Advertising classification by purpose

An alternative way of describing advertising is in terms of its specific purpose. Most advertising takes the form of commercial activity designed to promote the particular products or services offered by the company.

The classification system by purpose overlaps with two other classification systems: by market and geographic area.

The categories normally covered by this classification are primary and selective demand advertising, product advertising, idea, corporate image, commercial, non-commercial, action/ response and retail adverting.

Primary demand is used to stimulate demand for an entire industry or class of product. Selective demand is used to create demand for a specific brand.

It’s not selling a product always. A company might advertise to build its reputation. A product is good or service for which customers will exchange something of value.
Advertising classification by purpose