Scenario 12-1 Appleberry Farm Organic Jam Has Remained No.1 One in the in the Jam

Scenario 12-1
Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
-(Scenario 12-1) Though at first it seems unbelievable for this product category, Blackberry's new cutting-edge ad agency has come up with a series of sexy ads with suggestive copy -- humorous, tongue-in-cheek, but a little racy -- to run in several men's adult content magazines.Blackberry's CEO likes the ads but is having second thoughts.She's afraid this might create a negative impression of the brand among women who are offended by their favorite wholesome, homespun product appearing in "girly" magazines.The CEO is concerned about

A) gross impression.
B) forgetting function.
C) message weight.
D) context effect.

Correct Answer:

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