Informational advertising educates consumers about a product’s benefits and features without comparing it to similar products. It builds a solid reputation, provides safety information, and is used by companies, non-profits, and religious organizations.
Informational advertising is a sales and marketing approach that focuses on the task of attracting consumers by educating them about the nature and benefits of products, as well as identifying the benefits derived from choosing to purchase those products. Typically, this approach focuses on what a given product has to offer in terms of quality and practical use rather than comparing the product to similar products or services available in the market. Advertising of this type is often used with newer products, making it easier for potential customers to quickly and easily learn what the product is, what it does, and why it would be worth the time and effort to try the product.
There are many benefits associated with the use of informational advertising. One has to do with building a solid reputation among consumers. Because the approach includes an effort to educate consumers about the nature and benefits of the product, there’s almost no room to make comparisons with similar products or infer that those other products aren’t as good. Instead, the information approach does not make comparisons, but simply provides factual data on what the product does and does not offer. This strategy is often perceived as indicating a greater degree of confidence in both the product and the consumer’s ability to manage the comparison process and make the right decision.
Another benefit of informational advertising is that the approach tends to provide examples of when and how to use a product safely. For example, pharmaceutical companies will include information in print and other media advertising that makes consumers aware that it is not advisable to take a particular product while pregnant, drive a car or operate heavy machinery. Similarly, companies that produce alcohol products typically inform readers that driving after enjoying the products is discouraged. In addition to providing consumers with knowledge about what they can and cannot do after using a product, this approach also helps minimize the potential for lawsuits that would otherwise develop if those types of warnings weren’t included in the advertising effort.
Many different types of organizations use informational advertising. Companies use the approach to educate consumers about the goods and services they have to offer. Non-profit organizations often use this strategy to educate the public about a disease, charity, or other initiative that is the reason for the organization’s existence, while inviting others to participate in that initiative. Religious and philosophical organizations also use informational advertising to educate the public about core beliefs and values, as well as the scope of programs and ministries offered by those organizations, an approach that makes it easier to connect with like-minded individuals and allows organizations to grow.
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