A consumer can recognize a problem as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.
B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.
D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

Question

Quizplus · Accepted Answer

Promotions emphasizing opportunities should focus on increasing the consumer's ideal state by highlighting the benefits and advantages of the product. These promotions should also provide information on where the product can be purchased to make it easy for the consumer to take advantage of the opportunity. Promotions emphasizing needs, on the other hand, should focus on addressing the consumer's pain points and increasing their ideal state by highlighting how the product can fulfill their needs. These promotions should also provide information on where the product can be purchased, but not in a way that emphasizes the opportunity aspect.

A Consumer Can Recognize a Problem as Either an Opportunity