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product or service. The key point is that interactive advertising reaches a large audience, just like traditional advertising.
2.8.2 Types of Advertising
There are six types of advertising, they are: product or brand advertising, sales promotion advertising, trade advertising, corporate advertising, classified advertising and
retail advertising.
1 Product or Brand Advertising
It is designed to provide consumer with information about a product or service and translate the product concept into an appealing consumer benefit. Sometimes it
referred to as display advertising because it displays the product for everyone to see.
2 Sales Promotion Advertising
It is attended to create immediate announcement of sale, contest, coupon, or some other offer.
3 Trade Advertising
Trade advertising for consumer products is directed to the retail trade and designed to help gain distribution or enlist retail production in a product promotion.
4 Corporate Advertising
Corporate advertising may be undertaken for several reasons, including financial, political, or public relations, and directed to a variety of publics.
5 Classified Advertising
Classified advertising is the recruitment of employees for specific job openings. It sometimes referred to as non displaying advertising. It usually segregated
in the back pages or special section of publications.
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6 Retail Advertising
It is a term reserved for the advertising done by retail stores, usually in the local media. It generally appears in the form display of advertising which focuses on
the store as a product, or sales promotion advertising which features prices and sales.
2.8.3 Roles of Advertising
Advertising also can be explained in terms of the four roles it plays in business and in society.
a The Marketing Role
The marketing role is the process a business uses to satisfy consumer needs and wants through goods and services. Marketing communication consist of several related
communication techniques, including advertising, sales promotion, public relations, and personal selling.
b The Communication Role
A communication role is a form of mass communication. It transmits different types of market information to match buyers and seller in the market place. Advertising both
informs and transforms the product by creating an image that goes beyond straightforward facts.
c The Economic Role
The economic role is the other approach, based on the economics of information theory, assumes that price elasticity is a function of consumer awareness and qualitative
knowledge about the close brand substitutes. The basic premise in this advertising as
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information model is that advertising provides information about alternatives and increases price elasticity so that a small change in price creates a large chance in product demand.
d The Social Role
The social role of advertising also has a number of social roles. It informs us about new and improved products and teaches us how to use these innovations. It helps us
compares products and features and makes informed consumer decisions.
2.8.4 Functions of advertising
