Why Do Companies with New Brands That Have a Small

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with large market share for existing products?

A) as a result of experiential marketing research
B) to create the appropriate level of institutional advertising
C) to determine which executional appeal is the most effective
D) to achieve a certain minimum level of exposure to measurably affect purchase habits
E) to prevent product cannibalization