In 2008,Airborne Products,which Have Been Marketed as a "Cold Buster

question 35

Multiple Choice

In 2008,Airborne products,which have been marketed as a "cold buster" product designed to ward off colds if taken early enough,agreed to settle a class action lawsuit over false advertising for $23.3 million.As part of the settlement,Airborne took out advertisements in top publications explaining how people can obtain the refund.In addition,the company has developed advertising campaigns based around its "thousands of satisfied customers" in order to improve its public image.Application a result of the lawsuit,Airborne will need to engage in:

• A)venue marketing.
• B)ambush advertising.
• C)recruitment advertising.
• D)public relations advertising.
• E)corporate identity advertising.

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Definitions:

New Venture Creation

The process of designing, launching, and running a new business or startup.

Market Niche

A specialized segment of the market for a particular kind of product or service, characterized by specific customer needs and preferences that the business aims to fulfill.

First-Mover Advantage

Comes from being first to exploit a niche or enter a market.

Oligopolistic Industry

An industry structure marked by a small number of firms that dominate the market, often resulting in strategic interactions among these firms.