Thursday, 15 September 2016

Different Types of Advertising

Product Advertising

Product advertising communicates the features and benefits of a product to customers and prospects. Companies use product advertising when they want to launch new products, announce changes to existing products or increase sales of those products. Product advertisements must reflect the interests of the target audience. An advertiser developing a campaign for a food product, for example, would create messages and select media that appeal to a wide consumer audience. A campaign for a business product, such as a machine tool, would use media that appeal to different groups influencing the decision to buy, including plant managers, production engineers and finance directors.

Corporate Advertising

Corporate advertising campaigns play an important part in business-to-business marketing, particularly for companies trying to win a major sale or contract. Prospects evaluate the company as well as the product when they are choosing a supplier. They look for suppliers that have the capability to deliver quality products on time. Corporate advertising helps to build confidence among customers and prospects by communicating messages about your company’s capability and resources, your market position and financial stability.

Direct Response Advertising

Direct response advertising encourages prospects to register their details, typically in return for an incentive offer, such as a free gift, special discount or a copy of a business report for business prospects. The advertisement includes a response mechanism, such as a reply coupon, telephone number, email address or website address. The information that you capture from responses provides leads that your sales force or telemarketing team can follow up to create news sales opportunities. You can also use direct response advertising to sell products directly to customers. Include information on the product, together with a price and contact details for ordering the product.

Financial Advertising


Financial advertising can help your company attract funds if you are planning to grow your business or make a major investment. Advertising in the financial or business sections of newspapers and magazines can raise awareness of your company among analysts, shareholders, potential investors and advisers. Publishing financial results, together with important developments, such as major contracts or new product launches, keeps your audience up to date with the company’s performance.