Explain concept advertising and industrial advertising.

Concept Advertising — Concept advertising is also known as 'primary demand advertising' or 'pioneering advertising'. Its purpose is to stimulate demand for a new type of product. Advertisements designed to change the lifestyle of people are concept advertising. For example, "A diamond is forever" seeks to promote diamond jewellery as a concept rather than as a specific brand. Similarly, advertisements suggesting how to save petrol or avoid accidents are concept advertising aimed at influencing public attitudes and behaviour.

Industrial Advertising — Industrial advertising is directed at industrial buyers (businesses) rather than at end consumers. It is used to promote products that are used as inputs in production processes, such as machinery, equipment, raw materials, and components. Industrial advertising is generally placed in trade and technical journals, business publications, and through direct mail. The message focuses on technical specifications, quality, performance, and benefits to the buyer's business operations. Unlike consumer advertising, industrial advertising emphasises rational appeals and detailed product information rather than emotional appeals.