Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5)If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor,which of the following methods should Ford use?
A) Demonstration ads
B) Comparison ads
C) Reason-why ads
D) Point-of-purchase ads

Question

Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work-in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. ("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5)If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor,which of the following methods should Ford use? 
A) Demonstration ads 
B) Comparison ads 
C) Reason-why ads 
D) Point-of-purchase ads

Quizplus · Accepted Answer

Comparison ads directly compare the features and benefits of Ford's newest line of cars with a strong competitor, and can effectively highlight the superiority of Ford's products. This method may be more effective than demonstration ads, which only showcase the product without necessarily comparing it to a competitor, or reason-why ads, which focus more on the benefits of the product rather than a direct comparison. Point-of-purchase ads are also not likely to be effective for this objective, as they are placed at the point of sale and may not directly address the superiority of Ford's product over a competitor.

Scenario 10-5 in 2007, Ford Motor Company Fell from Second to Third