(i) Industrial or Business to Business Advertising : An advertisement, which is directed at businesses or industrial buyers, is known as industrial or business to business advertising. Advertisements for printing machines, oil expellers, plastic moulding machines, other manufacturing machines and equipments, agricultural appliances, raw materials, etc., fall in this category of advertising.
(ii) Concept Advertising : This is also known as primary demand advertising or ‘pioneering advertising’. It is designed to stimulate demand for a new product. It explains product’s special or distinctive features and benefits. It is aimed at creating a general demand for the product category, without emphasizing the brand name. In recent years, primary demand or pioneering advertisements have been running for personal computers (PCs), pagers, cellular phones, fax machines, answering machines (to be attached with the telephones) etc. Advertisements for creating primary demand for diamond is like this : “A diamond is for ever. ” For creation of primary demand for gemstones : “Coloured gemstones are an expression of you.
