective Types of Advertisements

Classification by the media used Celebrity advertising Surrogate

Print Advertising �Definition: If an advertisement is printed on paper, be it newspapers, magazines, brochures, fliers that would be considered a portable printed medium, then it comes under the banner of print advertising. �Provides more and detailed information. For example, people who cannot afford a TV or no time rely on newspapers for accurate news and therefore advertisements can easily reach to these audiences

Broadcast advertising � This type of advertising is very popular all around the world. � It consists of television, radio, or Internet advertising. �The ads on the television have a large audience and are very popular. �The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. �For example, the prime time ads would be more costly than the regular ones.

�Radio advertising is not what it used to be after the advent of television and Internet, but still there is specific audience for the radio ads too. �The radio jingles are quite popular in sections of society and help to sell the products.

Outdoor Advertising

� Outdoor advertising makes use of different tools to gain customer’s attention. � The billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company. � The billboards are present all around the city but the content should be such that it attracts the attention of the customer. � The kiosks are an easy outlet of the products and serve as information outlets for the people too. � Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. � Therefore, outdoor advertising is an effective advertising tool.

Covert Advertising �This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. �There is no actual ad, just the mention of the product in the movie. �For example, Tom Cruise used the Nokia phone in the movie Minority Report.

Surrogate Advertising �Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. �Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand

Common examples : �include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. �The Health Minister had challenged the name of the Bangalore Indian Premier League (IPL) cricket team, “Royal Challengers”, which was such an obvious and blatant form of surrogate advertising for liquor brand “Royal Challenge”.

Public Service Advertising �As evident from the title itself, such advertising is for the public causes. �There a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned. �This type of advertising has gained much importance in recent times and is an effective tool to convey the message.

Celebrity Advertising � Although the audience is getting smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.

Advertising classification by Objective �Institutional advertising �Product advertising �Pioneering advertising �Competitive advertising �Reminder advertising

Institutional Advertising �Tries to develop goodwill for a company rather than to sell a specific product.

�Its objective is to improve the advertiser's image, reputation, and relations with the various groups the company deals with.

�This includes not only end-users and distributors, but also suppliers, shareholders, employees, and the general public. �Institutional advertising focuses on the name and prestige of a company. Institutional advertising is sometimes used by large companies with several divisions to link the divisions in customers' minds. It is also used to link a company’s other products to the reputation of a market-leading product.

Product Advertising �tries to sell a product. �It may be aimed at the end user or at potential representatives and distributors. Product advertising may be further classified as pioneering, competitive, and reminder advertising.

Pioneering Advertising �tries to develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the early stages of the adoption process to inform potential customers about a new product.

�The first company to introduce a new technology to its industry doesn't have to worry about a competitive product since they alone have the technology. �They have to sell the industry on the advantages of the new technology itself. �Pioneering advertising is usually done in the early stage of the product life cycle by the company which introduces an innovation.

Competitive Advertising �tries to develop selective demand; demand for a specific manufacturer’s product rather than a product category.

�An innovating company is usually forced into competitive advertising as the product life cycle moves along. �After pioneering technology is accepted and most manufacturers are supplying competing products, the innovator is forced to sell the advantages of his specific design over that of the competition.

�This is usually the situation in a mature market.

Reminder Advertising �Tries to keep the product's name before the public. �It is useful when the product has achieved market domination.