Gillette spent $35 million in advertising to introduce the Sensor razor to consumers. The main reason such expenditures are often made is to stimulate or increase desire for the product class, rather than for a specific brand, when there are no competitors with
The same product, is because of:

Question

Quizplus · Accepted Answer

When there are no competitors with the same product in the market, the main reason for high advertising expenditures is to create and stimulate primary demand for the product class. This is because consumers may not yet be aware of the need or desire for the product, and advertising can help expose them to its benefits and create a desire for it.

Gillette Spent $35 Million in Advertising to Introduce the Sensor