Shawna Is in Charge of the Marketing Strategy for a New

Multiple Choice

Shawna is in charge of the marketing strategy for a new toothbrush her firm introduced. The toothbrush has gotten strong accolades from critics, and Shawna's company has taken great steps using advertisements and public relations to promote the product. The biggest hurdle to product adoption, according to Shawna, is that consumers are much more familiar with Colgate Palmolive's toothbrushes. Colgate-Palmolive is the company's greatest competitor and is a much more established brand name. Shawna plans to release a new campaign highlighting the many benefits of its toothbrush compared to its competitors. She hopes consumers will view their product as superior to Colgate-Palmolive's. After the campaign, Shawna's firm plans to offer free samples in select stores. Shawna is using this campaign to stimulate _______________ on the part of buyers so that they will compare their benefits with Colgate's.

A) evaluation
B) trial
C) awareness
D) adoption
E) interest