Georgia DECA Advertising Practice Test

What technique is Martin using to persuade managers to produce a new item despite its initial costs?

1. Presenting market analysis

2. Focusing on initial costs

3. Emphasizing benefits

4. Using testimonials

The correct answer is: Emphasizing benefits

Emphasizing benefits is an effective technique Martin is using to persuade managers to produce a new item despite its initial costs. By focusing on the benefits, Martin is likely showcasing the long-term advantages and potential returns that the new item could generate, rather than the short-term financial burden of its production. This approach helps to shift the perspective from immediate expense to future profitability, appealing to the managers' interest in sustainable growth and overall value creation for the company. When emphasizing benefits, it’s important to articulate how the new item will solve customer problems, fulfill market needs, or enhance the company's competitive edge. For instance, if the new item can lead to increased sales, improved customer satisfaction, or differentiate the brand, these are powerful arguments that can motivate decision-makers to look beyond initial costs. Focusing solely on initial costs would detract from the overall value proposition and may lead to resistance. Presenting market analysis may provide useful data but might not convey the emotional and strategic reasons behind the investment. Similarly, while testimonials can be influential, they might not directly address the specific concerns related to production costs and future benefits. Thus, emphasizing benefits directly aligns with the goal of persuading managers to take a broader view of the new item's potential.