Question 1

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

Accepted Answer

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.

Accepted Answer

Burger King did create a Coq Roq website to promote its chicken sandwich product line in 2004, during the rising popularity of the internet as an advertising medium.

Question 3

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

Accepted Answer

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.

Accepted Answer

The Web site generated a lot of publicity,which affected its sales in a positive way,even though much of the publicity was negative.

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?

Accepted Answer

Burger King used the masked chicken band as characters that represent BK Chicken Fries on their Web site,like Ronald McDonald represents McDonalds' food.

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.

Accepted Answer

In this case,the negative publicity surrounding the Web site served to generate further interest in Chicken Fries and make them one of Burger King's most successful product launches.

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.

Accepted Answer

This is an example of a sales promotion for BK Chicken Fries. By offering customers a discount coupon, they are incentivized to try the product and potentially become repeat customers. The Coq Roq Web site is likely a promotional platform for the product, and the coupon icon serves as an easy way for customers to access the discount.

Question 8

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

Accepted Answer

Despite,or perhaps because of,the negative publicity of the photo gallery,the site fulfilled each of the steps 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.

Accepted Answer

Burger King appears to have known who its target audience was,and in fact utilized the resulting controversy to boost its sale of Chicken Fries.

Quiz 32: Burger King