Copyright

Pioneering Advertising: Examples & Overview Video

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Plain Folks Appeal in Advertising: Definition & Examples

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:02 What Is Pioneering…
  • 1:31 Examples
  • 3:33 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Timeline
Autoplay
Autoplay
Speed Speed

Recommended Lessons and Courses for You

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.

Examples

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…

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account
Support