# Explain shifting loyalties with an example.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/theories-loyalties

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--theories-loyalties/

Short exam answers with examples

### Practice question. Explain shifting loyalties with an example. [3 practice marks]

#### Answer

Advertising may persuade customers to reconsider a competing brand and try the advertised alternative. Once a customer tries the brand, reminders and reinforcement seek repeat purchase. Thus the same market contains both loyalty-building and loyalty-shifting communication.

#### Illustrative example · Two toothpaste brands

A customer normally buys Brand A. Brand B advertises a relevant, supported benefit and offers a trial pack. After trial, reminders and satisfactory use may encourage repeat purchase. The shift and the retention are separate tasks.