Which of the following types of advertising develops primary demand for a product category as opposed to demand for a specific brand?
A. Institutional
B. Competitive
C. Product
D. Reminder
E. Pioneering
Answer: (E) Pioneering advertising is usually done early in the product's life cycle and informs potential customers of the product and its benefits, generating primary demand for the category. Institutional advertising (A) promotes a specific organization, not a product. Competitive advertising (B) aims to develop customers' preference for a specific brand. Product advertising (C) aims to sell a product. Reminder advertising (D) aims to keep the product name before the public later in the product's life cycle.