Scenario 3-1 In the Early and Mid-1800s, Soaps Were Made from Animal

question 11

Multiple Choice

Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
-(Scenario 3-1) The innovation of Ivory soap created which advantage for the advertiser:

• A) avoid regulation of the soap from the Federal Trade Commission.
• B) instill fear in the consumer.
• C) differentiate the product from other soaps.
• D) sell the soap regionally.

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Definitions:

Expertise

Expertise is the high level of knowledge, skill, or competence in a particular area, acquired through experience, education, or training.

Reference

A source of information or a mention of a source, often used to substantiate claims or as a guide to further information.

Visionary Leadership

Leadership that brings to the situation a clear sense of the future and an understanding of how to get there.

Compelling Sense

An irresistible urge or an intense feeling that drives action.