Kinds of advertising

Looking at it from the standpoint of intended audiences, advertising falls into six categories:

1. National advertising. Another name for it is "brand-name advertising." The audience consists of potential customers for products sold in stores. The emphasis in the advertising is on the product rather than on where it may be purchased. Price usually is not mentioned. National advertising is found mostly in slick magazines and the broadcast media, although some of it appears in newspapers.
2. Retail advertising. Another name for it is "local advertising." Its purpose is to get potential customers into a particular store. Price is always mentioned. Retail advertising appears mostly in newspapers but also on radio and television stations. Some retail advertising appears in regional editions of national magazines.
3. Mail-order advertising. Its practitioners prefer the term, "directmarketing advertising," but whatever it is called it asks that the product be ordered by letter, coupon, or phone; the product arrives later by mail or by some other carrier.This kind of advertising combines elements of both national and retail advertising. It uses mostly magazines and direct mail, but it also makes use of radio and television. It is sponsored by retailers not readily accessible to customers.An appeal of mail order is that the customer has already paid for the item by the time it arrives. Getting it is like receiving a gift. And everybody, it seems, likes getting something through the mail. Some people do not like going out to shop.Another appeal of mail order is that, because selling costs are low,prices listed in a catalog can be lower than prices at the store.
4. Trade advertising. The audience for this kind of advertising consistsof retailers, wholesalers, or brokers. They are "customers," too--cus-tomers for products which they in turn sell to others. Instead of stressing the benefits of the product, this kind of advertising stresses the profits that can be made from stocking and selling it.
5. Industrial advertising. In buying raw materials and machines to use in their manufacturing processes, manufacturers become customers, too. The audiences for both trade and industrial advertising are reached, in the main, through trade magazines and direct-mail advertising (not to be confused with mail-order advertising).
6. Professional advertising. This is advertising directed to physicians, architects, and others who advise people what to buy. Like national advertising, it stresses benefits to the user. Media used include professional or trade magazines and direct mail.

More elaborate design ideas and expensive production techniques are employed in national, industrial, and professional advertising than in the other types. This is because audiences are greater (or more exclusive), space or time is more expensive, and, generally, stakes are higher.