Which of the following statements about advertising is most accurate? a. Advertising can communicate specific product benefits to prospective buyers. b. Advertising has limited control as to when and where an advertisement will be used. c. A key advantage of advertising is its ability to use customized interactions. d. Advertising can be a very effective “attention getter” especially for new products, but has little impact for repeat buys. e. Advertising is one of the least costly forms of promotion because it reaches a mass market.
The Correct Answer and Explanation is:
Correct Answer: a. Advertising can communicate specific product benefits to prospective buyers.
Explanation
Advertising is a key component of the promotional mix and serves as a powerful tool for businesses to inform, persuade, and remind consumers about their products or services. Among the options presented, option a is the most accurate statement because one of advertising’s fundamental strengths lies in its ability to clearly and consistently communicate specific product benefits to a broad or targeted audience. This allows businesses to differentiate their offerings, highlight unique selling points, and influence consumer perceptions.
In contrast, option b is incorrect because advertising generally offers high control over when, where, and how messages are delivered. Advertisers select the media, timing, and placement of their messages with great precision to maximize impact and reach.
Option c is misleading, as customized interactions are more characteristic of personal selling or direct marketing rather than advertising. Advertising typically uses a standardized message designed to reach a wide audience, not one-on-one interactions.
Option d understates the power of advertising for repeat purchases. While it’s true that advertising is effective for grabbing attention during the introduction phase of a product, it also plays a critical role in reinforcing brand awareness, loyalty, and reminding consumers during later stages of the product life cycle.
Lastly, option e is inaccurate. Although advertising reaches a mass audience, it is one of the most expensive promotional tools due to high media buying costs, production expenses, and the need for repeated exposure to ensure message retention.
Therefore, option a correctly captures a core strength of advertising: its ability to communicate specific product benefits that help shape buyer decisions, support brand positioning, and drive consumer action in a highly controlled and scalable manner.
