Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?
a. As a result of experiential marketing research
b. To create the appropriate level of institutional advertising
c. To determine which executional appeal is the most effective
d. To achieve a certain minimum level of exposure to measurably affect purchase habits
e. To prevent product cannibalization
ANSWER: d