Introduction:- Advertising is a form of marketing

communication used to encourage, persuade or manipulate an audience to take or continue to take some action.It is a communication whose purpose is to influence potential customers about products and services.

According to “Philip Kotler” and American Marketing Association, advertising is any paid form of non-personal presentation of ideas, goods and services by an identified sponsor.The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

Types of Advertising:-1. Product Advertising2. Service Advertising3. Global Industrial Advertising4. Public Service/ Non Profit Advertising5. Institutional/ Corporate Advertising6. Financial Advertising

Product Advertising:-Product advertising is more than just a commercial or an ad in a magazine. It is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel.

The general objective of product advertisement is to increase brand awareness or to demonstrate the differences between product and competing products to induce purchasing.Methods of product advertising:- Comparative advertising, cooperative advertising and informational advertising.

Example: - Pepsodent toothpaste, coca cola, etc.

Service Advertising:-Focuses on services such as professional training, coaching classes, consultancies, advertising, public relations, market research, education, public speaking, institutes, management training, travel agencies, hotels, tourism and others.

The approach here is usually more direct and information oriented. Example: - Incredible India (Indian tourism)

Global Industrial Advertising:-A form of business-to-business advertising, this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment and raw materials used in the manufacturing process. A smaller to smaller and largest of all, every company has to do industrial advertising.

Example: - Industrial automation equipment: catalogues of such equipment is sent only factories and places that require these.

Public Service/ Non Profit Advertising:-Unlike traditional commercials, PSAs are primarily designed to inform and educate rather than sell a product or service. The goal of a PSA is not to make a big sale, but rather to change public opinion and raise awareness for a problem. However, sometimes money is solicited, although not for profit.

As long as there have been ads for charitable causes, government issues (including war), politics, religion and health and safety issues.Example: - Quit smoking, fitness, etc.

Institutional/ Corporate Advertising:-The promotional message aimed at creating an image, enhancing reputation, building goodwill or advocating an idea or the philosophy of an organisation, instead of sales promotion. When employed by an organisation to market itself (instead of its products) it is called as corporate advertising.

It is an attempt to create a positive public awareness of a company and distinguish it from competitors. Example: - Philip and Morris promote quitting smoking and a site for support and help on television.

Financial Advertising:-Financial advertising is the practice of advertising to the investor, loan, banking and mortgage consumer. Typical products in financial advertising are publicly offered financial products such as Mutual Fund Shares or Limited Partnership Shares. The media used for financial advertising is normally the print.Example: - Axis Bank Mutual Fund, etc.