A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
A) Promotions emphasizing needs should attempt to increase a consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

Question

Quizplus · Accepted Answer

Promotions focusing on opportunities should aim to elevate the consumer's ideal state, presenting the product or service as a way to reach higher aspirations or solve problems they hadn't considered. On the other hand, promotions emphasizing needs should address more immediate or recognized problems, guiding consumers directly to where they can fulfill these needs, rather than altering their perception of their ideal state.

A Consumer Can Recognize Problems as Either an Opportunity or a Need