Kimberly, a brand manager, has proposed an aggressive advertising campaign that exaggerates the benefits of her company's newest product. While she 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 Kimberly'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

By exaggerating the benefits of a new product, the firm may generate unreasonable expectations and thus lay the groundwork for consumer dissatisfaction. The text cites failure to deliver on what is promised as a major reason for new product failure.

Kimberly, a Brand Manager, Has Proposed an Aggressive Advertising Campaign