Scenario 7-2 In 1974, H. J. Heinz Company Selected Leo Burnett Company

question 33

Multiple Choice

Scenario 7-2
In 1974, H. J. Heinz Company selected Leo Burnett Company, Inc. to handle national advertising for Heinz Ketchup, and in 2002, after an intensive agency review, awarded the agency the global advertising and brand positioning for Heinz Ketchup and other condiments and sauces. Forget those original 57 varieties: H.J. Heinz now has thousands of products. One of the world's largest food producers, Heinz produces ketchup, condiments, sauces, frozen foods, beans, and pasta. Heinz controls 60% of the US ketchup market. Its customers include US and international food retailers, the food service industry, and the US military. The company's leading brands include Ore-Ida frozen potatoes and Weight Watchers foods. (www.hoovers.com-Heinz) .
-(Scenario 7-2) Local agencies that lost business to the global agency will be unhappy with the decision. They can rightly argue that the agency that won the business

• A) probably will not save Heinz money in the production of materials.
• B) cannot match their knowledge of area culture and conditions.
• C) is too large to effectively and efficiently communicate with Heinz.
• D) cannot provide the political leverage that a local agency can.

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Definitions:

Culturally Sensitive

Involves being aware of and respectful towards the cultural differences and similarities between people.

Health Values

The beliefs and priorities that individuals or societies hold regarding health and wellness.

Genetic Illnesses

Diseases or disorders that are inherited genetically and can be passed down through family lines.

Biological Factors

Elements relating to biology that affect human behavior and health, including genetics, neurochemistry, and physiology.