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

Question

Quizplus · Accepted Answer

Gillette's $200 million advertising expenditure was likely aimed at stimulating primary demand for the product class of "advanced shaving systems," rather than solely for the Fusion brand. This approach helps create awareness and interest in the category, potentially leading to increased adoption of new products in the market. The term "secondary demand" usually refers to demand for a particular brand or product within an established product category, so this option is not applicable. Innovative sampling and repeat purchases may refer to specific promotional tactics or purchasing behaviors, but they do not fit the context of the question. A well-known brand may certainly benefit from advertising support, but this is not the main concept being tested here.

Gillette Spent $200 Million in Advertising to Introduce the Fusion