Question

Gillette spent $300 million in advertising to introduce the MACH3 razor to consumers. Such expenditures are often made to stimulate __________ or desire for the product class, rather than for a specific brand, when there are no competitors with the same product.

Answer 1

Primary demand

Step-by-step explanation:

Demand for a product may be influenced by the company's brand name or based on the demand influenced by the product category. When demand is based on a particular product category rather than for a particular brand type, then we refer to this as primary demand. In the scenario above, the Gillette MACH3 is a particular product produced by Gillette, and the $300 million spent on its advert is for the product rather than to promote the Gillette brand. Hence, this advert spending on the MACH3 which is a particular category of gillete's product is spent to stimulate primary demand of product.