The advertising strategy during the growth stage of the product life cycle should be to do what?
A) make the mass market aware of brand benefits
B) emphasize the product's low price to help reduce inventories
C) use advertising as a vehicle for introducing the product category benefits
D) make the market aware of product category brands

Question

Quizplus · Accepted Answer

During the growth stage, the product is becoming more established in the market and gaining more customers. Therefore, the advertising strategy should focus on making the mass market aware of the brand benefits and features. This can help to differentiate the product from competitors and establish the brand as a leader in the market. It is not appropriate to emphasize the product's low price at this stage, as this could reduce the perceived value of the product. Additionally, using advertising as a vehicle for introducing the product category benefits or making the market aware of product category brands may be more appropriate during the introduction stage of the product life cycle.

The Advertising Strategy During the Growth Stage of the Product