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1. Product advertising

2. Institutional

3. On the basis of demand

4. On the basis of target group

5. On the basis of geographical spread

6. Services advertising

7. As per timing of response

8. Convergence advertising

• New product

• Announce availability /Introdutorystage – product life cycle

Informative (original

approach)

• Develop demand for a brand/product. Growth period and a little on maturity period

Persuasive

• Promotional activity

• A little on Maturity period & full declining period

Reminder oriented

On the basis of demand

Advt for the product and notfor the brand

As there was not much competition – Parle laid emphasis on the product – not on

brand

On the basis of geographical spread1. Global2. National3. Regional4. local

Pioneering advertising • launch campaign of a new product category, as opposed

to the marketing of a single product within a developed marketplace.

• The purpose of pioneering advertising is to inform consumers of the arrival of an entirely new concept and explain its benefits.

• Sony's campaign to launch its Walkman brand in the late 1970s or Apple's marketing drive when the first iPad was released in 2010 are two good examples of pioneering advertising.

• Both of these products had 100 percent market share when they launched and created new product categories that spawned many imitators.

•Pioneering advertising campaigns are launched early a product's life cycle--often while it's still in development through orchestrated leaks--and will always begin prior to a product's official release date.

•A good pioneering campaign combines focused advertising with a structured PR strategy to cement a new product in the public's imagination.

• Message

• The purpose of a pioneering advertising campaign is to introduce potential customers to a new concept and create a buzz around the launch of a new product that's unique in the marketplace.

• A well-constructed pioneering advertising campaign seeks to convince consumers that their lives will be fundamentally enhanced by purchasing a new product.

• Advertisers launching a new product category don't have to focus on how their product compares to the competition, so they can concentrate on explaining how their new concept works and what it means for the consumer.