Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 1

Sugar-substitute products have been available for years. The two historically leading brands in this category are Equal (blue package) and Sweet'N Low (pink package). A yellow-packaged product named Splenda was the latest artificial sweetener introduced and is now the market-share leader. The company that markets this brand claims that it is "made from sugar, so it tastes like sugar." Using Splenda for illustration, explain the process by which marketing variables can influence consumers to become part of the awareness, trier, and repeater classes for this brand (refer to Figure 3.1).