Categories: MUMBAI UNIVERSITY IDOL NOTES

Classification of Advertising

Hey Mumbai University SYBA IDOL students! Today, we’re diving into the fascinating world of Advertising , exploring about the chapter – “Classification of Advertising“. We’re going to cover some really interesting and important topics about advertising. Here’s what we have planned for today.

First, we’ll start with a quiz to check your current knowledge. This quiz will include true/false questions and multiple-choice questions on various aspects of advertising. For example, we’ll see if you know whether media advertising is the most cost-effective way to reach large audiences, whether primary-demand advertising focuses on specific brands, and if business-to-business advertising includes services like insurance and finance.

We’ll also look at different types of advertising, such as local retail advertising and direct-action advertising, and we’ll discuss key concepts like mass-media advertising, classified advertisements, and interactive media. After the quiz, we’ll dive into some theory questions to deepen your understanding of advertising concepts.

We’ll explore why advertising is considered non-personal communication, the various types of advertising with examples, and whether the main objective of advertising is to drive sales. Additionally, we’ll differentiate advertising from publicity, explain what surrogate advertising is, and discuss the differences between direct action and indirect action advertising.

We’ll also identify the two types of company demand. By the end of today’s session, you’ll have a better understanding of the various aspects of advertising, from basic concepts to specific types and strategies. So, SYBA IDOL Mumbai University students, get ready to unwrap the “Classification of Advertising” with customized IDOL notes just for you. Let’s jump into this exploration together

QUIZ TIME to check your progress:-

1. Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.
a) True
b) False

ANS – TRUE

2. Primary-demand advertising focuses on creating demand for a specific company’s brands.
a) True
b) False

ANS – False

3. Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not included in this category.
a) True
b) False

ANS – False

4. ____________advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
A.) Trade
B.) Professional
C.) Direct-response
D.) Retail
E.) National Retail

ANS – D.) Retail

5. Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.
J) Trade
K) Facultative
L) Professional
M) Direct-action
N) B2B

ANS – M) Direct-action

6. ________has long been the cornerstone of brand-building efforts for many companies.
A.) Interactive media
B.) Mass-media advertising
C.) Online marketing
D.) Product placement
E.) Personal

ANS – B.) Mass-media advertising

7. Which of these contain no illustrations or logos?
a) TV
b) Magazine
c) Classified advertisements
d) Cinema

ANS – c) Classified advertisements

8. The advertising media is a marketing communications umbrella concept that covers _________________ that carry ____________ to the prospective consumer.
A) media vehicles or channels, advertising messages
B) advertising messages, media vehicles or channels

ANS – A) media vehicles or channels, advertising messages

9. Interactive media can be best described as
A) Marketing Mix
B) Marketing Communications Mix
C) Customized Marketing Messages
D) Media that allow two-way messages between company and consumer

ANS – D) Media that allow two-way messages between company and consumer

10. Print advertising is sometimes also called
A) Business Advertising
B) Press Advertising
C) Electronic Advertising
D) None of the above

ANS – B) Press Advertising

THEORY QUESTIONS :-

Question 1:- “Advertising is a non-personal communication”. Why it is nonpersonal?

Introduction:

Advertising plays a crucial role in the marketing strategies of companies worldwide. One defining characteristic of advertising is that it is considered non-personal communication. This means that the message is disseminated to a broad audience through mass media channels rather than through direct personal interaction. In this detailed analysis, we will explore the reasons why advertising is classified as non-personal communication and the implications of this classification on marketing strategies.

Body:

Mass Communication: Advertising is a form of mass communication that allows companies to reach a large audience simultaneously. Through channels such as television, radio, print, and online platforms, advertisers can broadcast their message to a diverse group of consumers without direct personal interaction.
Lack of Personal Interaction: Unlike personal selling or direct marketing where there is direct interaction between a salesperson and a potential customer, advertising lacks personal interaction. The message is delivered in a one-way communication flow from the advertiser to the audience without immediate feedback.
Standardized Message: Advertising messages are often standardized to appeal to a broad audience rather than tailored to individual preferences or needs. This approach ensures that the message resonates with a wide range of consumers, highlighting the non-personal nature of advertising.
Impersonal Delivery: Advertisements are created by the advertiser and delivered to the audience through mass media channels. This impersonal delivery method limits the opportunity for dialogue or personalized communication, reinforcing the non-personal aspect of advertising.
Broadcasting to Masses: The primary objective of advertising is to create awareness, generate interest, and persuade consumers to take action. By broadcasting messages to the masses through various media channels, advertisers can reach a diverse audience, making advertising a non-personal form of communication.
Limited Personalization: While advancements in technology have enabled some level of personalization in advertising through targeted ads and data-driven strategies, the overall nature of advertising remains non-personal due to its broad reach and standardized messaging.

