In will be an institutional advertising campaign.

In this lesson, you’ll learn about the different types of advertising and how the correct strategy a firm should take is based on their overall promotional objectives. Why do some companies directly advertise their products while others seem more concerned with their image?

The Advertising Ninja Apprentice

Ninja Corp is having a company-wide contest.

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They’re facing tough competition from competitors and need to develop an advertising campaign for their new bandana product. The winner of the contest will understand that it is important to choose a type of advertising that fits the firm’s promotional objectives. Let the contest begin!

Institutional Advertising

Julia, the ninja TV actress, has decided that her entry into the competition will be an institutional advertising campaign.

This is a type of advertising that is used to improve a company’s image instead of promoting an individual product. Julia believes that the ads should concentrate on the overall Ninja Corp company. She would like to develop a television ad that shows how Ninja Corporation employees give back to the community. A local blood drive would feature employees wearing the new bandana in the footage.A subtype of institutional advertising is called advocacy advertising.

This specifically focuses on companies that have had to use advertising to respond to media attacks based on controversy. An example would be a beer corporation that showcases how much of their corporate profits is given to M.A.D.D. (Mothers Against Drunk Driving).

The overall promotional strategy would be to show how the beer company does support the local community and care about its constituents.

Pioneer advertising strives to create demand for a new product
Pioneer Advertising Example

Product Advertising

There are many different types of product advertising, such as pioneering, competitive and comparative. Product advertising promotes the product or service to the target market by focusing on its benefits. Nicholas the engineer’s idea will utilize pioneering advertising.

He wants to use the type of advertising that focuses on creating demand for a new product or category. The purpose of using this form of advertising is to inform consumers about the product and create interest. Nick’s ad will focus on informing the target market about the cool new bandana design and how it’s now made from a material that will keep sweat away from a ninja’s face.

Comparative Advertising

Another form of product advertising is called comparative advertising. This type of advertising is used to compare two or more brands together by specific factors.

It is also used when a company is entering a market with strong competitors. The main purpose of this strategy is to convince the consumer that one brand is superior to all others. The focus is all about a specific brand attribute that sets the product apart from the competition.IT Tech Sammy believes that this advertising is the correct way to position the new Ninja Corp bandana line. He wants to show that Ninja Corp’s bandanas are superior to the competitors in colors, design, sweat control, and quality. The idea for his campaign contains three ninjas, each representing a different company’s bandana, who go through an intense workout.

In the end, the Ninja Corp’s bandana will show that its bandana held the most sweat.

Comparative advertising shows how a brand is superior to competitors based on its unique features
Comparative Advertising Example

Competitive Advertising

The last type of advertising is very similar to comparative advertising. Competitive advertising is a strategy where the ads are created to influence sales for a specific brand. Alexa the ninja gymnast believes that this type of strategy is best because it can be used when a product is in the growth phase of the product life cycle. It is also the best type of advertising to use when lots of competition enters the marketplace.

The main strategy of competitive advertising is to create high product recall with the target market. Automakers traditionally use this type of messaging as well. Alexa sees her ad showing a ninja using the bandana product during a workout and also saying Ninja Corp Bandana over and over again. She also wants to stress its superior color selection, durability, and sweat control.And the contest winner is;. After all of the contestants submitted video clips of their ad ideas, one final winner was chosen last week.

IT Tech Sammy’s idea for a comparative ad won based on the fact that Ninja Corp is being threatened by competitors. The marketing team feels that by demonstrating why the Ninja Corp bandana is superior, they will convince consumers to buy their product.

Lesson Summary

Institutional and product are the two main types of advertising.

Institutional is a type of advertising that is used to improve a company’s image instead of promoting an individual product. Product advertising promotes the product or service to the target market by focusing on the benefits. The three types of product advertising are comparative, competitive and pioneering. Companies must decide on the type of advertising strategy based on their overall promotional objectives.

Lesson Objectives

After watching this lesson, you should be able to:

  • Define the two main types of advertising
  • Interpret the subtypes of each; advocacy, comparative, competitive, and pioneering
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