MKT 421 Week 5 Assignment Help 2 | University Of Phoenix
- University of Phoenix / MKT 421
- 04 Apr 2019
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MKT 421 Week 5 Assignment Help 2 | University Of Phoenix
Product Advertising
at Kellogg's
To continue to attract
new customers in addition to keeping existing customers, Kellogg's spends over
$1 billion a year on advertising. One of the challenges facing Kellogg's is
choosing the appropriate form and type of advertising given the firm's
advertising objectives for the campaign.
Advertising is any
paid form of nonpersonal communication about an organization, a product, a
service, or an idea by an identified sponsor. Advertising comes primarily in
two types; product advertising which focuses on selling products or services
and institutional advertising which tries to build goodwill or an image for a
firm. Once the firm decides on the type of advertising that would be
appropriate given the campaign's goals, the firm must decide on the form. The
forms of product advertising include pioneering advertising, competitive
advertising, and reminder advertising.
Read the case below
and answer the questions that follow.
To keep its product
line fresh, Kellogg's must continually develop new products. A recent new
product introduction, Blue Ginger® Multi-grain Blue Rice Chips: Black Sesame
and Sea Salt flavor from Kellogg's is a light and crispy blend of brown rice,
corn, and oats, combined with black sesame seeds and sea salt. The chips are
positioned as a healthier alternative for snacking with 70% less fat than
potato chips, 3 grams of fiber, and 23 grams of whole grains per serving. Blue
Ginger® Multi-grain Blue Rice Chips: Black Sesame and Sea Salt flavor will be
available for sale at wholesale clubs including select Costco® Wholesale, Sam's
Club®, and BJ's® Wholesale Club stores throughout the United States.
Kellogg's now needs to
develop an advertising campaign for its Blue Ginger® Multi-grain Blue Rice Chips
product. The product managers for the chips recognize that U.S. consumers are
unfamiliar with blue rice chips and its related health benefits. Therefore,
they feel that the primary objective of any advertising for this new product
must be to tell the consumer about what the product is. A secondary objective
for the advertising would be to inform the target market about the product's
availability through the wholesale distribution network.
Kellogg's Blue Ginger®
Multi-grain Blue Rice Chips product managers must make a decision between a
pioneering advertising format and reminder advertising format before they
develop the specifics for their campaign.
1.
Blue Ginger Multi-grain Blue Rice Chips are in the _________
stage of the product life cycle.
2.
The primary goal for the Blue Ginger Multi-grain Blue Rice Chips
campaign should be
3.
Blue Ginger Multi-grain Blue Rice Chips would be considered a
___________ for Kellogg's.
4.
The Blue Ginger Multi-grain Blue Rice Chips advertisement would
be classified as a(n)