In order to join the advertising discourse community, it is helpful to know the different stages that advertisements can embody. I learned all three from my advertising teacher, Professor Hobart: pioneering, competitive, and retentive. Each of the types set ads apart. You can tell a lot about a product after identifying which stage it falls under in the so called ad-spiral.
The first stage is pioneering. The pioneering stage is all about breaking new ground. In these ads, consumers are educated on why a new product should be important to them. It demonstrates a need and shows existence. The pros of pioneering a new advertisement are the ability to beat competition, define the category, and become known as a leader. Unfortunately, it is expensive to do research and development. Also there is a 67% fail rate among all new products.
The second stage of the ad spiral is competitive. This is when ads have reached the point when usefulness is recogonized, but superiority is yet to be established. In this stage, products that entered as pioneer brands have a short term advantage because people are already used to them. The challenge is staying ahead of competitors.
The last stage is retentive. In these ads, the product is already dominant and is just keeping its presence known. A dead giveaway is a large image and very few words, since the brand is already known. A big factor in this stage is Cognitive Dissonance, also known as buyer's remorse. It is our job as advertisers to prevent this, and always build the product up.
To learn more about the Ad Sprial, visit http://smallbusiness.chron.com/stages-advertising-spiral-10696.html.
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