Advertising is a paid form of non-personal communication of goods, services or ideas in order to promote present and future sales.

Types of Advertising
The major types of advertising are

(a)    Product and institutional advertising:

 When the aim of advertising is to promote the demand of goods or services, it is called product advertising. When advertisement is designed to customer, suppliers, government excite is called institutional advertising.

(b)    Direct and Indirect advertising:

when an advertisement aims at stimulating immediate demand of a product, it is called direct advertising.
When an advertisement aims at stimulating future demand for a product, it is called indirect advertising.

(c)    Individual and Co-operative Advertising:

When an individual enterprise advertises a product, it is called individual advertising.
When several individual enterprises jointly advertise, by sharing the expenditure among the firms, it is called co-operative advertising.

(d)    Primary and Selective Demand Advertising:

When advertising is aimed at stimulating demand for a product type, it is called primary demand advertising.
Advertising which aims at promoting the brand image of the advertiser is referred to as selective demand advertising.

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