Conclusion:

Advertising is classified as non-personal communication due to its mass dissemination, lack of personal interaction, standardized messaging, and impersonal delivery. Understanding the non-personal nature of advertising is essential for marketers to craft effective messages that resonate with a broad audience. Despite technological advancements allowing for some level of personalization, the fundamental essence of advertising as a one-way communication tool to reach a wide audience remains unchanged.

Question 2 :- Write about the various types of advertising with suitable examples.

Introduction:

Advertising is a diverse field with various types and forms that cater to different objectives and target audiences. Understanding the different types of advertising is essential for marketers to effectively communicate their messages to consumers. In this comprehensive analysis, we will explore the various types of advertising along with suitable examples to illustrate each type.

Body:

Social Advertising: Social advertising is undertaken by non-commercial organizations such as trusts, societies, and charity associations with the main objective of working for social causes. Examples include advertisements for collecting donations for war victims or victims of natural calamities, promoting awareness campaigns for social issues like education, healthcare, and environmental conservation.
Political Advertising: Political advertising is used by political parties to motivate the general public in favor of their ideologies. During election times, political parties extensively use advertising to promote their plans, policies, and candidates. These advertisements aim to influence voters and gain support for the party’s agenda.
Advocacy Advertising: Advocacy advertising focuses on promoting social issues and causes such as family planning, conservation of resources, and environmental sustainability. Examples include campaigns advocating for green initiatives, public health awareness, and community welfare programs.
Financial Advertising: Financial advertising is used by financial institutions to promote their services such as banking, insurance, and investment products. These advertisements highlight the benefits, features, and reliability of financial services to attract customers. Examples include commercials for banks showcasing their convenient online banking services or insurance companies promoting their coverage options.
Corporate Image Advertising: Corporate image advertising aims to enhance the overall perception of a company among its target audience. These ads focus on building brand reputation, trust, and credibility. Examples include commercials that highlight a company’s commitment to social responsibility, sustainability practices, and community engagement.
Retail Advertising: Retail advertising is used by retailers to promote their products, sales, and promotions to attract customers to their stores or websites. Examples include advertisements for seasonal sales, discounts, and new product launches by retail chains and e-commerce platforms.

Conclusion:

The diverse types of advertising serve different purposes and target various audiences. Social advertising focuses on promoting social causes, political advertising aims to influence public opinion, advocacy advertising raises awareness about important issues, financial advertising promotes financial services, corporate image advertising builds brand reputation, and retail advertising drives sales for retailers. By understanding the nuances of each type of advertising and utilizing suitable examples, marketers can create impactful campaigns that resonate with their target audience and achieve their marketing objectives effectively.

Question 3 :- “Sale is a main objective of advertising”, do you agree or not? Justify your answer.

Introduction:

The main goal of advertising has always been a hot topic in the marketing world. Many people believe that the primary purpose of advertising is to increase sales. However, advertising serves many other important functions beyond just encouraging immediate purchases. In this detailed analysis, we will examine the statement “Sales is a main objective of advertising” and provide strong reasons to support this idea.

1. Driving Sales : One of the main goals of advertising is to boost sales. Ads create awareness about products and services, make people interested, and persuade them to buy. Many advertisements include calls to action and special offers to encourage people to make a purchase right away.

Creates Awareness: Ads inform people about new products or services.
Generates Interest: Ads make people curious and interested in the product.
Encourages Immediate Purchase: Special offers and calls to action push consumers to buy now.

