Pioneering, Competitive, and Reminder Advertisements, Essay Example

Describe pioneering, competitive, and reminder advertisements. Describe how and why they are used in both product and institutional advertising.

Pioneering advertising attempts to develop a primary demand for a product that has yet to have a discernible, or existing market. It’s usually used when ushering new, never before used, technologies. An example of this would be the iPad. It was initially assumed by Apple, that the iPad would be embraced by individuals who felt carrying around their laptops was inconvenient, or those who felt their mobile phone screens were too small for activities like playing games and watching videos; but because there was no previous market data to assess the potential success for a product of its type, it left room for many skeptics. In Apple’s case, as it relates to all of their products, they infused both product advertising with institutional advertising by creating a brand with which its consumers felt they had a vested relationship. The simplistic-genius culture of apple was implied in both how Steve Jobs released new products at Apple expos and how they advertised their products through the use of iconic imagery and music.

Competitive advertising is more selective than pioneering. The goal of competitive advertising is for a brand to promote its product or products, as a preferred choice over others within the same market space. Most of these products are antiquated, and compete within mature markets. An example of competitive advertising can be seen with the advertising battles between Pepsi and Coca-Cola, or when a company produces an ad where they depict their product tested alongside an unnamed alternative brand.

Reminder advertising is used by companies that have dominance in their market. It’s when they produce soft-sell ads to just keep their brand name in the mind of the consumer. An example of this can be seen with the “Got Milk?” ads. These ads were produced by Goodby Silverstein & Partners for the California Milk Processor Board. In these particular ads, there was no need to mention one particular brand of milk as the goal was to remind consumers to drink more milk in the hopes that it would increase the overall sales of milk in California which it did.