Faced with a decline in red meat consumption, the American Beef Association is sponsoring an advertising campaign to increase consumption of beef by stressing new research results about beef's nutritional benefits. This is an example of:

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This is an example of pioneering advertising, as the American Beef Association is trying to create a new market (or increase consumption in an existing market) for beef through promoting its benefits. It is not a comparison with other products (comparative advertising), a reminder of an existing product (reminder advertising), or trying to steal customers from a competitor (competitive advertising). It is also not an indirect action advertising where the advertising is meant to shift the customer's attention elsewhere.

Faced with a Decline in Red Meat Consumption, the American