Radco Inc produces a brand of a mature product that is similar to five other brands on the market. In setting its advertising budget, Radco must first consider:

Question

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With a mature product that is similar to five other brands on the market, the need for product differentiation should be the first consideration in setting the advertising budget. Without a unique selling proposition or differentiation, it will be difficult for Radco to break through the clutter and attract customers. While advertising frequency, reach, marketing strategy, and product life cycle stage are important factors, they should only be considered after establishing a clear differentiation strategy.

Radco Inc Produces a Brand of a Mature Product That