Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?
A) Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand.
B) Link the brand attributes with high-involvement issues.
C) Use Internet search engines such as Google to assist buyers.
D) Use advertising messages that focus on getting the brand into a consumer's consideration set.
E) Use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice.

Question

Quizplus · Accepted Answer

Market leaders in low-involvement products often use repetitive advertising to reinforce brand recognition and assure consumers of their purchase decision, rather than focusing on trial or high-involvement issues.

Which of the Following Is a Strategy for a Market