In the growth stage of the PLC, communication strategy _______.
A) Stays the same as the introductory stage due to building primary demand for the category
B) Shifts to different media and emphasizes direct techniques like sales
C) Shifts to stimulating individual brand demand rather than primary demand for the category
D) Shifts to stimulating primary demand
E) None of the above

Question

Quizplus · Accepted Answer

In the growth stage of the PLC, the communication strategy shifts to stimulating individual brand demand rather than primary demand for the category. This is because the market is becoming more aware of the category, and competition is increasing. Therefore, companies need to differentiate their brand and emphasize its unique features and benefits to attract customers. This requires a more targeted approach that focuses on the specific brand rather than the category as a whole. Direct marketing techniques like sales promotions and personal selling can also be effective at this stage for generating sales and building brand loyalty.

In the Growth Stage of the PLC, Communication Strategy _______