When Jacob opened agaming lounge in his town, it was the only one of its kind for two years. When other clubs opened in the area, he hired an advertising agency to create a campaign to promote his lounge. The campaign focused on reminding consumers of the good times they had had at his club. He also hired a local celebrity to endorse his club. The ad campaign's appeal to the emotions of the consumers is an example of

pioneering advertising

competitive advertising

institutional advertising

comparative advertising