Marketing if I Were Developing a Pioneering Term Paper

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Marketing

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 technology.

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The TV they were watching the ad on could not show high definition. So manufacturers had to do considerable consumer education in the form of pioneering advertising so consumers would understand the higher quality pictures they would get. Then consumers could go to the stores and see the difference for themselves in showrooms.

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.

It's a risky business to create a product for which there has been no previous demand because it did not exist. Customers must be persuaded….....

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