Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave.M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies.M3Power outperforms all other blades and razors in closeness, comfort, and safety during and after the shave.Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip and a technologically-advanced handle (www.Gillette.com).Recently, Gillette Co.sent direct mailers to users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer.In addition, a series of coordinated advertisements to male customers were developed to increase awareness of this product.Gillette said that its goal was to have a market awareness rate of 70 percent within four months.
-(Scenario 1-6) The functional goal of Gillette's advertising of the Mach3Power razor is to get male consumers to shift their preferences from other brands.This is an example of:

Question

Quizplus · Accepted Answer

The goal of Gillette's advertising is to stimulate selective demand by getting male consumers to switch from other brands to their MACH3Power razor. This is not an example of corporate advertising, as the focus is on a specific product rather than the company as a whole. It is also not direct response advertising, as the goal is not to get consumers to immediately purchase the product, but rather to create awareness and preference. Market segmentation is also not the correct choice, as there is no indication that Gillette is targeting specific segments of the market with this advertising campaign.

Scenario 1-6 Gillette M3Power-A MACH3 Razor Innovation-Is a Groundbreaking, Powered Wet Shaving