Advertising that promotes organizational images, ideas, and political issues

Advertising that promotes a company's position on a public issue

Advertising that promotes the uses, features, and benefits of products

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

Advertising that tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

Advertising that compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

Advertising used to remind customers about an established brand's uses, characteristics, and benefits

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it

Digital advertising that matches the appearance and the purpose of the content in which it is embedded