Write short notes on the following : (a) Persuasive advertising (b) Informative advertising (c) Competitive advertising (d) Mass advertising (e) Direct adve...

Answer Details

(a) Persuasive advertising

This is advertising designed to convince and induce consumers to buy a particular product by appealing to their emotions and desires. It stresses the benefits and superiority of the product and urges people to prefer and purchase it, for example advertisements that make a brand appear more attractive than others.

(b) Informative advertising

This is advertising that simply gives facts and information about a product or service, such as its features, price, uses and where it can be obtained. Its main aim is to educate and create awareness among consumers rather than to appeal to emotions. Public notices about a new product or a change of address are examples.

(c) Competitive advertising

This is advertising by which a firm promotes its own brand in direct rivalry with the products of other firms, in order to win a larger share of the market. It emphasises the qualities of the advertiser's brand over those of competing brands and is common where several firms sell similar goods.

(d) Mass advertising

This is advertising aimed at reaching a very large number of people at the same time through mass media such as television, radio, newspapers and magazines. It is used for goods of wide, general demand so as to reach as many consumers as possible over a wide area.

(e) Direct advertising

This is advertising aimed at a particular, selected group of customers, in which the message is sent straight to named individuals, for example through letters, e-mails, catalogues, handbills and price lists posted or delivered to specific persons. It is also called direct-mail advertising.