What are the differences in trying to stimulate primary demand versus selective demand?
What will be an ideal response?
When an organization is the first to introduce an innovative product, it tries to stimulate primary demand-demand for a product category rather than for a specific brand of product-through new introductory promotion. New introductory promotion informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased. Because new introductory promotion is used in the introductory stage of the product life cycle, meaning there are no competing brands, it neither emphasizes brand names nor compares brands.
To build selective demand, demand for a specific brand, a marketer employs promotional efforts that point out the strengths and benefits of a specific brand. Building selective demand also requires singling out attributes important to potential buyers. Selective demand can be stimulated by differentiating the product from competing brands in the minds of potential buyers. Selective demand can also be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes. In addition, selective demand can be stimulated by encouraging existing customers to use more of the product.
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A data mart contains a subset of data warehouse information.
Answer the following statement true (T) or false (F)
In ________, marketers use nudity, sexual suggestiveness, or other startling images to get consumers' attention.
A. shock advertising B. classified advertising C. surrogate advertising D. covert advertising E. open advertising
The Consumer Product Safety Commission:
A) only has the authority to educate the public concerning product safety problems. B) uses data it gathers to set uniform product safety standards for goods such as toys and lawn mowers. C) can only make manufacturers voluntarily submit their products for testing if the product falls below its regulatory standards. D) has no enforcement powers since compliance with its regulations is left up to the manufacturer.
Video advertising, digital billboards, and ambient advertising are forms of
A. magazine advertising. B. digital network advertising. C. television advertising. D. aerial advertising. E. digital out-of-home media.