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How does promotion change when a product enters the growth stage?
AIt stops entirely because the product now sells itself
BIt moves from brand advertising to primary demand ads
CIt moves from primary demand to brand advertising
DIt moves to price cutting instead of any advertising
Answer & Solution
Correct answer: C. It moves from primary demand to brand advertising
1. In the growth stage many competitors enter the market.
2. Emphasis switches from primary demand promotion to aggressive brand advertising.
3. Messages now communicate the differences between brands rather than the merits of the category.
4. The goal changes from convincing people to buy the category to convincing them to buy one brand.
5. Option two reverses the direction of the shift and the other two describe no such change.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.8 The Product Life Cycle_
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