Why do new brands with a smaller market share spend proportionately more on advertising than brands with a larger market share?
At what stage in a product's life cycle are pioneering, competitive, and comparative advertising most likely to occur? Give a current example of each type.
Image text transcribed for accessibility: Why do new brands with a smaller market share spend proportionately more on advertising than brands with a larger market share? At what stage in a product's life cycle are pioneering, competitive, and comparative advertising most likely to occur? Give a current example of each type.