When there are new products or services to be launched at the markets
The basic marketing objectives including advertising by a marketer are to inform potential customers that new products or services are imminent to exist; to persuade the customers that how the new products and services could solve customers’ problem or bring conveniences or pleasures, and we are the best that the customers must try; to remind the customers that mustn’t miss these offers before the dead line since these are limited to few persons and prestigious people who come first!
Many marketers or the boss of consumer’s electronics have adopted this approach—
The recent case, I-Phone by Job Steven, Wi II by Nintendo, PS-3 by Sony and
360 X-Box by Microsoft
These companies intend to limit the number of product offers in the markets at the first launch
If a hard sale product like marketing a premium priced massage chair in Hong Kong by Osim, Otto or Panasonic, the marketing campaign—to inform, to persuade and to remind would be in revolving form, and it will take longer time to immerse and change customers’ mind set, since it is very hard for customer to make buying decision when their sitting room or bedrooms are likely so small, prices maybe so expensive and products maybe not effective to make comfort, or not reliable (out of order) or easily obsolete since there is no trade-in value as the middle-upper class is reluctant to buy a second hand massage chair, while the lower-middle class usually doesn’t have big rooms.