Chicken of the Sea Essay

686 Words Apr 14th, 2014 3 Pages
Discussion Questions 1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. * Consumers of packaged tuna usually go through the low-involvement hierarchy. Unless consumers have loyalty to a certain brand, they usually pick the product with the lowest price. Tuna is not something that will cause consumers to go though cognitive dissonance because of the low-involvement hierarchy. 2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea International. How might the company use the various IMC tools as part …show more content…
They also had to evaluate how they were going to use Jessica Simpson when promoting the product. The company was nervous that advertising Simpson through television commercials was going to be too expensive and too risky. 4. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for the company. Can the company afford to hire her and spend the money on TV advertising to use her effectively? * Jessica Simpson could be an asset to Chicken of the Sea. Having her as a spokesperson could bring in new customers and establish brand awareness to people outside of their target market. If the company feels that having Simpson on television commercials to promote the product is expensive, they can utilize her singing talents and have a new Chicken of the Sea jingle. The jingle could be played on the radio and it will reach many different audiences. The downside to having Jessica Simpson as a spokesperson is that Simpson’s personality may not agree with the company’s target market that is usually very loyal to the brand. In addition, hiring Simpson as the spokesperson would cost at least one million dollars. If the marketing plan fails, this could result in a massive loss. 5. What would you do if you were Don George? Would you recommend that the company hire Simpson as a spokesperson? Why or why not? * The pros of hiring

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