Scenario 5-1 At Meeting with Snapple Distributors in NYC, Cadbury Executives Unveil

question 28

Multiple Choice

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
-(Scenario 5-1) On the syndicated television show Seinfeld, Jerry (the main character) often offers guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld

• A) no longer serves as a peripheral cue.
• B) is a member of these viewers' celebrity influencers
• C) is a part of these viewers' membership groups.
• D) has created an inter-generational effect.

Recognize the importance of clarity and directness in requesting actions within sales messages.

Identify the role of evidence and specific language in enhancing persuasiveness.

Comprehend the structure and content that optimize the conclusion of sales messages.

Understand the strategies for creating desire and interest in sales messages.

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Definitions:

Financial Statements

Reports that provide a summary of a company's financial performance and position, including balance sheet, income statement, and cash flow statement.

Proprietorship

Proprietorship, also known as a sole proprietorship, is a business owned and operated by one individual, where there is no legal distinction between the owner and the business entity.

Personal Assets

Assets owned by an individual, including property, cash, and investments, that are not associated with any business activities.

Total Liabilities

The sum of all financial obligations or debts that a company has incurred and is responsible for repaying.