Marketing Communications

204 CHAPTER 7 ADVERTISING

promotes its own brands. If a government takes the initiative for a campaign, this is called

collective advertising. Retail organisations also advertise ( retail advertising ). Sometimes two

manufacturing companies, or a retailer and a manufacturer, jointly develop an advertising

campaign. Th is is called co-operative advertising. Besides goods and services, ideas can be

promoted ( idea advertising ), mostly by not-for-profi t organisations ( Photo 7.1 ).

Th e intended receiver of the advertising message can be either a private end-consumer or

another company. In the latter case, the company may buy the products to use in its own

production process ( industrial advertising ), or buy the products to resell them ( trade advertising ).

Diff erent types of advertising can also be distinguished according to the type of message

conveyed. Th e diff erence between advertising focused on informational and transformational

consumer motives was explained earlier (see Chapter 3 ). Institutional advertising is the term

used to describe government campaigns. Selective advertising campaigns try to promote a

specifi c brand, while generic advertising campaign promotes a whole product category, such

Table 7.1 Types of advertising

Sender Message

z Manufacturer

z Collective

z Retailer

z Co-operative

z Idea

z Informational

z Transformational

z Institutional

z Selective vs generic

z Theme vs action

Receiver Media

z Consumer

z Business-to-business

• industrial


• trade

z Audio-visual

z Print

z Point-of-purchase

z Direct

Photo 7.1 Outdoor advertising to communicate an idea for a generic ‘product category’

Source : Corbis: Tony Savino.

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