Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers
The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?
A) Customers felt that the cause was not in sync with the company's brand image.
B) Consumers did not value the cause Cadbury was promoting.
C) Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
D) Consumers resented being sold an inferior product on the back of a cause-marketing program.
E) Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior.
C
You might also like to view...
Which of the following would be included in the journal entry to record the payment of sales tax payable?
A) a debit to Sales Tax Payable B) a credit to Sales Tax Expense C) a debit to Sales Tax Expense D) a credit to Sales Tax Payable
The simple scoring model has this advantage over a checklist model for screening projects
A) Scaling from 1 to 5 is extremely accurate. B) Scaling models ensure a reasonable link between the selected and weighted criteria and the business objectives that motivated their selection. C) Scaling models allow decision makers to treat one criterion as more important than another. D) Scaling models have been proven to make correct decisions better than 95% of the time while checklists only achieve 80% accuracy.