Types of advertising

p. 1

It is possible to distinguish between non-commercial and commercial advertising. As examples of non-commercial advertising one may mention communication from government agencies to citizens like the British metrication campaign, or appeals from various associations and societies, whether their purpose are charity or political propaganda.

Commercial advertising covers first the so-called prestige or good-will advertising, where firms advertise not a commodity or a service, but rather a name or an image. This type of advertising aims at creating long-term goodwill with the public rather than at an immediate increase in sales. In some cases prestige advertising contains a more or less explicit element of political propaganda.

The second type of commercial advertising is known as industrial or trade advertising. Here a firm advertises its products or services to other firms. Industrial advertising is most likely to be found in specialized trade journals or, again, in the business pages of newspapers. This type of advertising differs from both prestige advertising and consumer advertising in that it can be regarded as communication between equals, that is, both the advertiser and the prospective reader have a special interest in and a particular knowledge about the product or service advertised. For this reason, industrial advertising typically lays greater emphasis on factual information than prestige and consumer advertising, and, inversely, less emphasis on the persuasive elements.

Harris and Seldon (1962:40) define advertising as a public notice “designed to spread information with a view to promoting the sales of marketable goods and services”. This definition will be seen to cover both industrial advertising and commercial consumer advertising, where the advertiser is a firm appealing to individual private consumers rather than to other firms.

The two participants in the communication situation defined by consumer advertising are thus unequal as far as interest in and knowledge about the product advertised are concerned.

p.4 Another distinction can be made between classified and display advertising. In newspapers and magazines, display advertisements are placed in prominent pages amongst the editorial material in order to attract the attention of readers whose main interest is not this or that particular advert. Classified advertisements, on the other hand, are placed on special pages and ordered (classified) according to subject. Classified adverts will be read only by readers with a special interest in some particular product or service. Moreover, the display advertisement is typically inserted by a large firm or association – normally through the mediation of a professional advertising agency – whether the advertiser behind a classified advert is normally a smaller local firm or private individual who will have drafted it himself.

Although classified adverts are inserted “with a view to promoting sales”, persuasive elements are often virtually absent and nothing or very little is done to persuade prospective buyers to read the advert. A classified advert thus comes very close to being merely a notice informing interested segments of the public that something is available at a certain price. Second, because of the shared interest in the thing advertised, classified advertising is also quite close to being communication between equals.

Twitchell, James B., 1943 –

Branded nation: the marketing of megachurch, college, inc., and museumworld / James B. Twitchell. 2004 Simon & Schuster Paperbacks, New York. 327 pages

p.75 the more different brands you have, the more consumption increases and the more the brands deepen. Having five different suppliers of bottled water expands the market for what at one level is just tap water and at the same time builds affiliation.

p.75 Two sociologists, Rodney Stark and Roger Finke, found that in towns of similar size, church attendance was highest whether there was the greatest choice of worship. In short, brand commitment varies directly with choice: the more variations, the deeper the affiliation. Marketers have always known this. Competition often increases consumption. In countries where only Coke is sold, there is less consumption of soft drinks than when Coke and Pepsi battle it out. McDonald’s sells well when clustered along with Wendy’s and Burger Kings. Cars sell best when dealerships are bunched together.

p.77 Take zip codes. Marketing firms have separated neighborhoods into some forty or so designations called PRISM (Potential Rating Index for Zip Markets) clusters. Each of the clusters is defined by detailed demographic, lifestyle, and consumption information, often including brand-level data.

Zip codes are another simple and easy way to define your study area. Most of us are already familiar with our local zip code area as they tend to follow natural community boundaries. You may specify a single zip code or a group of zip codes as your study area. If you wish to define your study area with multiple zip codes, they do not necessarily have to all be next to one another… Normally Percent (a consulting firm in California) only uses the zip codes which represent 80% of the respondents.

p.78There is no future in trying to sell your brand to an already converted user of a product. What you want to do is to sell to someone who has not bought the story, made the choice, converted.

p.79 If you want to succeed in marketing, you will have to sell your product to those who have not even started to buy seriously. Target the audience just on the entry edge of consumption. Find them before they buy, before they listen to competing brands, and you will get them for life. A little expense up front, and they will consume far longer than some middle-aged wanderer who will haphazardly take or leave your brand. If you ever wonder why American advertising is targeted at adolescents, it’s because it would take about $350 of marketing to get a fifty-year-old male to change his beer choice, but you can get an eighteen-year-old to try your brand for about $50.

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