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)Ford used a number of catchy songs in its advertisements.One advantage of using jingles in advertising is that:
A) it gives consumers something fun to listen to.
B) it promotes brand recall.
C) it makes consumers think before purchasing a particular product.
D) consumers respond better to sounds than they do to images.

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)Ford used a number of catchy songs in its advertisements.One advantage of using jingles in advertising is that: 
A) it gives consumers something fun to listen to. 
B) it promotes brand recall. 
C) it makes consumers think before purchasing a particular product. 
D) consumers respond better to sounds than they do to images.

Quizplus · Accepted Answer

Jingles help promote brand recall, which means consumers are more likely to remember the brand when they are in the market for a particular product. It is a common advertising technique that utilizes catchy songs or tunes to create a memorable association with the brand. While it may be fun to listen to, the main purpose is to make the brand more memorable to consumers. It does not necessarily make consumers think before purchasing a product, nor do consumers universally respond better to sounds than images.

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