The attention is on the specifications of the product over the competitive product of other companies. The marketing executive decides about the elements to be used and the proportions in which they are to be blended into their marketing programmes. In this type of advertising, product positioning is the export concept in the minds of consumers. It is nothing but placing the product on different parameters in comparison with other products, apart from benefits and strength.
Pioneering Advertising: This method is used in the introductory stage of product advertising. Stimulation is given for a primary demand rather than a specific brand, i.e. product category is introduced with an education intention.
Competitive Advertising: Selective demand of a specific product brand is stimulated. By now product is established and has reached the stage of growth. There are two types of competitive advertisements.
Direct Type: - Stimulate immediate buying action.
Indirect Type: - The benefits of the product are emphasized in anticipation of the consumer’s final action of buying.
Retentive Advertising: The product is now entering the market. Its sales may decline later. The buyer must be reminded to continue the usage of product and sustain the loyalty. It is a soft – sell approach.
Participants