Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its2008 sales. Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads. Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending thanAppleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to$1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media. Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $1,553,000Blackberry Valley Jam $972,000Total for product category $3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $39,466,000Blackberry Valley Jam $16,301,000Total for product category $81,732,000
-(Scenario 12-1)Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating?

Question

Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its2008 sales. Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads. Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending thanAppleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to$1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media. Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $1,553,000Blackberry Valley Jam $972,000Total for product category $3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $39,466,000Blackberry Valley Jam $16,301,000Total for product category $81,732,000 
-(Scenario 12-1)Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating?

Quizplus · Accepted Answer

Blackberry Valley is calculating its share of voice, which refers to the percentage of total advertising spending in the jam and jelly category that is spent on its brand.

Scenario 12-1 Appleberry Farms Organic Jam Has Been the Number One Jam