Deck 32: Burger King

Question 1

By using a Web site to promote Chicken Fries,Burger King chose a ________ in which to promote their new product.

A) channel control
B) medium
C) retailer
D) product line
E) supply chain

Answer 1

B
A medium,in this case the Internet,is the channel used to convey a message to a target market.

Question 2

Burger King utilized the growing interest in the Internet as an advertising medium when it put up its Coq Roq Web site.

Answer 2

True

Question 3

Burger King used its Coq Roq Web site as a(n)________ to communicate the message about its new Chicken Fries.

A) marketing objective
B) online chat room
C) channel
D) informational device
E) personal selling tool

Answer 3

C
A Web site is one medium of communication that an advertiser can use to transmit a message.

Question 4

Burger King's Coq Roq Web site,while controversial,had a direct influence on the sale of its Chicken Fries.

Question 5

Burger King used a heavy metal rock band of masked chickens to promote its Chicken Fries.This is an example of which executional style of advertising?

A) scientific
B) demonstration
C) spokesperson/testimonial
D) real/animated product symbols
E) lifestyle

Question 6

Burger King needed crisis management to control the negative publicity surrounding the Coq Roq Web site,in order to keep the launch of Chicken Fries from being ruined.

Question 7

An example of sales promotion for BK Chicken Fries would be to offer customers a 50 cents off coupon when they visit the Coq Roq Web site and click on the coupon icon.

Question 8

Which step in the AIDA concept of promotional goals was met by the controversial Coq Roq Web site?

A) attention
B) interest
C) desire
D) action
E) The Coq Roq Web site was designed to fulfill all elements of the AIDA concept.

Question 9

Burger King did not understand who its target audience was for Chicken Fries when it attempted to model its fictional band of masked chickens on the heavy metal band Slipknot.