The Burger House chain wants to introduce a new low calorie menu across its chai

Question

The Burger House chain wants to introduce a new low calorie menu across its chain and the marketing team has ruled out using reminder or persuasive advertising. Which primary advertising objective did The Burger House chain decide was the best approach to position its advertising efforts?
a. it will use mindfulness which creates a raised awareness of the social responsibility of a company or using a product or service.
b. it will use comparative abstraction which highlights the qualities of a new product or service in comparison to other products or services
c. it will use informative which creates awareness of a brand, service, or product through educating potential customers about attributes and benefits of the new offering.

Explanation / Answer

1. In today’s marketing world, CSR has become part of the company’s responsibility. More and more companies are using the flagship brand of the company and linking it to CSR activities. By doing this the companies are able to link the brand to CSR in the minds of the customer and also build on the brand values.

Fast Food companies have been promoting the CSR activities as ECO Friendly, waste management, environment cleanliness through their products.

So, introducing a new product and linking it to CSR may not be a grat idea.

2. Highlighting the qualities of a new product and services with comparison to other products and services shows how the Burger House product is better than the competition. The primary objective in this approach is to compare feature by feature to its competition.

This approach tries to communicate to the consumer… how we are better than the competition. Product differentiation may not be highlighted in this case.

3. The most important part is to create awareness of a brand, service and product offering by educating the potential target customer groups about the attributes and the benefits of the new offering. In this way, we are offering the customer complete information and also the new product offering.

How is the new product different from the existing product as well as the competition. The customer getting more … maybe for the same price or an affordable price.

The best approach to introduce a new low calorie menu across of burger in its chain of stores would be to create awareness of the brand, service and product through educating potential customers about its attributes and benefits of the new product offering.

Related Questions

Navigate

• Browse (All)
• Browse T
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.