Brand Recognition
What is the most profitable soda brand in the world?
Coca-Cola is by far the most profitable soda brand in the world, making more money than Pepsi, Dr. Pepper, Sprite, and Fanta combined.1 (Note: Sprite and Fanta are both brands of the Coca-Cola Company.)
In a 2006 study, people were shown different brands while their brains were hooked up to an MRI.3 Seeing the most well-known brands activated parts of the brain associated with which of the following? A) Reward, B) Positive emotions, C) Self-identity, D) All of the above.
D
Successful marketing often involves developing unique products. For every successful new product, there are countless failures. Which of the following real products was not a market failure? A) Life Savers soda, B) Greek yogurt, C) Pepsi A.M. (the breakfast cola), D) Colgate brand frozen entrées
B
Name two food products that feature a cartoon character in their ads or on their packaging.
Many cereals such as Frosted Flakes (Tony the Tiger), Cap’n Crunch (Cap’n), and Rice Krispies (Snap, Crackle, and Pop), use cartoon characters
In 2010, the Television Bureau of Canada launched an advertising campaign featuring broccoli, “the Miracle Food.” Following the campaign, broccoli sales A) increased, B) decreased, C) stayed the same.
A. broccoli sales increased by 8 percent, while consumers’ perceptions of broccoli as a tasty and healthy food rose substantially.4 This campaign demonstrated that advertising can be used to promote healthy foods.
Placing candy and other tempting products at the cash register is designed to encourage spur-of-the-moment purchases. This tactic is called: A) Impulse marketing, B) Drip marketing, C) Niche marketing, D) Ambush marketing
A. Food manufacturers frequently pay “slotting fees” to place their products on the most visible areas of supermarket shelves, where consumers are more likely to notice them. Placing products in prominent locations can increase their sales by as much as fivefold
Name two cartoon mascots that appear in ads for vegetables, fruits, or nuts.
The Jolly Green Giant, the Sun-Maid Raisins girl, the California Raisins, the Vlasic Stork (pickles), and Mr. Peanut
At what age do children become able to understand that the purpose of commercials is to persuade them to buy products? A) Age 4, B) Age 6, C) Age 8, D) Age 10
C. Research has shown that children younger than 8 are developmentally unable to understand that the purpose of commercials is to persuade people to buy products and frequently accept advertising claims as true statements
What is the main reason companies sell sodas and other products in schools?
To build brand loyalty. Company representatives have admitted that selling their products in schools is only marginally profitable, but they benefit from recruiting lifelong customers at a young age. This approach is based on the theory that the younger the age at which brand awareness is established, the stronger the brand loyalty will be as a child grows and the more money they will spend on those products.