Two, three, or four of these ingredients are used in a promotion mix, depending on the type of product and target market involved. A dvertising is a paid, nonpersonal message communicated to a selected audience through a mass medium. Personal selling is personal communication aimed at informing customers and persuading them to buy a firm's products. Types of Advertising by Purpose. Depending on its purpose and message, advertising may be classified into three groups.
Institutional advertising is advertising designed to enhance a firm's image or reputation.
Primary-demand advertising is advertising aimed at increasing the demand for all brands of a product within a specific industry. The advertising media are the various forms of communication through which advertising reaches its audience. Figure 15.4 shows how organizations allocate their advertising expenditures among various media. Newspaper advertising accounts for almost one-fourth of all advertising expenditures. The advertising revenues of magazines have been climbing dramatically since 1976.