ADVERTISING AND ITS FORMS

 As you all know, advertising is a process of giving a product a personality/identity through audio visual language. It is a comprehensively planned and launched effort.

Advertising serves some purposes:

1. Introduces a new product in to the market.

2. Helps distinguish a product from its competitors.

3. Through persistent messages and associations, it creates a brand identity.

4. Sustains interest in an existing brand.

5. It creates brand loyalty.

6. Expands sales.

7. Creates new demand.

8. It creates a buzz and keep the idea of the product going.

There are several forms of advertising,some of them are :- 

1. Institutional Advertising 

It is substantially different than hard sell that is involved in selling a product. The basic purpose here is to promote the image of the company.

2. Public Service Advertising 

It typically involves generating and transmitting short and precise messages regarding a cause or a problem. The messages have to be dramatic to seek immediate attention and for impact creation on the viewer/reader.

3.Advocacy Advertising 

It is normally thought of as any advertisement, message or public communication regarding economic, political or social issues. The ultimate aim of all advocacy is to influence, political and economic decision making in the interest of society at large or certain groups within. 

4. Comparative Advertising 

It compares one brand directly or indirectly with one or more competing brands. The underlying idea is that how one's product is superior to all the existing ones

5.Cooperative Advertising 

It is a system that allows two parties to share advertising costs. It is used when two businesses - usually a large business and one small business cost of advertising by advertising together.

6. Direct Mail Advertising 

It is a particularly attractive option for small business owners, as it can communicate a lot of information about a product or service and reach almost any conceivable target group for a relatively low cost. It is most direct and personal form of advertisement that uses mass media. 

7. Point-of-Purchase Advertising 

Something attracts our attention and we end up buying it as an on the spot decision. This is called as Point of purchase advertising.

8. Informational Advertising 

It is mostly used when a new product is first being introduced. The emphasis is placed upon making the product name registering sharply,on stressing and the possible uses to consumer.

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