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Functional Classifications of Advertising

Introduction

Advertising

Advertising is simply a relatively low-cost strategy of conveying selling information to various prospective customers. It entails the process of buying benefactor-identified time or media space to promote an idea or product. In most cases, advertising can secure leads for intermediaries and salespersons by convincing readers to bid for additional information and identify channels that handle the products. In simple terms, advertising tends to give notice to the public regarding something. Advertising is also a mass interconnection of information, which intends to persuade consumers to buy products with an aim of maximizing organizational profits. Advertising has various elements, which include making mass production possible, commercial communication and mass communication reaching out to large consumer groups. Therefore, advertising always benefits buyers. In most cases, it gives better solutions to consumer problems. It also increases profitable sales volume. This paper will focus on print media. The paper will focus on the Chicago Tribune and the Cosmopolitan magazine as types of print media advertisements.

Various methods and classifications of advertising are equally significant. Print media (magazine and newspaper) are some of these classifications. Despite the differences, both types of advertisements serve an almost similar purpose thus boosting sales and attracting customers.

Functional classifications of advertising in Chicago Tribune and the Cosmopolitan magazine

Advertisements are classified in at least seven different categories. However, the paper focuses on the Chicago Tribune and the Cosmopolitan magazine as types of print advertisements. While the Cosmopolitan magazine mainly targets the women, the Chicago Tribune remains a common newspaper that targets different individuals. Therefore, the advertisements in both print media are different.

The Chicago Tribune newspaper

As clearly indicated, the Chicago Tribune newspaper mostly targets the common person. Therefore, most advertisements in the paper are general. In fact, they target the common people in the society. In as much as most advertisements in the Chicago Tribune are societal-oriented, they are mostly product related advertisements.These advertisements are mostly concerned with conveying information that targets selling and buying products. Common advertisements in the newspaper include:

  • Pioneering advertisements
  • Retentive advertisements

Product advertisements

The product related advertisements in the Chicago Tribune are mostly concerned with conveying information regarding services and products sells. Common products being advertised in this edition include;

  • Automobile industry

In this advertisement, the Chicago Tribune advertises the Fiat Chrysler, which remains one of the biggest automobile industries across the globe. Here, the advert states that the company is set to double its products and lower its temporary staffers.

  • Food and Dining products (Cocktail types)

Being a product oriented advertisement, the newspaper advertises food and dining products. In this case, the newspaper advertises the eight different types of cocktails, which are also healthy products.

  • Life and style products including different dog breeds

On the life and style advertisements section, the newspaper advertises different breeds of dogs that are reliable to the ordinary person. The products here are the different breeds of dogs.

  • Real Estate

Here, the advertisements try to market homes and estates in the Olympia Fields. The advertisers market different homes hence making the advertisement a product advertisement.

  • Health products

In the health section, the advertisement tries to market different women products. The advertisement mainly targets women that have given birth. The products advertised here are products that can improve women health.

Institutional advertisements

Institutional advertisements are simply advertisements that intend to promote an organization, institution, corporation, business or a company. Such advertisements do not sell services or products directly (Mohan, 323). In this case, the Cosmopolitan zine remains an institutional advertisement type since most products in the magazine tend to promote the organization especially to women. The Cosmopolitan Magazine is also a formative and reminder oriented in character.

According to the magazine, it is evident that the magazine targets women and their products. In as much as most advertisements in the magazine are product oriented advertisements, some of the adverts in the magazine are institutional advertisements.Women remain the biggest victims in the magazine’s advertisements. Unlike the newspaper advertisements, which are mostly product-oriented advertisements, the advertisers in the Cosmopolitan Magazine use the different advertisements strategies. In most cases, the Cosmopolitan Magazine uses product shortages period to maintain the company’s name before the public, which is mostly women. In fact, most advertisements in the Cosmopolitan magazine aim at building the company’s positive image especially in the eyes of the public. Operating in a competitive field, the Cosmopolitan Magazine is currently marketing women and beauty products. Most of these women products tend to notify the consumers that the organization remains a responsible business entity. Currently, the magazine is also targeting men’s products. Therefore, the management takes biologically responsible action towards its products.

