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COMM331
2/23/15
How to Plan an Effective Advertising Campaign
ADVERTISING STAGES
The Pioneering Stage
 During this stage, advertisement used by the company producing a new product has for
its objective the invitation of attention of its marketing audience. Thus, advertising is
directed to the product’s distinguishing features, and price. As such, this is known as
pioneering advertising.
The Competitive Stage
 Even after would-be consumers are convinced of the desirability of buying and using the
advertised product, nevertheless, they become bewildered with respect to the product’s
brand.
 The purpose of advertising in the competitive stage is intended to show how a particular
brand of product as compared to other brands will better satisfy consumers.
The Retention Stage
 The third advertising stage through which a product passes is the retentive stage. When
the public not only knows the advertised product but uses it regularly, it becomes the
duty of the company manufacturing the product through reminder or repetition.
ADVERTISING OBJECTIVES
Measurements

The Stages of the Advertising Spiral
Pioneering Stage
In the pioneering stage, the product is new and customers are not familiar with it. The goal of
advertising at this stage is to show consumers what the product is and how it works. Advertisers
also need to show that the product fulfills a need in the consumer's life. For example, when the
personal computer first became available, early advertisers would have had to demonstrate that it
was a tool for a multiplicity of purposes, including word processing, games and data analysis.
Competitive Stage
In the competitive stage, consumers become more knowledgeable about products; the task is no
longer to introduce them to your product but to give them a reason why your product is superior.
For example, most consumers know what deodorant is and how to use it, so a deodorant would
be advertised on the basis of its advantages over competitors. It might be promoted as being
long-lasting, as smelling fresh or as being the most affordable.
Retentive Stage
The retentive stage for a product comes when it is so well known that advertisers only need to
remind the consumer about it. Advertisements at this stage are simple and may feature nothing
but the brand name or logo. For instance, if a beer or soda becomes extremely well-known to
consumers, it may be advertised simply with billboards and posters that show the product and its
name, without any meaningful information.