Therefore, it is necessary to consider some basic types of goods (services) and curves of their life-cycle. For example, the curve of fashionable good differs from a life-cycle curve of the product with steady demand essentially. In the given case, the maturity stage supersedes recession period very swiftly.

From the point of view, the most advantageous advertising applies to specialized goods, e.g. the products directed to satisfy needs of a certain consumers group (target audience). The life-cycle curve of the above mentioned products reminds the "L" letter. Sales volume reaches certain point and is kept at this level afterwards. The maturity of product lasts some months or even years in this case. Therefore, advertising activity is carried out practically during all the stages of the product life-cycle.

Let us consider the life-cycle curve of pharmaceutical production. Having decided to test the new medicine, people start buying the product actively. Then the calm and insignificant recession goes (the treatment itself takes some time). When the first positive results appear, the sales volume starts growing. The role of advertising agents is incurred by those who have achieved successful treatment results.

Gradually, medical products lose their popularity due advent and market penetration of new and more effective pills and liquid medicines. Some pharmaceutical production is capable to keep the certain market share for a long time, and its' life-cycle curve' both increases and decreases depend exclusively upon the season (e.g., anti-influenza or anti-allergic medicines). The sales volume of the first type product increases essentially during the cool year seasons - the late autumn, winter and the early spring. Allergy makes people vulnerable the whole year round. However, its most severe attacks happen during various plants' flowering, i.e. spring-and-summer period.

Taking into account all the above-mentioned information, one can make a conclusion: each product or service has unique life-cycle curve. Therefore, before launching advertising campaign, it is necessary to define the type of the life-cycle curve of the given product. Considering research results, it is possible to set the most favorable time for carrying out all PR actions and advertising events.