JEOPARDY Marketing Under the Influence Brand Influence of Advertising Recognition Ads Tactics 10 Points 10 Points 10 Points 20 Points 20 Points 20 Points 30 Points 30 Points 30 Points Brand Recognition 10 Points ■Question: What is the most profitable soda brand in the world? What is the most profitable soda in the world? ■Coca Cola ■ Discussion: Why do you think CocaCola is so successful? ■ Home Brand Recognition 20 Points ■ Question: Name two (2) food products that feature a cartoon character in their ads or on their packaging. Name two (2) food products that feature a cartoon character in their ads or on their packaging. ■ Many Breakfast cereals have cartoon mascots: Frosted Flakes, Cap’n Crunch, Rice Krispies, Keebler Elves. There are many more. Discussion: Why do companies use cartoon characters in their marketing? Home Brand Recognition 30 Points ■ Question: Name two (2) cartoon mascots that appear in ads for vegetables, fruits, or nuts? Name two (2) cartoon mascots that appear in ads for vegetables, fruits, or nuts? ■ A few possibilities would be : The Jolly Green Giant The Sun-Maid Raisins Girl, The California Raisins The Vlasic Stork Mr. Peanut Discussion: Companies spend less money on marketing fruits, vegetables, and other less processed foods, and are less likely to use marketing tools like mascots. Why is this? Home Influence of Ads 10 Points ■ Question In a 2006 study, people were shown different brands while their brains were being scanned by an MRI. Seeing most well-known brands activated the parts of the brain associated with which of the following? Reward Positive Emotions Self-Identity All of these In a 2006 study, people were shown different brands while their brains were being scanned by an MRI. Seeing most well-known brands activated the parts of the brain associated with which of the following? Reward Self-Identity Positive Emotions All of these All of these Home Influence of Ads 20 Points ■ Question: In 2010, the Television Bureau of Canada launched an advertising campaign featuring broccoli, “The Miracle Food”. Following the campaign, did broccoli sales increase, decrease, or stay the same? In 2010, the Television Bureau of Canada launched an advertising campaign featuring broccoli, “The Miracle Food”. Following the campaign, did broccoli sales increase, decrease, or stay the same? ■ Broccoli sales increased by 8% while consumers’ perceptions of broccoli as a tasty and healthy food rose substantially. ■ Discussion: What does this suggest? Home Influence of Ads 30 Points ■ Question: At what age do children become able to understand that the purpose of commercials is to persuade them to buy products? At what age do children become able to understand that the purpose of commercials is to persuade them to buy products? ■ Research has shown that children younger than 8 are developmentally unable to understand that the purpose of commercials is to persuade them to buy products and frequently accept advertising claims as “true” statements ■ Discussion: How, if at all, should government restrict advertising to children? Home Advertising Tactics 10 Points ■ Question: Successful marketing often involves developing unique products. For every successful new product, there are countless failures. Which of these real products was not a market failure? Life Saver Soda Greek Yogurt Pepsi A.M. Colgate Frozen Entrees Successful marketing often involves developing unique products. For every successful new product, there are countless failures. Which of these real products was not a market failure? ■ Greek Yogurt Home Advertising Tactics 20 Points ■ Question: Placing candy and other tempting products at the cash register is designed to encourage spur-of-themoment purchases. Is this called: Impulse Marketing Niche Marketing Ambush Marketing Drip Marketing Placing candy and other tempting products at the cash register is designed to encourage spur-of-the-moment purchases. Is this called: Impulse Marketing Niche Marketing Ambush Marketing Drip Marketing ■ Impulse Marketing ■ Food manufacturers frequently pay “slotting” fees to place their products in the most visible areas of the supermarket where consumers are more likely to notice them. Doing so can increase sales as much as fivefold! Home Advertising Tactics 30 Points ■ Question: What is the main reason companies (want) to sell sodas and other products in schools? What is the main reason companies (want) to sell sodas and other products in schools? ■ To build brand loyalty! ■ Selling product in school is only marginally profitable, but doing so potentially builds life long customers. ■ What is your opinion of that? ■ Home
