A promotional effort at generating interest in a good, service, or organization by providing consumers with information. For example, a petroleum company undertakes an advertising campaign to inform citizens about the firm's environmental efforts. Similarly, an automobile manufacturer might undertake informative advertising about vehicle care or safe driving.
How does informative advertising generate sales?
The main goal of informative advertising is to help consumers make their own informed decisions. For example, nonbranded advertisements in the pharmaceutical industry—particularly those used on television—that do not mention a specific product but, rather, focus on a disease state or condition, raise interest and awareness, and, in turn, generate sales.
E. Mace Lewis, Vice President, Business Development, QD Healthcare Group, Greenwich, CT