Different types of advertising - Assignment Example

Different Types of Advertising Different types of advertising exist. The notable seven types include brand, retail or local, direct-response, business-to-business, institutional, non-profit, and public service advertising. Brand advertising targets the public to raise awareness about particular goods and service with the intent of establishing a long-term customer loyalty. The advertisers create a unique image and name in the minds of the consumers (Moriarty, Mitchell, & Wells, 2011). Retail or local advertising concentrates on the retailers, distributors, and dealers within a given geographical locality.

The advertisement employs postcard coupons, mailers, and flyers to connect with retailers in a local area (Shah & DSouza, 2009). Fundamentally, the retail or local advertising seeks to stimulate store traffic by creating an exceptional image for the retailers and distributors. Direct-response advertising evokes an immediate response from the customers (Shah & DSouza, 2009). The advertisement entails creating a direct relationship between the sellers and the buyers without involving intermediaries.

Business-to-business advertising captures businesses as opposed to individual consumers. The promotion of the products and services is mainly designed for businesses. The businesses advertize through their trade publications. Institutional advertising focuses on projecting ideas, benefits, as well as, philosophies of a particular business. Fundamentally, the promotional messages aim at building a positive image, enhancing a reputation, and creating goodwill as opposed to promoting sales (Shah & DSouza, 2009).

In essence, the organizations employ institutional advertising as a marketing strategy. Notably, institutional or corporate advertising tends to create positive public relations. Non-profit advertising entails reaching customers to participate in certain programs. Non-profit organizations such as associations, foundations, museums, charities, and hospitals solicit for financial assistance and membership through this type of advertising (Moriarty, Mitchell, & Wells, 2011). Primarily, non-profit advertising entails creation of slogans and logos, as well as, development of campaigns through the media to popularize the organizations to the public.

Public service advertising targets the general population. The design of the advertisement is to educate and inform the public rather than promoting or selling products and services. It is noteworthy that the seven types of advertising differ markedly. Notably, each type of advertising seeks to attain a certain goal. Brand advertising aims at increasing consumer base and sales through creating a brand image and identity in the minds of the public. The attainment of this goal differs from that of local advertising that target retailers and distributors within a certain geographical area.

In local advertising, a restricted area is of paramount significance. In contrast, business-to-business advertising promotes businesses rather than targeting customers. The aim is to reach the employees of a particular business who have the responsibility to make capital decisions (Shah & DSouza, 2009). On the other hand, direct-response eliminates intermediaries by creating a direct buyer-to-seller relationship. Unlike the other types of advertising, direct-response the prospective customers offer immediate feedback to the advertiser.

Thus, direct-response elicits a measurable action. Institutional advertising does not promote sales unlike the brand, local, and direct-response types of advertisement. Instead, institutional or corporate advertising focuses on reputation. The method is crucial in repairing the tainted image of organizations by restoring public confidence (Moriarty, Mitchell, & Wells, 2011). On the contrary, the non-profit advertising is a method for organizations to popularize them. The method does not aim at increasing sales or promoting products and service.

Unlike other types of advertising, the public service advertising entails changing a particular public opinion through raising awareness of a problem. References Moriarty, S., Mitchell, N., & Wells, W. (2011). Advertising & IMC: Principles and Practice, 9th Edition. New York: Prentice Hall. Shah, K., & DSouza, A. (2009). Advertising and promotions: An IMC perspective. New Delhi: Tata McGraw-Hill.