A Coffee Chain Could Not Understand Why Its New Commercial

question 96

Multiple Choice

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations. This commercial was not successful because:

• A) television advertising is not an effective medium for promoting coffee.
• B) jingles are not effective at creating conditioned responses to brands.
• C) the commercial should have played the jingle before showing the latte.
• D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

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Definitions:

Extended Warranty

An additional warranty that consumers can purchase to extend the warranty period beyond the standard warranty offered by the manufacturer or seller.

Maintenance Plan

A strategy for regularly scheduled maintenance activities intended to ensure the long-term efficiency and reliability of equipment, systems, or buildings.

Associated Services

Additional services that are provided with a main product or service to enhance customer satisfaction and experience.

Unsought Product

Goods that consumers do not normally think of buying or do not know exist until they see them.