2. Building Brand Awareness: Advertising is crucial for building brand awareness and recognition. By regularly promoting a brand through different channels, advertising helps create a strong presence in the market. Over time, this increased visibility can lead to higher sales as more people become familiar with the brand.

Consistent Promotion: Regular ads keep the brand in the public eye.
Market Presence: Strong advertising creates a recognizable brand.
Long-Term Sales Increase: Familiarity with the brand leads to more sales over time.

3. Educating Consumers: Another important role of advertising is to educate consumers. Ads provide information about a product or service, its features, benefits, and what makes it unique. Informative advertisements help consumers make smart buying decisions, which can lead to more sales in the future.

Product Information: Ads explain what the product is and how it works.
Highlighting Benefits: Ads show why the product is beneficial.
Informed Decisions: Educated consumers are more likely to buy.

4. Creating Desire: Effective advertising can create a strong desire for a product or brand. By showing the benefits and emotional appeal of a product, ads can influence what people want and prefer. This increased desire can lead to higher sales.

Value Proposition: Ads showcase the product’s value.
Emotional Appeal: Ads connect with consumers on an emotional level.
Influencing Preferences: Desirable ads make consumers prefer the product.

5. Building Customer Loyalty: Advertising also helps build customer loyalty and keep customers coming back. By consistently advertising and communicating with customers, brands can create long-term relationships. Loyal customers are more likely to make repeat purchases, which boosts sales over time.

Consistent Presence: Regular ads keep the brand in consumers’ minds.
Communication: Ads maintain a dialogue with customers.
Repeat Purchases: Loyal customers return, increasing sales.

6. Market Positioning: Advertising helps companies position their products or services in the market compared to competitors. By highlighting what makes their product unique and better, advertising can shape how consumers view the brand. This differentiation can lead to higher sales as consumers choose the advertised brand over others.

Unique Selling Points: Ads highlight what makes the product special.
Competitive Advantage: Ads show why the product is better than competitors.
Consumer Perception: Effective positioning can drive more sales.

Conclusion:

While increasing sales is a key goal of advertising, it is not the only purpose. Advertising also aims to build brand awareness, educate consumers, create desire, build customer loyalty, and position products in the market. All these functions contribute to the overall success of a marketing strategy. By understanding and effectively using the various objectives of advertising, companies can achieve immediate sales as well as long-term growth and customer engagement. This comprehensive approach ensures that advertising not only drives sales but also builds a strong, lasting brand presence. Therefore, it’s clear that while sales are a major objective, the true power of advertising lies in its ability to achieve multiple goals that support long-term business success.

Question 4 :- Is advertising different from publicity? Justify your answer.

Introduction:

Advertising and publicity are two essential components of a company’s marketing communication strategy, but they serve distinct purposes and have unique characteristics. In this detailed analysis, we will explore the differences between advertising and publicity and provide a comprehensive justification for their distinct roles in the marketing landscape.

1. Paid vs. Earned: One of the primary distinctions between advertising and publicity is that advertising is a paid form of communication. Companies pay for space or time to promote their products or services. On the other hand, publicity is earned media. This means companies receive coverage in media outlets without paying for it.

Advertising: Paid form of promotion.
Publicity: Earned media, free coverage.

2. Control: Advertising offers companies complete control over the message, content, placement, and timing of their communication. Advertisers can tailor their advertisements to align with their brand image and marketing objectives. In contrast, publicity is more unpredictable. Companies do not have direct control over how their brand or message is portrayed in the media.

Advertising: Full control over the content and timing.
Publicity: Limited control, depends on media outlets.

3. Credibility: Publicity often carries more credibility with consumers compared to advertising. Since publicity is perceived as third-party endorsement from media outlets or influencers, it can enhance a company’s reputation and credibility. On the other hand, advertising is sometimes viewed with skepticism by consumers due to its paid nature.

Advertising: Can be seen as biased since it’s paid.
Publicity: Seen as more trustworthy and credible.

4. Reach and Frequency: Advertising allows companies to reach a targeted audience with a high level of frequency through paid placements in various media channels. Companies can control the reach and frequency of their advertising campaigns to maximize exposure. Publicity, on the other hand, relies on the editorial decisions of media outlets and may not guarantee the same level of reach or frequency.

