Oreo wishes to create awareness of its new Swedish Fish (gummy candy) filled cookies. According to the hierarchy of effects model, which of the following would be an effective tool to use?
A) bonus packages in store, offering 20% more for the same price as regular Oreos
B) flashy video content on Oreo's website, showing Swedish Fish "swimming to a store near you"
C) sponsorship of 3-on-3 hockey and basketball tournaments, with signage and product sampling
D) magazine ads in publications geared to their intended target audience

Question

Quizplus · Accepted Answer

Sponsorship of 3-on-3 hockey and basketball tournaments, with signage and product sampling would be an effective tool to create awareness of its new Swedish Fish filled cookies. The sponsorship would allow Oreo to reach a large number of potential consumers, particularly those that match their target audience. Signage would draw attention to the product and product sampling would allow people to try the new cookie, increasing the likelihood that they will purchase the product in the future. Bonus packages, flashy video content on Oreo's website, and magazine ads are also useful tactics but may not have the same impact as the event sponsorship.

Oreo Wishes to Create Awareness of Its New Swedish Fish