Class 12 - April 14, 2011

This week we learned about Chapter 15, Advertising and Public Relations.  The part of this chapter that interested me the most was learning about the 3 types of product advertising:

• Pioneering: Stimulates primary demand for new product or category & is used in the PLC introductory stage.
• Competitive: Influences demand for brand  in the growth phase of the PLC & often uses emotional appeal.
• Comparative: Compares two or more competing brands' product attributes & used if growth is sluggish, or if competition is strong.

I thought it was interesting to see the correlation between the type of advertising and the stage of the product life cycle.