Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of

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Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children\'s clothing thrives on the sale of a vast inventory of children\'s clothing placed on consignment. "Because small children grow so quickly," Second Avenue\'s owner commented, "they often outgrow many of their clothes before they\'ve hardly been worn!"

Second Avenue provides a way for people to sell their children\'s clothing, earn a few dollars, and buy the next larger size. "We\\\\\\\'re extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60-percent discount."

Second Avenue’s main competitor is Goodwill. But the two stores offer very different products. Second Avenue specializes in lightly used kids’ clothes that are still of high quality and they charge a higher price than Goodwill. Goodwill sells used clothes at a lower price but also lower quality. With such different products, which advertising strategy should Second Avenue use?

advertising similarly to competitors, to remind consumers of the product

advertising that makes customers aware of the product

advertising that points out the differences to consumers

firms should advertise little as the uniqueness will not require the education of consumers.