Informative advertising: used heavily when introducing a new product category. In this case, the objective is to build primary demand.

Persuasive advertising: becomes more important as competition increases. Here, the company's objective is to build selective demand.

Comparative Advertising: a company directly or indirectly compares its brand with one or more other brands. You see examples of comparative advertising in almost every product category, ranging from fast food and soft drinks to car rentals, credit cars, wireless plans, and smartphones.

Reminder Advertising: It is important for mature products; it helps to maintain customer relationships and keep consumers thinking about the product.

Setting the advertising budget