Example: Unlike the newspaper adverts, the Cosmopolitan Magazine takes a different approach towards its advertisements. Here, the magazine tends to focus on specific products hence remaining responsible for its action. An example is the coconut oil product advertisement, which the magazine advertisement is currently advertising. The coconut oil advert intends to build a generally favorable attitude towards the Cosmopolitan Magazine and some of its products. In as much as the magazine only advertises the product, the company takes the responsibility towards the product advertisement.

Competitive Advertisement (Chicago Tribune)

One aspect that remains common in all the five advertisements is the competitive aspect. In this case, the advertisers are ensuring that the products reach the market-growth. In fact, there is the market-maturity aspect in all the five advertisements that the Chicago Tribune tries to market. On the other hand, the advertisements are trying to stimulate selective demand in the market. In the real estate advertisement, the advertisers try to market homes and estates in the Olympia Fields. The advertisement comes in two different categories thus the direct and the indirect types. The direct aspect seeks to stimulate an immediate buying aspect in the advertisement while the indirect type attempts to pinpoint different products (homes) virtues in the anticipation that consumer’s action are likely to be affected.

Example: Apart from the real homes, the health and the food and dining products advertisements also attempts to bid for the purchaser’s patronage immediately. Here, the advertisements provide timetables, prices and phone numbers that customers may use for purchases. On the other hand, there is the indirect action in the advertisement whereby the advertisement tends to suggest that consumers mention the food product’s name when talking to the organization.

Primary Demand stimulation

In advertising, the primary demand stimulation entails the demand for specific service or products instead of particular brand. This advertisement type intends to affect product demand and not product demand. In some cases, primary demand stimulation only advertises to motivate primary demand. This demand influence level is common in the Chicago Tribune where new marketers are trying to inform consumers about their products existence. The fact that Chicago Tribune advertises many products, it means that many competitors are exploring the new markets.

Products sold

Common examples of products being advertised under the primary demand stimulation include; automobile products, food and dining products,life and style products including different dog breeds, real estate, and health products. In the automobile advertisements, the Chicago Tribune advertises the Fiat Chrysler, which remains one of the biggest automobile industries across the globe. On the other hand, the food and dining products advertisements focuses on eight different types of cocktails, which are also healthy products. On the life and style advertisements section, the newspaper advertises different breeds of dogs that are reliable to the ordinary person.In the health section, the advertisement tries to market different women products. The advertisement mainly targets women that have given birth. The products advertised here are products that can improve women health.

Selective Demand Stimulation

Unlike the primary demand stimulation, the selective demand mostly focuses on specific brands. Here, the advertisers are trying to establish the differential advantage to attain acceptable sort of market. As previously indicated, the Cosmopolitan Magazine uses the demand stimulation type whereby the advertisers differentiate their brand. They also increase the total consumption amount of their products.

Products sold

An example of product being sold is the coconut oil product advertisement. Here, the advertisement is marketing coconut oil products to women and beauticians.

Direct Action and Indirect Action Advertisements

The direct aspect seeks to stimulate an immediate buying aspect in the advertisement while the indirect type attempts to pinpoint different products (homes) virtues in the anticipation that consumer’s action are likely to be affected. The Chicago Tribune and the Cosmopolitan magazine advertisements take different strategies in their advertisements. While the Chicago Tribune prefers the direct action advertisement, the Cosmopolitan uses the indirect action advertisement. In this case, the Cosmopolitan Magazine pinpoints its product’s virtues in the expectation of its consumer’s action.

Conclusion

In as much as they are both print media advertising, the newspaper advertisement (Chicago Tribune) takes a different approach from the magazine (Cosmopolitan Magazine). Chicago Tribune and the Cosmopolitan magazine have different types of advertising given that they are different in terms of their target audience. While the Cosmopolitan magazine mainly targets the women, the Chicago Tribune remains a common newspaper that targets different individuals. Additionally, the Chicago Tribune prefers the direct action advertisement while the Cosmopolitan uses the indirect action advertisement. Despite the differences, both the newspaper and magazine are print media, which means that the advertisement processes are almost similar.

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