Introduction Launching a new product or service is a process. Its success entirely depends on the reception it gets on the market. It is important to know that the new dance school will be entirely a service-based industry and the advertisement campaign will be based on different elements as will be discussed in this paper. Dance School services and brand name Before defining the service and brand name of the dance school, it is important to know the definition of services, scope of services, stages of development and characteristic. Services can be defined as separately identifiable, essentially intangible activities that provide the satisfaction of a want and they are not necessarily tied to the sale of a product or another service. To produce a service may or may not require the use of tangible goods. However, when such use is required, there is no transfer of the title (permanent ownership) to these tangible goods. The above definition includes the services, which are sold by people, business firms and professional firms to earn profits. The list may include domestic Services like cleaning, movie-viewing, accommodation provided by hotel owners, transport services provided by public transporters, repair services, management, financial, or investment services and many others. Other examples include recreation, private education, communication, insurance and financial, medical and other related services such as dental services and so on. The list of firms undertaking service business is endless. The dance school will focus on the private education of dancing in form of private dance lessons, group classes and practice dances. Services pass through three distinct economic growth stages. The focus of this advertising campaign will be the third stage. At the third stage of economic development, marketing of services reflects the tertiary level of economic development. When we refer to marketing of services, our discussion is largely based on the commercial activities, which go on during this third stage. However, it should be noted that to a small extent, marketing services could take place during the first and the second stages of economic development. There is nothing such a dividing line that exists. Services have unique characteristics that affect marketing programs for service markets. These characteristics are so important that marketers must consider them while they establish their marketing programs. They have to be different from those made for physical products. The services are usually intangible, perishable, inseparable and heterogeneous. Services are essentially intangible. Therefore, a customer cannot be given a sample to taste, feel, smell, see or hear before he or she has purchased it. For this reason, we must sell benefits of services and not features or services in the promotional programs. This means that instead of emphasizing the service itself, emphasis must be on the benefits from the service. Benefits come in various forms. For example, an insurance company sells service benefits such as payment of a child’s college expenses or a retirement income of some good amount or income per month. A telephone company may also sell to the business users the benefits of making long-distance calls t