1. Types of AdvertisingTypes of Advertising
CampaignCampaign
Novrita Widiyastuti, S.SosNovrita Widiyastuti, S.Sos

2. By Target AudienceBy Target Audience
 Trade AdvertisingTrade Advertising
 Consumer AdvertisingConsumer Advertising

3. Trade AdvertisingTrade Advertising
 The trade consist of enterprising business peopleThe trade consist of enterprising business people
 For distributor, wholesaler and retailerFor distributor, wholesaler and retailer
 They are concerned only to know if these qualities willThey are concerned only to know if these qualities will
make the product saleable to their end-customers andmake the product saleable to their end-customers and
earn themselves income and profitearn themselves income and profit
 Contents of trade advertising are the promotionalContents of trade advertising are the promotional
support that is planned in terms of launch advertisingsupport that is planned in terms of launch advertising
 Include planned sales promotion schemes to encourageInclude planned sales promotion schemes to encourage
customers and consumers to try and buy the productcustomers and consumers to try and buy the product
 Incentives for the retailers might also be includedIncentives for the retailers might also be included
 Trade advertising also states the point-of-sale (POS) andTrade advertising also states the point-of-sale (POS) and
display material available as well as any in-storedisplay material available as well as any in-store
demonstration that are planneddemonstration that are planned

4. Consumer AdvertisingConsumer Advertising
 Generic AdvertisingGeneric Advertising
 Product AdvertisingProduct Advertising
 Brand AdvertisingBrand Advertising
 Range AdvertisingRange Advertising
 Corporate AdvertisingCorporate Advertising
 Retail AdvertisingRetail Advertising
 Co-operative AdvertisingCo-operative Advertising

5. Generic AdvertisingGeneric Advertising
 Generic advertising means advertising aGeneric advertising means advertising a
product type rather than a brand and isproduct type rather than a brand and is
usually undertaken by a trade associationusually undertaken by a trade association
or consortium of manufacturers andor consortium of manufacturers and
suppliersupplier
 Does not promote a particular supplier butDoes not promote a particular supplier but
promotes the overall benefits andpromotes the overall benefits and
advantages of the product typeadvantages of the product type
 Eg: Got Milk?Eg: Got Milk?

8. Product AdvertisingProduct Advertising
 Concentrates on promoting the benefitsConcentrates on promoting the benefits
and advantages of the product, such asand advantages of the product, such as
the price, value and performancethe price, value and performance
 Eg: Rinso, Coca Cola, etcEg: Rinso, Coca Cola, etc

11. Brand AdvertisingBrand Advertising
 The emphasis of brand advertising is onThe emphasis of brand advertising is on
the brand name, with sometimes little orthe brand name, with sometimes little or
no reference to the productno reference to the product
 The essence of brand advertising isThe essence of brand advertising is
usually image building for the total productusually image building for the total product
offering-developing that feeling of goodwilloffering-developing that feeling of goodwill
between the branded product or brandbetween the branded product or brand
name and the customername and the customer
 Eg: NikeEg: Nike

15. Range AdvertisingRange Advertising
 Promote complete range of productsPromote complete range of products
 Range are frequently promoted in a singleRange are frequently promoted in a single
commercial or advertisementcommercial or advertisement
 Eg: Rinso-Molto, PixyEg: Rinso-Molto, Pixy

16. Corporate AdvertisingCorporate Advertising
 Promotes the company not the individualPromotes the company not the individual
productsproducts
 Also used for financial advertising to re-Also used for financial advertising to re-
assure existing shareholders, launch aassure existing shareholders, launch a
company on the stock exchange or attractcompany on the stock exchange or attract
new investorsnew investors
 Eg: XL, Telkomsel, IndosatEg: XL, Telkomsel, Indosat

17. Retail AdvertisingRetail Advertising
 The message may be based on whatThe message may be based on what
brands and products they have or thebrands and products they have or the
range of goods that they can offer, thoughrange of goods that they can offer, though
it may also include additional benefits likeit may also include additional benefits like
a convenient location, free parking, late-a convenient location, free parking, late-
night opening or even a restaurant/coffeenight opening or even a restaurant/coffee
shopshop
 Eg: Carrefour, Electronic city, etcEg: Carrefour, Electronic city, etc

18. Co-operative AdvertisingCo-operative Advertising
 The message is relative simple-for aThe message is relative simple-for a
limited period, this brand/product/modellimited period, this brand/product/model
pack is available only at this outlet at apack is available only at this outlet at a
special offer price or with a giftspecial offer price or with a gift
 Eg: Credit card BCA-Starbucks, XL-Eg: Credit card BCA-Starbucks, XL-
Blackberry, etcBlackberry, etc

19. Direct-Response AdvertisingDirect-Response Advertising
 Direct advertising is advertising toDirect advertising is advertising to
customer who deal with the manufacturercustomer who deal with the manufacturer
or supplier without intermediateor supplier without intermediate
wholesalers and retailerswholesalers and retailers
 Eg: TV MediaEg: TV Media

21. Public-Service AdvertisingPublic-Service Advertising
 AA public service Advertisingpublic service Advertising ((PSAPSA) or) or
community service announcementcommunity service announcement (CSA) is a(CSA) is a
non-commercial advertisement, typically onnon-commercial advertisement, typically on
radio or television, broadcast for the public.radio or television, broadcast for the public.
 The main concept is to modify public attitudes byThe main concept is to modify public attitudes by
raising awareness about specific issues.raising awareness about specific issues.
 Eg: Anti Narkoba, Pekan Imunisasi NasionalEg: Anti Narkoba, Pekan Imunisasi Nasional

24. COURSEWORK!COURSEWORK!