Great State Wheat Flakes Cant Be Beat - 16274 Words

Supplemental/Examination Cases The use of a case for exam purposes can help the instructor understand a student’s depth of understanding of the material. Points can be taken off if they fail to identify the ethical issues and important stakeholders or justify their decision relative to their stated moral philosophy base. To help you with this exam type we have included three cases that can be used for exam purposes. SUPPLEMENTAL CASE 1 Great State Wheat Flakes Can’t Be Beat* Betty, who has been employed for three years as a copywriter for HKM, a small advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great State Wheat Flakes, a regional breakfast†¦show more content†¦Any resemblance to real companies, situations, or persons is coincidental. Copyright  © Houghton Mifflin Company. All rights reserved. Supplemental Case 1: Great State Wheat Flakes Can’t Be Beat* 161 several other such implied superiority claims she had recently seen, realized that it was, indeed, a popular technique. Steve reminded Betty that there is a distinction between deceptive advertising, which creates false impressions and misleads a consumer acting reasonably, and â€Å"trade puffing,† which is exaggerated praise of the product (e.g., Almost Home cookies are the â€Å"moistest, chewiest, most perfectly baked cookies† ever; â€Å"Nestlà © makes the very best chocolate†). Puffery is viewed as acceptable in a society of the superlative. Consumers are assumed to see through the exaggeration or at least engage in a â€Å"willing suspension of disbelief.† He explained to her that whereas deceptive advertising is illegal, the Federal Trade Commission, which monitors national advertising for accuracy and fairness in claims, views puffery as legitimate. â€Å"What’s more,† Steve concluded somewhat sarcastically, â€Å"using your line o f reasoning, Betty, we shouldn’t advertise parity products at all, since all brand advertising is designed to create a brand distinction in the buyer’s mind. Advertising is necessary to differentiate yourself from the pack of imitators. And it helps a small, underdog brand like Great State get a leg up on its big, deeppocketed competitors. BettyShow MoreRelatedGreat State Wheat Flakes Cant Be Beat16284 Words   |  66 Pagesyou with this exam type we have included three cases that can be used for exam purposes. SUPPLEMENTAL CASE 1 Great State Wheat Flakes Can’t Be Beat* Betty, who has been employed for three years as a copywriter for HKM, a small advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great State Wheat Flakes, a regional breakfast cereal. The account has been with the agency for several years. Although Charlie, the brandRead MoreGreat State Wheat Flakes Can’t Be Beat Essay925 Words   |  4 PagesGreat State Wheat Flakes Can’t be Beat Betty, who has been employed for three years as a copywriter for HKM, a mid-size advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great States wheat flakes, a regional breakfast cereal. The account has been with the agency for several years. Although Charlie, the brand manager on this cereal, has been pleased with the agencys work over the years, the old positioningRead MoreMarketing Management130471 Words   |  522 PagesMarketing concepts 3.4. The Marketing Mix (The 4 P s Of Marketing) 3.5. Corporate Social Responsibility (CSR) and Ethics in Marketing 4. Have you understood type questions 5. Summary 6. Exercises 7. References 1. INTRODUCTION: The apex body in United States of America for the Marketing functions, American Marketing Association (AMA) defines marketing as â€Å"Marketing consists of those activities involved in the flow of goods and services from the point of production to the point of consumption. The AMARead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesa(n) ________. A) experience B) service C) event D) organization E) good Answer: A Page Ref: 6 Objective: 2 AACSB: Analytic skills Difficulty: Easy 11) Janet is very upset that she cant get tickets to the Rolling Stones concert because they are sold out. Which of the following demand states applies to Janets situation? A) nonexistent demand B) latent demand C) full demand D) unwholesome demand E) overfull demand Answer: E Page Ref: 8 Objective: 2 AACSB: Analytic skills