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Question
Scenario 10-5In 2007, the Michigan-based 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 auto-makers 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 toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was 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 is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin 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." TheEconomist, October 28, 2010)
Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is:
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.
Answer
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