Home > Glossary > Generic advertising

Generic Advertising

Generic advertising promotes a general product category rather than a specific brand, aiming to increase overall demand for the product type. This form of advertising is commonly used by industry groups, trade associations, or government agencies to promote commodities such as milk, beef, or tourism. Generic advertising focuses on the benefits of the product category as a whole, enhancing consumer awareness and influencing purchasing behavior without favoring a particular brand.

Example

The “Got Milk?” campaign is a classic example of generic advertising, promoting the benefits of drinking milk without endorsing any specific dairy brand.

Key points

• Promotes a product category rather than a specific brand.

• Aims to increase overall demand for the category.

• Commonly used by industry groups, trade associations, and government bodies.

Quick Answers to Curious Questions

The goal is to boost demand for a product category, educating consumers about the benefits and encouraging overall consumption without promoting a specific brand.

Funding often comes from industry groups, trade associations, or government programs that seek to promote the broader industry or product category.

It can increase awareness, boost sales across the entire category, and strengthen market perceptions, benefiting all brands within the sector.