Advertising: Controlled reach and frequency.
Publicity: Depends on media, less predictable.

5. Objective: The primary objective of advertising is to promote products or services, drive sales, and build brand awareness through paid promotional activities. Publicity, on the other hand, aims to generate media coverage, create buzz, and enhance brand visibility through earned media mentions and editorial content.

Advertising: Promote and sell products/services.
Publicity: Generate buzz and media coverage.

6. Timing: Advertising campaigns are planned and executed based on a company’s marketing calendar and objectives, allowing for strategic timing and coordination with other marketing activities. Publicity, on the other hand, is often more reactive and can be influenced by external factors such as news events or industry trends.

Advertising: Planned and scheduled.
Publicity: Reactive, influenced by external events.

Conclusion:

Advertising and publicity are distinct forms of communication with unique characteristics and roles in a company’s marketing strategy. While advertising offers control, reach, and frequency through paid placements, publicity provides credibility, earned media coverage, and third-party endorsement. By understanding the differences between advertising and publicity, companies can leverage both forms of communication effectively to achieve their marketing objectives and enhance their brand presence in the market. By combining the strengths of both advertising and publicity, companies can create a more comprehensive and effective marketing strategy. Advertising ensures consistent and controlled promotion, while publicity adds credibility and trust to the brand. Together, they help businesses achieve immediate sales goals and long-term brand growth.

Question 5 :- What is Surrogate advertising?

Introduction:

Surrogate advertising is a marketing strategy employed by companies to indirectly promote products that cannot be advertised directly due to legal restrictions or bans. This practice involves promoting alternative products or merchandise under the same brand name to maintain brand visibility and consumer engagement. In this comprehensive analysis, we will delve into the concept of surrogate advertising, its significance, and the strategies involved in its implementation.

Body:

Legal Restrictions: Surrogate advertising arises when certain products such as alcohol, tobacco, or other restricted items are prohibited from direct advertising in many countries due to regulatory constraints or public health concerns.
Brand Recall: The primary objective of surrogate advertising is to ensure that the brand name remains in the public consciousness even when the actual product cannot be advertised. By promoting related merchandise or products, companies aim to sustain brand recall and consumer awareness.
Indirect Promotion: Companies use surrogate advertising as a workaround to indirectly promote their core products by leveraging the brand equity and recognition associated with the restricted items. This allows them to maintain market presence and engagement.
Creative Strategies: Surrogate advertising requires innovative and creative strategies to effectively convey the brand message without directly referencing the restricted products. Companies often use subtle references, brand imagery, and associations to maintain brand identity.
Consumer Perception: While surrogate advertising helps companies circumvent advertising restrictions, it can also impact consumer perception. Consumers may associate the surrogate products with the core offerings, leading to brand reinforcement or potential confusion.
Regulatory Compliance: Companies engaging in surrogate advertising must navigate legal and regulatory frameworks to ensure compliance with advertising guidelines. Transparency and clarity in communication are essential to avoid misleading consumers.

Conclusion:

Surrogate advertising serves as a strategic tool for companies to promote products indirectly when direct advertising is restricted. By creatively leveraging brand assets and associations, companies can maintain brand visibility and consumer engagement despite regulatory limitations. While surrogate advertising presents opportunities for brand promotion, it also requires ethical considerations and adherence to regulatory standards to maintain transparency and consumer trust. Overall, surrogate advertising showcases the ingenuity and adaptability of companies in navigating advertising challenges while upholding brand presence in the market.

Question 6 :- What is the difference between Direct action advertising and indirect action advertising?

Introduction:

Direct action advertising and indirect action advertising are two distinct approaches used by companies to communicate with consumers and achieve specific marketing objectives. In this detailed analysis, we will explore the differences between these two advertising strategies, their characteristics, and the impact they have on consumer behavior and brand perception.

