The beginning communications objective associated with a new-to-the world product

Question

The beginning communications objective associated with a new-to-the world product - like an electric car - is always establishing category need.

Quizplus · Accepted Answer

This is because a new-to-the-world product, like an electric car, may not necessarily have an established need or demand in the market. Therefore, the first objective would be to educate consumers on the benefits and value of the product, and establish a category need before promoting the specific brand or product features.