Posted in Marketing and Strategy Terms, Total Reads: 941
Definition: Informational Advertising
Publicizing a product in a way that educates the public on a number of fronts such as the features of the product, how the product gains a competitive advantage over its competitor products similar in value and benefits, places of availability and so on. It is usually succeeded by brand-building advertising.
Generally, every advertisement includes some element of information in it which extends solely up to communicating the identity of the brand. Informational ads tend to take the extra mile to help generate a good reputation. It provides consumers with factual and relevant data about the brand in a tacit and logical manner such that they gain greater confidence in their reasoning and ability to identify the merits of a product after viewing the advertisement. Here, it is not only about providing information, but also about how the consumers perceive the ad’s content. Thus, providing information which is important to the customers and also which they accept as being verifiable is the key to the acceptance of such ads.
For example, tobacco companies often run informative advertising as a part of resolving lawsuit in order to educate consumers about harmful effects of smoking. Similarly, alcohol producers run ads with the message ‘don’t drink and drive’.