Advertisements are categorised in a number of ways. This categorisation* may be based on the the specific advertising objectives or it may also depend on the stylistic features of the ads or again on the type of target readership.
Based on the purpose of the ad, the classical approach divided ads into 10 types:
1. Hard selling ads: The purpose of these ads is to achieve immediate results. These ads are variously known as 'functional ads' (following primary ad functions), the 'persuasive ads' or the 'reason why' ads.
Some of the writers propose four of the primary functions (AIDA) whereas some others, particularly those with a classical approach are proponents of a five function formula:
Attract Attention: There are various non-verbal devices that help attraction - the colour, the illustration, position of the ad, size, etc. The copywriter adds her own device viz. the headline. The headline should be in tune with the layout, display , illustration and the body copy and / or the base line.
Interest: It must retain attention once captured by arousing interest. Sub-headlines and body copy are expected to perform this function.
Desire: The reader who is attracted and whose interest is aroused should be made to desire the product. This is achieved by employing psychological appeals in the copy along with the other attractive devices discussed above. Other ad techniques like bargain advantage, bandwagon or testimonials are also applied for this purpose.
Inspire: The total effect of the ad should achieve this. The ad must exude the confidence of the advertiser that the product advertised is the best. If the ad message is timid it will not inspire the reader (Crudities and too much exaggeration should be avoided. It can repel and prove counter-productive). If puffery is used, the claim should be substantiated by citing a trustworthy source, e.g., a survey.
Action: The message to enthuse the reader to ACT should be interwoven in the ad. It can use pressure technique use command in headline and say "Do this NOW." There are other devices like "coupons" which prompt action.
2. Reminder Ads: Reminder advertising is employed to maintain sales. This is achieved by constantly hammering the product name of brand. Poster advertising is mostly reminding advertising. Slogan + Product name forms most of the display. The technique employs publication or broadcasting of ads with considerable frequency. Small and medium sized staple goods manufacturers generally resort to reminder ads. These are the ads that promote habit formation and exploit slogans to that effect.
3.Informative ads: Informative ads attempt to mould public opinion about a product or class of products. They are also called educative ads. These ads do not attempt to aid the sales conclusion immediately. They educate the public by disseminating information about the product and cultivate buyers over time. Once in a life-time purchases or expensive products rely more on informative / educative ads.
4. Prestige ads : This type of ad is sometimes referred to as "Image Ad" These ads not only get published in prestigious places and publications, their intent is to enhance the prestige or the image of the brand or to attract up-market clients. This instils confidence in the minds of stake-holders, assists the PR function for the brand and ultimately aims at adding value to goodwill.
5. Distributor ads: Also called as 'Trade' ads these ads target wholesalers of retailers rather than the end users. These ads are written to emphasize the benefits the traders will derive by stocking and selling the product. These magazines appear in trade journals and publications of traders' associations.
6. Co-operative ads: Co-operative ads are so called because many manufacturers or service providers from a particular industry co-operatively publish these ads. Though the techniques employed by other types of ads do get employed here, the main characteristic difference is that a common theme is sought to be advanced by numerous individual advertisers on cost-sharing or subscription basis. Associations of Banks, POL products, Merchants' Associations of specific foodstuffs like eggs and plantation products like tea, coffee or coir etc advertise co-operatively to further their common themes.
7. Technical ads: These ads get published in technical magazines and are addressed to technicians or professionals. Mostly they advertise speciality products and the target customers are people from that particular trade, proficiency or practice.
8. Mail order catalogues: Mail ordering is not advertising but in fact, a mode of sale. Mail order traders use press ads and sales letters or direct mail appeals for persuading customers to buy through post. However writing catalogues is a craft in itself as it has to substitute direct handling or experiencing the products. The desire to buy normally traverses the route of 'Sight - Touch - Possession'. The catalogues therefore need to crafted to entice similar feelings. In the contemporary scenario, offer brochures accompanying credit card bills or mobile phone bills fall in this category.
9. Direct Mail letters: Direct mail should not be confused with mail order. It is not necessarily an offer to sell through post but is in essence, a direct communication from the advertiser to the target customer. It requires that the names and the addresses of the customers be known. Mostly these are in the form of a personal letter skilfully written to appeal the customer and plant a desire to buy some product. The selling point can be anything from a local store to a mail order-delivery system.
10. Retail advertising: This type of advertising is more for the store of the retailer than a particular product. Departmental stores, malls, supply chain outlets, advertise their quality retailing services through these ads. They employ some or all of the techniques used by other types of ads mentioned above, but their focus is on the qualitative and beneficial aspects of their sales rather than the products they sell. The conveniences can include one-stop shopping, lifestyle purchasing experience or novel ambience.
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