Advertising

Advertising is considered one of the most powerful tools of marketing, specifically for the promotion, which is used by companies, nonprofit organizations, state institutions and individuals to provide a specific message related to their products, services , ideas or other, to their target group.

Types of Advertising, According to Experts in the matter:

O'Guinn, Allen and Semenik, authors of "Advertising", consider some of the basic types of advertising are based on functional goals, ie, as the owner tries to accomplish. Functional goals include:
Stimulation of primary demand: It is that the advertiser is to create demand for a product category in general. In its pure form, the purpose of this type of advertising is to educate potential buyers about the fundamental values ​​of the type of product, instead of highlighting a specific brand within the product category.
Stimulation of selective demand: Its purpose is to highlight the particular benefits of a brand compared to the competition.
Direct response advertising is a type of advertising that asks the receiver of the message act immediately [1]. For example, TV ads that try to encourage recipients to purchase a particular product at a special price or a good discount will only last until midnight.
Advertising Delayed Answer: Instead of seeking immediate stimulus action groups, delayed response advertising seeks to create recognition and approval of a brand over time. Usually delayed response advertising is to generate brand awareness, reinforcing the benefits of its use and establishes a general taste for the brand.
Business Advertising: Not designed to promote a specific brand, but works to establish a favorable attitude toward a company as a whole, such as Xerox and IBM.
Laura Fischer and Jorge Espejo, authors of "Marketing", proposed a list of ten types of advertising:
Propaganda: Type of advertising that takes place in mass media to disseminate political and religious ideas.
Advertising according to who sponsors: Divided into:
Advertising by manufacturers
Advertising intermediaries
Made by a non-profit organization Advertising
Advertising for non-commercial / non-profit organizations such as hospitals.
Advertise on cooperative
Advertising in accordance with the payment method: For example, individual advertising sponsored by an individual or an organization acting individually.
Cooperative Advertising: It is divided into:
§ Advertising horizontally cooperative: The cost is shared by entrepreneurs at different levels within the distribution channel.
§ Vertical Cooperative Advertising: A group of business expenditure shares at the same level within the distribution channel. Therefore, manufacturers and wholesalers share the costs of advertising for retailers or manufacturers, and retailers share the costs of advertising to consumers.
                    Advertising according to the type and purpose of the message is divided into:
§ Advertising to stimulate primary demand: demand is promoted to a general class of products and the acceptance of an idea or a revolutionary concept about a product is stimulated. This type of advertising is mainly used in the introduction of new products to the market.
§ Advertising to stimulate selective demand: the demand for a specific brand is promoted.
                    Advertising as the purpose of the message is divided into:
§ Advertising Direct Action: It is intended to generate immediate behavior or action in the market, for example, is advertising in newspapers Thursday to stimulate sales weekend.
§ Advertising indirect action: It is aimed to obtain recognition of a product, to develop positive attitudes as a requirement for the purchase action.
                    Advertising as the focus of the message is divided into:
§ Advertising product: Its purpose is to inform about the product.
§ Institutional Advertising: Create a favorable image of the advertiser.
§ patronage Advertising: Seller is appealing to attract customers buying motives employer type rather than reasons to purchase a product.
§ Advertising PR: Used to create a favorable image of the company to employees, shareholders or the general public.
§ Public Service Advertisement: Your goal is to change attitudes or behaviors for the good of the community or the general public.
                    According to the receiver advertising: It is divided into:
§ Advertising to consumers: for example, national advertising backed by manufacturers or local advertising and sponsored by retailers to consumers.
§ Advertising manufacturers: It is divided into: 1) Advertising commercial organizations, 2) professional advertising and 3) word of mouth.
                    Social advertising: It's trying to counteract the effects of commercial advertising as its primary objective. Point consumers to not make unnecessary expenses and buy only the essentials.
                    Subliminal Advertising: Are messages that are captured but not discovered. Its scope is unexpected, is invisible to all senses and great resource is the use of sex. The objective of this type of advertising is to sell through subliminal attracting attention to existing needs repressed unconscious or subconscious level of the mind of the individual who receives the message.
Target
Stanton, Etzel and Walker, authors of "Fundamentals of Marketing", provide a classification, which according to the authors, it is helpful to understand the scope and types of advertising, and is divided by
The target audience: Consumers and companies: A notice is addressed both to consumers or businesses; so, it's advertising or consumer-to-business advertising.
The type of application: Primary or selective: primary demand advertising is designed to stimulate demand for a generic category of a product such as coffee, cotton clothing or electricity. In contrast, selective demand advertising aims to stimulate the demand for specific brands.
The message: From products or institutional: All classified as selective advertising of products or institutions. Product advertising focuses on a product or brand. It is subdivided into:
Advertising Direct Acting Is looking for a quick answer, for example, an ad in a magazine that carries a coupon that urges the reader to send for a free sample.
Advertising indirect action: It is intended to stimulate demand in an extended period. Its purpose is to inform or remind consumers of the product's existence and identify its benefits.
Source: Business or social: Although here focuses attention on commercial messages, the most valuable form of this support is non-commercial, in which a friend or relative reliable Recommend a product
Generally speaking, advertising has two types of objectives: 1) overall objectives and 2) specific objectives.
The general objectives are classified according to the purpose of the objectives. Philip Kotler in his book "Marketing Management, Essential Concepts," proposes the following three types of objectives:
Report: This is a goal that is planned to be achieved in the pioneering stage of a product category in which the objective is to build primary demand. For example, manufacturers of DVD had to initially inform consumers what were the benefits of technology.
Persuade: This object is planned in the competitive stage, in which the goal is to create selective demand for a specific brand.
Remember: This object is applicable when you have mature products. For example, Coca-Cola ads are primarily intended to remind people to purchase Coca-Cola.
The specific objectives of advertising are much more specific. Stanton, Etzel and Walker, authors of "Fundamentals of Marketing", proposed the following objectives:
Supporting personal sales: The objective is to facilitate the work of the sales force by creating awareness among potential customers the company and the products that have sellers.
Improving relationships with distributors: The objective is to satisfy the wholesale and / or retail channels to support them with advertising.
Introducing a new product: The objective is to inform consumers about new products or line extensions.
Expand the use of a product: The target can be any of the following: 1) extend the season for a product, 2) increase the frequency of replacement or 3) increase the variety of uses of the product.
Counter replacement: The objective is to reinforce the decisions of customers and reduce the likelihood of opting for other brands.

Features
 advertising needs a sponsor
 a person who is willing to inform a certain group of products and / or services offered by particular entity, therefore it is said that advertising is based on communication interested in a weekend.
advertising has a cost
changes depending on the medium that is going to handle
advertising has a target audience
 advertising is characterized by addressing a specific audience according to their demographic location, socioeconomic level
advertising has targets to meet
advertising objectives are similar to those of promotion, because they want to inform, remind and persuade. according to what they wish to pursue the target market applies.
advertising uses mass media
advertising makes use of them according to the public that aims and the resources you have