Promotional Campaigns Conducted by a Firm During the Introductory Stage

question 82

Multiple Choice

Promotional campaigns conducted by a firm during the introductory stage of a product lifecycle generally focus on:

• A) informing the market about the product and explaining its features.
• B) reducing the size of the available market through selective advertising.
• C) comparing the firm's product with those of competitors.
• D) communicating new and alternate uses for the product.

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Definitions:

Sleeper Effect

A delayed increase in the persuasive impact of a message.

Peripheral-Route Influences

A concept in persuasion that suggests individuals may be influenced by incidental cues, like attractiveness or celebrity status, rather than by argument quality.

Message

A piece of communication or information conveyed from one person, group, or place to another.

Door-In-The-Face Technique

A persuasion strategy where a larger, unreasonable request is made first with the expectation of being refused, followed by a smaller, more realistic request.