As a Brand Manager, Ellen Has Proposed an Aggressive Advertising

question 248

Multiple Choice

As a brand manager, Ellen has proposed an aggressive advertising campaign that exaggerates the benefits of their newest product. While Ellen is convinced that this strategy will encourage consumers to try the product, her assistant strongly opposes the idea. Which of the following presents the best explanation for the assistant's opposition to Ellen's proposal?

• A)If a firm produces a quality product, the best advertising is word-of-mouth to generate excitement for a new product.
• B) The best way to promote new consumer products is with personal selling.
• C)Exaggerating the benefits of a product may backfire and injure the product's potential for success.
• D)Effective advertising for new consumer products should be subtle and low key. Ellen's proposal is more appropriate for the B2B market.

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Definitions:

Societal Benefits

The advantages or positive outcomes that contribute to the well-being or improvement of society as a whole.

Socialized Power Orientation

A focus on using power and influence for the benefit of the larger group or community, rather than for personal gain.

Demoralizing

Actions or situations that reduce an individual’s motivation, enthusiasm, or confidence, negatively impacting their performance or attitude.

Leader Behavior

Actions and conduct exhibited by leaders, influencing their effectiveness and the motivation, performance, and satisfaction of their followers.