Informative advertising is

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

that is carried out in a factual manner. This form of advertising relies solely on the goods or services strengths and features, rather than trying to convince customers to buy a product using emotion. The use of emotion in

is classified as

persuasive advertising Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. Persuasion is studied in many disciplines. Rhetoric studies modes of persuasi ...

. Information advertising is mainly used for two purposes; to augment market power, and to inform customers of goods and services, prices, and sales conditions.{{cite journal , last1=GERASYMENKO , first1=Anzhelika , title=INFORMATIVE ADVERTISING: A MARKET INFORMATION PROVIDER OR A SEED OF MARKET POWER? , journal=EcoForum , date=2012 , volume=1 , issue=1 , pages=1-6 , url=https://www.researchgate.net/publication/290797600_Informative_advertising_a_market_information_provider_or_a_seed_of_market_power , accessdate=27

Features

There are three main features of informative advertising.

Accurate information

Accurate information and data must be used when advertising informatively. Before ads are presented to customers, all facts and figures of the advertisement should be verified and authenticated. Accurate information helps to gain user trust and build a large customer base.

Updates and innovations

Industries with constant upgrades and improving products such as the

telecommunications Telecommunication is the transmission of information by various types of technologies over wire, radio, optical, or other electromagnetic systems. It has its origin in the desire of humans for communication over a distance greater than that fe ...

sector and the

automobile A car or automobile is a motor vehicle with wheels. Most definitions of ''cars'' say that they run primarily on roads, seat one to eight people, have four wheels, and mainly transport people instead of goods. The year 1886 is regarde ...

industry, can engage audiences and inform of updates or expansions through the use of informative advertising.

Use of local data

Informative advertising will differ between

companies A company, abbreviated as co., is a legal entity representing an association of people, whether natural, legal or a mixture of both, with a specific objective. Company members share a common purpose and unite to achieve specific, declared go ...

, depending on their size. A global company selling a homogenous good or service will have the same data and figures throughout their advertising, even if the form or look of the advertisement differs depending on geographic location. In comparison, a global company offering a slightly heterogenous product depending on geographic location will be able to present ads with differing facts. {{cite web , last1=Bhasin , first1=Hitesh , title=Informative Advertising Vs Persuasive Advertising , url=https://www.marketing91.com/informative-advertising-vs-persuasive-advertising/ , website=Marketing91 , publisher=Marketing91 , accessdate=28 October 2020

Reasons

Alongside promotional reasons, there are other reasons why informative advertising is used. Under certain circumstances, a business may be required to run informative advertising due to legal requirements. Some industries have much stricter advertising laws than others, the

tobacco Tobacco is the common name of several plants in the genus '' Nicotiana'' of the family Solanaceae, and the general term for any product prepared from the cured leaves of these plants. More than 70 species of tobacco are known, but the ...

industry is one of the more notable examples. For example, in Australia, tobacco is not allowed to be advertised in a manner which persuades users to buy, smoke or use it.{{cite web , last1=Department of Health , title=Tobacco advertising bans , url=https://www.health.gov.au/health-topics/smoking-and-tobacco/tobacco-control/tobacco-advertising-bans , website=Department of Health , publisher=Australian Government , accessdate=27 October 2020 They are also required to include health warnings.

Pharmaceutical companies The pharmaceutical industry discovers, develops, produces, and markets drugs or pharmaceutical drugs for use as medications to be administered to patients (or self-administered), with the aim to cure them, vaccinate them, or alleviate symptoms. ...

are also required to give extensive and accurate information on products. This information includes ingredients, side effects and contradictions. In the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...

, pharmaceutical companies are allowed to advertise to prescription medicines to consumers, which resulted in a 36% increase of consumers asking health professionals about certain medication between 1987 and 1992. In Australia, the promotion of prescription drugs to the public is not permitted. {{cite web , last1=Donovan , first1=Jan , title=Advertising pharmaceuticals to Australians , url=https://www.nps.org.au/australian-prescriber/articles/advertising-pharmaceuticals-to-australians , website=NPS MedicineWise , publisher=NPS MedicineWise , accessdate=28 October 2020

Governments A government is the system or group of people governing an organized community, generally a state. In the case of its broad associative definition, government normally consists of legislature, executive, and judiciary. Government is a ...

often use informative advertisements for a range of purposes such as health updates, alcohol and drug use statistics, election data, and tourism. {{cite web , title=Advertising , url=https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-advertising/ , website=Lumen , publisher=Lumen , accessdate=1 November 2020

References