What is product advertising and what are its types?

Product advertising is the process and method of creating and maintaining product awareness with potential buyers within a respective market segment. An effective advertising program teaches potential buyers on why they need the product, how the product is used and the benefits. The three main types are pioneering, competitive, and comparative.

Pioneering advertising relates to launching a new product line rather than one singular product. Competitive advertising is when a company creates a contrast between its own product and a similar one offered by a competitor. Comparative advertising shows how a product compares and is superior to a competitive product.