KINDS OF ADVERTISING
For the purpose of its use advertising can be divided into many kinds.
Advertising is not only undertaken for the present consumers but it is also meant for future consumers, users, or customers. For example, ads on safety razors, cigarettes are carried out not only for the present generation but also for the youths who are future consumers.
Its objective is to improve or enhance the image of the company. Once the Advertising image of the company is established its all products on the line become popular and easy to sell.
This type is carried out to establish the benefits of the advertised product advertising in comparison with that of the competitor. Comparisons are made in respect of price, quality, service, durability, etc.
Its purpose is to preach the company’s social services and its stance on social and cultural issues. This type of advertising may be carried out in editorials, articles, news items, etc. In a way it is a piece of publicity of the company.
It is the most popular type of advertising. It is undertaken to popularize a brand of the product of the advertiser company. It discovers the benefits in terms of price, quality, or some other aspects.
Its objective is to develop primary demand for the product in general instead of a particular brand. It is adopted in case of a new invention. For instance, the government may ask the public to use gas rather than petrol in their cars. Such effort through the mass media will produce pioneer advertising. Ads on computers, internet, e-mail, fall under this category, because these information techniques are in early stages of development inPakistan.