Scenario 1-6 Gillette M3Power-A MACH3 Razor Innovation-Is a Groundbreaking, Powered Wet Shaving

question 18

Multiple Choice

Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave ever. M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the shave. Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip™ and a technologically-advanced handle (www.Gillette.com) . Recently, Gillette Co. direct-mailed users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated advertisements to male consumers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70% within four months.
-(Scenario 1-6) Gillette Co. considers the model of mass-mediated communication when developing its consumer advertising. For example, Gillette always tests ____, such as whether individual audience members understand the advertisement.

• A) production
• B) accommodation
• C) negotiation
• D) reception