As a brand manager, Ellen has proposed an aggressive advertising campaign that exaggerates the benefits of their newest product. While Ellen is convinced that this strategy will encourage consumers to try the product, her assistant strongly opposes the idea. Which of the following presents the best explanation for the assistant's opposition to Ellen's proposal?
A)If a firm produces a quality product, the best advertising is word-of-mouth to generate excitement for a new product.
B) The best way to promote new consumer products is with personal selling.
C)Exaggerating the benefits of a product may backfire and injure the product's potential for success.
D)Effective advertising for new consumer products should be subtle and low key. Ellen's proposal is more appropriate for the B2B market.

Question

Quizplus · Accepted Answer

Exaggerating the benefits of a product in advertising may create unrealistic expectations among consumers and damage the product's potential for success in the long run. This is why the assistant opposes Ellen's proposal. Option A is only applicable for quality products and does not address the assistant's concern. Option B suggests personal selling as the best way to promote new consumer products, which is not in line with the scenario. Option D suggests that Ellen's proposal is more appropriate for the B2B market, but the scenario does not specify the target market.

As a Brand Manager, Ellen Has Proposed an Aggressive Advertising