When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?
A) developing brand awareness
B) building customer traffic
C) enhancing purchase actions
D) establishing product category
E) enhancing firm image

Question

Quizplus · Accepted Answer

The marketing communications objective for the iPod at the time of its introduction was to establish the product category, as it was a new and innovative device that had not existed previously in the market. The focus would have been on educating customers and creating a demand for a portable music player with significant storage capacity. Developing brand awareness, building customer traffic, enhancing purchase actions, or enhancing firm image would have been secondary objectives after establishing the product category.

When Apple Introduced the IPod in October, 2001, It Was