In the Context of Product Adoption and Diffusion, Which of the Following

question 97

Multiple Choice

In the context of product adoption and diffusion, which of the following questions relates to the product characteristic of relative advantage?

• A) How visible is the product to other potential consumers?
• B) How easily can potential consumers sample the new product?
• C) Can potential consumers easily understand what your product is and how it works?
• D) How much better are the benefits of your new product compared to existing products?

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Definitions:

Product Advertisements

Marketing communications that promote and provide information about goods to entice potential buyers.

Objectives

Specific, measurable goals that are planned to achieve a broader aim or strategy.

Point-of-purchase Display

Marketing or advertising materials placed where products are sold, typically at retail locations, to influence consumer buying decisions.

Institutional Advertising

A form of advertising aimed at promoting a company's image or reputation rather than selling a specific product or service.