What Is Selective Product Advertising?

by Neil Kokemuller
Selective demand is most effective when ads are clear and focus on unique product attributes.


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Selective product advertising -- more often referred to as selective demand advertising -- involves ad placements with messages that distinguish the advertiser's specific product or brand from competitors. Typically, selective ads are targeted at a particular market segment in which the product's features and benefits align well with the needs of consumers.

Selective vs. Primary

Selective demand is contrary to primary demand advertising. With primary demand, advertisers are trying to generate interest in the general product category as opposed to a specific brand. This is typically done with new product innovations or by industry associations trying to generate broad interest in the category itself. In markets in which the marketplace is generally informed about the product basics, competitors use selective demand stimulation to build up their brands.

Positioning Themes

When companies implement selective product advertising, they typically use one of three positioning themes: benefit, user and competitive. Benefit positioning means the ad's focal points are the superior merits of the product itself. User positioning involves delivering messages focused on the benefits that one market segment or type of customer will receive from using the product. Competitive positioning involves comparisons of your brand to competitors, to show superiority or differentiation.


Differentiation is a critical element of effective positioning. Without unique features, better quality, better service or advanced technology that distinguishes your brand from competitors, you'll have a hard time standing out in a saturated market. Some companies have advantages that allow them to develop or sell top quality products. This is a fairly simple message to communicate. Lowest-cost providers also have a fairly simple message, but the market offers limited room for low cost competitors. Top level customer service also goes over well with high-end consumers who like a customized experience.

Correlation to Product Life Cycle

The product life cycle involves four stages that all products go through. A new product enters the market in the introduction stage. Growth is where products experience a strong increase in sales. Maturity is when sales plateau, and many competitors have typically entered the market. Decline is when sales fall off and the product eventually becomes obsolete. In the eighth edition of the McGraw-Hill "Marketing" textbook published in 2006, primary demand is identified as a common introduction stage approach, whereas selective demand becomes critical in the growth stage when the broader market begins to take notice of the product.

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