Developing a Pioneering Advertising Campaign for A New Product

A detailed Summary of Developing a Pioneering Advertising Campaign for A New Product


1. If I were developing a pioneering advertising campaign for a new product, I would definitely put the emphasis on the product benefits, and not just the product. I would do that because you can't sell someone on a product if people don't know they need it. As an example I would use air purifiers. Air purifiers are being advertised more and more on TV, but the advertisements start with explaining what the product does. The advertisements show such things as filter grids covered with black dirt or a glass of water containing the particles trapped by the purifier. The ads are detailed and extended and show why it is important for the consumer to use air purifiers in his or her home.

Another example of pioneer advertising might be high definition television. HDTV was particularly tricky to sell to consumers because the consumers could not really see the difference between HDTV and the older tec


This is an early-stage approach to advertising. It wouldn't be necessary for a hot dog bun because the American public knows what a hot dog bun is and why they might need them. In pioneering advertising, the manufacturer is breaking new ground, presenting the public with something they didn't know they needed. By emphasizing the product benefits, the company can create a desire for the new product.

We saw an example of stakeholder interest in company success or failure in the news recently when the United Auto Workers, a union, supported General Motor's moves to move more of health care costs to GM's employees. While some GM employees interviewed felt that the union had lost sight of who it served, the union recognized GM's financial problems and realized that to keep their workers employed, those workers might have to make some concessions. GM could not have worked out this agreement with t

Some common words found in the essay are:
, Auto Workers, GM UAW, pioneering advertising, air purifiers, company succeed, hot dog bun, dog bun, community company, stakeholder company, company's success, success failure, hot dog, product benefits,

Approximate Word count = 604
Approximate Pages = 2 (250 words per page double spaced)

Category: Miscellaneous

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