Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate _________, or desire for the product class, rather than for a specific brand, when there are no competitors with the same product.

Question

Quizplus · Accepted Answer

The term "primary demand" refers to the demand for a product class as a whole and not for a specific brand. In this case, Gillette's advertising expenditure of $200 million was aimed at creating awareness and desire for the Fusion shaving system among male shavers (i.e., stimulating primary demand). Since there were no competitors with the same product, Gillette's advertising was not aimed at stimulating secondary demand (demand for a particular brand within a product category). Therefore, option C, primary demand, is the best choice.

Gillette Spent $200 Million in Advertising to Introduce the Fusion