Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave ever.M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies.M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the shave.Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator® Lubrastrip™ and a technologically-advanced handle (www.Gillette.com).Recently, Gillette Co.direct-mailed users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer.In addition, a series of coordinated advertisements to male consumers were developed to increase awareness of this product.Gillette said that its goal was to have a market awareness rate of 70 percent within four months.
-(Scenario 1-6) The functional goal for Gillette's advertising of the Mach3Power razor is to get male consumers to shift their preferences from other brands.This is known as

Question

Quizplus · Accepted Answer

The goal of Gillette's advertising is to stimulate selective demand, meaning they are trying to get male consumers to switch from other brands and choose the Mach3Power razor instead. This is different from primary demand stimulation, which aims to create demand for a product category in general, and corporate advertising, which focuses on promoting the overall image and reputation of a company rather than a specific product. Direct response advertising is focused on getting consumers to take immediate action, such as making a purchase or requesting more information, and is not the primary goal of Gillette's advertising campaign.

Scenario 1-6 Gillette M3Power-A MACH3 Razor Innovation-Is a Groundbreaking, Powered Wet Shaving