D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
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1 0<br />
advertising which aré relevant to our study. They are<br />
presented under four headings: types and objectives, media,<br />
participants, and the advertising text.<br />
2.2.1 Types and objectives<br />
VESTERGAARD & SCHR0DER (1986) consider three types of<br />
commercial advertising: a) prestige or good-will advertising<br />
— where firms advertise a name or an image; b) industrial<br />
or trade advertising — where a firm advertises its products<br />
to other firms; c) consumer advertising — where a firm<br />
advertises its products to potential consumers (p.1-2). In<br />
LEECH (1966) we find practically the same types (p.25).<br />
¡<br />
WILLIAMS (1980) distinguishes between the competitive<br />
and the non-competitive kind. In the former, the<br />
manufacturers compete against each other and the products<br />
become rivals. In the latter, there is no competition.<br />
Advertisements of this kind are the so-called "classified<br />
ads" in newspapers and<br />
magazines.<br />
ANTRIM (1973) mentions institutional advertising which<br />
promotes the image of the company, and product advertising<br />
which can be used to: a) help personal sales; b) introduce a<br />
new product; c) remind consumers about old products;<br />
d) increase sales; e) enter a new market.<br />
As mentioned before, the "classifieds" — r lists in a<br />
i<br />
special page, ordered according to subject — are<br />
advertisements too, distinguished by VESTERGAARD & SCHR0DER<br />
(1986) from display advertisements which occupy prominent<br />
places in newspapers and<br />
magazines.