For Many Years, a Certain Cola Brand Operated a Taste-Test

question 77

Essay

For many years, a certain cola brand operated a taste-test booth at local fairs across Canada. Visitors to the booth would be encouraged to take a blind taste test between the brand and its primary market competitor. The brand then used the taste-test results in advertising. What advertising theory does such an approach support? The brand no longer uses this as an advertising strategy, but rather, relies on celebrity endorsements and other forms of advertising. What advertising theory do you think now dominates the market between the brand and its primary competitor? Explain.

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Definitions:

Human Capital

The collective skills, knowledge, or other intangible assets of individuals that can be used to create economic value for the individuals, their employers, or their community.

Social Capital

Social capital refers to the networks of relationships among people who live and work in a particular society, enabling that society to function effectively through mutual trust and cooperation.

Cultural Capital

Refers to the non-financial social assets that promote social mobility beyond economic means, including education, intellect, style of speech, dress, or physical appearance.

Myths

Traditional stories or legends that serve to explain natural phenomena, the origins of human social practices, or beliefs and values of a culture.