Pioneering advertising introduces a new product or brand. These present a great deal of information to educate customers about the product. Reminder advertising keeps the marketer's name in front of the target market. It reinforces customers' purchasing behavior. Competitive advertising stresses the ways in which one product is superior to others, without naming specific competitors.
Comparative advertising demonstrates how a product is superior to a particular competing brand.
The Value of Advertising 1. Advertising has been attacked for being wasteful, manipulative, and too persuasive. Proponents believe that advertising adds real value for customers, channel partners, and marketers. Effective advertising is geared toward helping customers buy and helping marketers sell. The aim is not to make one sale but to sustain an on-going dialogue.