Body:

Direct Action Advertising:
- Direct action advertising is designed to elicit an immediate response from consumers, prompting them to take a specific action such as making a purchase, signing up for a service, or visiting a store.
- This type of advertising often includes clear calls-to-action, promotional offers, and incentives to encourage consumers to engage with the brand or product promptly.
- Direct action advertising aims to drive immediate conversions and measure the effectiveness of the advertising campaign based on the direct response generated from consumers.
Indirect Action Advertising:
- Indirect action advertising focuses on building brand awareness, shaping consumer perceptions, and creating long-term brand loyalty without expecting an immediate response or action from consumers.
- This type of advertising aims to establish a brand presence, communicate brand values, and engage with consumers on a deeper emotional or psychological level.
- Indirect action advertising may use storytelling, brand narratives, and emotional appeals to connect with consumers and build a lasting relationship over time.
Characteristics of Direct Action Advertising:
- Emphasis on immediate response and conversion.
- Clear and explicit calls-to-action.
- Promotional offers and incentives to drive sales.
- Measurable outcomes based on consumer response.
Characteristics of Indirect Action Advertising:
- Focus on brand building and long-term relationships.
- Emotional appeals and storytelling to connect with consumers.
- Building brand awareness and loyalty over time.
- Less emphasis on immediate sales or conversions.
Impact on Consumer Behavior:
- Direct action advertising is more likely to trigger impulse purchases and drive short-term sales.
- Indirect action advertising aims to create brand affinity, influence consumer perceptions, and foster long-term brand loyalty.

Conclusion:

Direct action advertising and indirect action advertising represent two distinct approaches to engaging with consumers and achieving marketing objectives. While direct action advertising focuses on immediate responses and conversions, indirect action advertising prioritizes brand building, emotional connections, and long-term relationships with consumers. By understanding the differences between these two advertising strategies, companies can tailor their communication efforts to effectively reach and engage with their target audience, driving both short-term sales and long-term brand loyalty.

Question 7 :- Name two types of company demand.

Introduction:

Company demand refers to the demand generated by a company for its products or services through advertising and marketing efforts. Understanding the types of company demand is crucial for developing effective marketing strategies and meeting consumer needs. In this comprehensive analysis, we will explore two key types of company demand and their significance in driving business growth and profitability.

Body:

Primary Demand:
- Primary demand refers to the demand created for a product category as a whole, rather than for a specific brand or product within that category.
- Companies focus on primary demand advertising to stimulate interest and demand for a particular product category, especially in cases where the product is new or unfamiliar to consumers.
- This type of advertising aims to educate consumers about the benefits of the product category and create a need or desire for products within that category.
- Primary demand advertising is essential during the introduction stage of a product life cycle to establish consumer interest and drive overall market growth.
Selective Demand:
- Selective demand advertising targets a specific brand or product within a product category, aiming to differentiate that brand from competitors and drive consumer preference.
- Companies use selective demand advertising to promote the unique features, benefits, and value propositions of their brand, encouraging consumers to choose their product over alternatives.
- This type of advertising focuses on building brand loyalty, increasing market share, and driving sales by highlighting the distinct advantages of the company’s offerings.
- Selective demand advertising is crucial in competitive markets where brands need to differentiate themselves and capture the attention and loyalty of target consumers.
Significance of Company Demand:
- Primary demand advertising lays the foundation for introducing new products or product categories to the market, creating awareness and generating initial interest among consumers.
- Selective demand advertising helps companies establish a competitive edge, build brand equity, and drive customer loyalty by emphasizing the unique value propositions of their products or services.

Conclusion:

Primary demand and selective demand are two essential types of company demand that play a significant role in shaping consumer preferences, driving market growth, and enhancing brand visibility and loyalty. By strategically leveraging primary demand advertising to introduce new products and using selective demand advertising to differentiate their offerings and capture consumer attention, companies can effectively meet consumer needs, increase market share, and achieve sustainable business success. Understanding the nuances of these two types of company demand is key to developing targeted marketing campaigns that resonate with consumers and drive business growth.

IMPORTANT QUESTIONS :-

“Advertising is a non-personal communication”. Why it is nonpersonal?
Write about the various types of advertising with suitable examples.
Is advertising different from publicity? Justify your answer.
What is Surrogate advertising?
What is the difference between Direct action advertising and indirect action advertising?

Important Note for Students:- These questions are crucial for your preparation, offering insights into exam patterns. Yet, remember to explore beyond for a comprehensive understanding.

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