Which of the following is true of pioneering advertising?
a. It offers consumers in-depth information about the benefits of a new product.
b. It is highly used during the growth stage of the product life cycle.
c. It focuses on influencing demand for a specific brand.
d. It is used mainly to compare brands on one or more specific attributes.
ANSWER: a
Pioneering advertising is heavily used during the introductory stage of the product life cycle. It is intended to stimulate primary demand for a new product or product category and offers consumers in-depth information about the product class.
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