A consumer could recognize a problem as either an opportunity or a need. How would promotions differ between those emphasizing opportunities and those emphasizing needs?
A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

Question

Quizplus · Accepted Answer

Promotions emphasizing opportunities should focus on increasing the consumer's ideal state by highlighting the benefits of the product and how it can improve their current situation. On the other hand, promotions emphasizing needs should focus on the problem the consumer is facing and how the product can solve their problem and increase their ideal state. Both types of promotions should provide information on where the product can be purchased. Therefore, choice B is the correct answer.

A Consumer Could Recognize a Problem as Either an Opportunity