National and local advertisers have different time orientation. National advertisers develop five-year strategic plans, whereas local advertisers are concerned with the performance of weekly advertisements.
The term "national advertising" implies that it is not restricted to a specific region of the country. This type of advertising is typically used by the marketer of a branded good or service, regardless of where it is distributed through various channels. Clearly, "national advertising" refers to a mass marketing campaign. In practise, this does not mean that the product is available throughout the country. The purpose of national advertising is to educate or remind people about a company or brand. Manufacturers carry out this type of advertising, as opposed to retail advertising, which has entirely different goals.
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