Posted in Marketing and Strategy Terms, Total Reads: 553
Definition: Primary Advertising
It is a type of advertising which aims at enlightening the customers about the main functions, attributes and benefits of a complete product category, rather than aiming to promote a specific brand or a company in that product category. It helps generate demand for the category as a whole.
Such type of advertising is needed in the early phases of the product adoption process. It becomes important to used primary advertising when a new product category is introduced in the market, which did not exist earlier. These kind of ads are generally issued by industry trade associations.
For e.g. AIDS awareness campaigns suggesting use of contraceptives as means of avoiding unprotected intercourse.