What Is Primary Demand Advertising? When to use PDA?

What is primary demand advertising?

Primary demand advertising is a form of marketing where the customer has to supply you with an advertisement before they can receive your product.

For example, in order for someone to get a free sample of toothpaste from Colgate’s website, they have to create and share their own video about why they love Colgate. This allows them to connect with other customers who might be interested in buying Colgate products too.

The more people that see this video, the more likely it will go viral and get shared by millions of social media users. In turn, this helps build brand awareness and leads directly into sales conversions!

5 Examples of Primary Demand Advertising & What You Can Learn from Them
5 Examples of Primary Demand Advertising & What You Can Learn from Them

What is primary demand advertising?

Primary demand advertising is a system of communication between an advertiser and a consumer in which the advertiser requests information from the public, but does not provide any specific incentive to encourage participation.


The major purpose of primary demand ads is either to inform customers about a brand new product or technology that they are unfamiliar with, or persuade them and make their purchase decision easier.

These advertisements first came into existence after World War II as companies recognized how important it was for each one in competition not just rely on sales alone but also use different channels such as advertising space at crucial moments when potential clients could see what’s available from competing brands.

New Products

Primary demand is typically used in one of two scenarios: to launch a completely new product category or garner more attention to an under-appreciated niche.

The idea behind primary demands are that before innovative leaders can promote their benefits, the customer needs information on how well it works and what all this thing does so they know if its worth investing money into at first place – especially with complicated industries like technology where novices might not even understand everything there already out?


The more obvious use of primary demand stimulation is when industries collaborate, such as with the “Got Milk?” campaign and Pork: The Other White Meat.

Dairy makers realized that milk consumption was on the decline for each company to succeed they needed pool resources and convince people drink more than just one type of product which made sense because it’s not easy keep customers happy if there only selling one thing! This approach work well in struggling marketplaces

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The 6th edition of the textbook “Advertising and Integrated Brand Promotion” promotes primary demand as less successful over time than selective.

They say that there is no persuasive aspect in selling benefits to customers who already have a need, making it more difficult for this strategy with mature industries like milk or orange juice where previous attempts had little success due primarily because these products don’t require immediate consumption; rather they’re meant for storage.

How is primary demand different than selective demand advertising?

Primary & Selective Demand in Advertising | Kaylee Sue Brickey
Primary & Selective Demand in Advertising | Kaylee Sue Brickey

The difference between primary and selective demand advertising is that the former doesn’t consider competition. A business’ main benefit, or product, should be advertised for corporations. The company’s target market chooses what to buy based on this campaign.

However, selective demand advertising takes competitor products into account. Businesses must consider whether or not their product will meet the needs of potential buyers.

When to use PDA

The purpose of primary demand advertising is to increase the number of first-time customers, and retain those first-time customers until they become long term customers. Usually, this type of advertising does not need to be used on a regular basis.

This type of advertising can also benefit your company because sometimes you are able to keep some good customer relations with your first-time customers.

Primary demand advertising can also be called low-cost demand advertising or occasional advertising, there are usually three reasons why a company would use this type of adverting: when they are gaining market share, in hopes of gaining future business, and to keep in touch with their present customer base.

Understanding Primary Demand Advertising

Be it television, print, or the internet — there are many ways to get your advertising message out on the market. Primary demand advertising is just one of these forms of advertising that is used to establish at least temporary initial preference for a product category over other competing brands.

Typically primary demand advertising will be found in well-known or popular consumer magazines and free newspapers, on billboards in high-traffic areas, and in public transportation.

While they can be used to market both goods and services, primary demand advertising is most often used to sell products when immediate recognition of the product or service is essential.

Leveraging Primary Demand Ads
Many advertisers on Facebook are looking to get more out of their ads dollar. While there is no substitute for testing, some will try to maximize their efforts by utilizing the Facebook ad platform in ways not intended or supported.
This can be dangerous because while this may result in getting better results (say lower CPCs) it could also lead to your account getting shut down.

5 Primary demand advertising examples

Got Milk?

primary demand advertising Got Milk? example
primary demand advertising Got Milk? example

You’ve seen their print ads and commercials. Numerous celebrities have flashed a milk mustache, you might even watch the Aaron Burr commercial on TV from time to time – but do all of these campaigns work?

