When personal computers were in the market introduction stage of their product life cycle, advertising had to help consumers understand why they needed to own a computer and what a computer could do. Now that personal computers are mature products and have wide acceptance among business and home users, the advertising is focused more on trying to get consumers to purchase a particular brand of computer. So, personal computer advertising used to be _______________ advertising in market introduction, but is now _______________ advertising in market maturity.

Question

Quizplus · Accepted Answer

In the market introduction stage, pioneering advertising is used to build demand for a new product or category by informing and educating potential customers about the product and its benefits. As the product reaches market maturity, where there is wide acceptance and many competitors, advertising shifts to competitive advertising, focusing on persuading consumers to choose one brand over another.

When Personal Computers Were in the Market Introduction Stage of Their