Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?
a. use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand
b. link the brand attributes with high-involvement issues
c. use internet search engines such as Google to assist buyers
d. use advertising messages that focus on getting the brand into a consumer's consideration set
e. use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice
Answer: e. use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice