You are the brand manager for a new line of allergy relief drugs.Which of the following methods might you employ to influence opinion leadership/reference groups to help stimulate demand for your products?
A) Create ads that show the typical consumer performing a healthy lifestyle activity.
B) Develop a promotional campaign that tells customers they "deserve to use" these products.
C) Drop the price of your new products to the point where customers will note they are getting a bargain.
D) Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these health-care products.
E) Use a series of ads showing different health-care associations and societies endorsing the use of these health-care products.

Question

Quizplus · Accepted Answer

Using endorsements from health-care associations and societies is likely to have the most impact on influencing opinion leadership/reference groups, as these groups are often composed of healthcare professionals who have significant influence over consumer perceptions and decision-making. Options A, B, and D might be effective for targeting individuals directly, but are less likely to influence influential groups. Option C might generate some interest, but may also decrease the perception of product quality and prestige.

You Are the Brand Manager for a New Line of Allergy