An advertising objective to stimulate more usage of a product is appropriate under which of the following conditions?

Question

Quizplus · Accepted Answer

The objective to stimulate more usage of a product would be appropriate when the product class is mature. This means that the market is already established and there is a high level of competition. In such a scenario, advertising can help the company differentiate its product and convince consumers to switch from their current brand to the advertised product. In nascent product categories or when the company is not the market leader, the focus should be on creating awareness and building the category. If the advertised brand is superior to the market leader, the objective could be to gain market share. If brand usage for the product is already very high, there may not be a need to stimulate more usage through advertising.

An Advertising Objective to Stimulate More Usage of a Product