Chapter 15-Pioneering Advertising and Netflix

When Netflix debuted as a new way to rent DVDs with no late fees and no traveling to a store their initial advertising was considered to be pioneering advertising. As their company flourished and their member numbers increased dramatically they switched from pioneering advertising to competitive advertising, this switch was not only triggered due to their higher membership listing but also by the introduction of Blockbuster Video trying to offer the same services in addition to their store services. The most recent competitive advertising campaign can be seen at this address:

http://www.youtube.com/watch?v=5nW609P8usA