TYPES OF ADVERTISING

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through the mass media and with an identifiable sponsor. Advertising is used to persuade a group of audience, to inform or information purposes, to announce a change, for competition purposes, awareness creation, to launch a new product and finally, to increase awareness. In this paper, we are going to talk about 6 types of advertising. They are as follows:

1.Consumer Advertising – Consumer advertising normally focuses on advertising consumer goods and consumer durables such as fast moving consumer goods (FMCGs) like water, sugar, bread, alcoholic beverages, pastries and candies. Consumer durables are items that are durable, last long, have a longer life span, for example air conditioners, pressing iron, refrigerators, mattresses, phones. Outlets for promoting FMCGs and consumer durables are magazines, newspapers, radio, TVs, Internet, billboards, transport advertising, just to mention a few.

2. Business-to-business Advertising – This concerns itself with advertising that takes place amongst businesses and not to the general public. They are mostly those who deal in chemicals, machines, raw materials, logistics like Azar paint, Benso Oil palm plantation, Interplast, Duraplast and Mantrac. Print media, direct mail shots, news magazines, newsletters, exhibitions or trade shows and sometimes some specific events they deem appropriate to go and showcase their products. This type of advertising is also known as selling-in and selling-out, pushing-in and pushing-out.

3. Financial/Institutional Advertising – This concerns itself with advertising the activities/ideals of various institutions such as banks, schools, churches, insurance companies, savings and loans companies and real estate developers. Radio, TV, Transport media, billboards, internet advertising, cinema advertising, print advertising (banners, posters, etc) are all mediums for financial/institutional advertising.

4. Trade advertising – This is advertising done by stakeholders in the distribution chain such as wholesalers, retailers, trade associations, business associations or organisations, professional bodies and others. For example, the Rice Masters, Finatrade, Far East Merchantile, Coca-cola, Pepsi and Cadbury. The mediums for advertising are T.V, Radio, Transport advertising, Internet, Print media, Interactive media (Txt messages).

5. Retail Advertising – Advertising done by retail chain stores such as supermarkets, shopping complexes (Melcom, Game, Koala, Palace Mall and Max Mart). Fashion companies such as Mawuli Okudjeto clothings and Christie Brown. T.V, radio, newspapers, magazines are good mediums of advertising for retail advertising.

6. Recruitment Advertising – This has got to do with anything related to personnel of various companies and such things as training programs of employees and career development programs. The print media, interactive media, internet, T.V and radio are mediums for advertising.

In conclusion, it is important to note that, the type of advertising depends on the type of organisation/product/service/company, the appropriate medium/media to select for the service (the use of magazines, T.V, banners, internet, and social networks) and the target audience (demographics and psychographics). Your comments and views are welcome in the comment section below.

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