Advertisement classification by medium

In the context of advertising, the medium means the channel used to communicate the advertising messages, for example the broadcast media and the print media. Media selection is matter of matching the advertising medium with the product’s target market.

The media for advertising could be split between:
*Print advertising such as newspaper and magazines
*Broadcast/electronic advertising such as radio, cinema and television
*Outdoor advertising e.g. fixed sites and transit
*internet

The medium is the message. This means that an ad message is interpreted and influenced by the environment in which it is received and communicate an image that is independent of the message content.

Each medium has unique qualities with strengths and weakness. For example, newspaper provided mass audience coverage and reach reader who are in the appropriate mental frame to process messages, But newspaper suffer form high clutter, limited selectivity and declining readership, among other limitations.

An important element in any advertising campaign is the media mix, the combination of media to be used. Media mix decisions are typically based on several factors: cost per contact, reach, frequency, target audience considerations, flexibility of the medium, noise level and the life span of the medium.
Advertisement classification by medium

Advertisement classification: Target audience

Advertising can be classified by four main criteria: purpose, target audience, geographic area and medium. Advertising is not aimed at everybody. Each advertisement has a target audience it is intended to reach.

The advertising message is therefore, tailor-made to address and influence the selected target audience. These are the people who are most likely to buy the product.

Once the target audience is decide and what they are looking for in terms of the product or service is offered it is time to decide what the advertisement will say.

Advertisement should always be written to communicate a message that will be seen as important by the target customer. The advertisement should be clearly and convincingly “speak” to the target audience, explaining the important benefits of the product or service offer.

The word, phrases, style and main message of the advertisement are carefully selected to appeal to the particular group targeted.
Advertisement classification: Target audience

Advertisement classification based on geography

Advertising can be classified by four main criteria: purpose, target audience, geographic area and medium.
• National advertising
The term national advertising refers to advertising by multinational marketers or the owner of a trademark product or service sold through different distribution outlets wherever they may be.

• Regional advertising
Regional advertising is carried out by producers, wholesalers, distributors and retailer that concentrate their efforts in a relatively large, but not national , geographic region.

• Local advertising
Local advertising is much the same as regional advertising. Local advertising is directed at an audience in a single trading area, either a city or state.

• International advertising
International advertising can be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles and consumption pattern.
Advertisement classification based on geography 

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

Promotion strategy

When considering the planning of a promotional campaign it is important from the outset to have a clear understanding of what a plan is and what use it has to the management of the promotional campaign.

A plan is simply a design for achieving a specific objective or several objectives.

Promotional strategy is a plan for the optimal use of the promotional mix elements: advertising, public relations, personal selling, sales promotion and social media. Promotional objectives, policies and programmes as a whole and individual approach of each elements blend into the promotional strategy.

The main function of a marketer’s promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition.

There are two types of sales promotion:
*Push promotion – marketing team push the product-service mix through the service delivery system or channels of distribution. This strategy concentrates on middleman or retailers who push the sale of the product to the final consumers.

*Pull promotion – aiming at stimulating consumer’s interest and having them pull the product through the channels of distribution. It persuades buyers to go to the sellers to buy. Sales promotion, particularly customer promotion, is an important form of pull strategy, which asks the sellers or retailers to attract the buyer.
Promotion strategy