Question

Explain and discuss why advertising strategy must be consistent with the advertising product acceptance stage.

Answer 1

The advertising strategies of any product must be consistent with the product stage in its lifecycle. Otherwise, the whole campaign may fall out which might result in a loss of consumers and the product may fail to perform in the market.

For eg - A product that is still in the introduction stage is treated with strategies that are meant for the growth stage, the product may fail to perform. This is because in the introduction stage, the product is new to the consumers and they need to be made aware of its features, its uses as well as how it will satisfy the needs of the consumers effectively. Without having done that, if the marketers market the product directly to the consumers without any introductory campaigns, then the consumers won't give the product the attention it deserves.

Therefore, any marketer needs to follow proper strategies for the product based on its stage in the lifecycle to attract and retain consumers in the market.