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