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You most likely already use selective demand advertising, if you’re advertising something in an established market. You may just not have heard the term associated with it, but more likely than not, you use it. In advertising and marketing overall, there are two overarching advertisement models, selective demand advertising, and primary demand advertising. Primary demand is usually for industry councils (see dairy and beef advertising), or for a business carving out a new niche. Selective demand advertising is for businesses competing in well-established industries and markets. Competing companies struggle to win out over one another in the eyes of the customer, such as competitive soft drink and fast food advertising. This is obviously the most common form of advertising, because creating new niches, while it happens, is less likely to be attempted, and only a few speak for entire industries. So, you’ll find that this at least presents a starting frame for the kind of advertising approach you’ll need. You’ll be aware immediately that your main obstacles are competition or branding, and calling attention over the din of many voices. Well, right away, you find yourself needing to choose either an aggressive or passive competition model. Aggressive competition is a series of muscle flexes to outshine the competition. Mudslinging in other words. It works, but it takes a special kind of personality for your product and company to be able to do this in a gracious way, because just plain egotistical attack campaigns can put people off. The more passive approach is to just highlight your product itself, and expect the competitive angle of this to speak for itself. This also takes a special kind of personality, using quirky, unique advertising approaches (humor, weirdness and pure personality) that account for no provision of your stance in competition. However, the more passive approach is often the one to follow, rather than the aggressive model, because it allows for more creativity, and is nicer to minor failure than the boastful aggressive approaches are, as well. So, the only thing to do is to really pick your channels. Obviously there are a number of choices, and internet is going to be the way to go. Television isn’t going to be around forever, and print is dying, too. Everything is going digital, so learn to love behavioral web ads, email marketing, SEO literature and social network strategy. Really, there’s not much more to say about this. I know a lot of advertising and marketing concepts are complex, and require an intuitive explanation and strategy example, but this is such a broad segmentation that all there is worth analyzing is that first key difference that divides the genres of advertising early on in analysis.



James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.