Types of Advertising

There Are Four Basic Types of Advertising

1) Consumer:

A) National

By owner of a trade marked product sold to the general public through different distributors/retailers.

B) Retail/Local

Usually best done with local newspapers and radio

Internet capabilities are growing http://www.localbizpromo.com/

C) End-Product

D) Direct-Response

Catalogs, direct mail, Internet, telemarketing, infomercials

2) B2B (Business to Business)/Professional

A) Trade

Bypasses consumers, usually goes to wholesalers and retailers.

e.g. Kellogg’s advertising to Giant Eagle promoting more prominent shelf positioning

Used to announce new products, services, support.

B) Industrial

Mostly manufacturers who buy parts, supplies, equipment etc. 

• e.g. Wesco
• http://www.wescodist.com/

C) Professional.—MDs/JDs

Goes to individuals or groups engaged in certain professions.
 
Professional Journals

New England Journal of Medicine

D) Corporate/Institutional

Image building/public awareness

 

3) Non-Product Advertising

Ideas and Causes

Politics

Michael Dukakis Tank Ad

Willie Horton Ad 1

Willie Horton Ad 2

Issues

Service

• Healthcare (UPMC),
• Travel
• Financial Planning

 

Goodwill/PR

Community Involvement

• Donations of time, effort or money
• • “Volunteer Corps”
  • WQED phone volunteers

4. Government

Military Recruitment

Programs

PSAs (Public Service Announcements)

4 Primary Elements of Marketing (the “Mix”)

1. Product

2. Price

3. Distribution (where it it being sold?)

4. Communication

a) Personal Selling

 Sales Force

b) Sales Promotion

Discounts, special offers, sweepstakes, contests etc.

c) Public Relations

Creating “Buzz”

• GoDaddy
• GoDaddy website ads
• ”Dude” YouTube Hits 
• • Miller Light
• The Interview with God

d) Advertising