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

Persuasive advertising is advertising which tries to convince people to buy and use a particular product or service, whether or not they need it at that particular time. It appeals to consumers’ desires and may encourage impulse buying.

(b) Informative advertising

Informative advertising is advertising which creates awareness about the existence of goods or services. It gives facts about the product, including its uses, features, price and where it can be obtained.

(c) Competitive advertising

Competitive advertising is advertising which seeks to create more market for a product or service at the expense of a close substitute. It states or shows that one product is better than competing products.

(d) Mass advertising

Mass advertising refers to joint advertising organised by producers and distributors of similar products. The producers of similar goods come together to advertise their products in order to reduce waste and cut the cost of advertising, resources and energy.

(e) Direct advertising

Direct advertising is selective advertising in which the message is sent to persons who are likely to buy the product or service. It is directed at a specific target market, for example advertising cosmetics in women’s magazines.