Advertising is part of a two-way dialogue between marketers and their customers. B. Types of Advertising 1. Two Basic Types of Advertising a. Product advertising focuses on a good or service, either for ultimate consumers or for organizational customers.
Institutional advertising focuses on the organization, generating a particular image or concept.
Individual Ad Categories a. Pioneering advertising introduces a new product or brand. These present a great deal of information to educate customers about the product. Reminder advertising keeps the marketer's name in front of the target market. It reinforces customers' purchasing behavior.