Amanufacturer of a new electronic device launches a campaign to create demand for the entire product category, since it is new to the public. this is known as
a. selective demand stimulation.
b. latent demand stimulation.
c. elastic demand stimulation.
d. primary demand stimulation.

The correct answer is D: primary demand stimulation

Explanation:

Primary demand stimulation refers to advertising messages that promote the merits of an entire product category rather than a particular brand (selective demand stimulation). The principal purpose of primary demand stimulation is to inform customers about a brand new product or technology that they are unfamiliar with or to persuade customers that they haven’t recognized the benefits of a given product. It educates the consumer base about the benefits of an entire product class.

Primary demand is typically used in one of two scenarios: to launch a completely new product category or to earn more attention to an under-appreciated category. The idea behind new product primary demand is that before a pioneer can promote its benefits, the product category must be explained to target customers. This is especially true in complex categories like technology, where innovative leaders must inform audiences about the new product category before investing in secondary demand stimulation.

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