MKT 421 Week 5 Assignment Help | University Of Phoenix
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.
is any paid form of non personal 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
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.
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.
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.
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