Some years ago,Tambrands Inc. ,the beleaguered market leader of the $680 million tampon industry,tried to revive its sagging market share by targeting arch-rival Playtex Products Inc.Part of its strategy was to brag about the superiority of its cardboard applicators in its new Satin Touch product and to air audacious commercials in which it compared itself directly to Playtex's plastic tampons.The ad campaign cost an estimated $12 million;though modest,it was the most Tambrands had ever spent on a new product.
Tambrands's original television commercials for Satin Touch featured a young woman wrinkling her nose and saying,"Plastic,who needs it?" The ad stresses that unlike plastic,cardboard is "flushable and biodegradable" and suggested that it's more environmentally correct.Tambrands supported the campaign with a print ad and coupon for a free sample that carried the slogan,"A free offer isn't the only reason to give up plastic."
-Refer to Tambrands Inc.The Satin Touch advertising campaign is based on which type of advertising appeal?

Question

Quizplus · Accepted Answer

The Satin Touch advertising campaign is based on the appeal to convenience, emphasizing the flushable and biodegradable nature of their cardboard applicators as opposed to plastic, suggesting an easier and more environmentally friendly disposal method.

Some Years Ago,Tambrands Inc