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Chap 005

Chap 005

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Published by: anand752 on Aug 09, 2011
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12/22/2012

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Tums antacid stresses the fact that it is a calcium supplement in its advertisements. It also
stresses the health benefits of calcium. Most people already know Tums contains calcium. The
new promotion is trying to change the attitude toward Tums by:

a.changing the perceived importance of the attribute.
b.adding a new attribute to the product.
c.changing the basic product.
d.adding a new attribute and re-positioning the product.
e.lowering the price.

Answer: a

Page: 110
Rationale: Tums is trying to change the perceived importance of consuming calcium. By
focusing on this attribute, it is hoped consumers will have a more favorable attitude towards
Tums. Since consumers know Tums already contains calcium, a new attribute had not been
added.

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