Pioneering Advertising: Examples & Overview

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  • 0:02 What Is Pioneering…
  • 1:31 Examples
  • 3:33 Lesson Summary
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Lesson Transcript
Instructor: Susan Fenner

Susan has an MBA in Management from the University of North Alabama. She teaches online and campus-based Business courses.

Have you ever eagerly awaited the release date for the latest new gadget that revolutionizes an industry? How did you learn about the product? Chances are, your interest was piqued by pioneer advertising. Let's take a closer look at pioneer advertising and its place in the marketing world.

What Is Pioneering Advertising?

Imagine for a moment that your company just developed an exciting new product that will revolutionize the way people communicate. You'd want to get the word out and create as much anticipation and excitement as possible, right? Naturally, you'll want to inform the public what the product is, what it can do, and where they can find it. But that's just the beginning. Your job as the head of the advertising team will be to convince people that their lives will be fundamentally better if they purchase this exciting new product.

Creating a buzz about a new product category through informational ads is known as pioneer advertising. Pioneer advertising informs the public about groundbreaking new products that have features not previously available. A frequent strategy for pioneer advertising is to begin the campaign in the product development stage, before it is even available to the public. This heightens anticipation and gets people talking about the product in a favorable way. There won't be any distraction from competitors…because there aren't any competitors, yet!

Some companies prefer the strategy of keeping things under wraps until the product is actually available and will begin the pioneer advertising campaign in the introduction stage of the product life cycle. In either case, whether you begin your campaign before the release date or immediately after, the goal is to get the word out and inform the public. Advertising costs are generally high during this period in order to quickly create customer awareness and create a demand for the product.


One of the most prominent examples of pioneer advertising is Apple's unveiling of the iPhone at the Macworld Exposition. Steve Jobs chose his words carefully in January of 2007 when he introduced the revolutionary new device with the multi-touch interface:

'An iPod, a phone, an internet mobile communicator... these are not three separate devices! And we are calling it iPhone! Today, Apple is going to reinvent the phone. And here it is…

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