The perceptual map in Figure 9-A above shows how various drinks are seen in the minds of adult consumers.Suppose a coffee producer wants to increase sales.As the account executive for the coffee producer's advertising agency,you want to create comparative ads showing that coffee presently is more nutritious than which beverage?
A)skinny lattes
B)fruit-flavored drinks
C)sugared soft drinks
D)sports drinks
E)milk shakes

Question

Quizplus · Accepted Answer

Looking at the perceptual map, we can see that coffee is already perceived as being healthier than milkshakes and sugared soft drinks, so it would not be effective to create comparative ads targeting those beverages. Skinny lattes and fruit-flavored drinks may also be perceived as healthier options, but not by a significant margin. Sports drinks are typically seen as being beneficial for hydration, but not necessarily as nutritious. Therefore, sugared soft drinks are the best choice as they are perceived as being the least nutritious option on the map, making it easier to make a comparison and promote the health benefits of coffee in comparison.

The Perceptual Map in Figure 9-A Above Shows How Various