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Consumer memory of an ad can be enhanced by

The mere exposure effect:

Snapple wants to increase choice of its brand in the purchase environment, so that when consumers are in the beverage aisle in the store, Snapple is one of the first brands to be noticed and chosen by the consumer. The best strategy will be to:

Fredo, a manager at a consulting firm, feels he is an excellent judge of character.  He has lunch with the firm’s 10 new recruits and quickly concludes that they will be excellent employees. This conclusion on Fredo’s part seems to be the result of [bias] bias. 

Emily Morgan is a 30-year veteran at Levi Strauss & Company. She joined the company as a secretary in the advertising department and slowly began rising through the ranks. The more she saw how the company worked, the more dissatisfied she became. According to Morgan, the company was “dysfunctional” and “internally competitive, one division against another.” This is why Morgan became a part of the change initiative when talk of reinventing the company spread through headquarters. She led the team that designed the Develop Sources process, a system for working with suppliers. In 1995, Morgan became vice president for fulfillment, Asia. Her job was to convince Levi’s Asia suppliers to adopt more efficient production and distribution techniques. The Asian suppliers were afraid of change. Once Morgan and her staff showed suppliers how use of the Develop Sources program would benefit them, Morgan’s job to transform Levi’s Asian operations became easier. Morgan used [tactic] to deal with resistance to change and convince the Asian suppliers that it was in their best interest to adopt the Develop Sources process.

Short Answer Q2b(ii) Creative strategy

Short Answer Q3a Skeptics:

According to recent research findings, which of the following methods of effectiveness testing are more accurate than the traditional paper and pencil measures (consumers’ self reports of recall, recognition, attitudes, etc.) in predicting sales effectiveness of ads in the marketplace?

Kiddy Corporation has a small share in the disposable diapers market (infant and toddlers diapers). The company is looking to grow its market share in the next year. In a meeting called by the VP of Marketing, two potential promotion options are being discussed. One of the marketing managers is proposing an increase in trade promotion allocations. The other manager is arguing that a promotion based on a loyalty program may be a better allocation of their promotional dollars, since the diapers product category has a high potential of repeat purchase. Describe below which one of these options would you support and clearly state all your reasons for supporting that option. Please make sure to use frameworks, theories and research findings discussed in class to support your decision (8 points).

Which of the following is an example of a sales promotion that is least likely to be susceptible to promotion adaptation?