Brightburst vitamins are chewable daily vitamins that can be taken by children or adults. The vitamins are chewable, but unlike older chewable vitamins that are hard and have an unpleasant aftertaste, Brightburst vitamins are like gummy bears—soft, sweet, and with no bitter aftertaste. Each Brightburst provides a child with the daily minimum requirements of 20 important vitamins and minerals. In order to succeed with its product, Brightburst will have to penetrate the consumer screens that make marketing success difficult.
1. Brightburst has done a fair amount of market research with both children and parents. The company considers both to be important decision makers about whether to use the product. Its research with parents suggests there are two important segments: parents who believe strongly that their children should take a daily vitamin and parents who do not believe that vitamins are important for their children's health. The company believes that the second group—parents who do not believe vitamins are important—will be difficult to turn into consumers because of their
inability to think and decide clearly.
psychological screens.
conditioning.
desire to reject a given stimulus.
inability to engage in trial and error.
2. Brightburst believes that parents who do value vitamins represent excellent prospects. However, research suggests that many of these parents incorrectly think that the gummy-quality of Brightburst make them less nutritious than other vitamins. The company plans to address this with fact-filled ads that demonstrate how Brightburst vitamins are every bit as nutritious as other chewable vitamins, and that kids like them more. This campaign is most likely to succeed if the target audience is
focused on a drive to respond.
low in involvement.
high in involvement.
focused on learning via trial and error.
3. According to Brightburst's research, most children care little for the nutritional benefit of taking a daily vitamin. Some, however, do dislike the bitter taste of hard chewables. The company realizes that for these children, the word "vitamin" is strongly associated with a bad taste. Brightburst decides to offer hundreds of thousands of free samples so that kids can try the vitamin and see how delicious it is. This will help to penetrate ________ about the product.
any degree of involvement
cognitive theories
peripheral cues
a physiological screen
brand loyalty
4. Brightburst suggests that parents give their children a vitamin along with a healthy breakfast and to do this repeatedly. Eventually, children learn that sitting down to a delicious breakfast and taking a vitamin go hand-in-hand. This type of learning is best described as
conditioning.
peripheral.
perceptual.
cognitive.
regulated.
5. The type of learning that takes place when children try and like Brightburst vitamins suggests that for kids, the decision to take a daily vitamin is a ________ one.
high involvement
rational thinking
screened
low involvement
cognitive
6. Brightburst research shows that many kids who don't like vitamins are happy to try a Brightburst. This appears to be because of the close resemblance of Brightburst vitamins to gummy candy. It seems that when kids look at a Brightburst, they reference a ________ for gummy candy rather than for vitamins.
learning set
resource reservoir
perceptual screen
mental file
conditioning