an 15.000 entries, the judges chose 12 winners to have their artwork displayed o
ID: 434802 • Letter: A
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an 15.000 entries, the judges chose 12 winners to have their artwork displayed on more n of Heinz ketchup packets. Each winner received a $750 scholar- ship; each than T millions ner's school received $750 worth of Heinz ketchup and $750 worth of art supplies. win student- created artwork made the winning ketchup packets stand out and added to the visual appeal of a product that rarely gets the spotlight to itsef. Required for analysing case 2 1- Critically evaluate the role of advertisements in reducing the motivational conflict of consumers towards buying Heinz products (40 marks). 2- Critically analyse how Heinz used the classical conditioning theory to create associations about its brand in the consumers' minds (40 marks) 3- Critically discuss how Heinz has been successful in generating exposure and capturing attention (20 marks). 7Explanation / Answer
1) Heinz advertisement has been able to reduce the motivational conflict among consumers by introducing superior features of products, associating the products with helath, by comparative advertising
2) Heinz has been using classical conditioning theory by putting in the consumers mind that there products are much more healthy than imagined. .as given in the case it has introduced a bottle with a green lid to link it to in the category of natural and organic food. By pairing the brand of ketchup with the tomato, Heinz hopes that when we see Heinz ketchup, we will get the same feeling that we get when we see a tomato.
3)Heinz has been gaining attention through introducing new product and packaging ideas .it introduces new bottle in child friendly colours.it has been indulged in extensive marketing may it be organizing campaigns or in store advertising. Heinz launched several sampling campaigns to make the consumers aware about its different products. Hoardings are placed at strategic and crowded areas to gain maximum exposure. Ads are displayed through posters, pamphlets, magazines and newspapers. It has also gained attention through social media.
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