What is pioneering advertising?

Pioneering Advertising is the term for the first phase in an advertising cycle. This is when a new product is introduced to the market and there is no other product on the market parallel to it. For example: when the Apple iphone first released, it had 100% of the market in touch screen phones with the capabilities that it has. A few years later, now there are other phones that have joined the same market, which moves the iphone into the second phase of an advertising cycle: Competitive Advertising.