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The Got Milk campaign was started by dairy producers when they realized people were cutting down on regular milk consumption because it had been largely replaced with other types of foods or beverages over night at breakfast times among others reasons:

“There is new research that says young children drinking more than 2 cups per day may be having negative effects such as lower grades in school.”

Cotton: the Fabric of Our Lives

primary demand advertising Cotton example
primary demand advertising Cotton example

In the early 70s, a group of cotton growers and importers established Cotton Incorporated. These individuals were tired with taking a loss on sales due to its increasing popularity in favor for synthetic fibers over natural ones like those found on an old robe or pair shoes.

They formed this organization which took small cuts from every sale as well hired ad executives that would launch Fabric Of Our Lives campaign centered around showing people what life was really about.

‘Sunday ho ya Monday, roz khao ande’

primary demand advertising India egg campaign example
primary demand advertising India egg campaign example

The National Egg Coordination Committee in India has launched their campaign with the objective to increase egg consumption.

The association is made up of representatives from various industries, including dairy and poultry producers who are working together towards an increased demand for eggs on a global level so that they may be more profitable than chicken or diary products today.

The initiative was created through collaboration between all its members which include companies such as Godrej Agro Tech Limited (GA Tulsi), Mahindra & Mahamadrawat Food Products Pvt., Ltd.(Rajesh Kamdar)and Vanaspati Neocolours PVT LTD(Gurmeet Singh Dhaliwal).

Pork. The Other White Meat

primary demand advertising pork example
primary demand advertising pork example

Pork is usually seen as nothing more than lean, crispy-skinned and juicy. But what if you’re craving something different?

A campaign by the National Pork Board had these pork lovers dreaming of new recipes: cordon bleu with cheese sauce or kabobs cooked on a stick; even à l’orange for those who don’t like their meat pink!

Beef. It’s What’s for Dinner

primary demand advertising Beef example
primary demand advertising Beef example

The National Cattlemen’s Beef Association understands that it is not only the taste of beef that makes people want to eat it. With a decrease in consumption, they created this ad campaign for their continued visibility and marketability as an industry leader.

The first step was to give consumers what they wanted: more tender cuts like filet mignon or ribeyes; less fatty Ground Round (TM); delectable desserts made with cheesecake-like fillings inside spongy rolls called “steak & cake.”

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They also added new products such as burgers topped off fancy buns wrapped around hot dogs–even though USDA reports show Americans’ preference remains pretty simple

The big question

PDA can be a great way to bring awareness of your brand, but you need not worry about being too specific with it.

With selective demand advertising one company typically pays for marketing and naturally retains all the ROI while primary demand ad campaigns are funded by several companies within an industry that benefit from establishing themselves individually through campaign success.

For example “Beef It’s What’s For Dinner” was paid by Cattlemen’s Beef Board -a collaboration between cattle producers & distributors which helped establish this as its own category in dining behaviors among Americans during Depression era2

Boost awareness with primary demand advertising

The importance of demand advertising can’t be understated: it’s one way to get your message out and grow awareness about new products, campaigns for an existing line that are declining in usage rates (or even just promotional offers), etc.

Once you’ve created ads with the best possible results by engaging potential customers on them strategically-capturing their attention at first click through rate is key when delivering content post-clicks so they make it all the way into conversion!


What is primary demand advertisement?

The term ‘primary demand’ has to do with the nature of the product advertised. A primary demand good is one that is purchased without any other goods or services being sacrificed.

What is primary demand example?

For example, if you go to a fast food restaurant, you are purchasing a hamburger because you want to eat it, not because you will be sacrificing something else in exchange for a hamburger.

What is the primary demand?

This is not a “pointless rhetorical exercise,” because rhetoric and the meaning of words matters: how we communicate about our economic system has consequences. It changes what we demand, and ultimately it may change the outcomes we get.

Given the current political climate (both in America and on your Facebook feed), you’ve probably seen someone make the argument that we should stop using the term “capitalism” because it has negative connotations and we should replace it with “democratic socialism,” which is a better, more accurate descriptor of our economic system.


The primary demand theory is a marketing strategy that focuses on the benefits and features of your product.

Advertising should be focused on what you can provide to customers rather than why someone else’s company cannot fulfill their needs, as this will only serve to increase competition for your business. Read more about how we use Primary Demand Marketing in our blog posts here!

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