Business, 17.04.2020 18:20 nhu78

"Fudgey" is a new brand of super-premium ice cream created for discerning ice-cream lovers who want rich creamy taste and unique flavors. Fudgey wants to distribute through specialty shops and also through supermarket chains. Fudgey is offering supermarket chains higher margins than all the other major ice cream brands in order to get in-store display space and promotion. Breyer's Ice Cream is the number 2 ice cream producer in the US and competes against Ben and Jerry's for the number 1 position. Breyers managers are concerned that Fudgey may cut into their market share. They are considering running a comparative ad campaign against Fudgey in which they compare the quality of ingredients and consumer taste tests between the two brands. They ask you for your advice for their plan to run the comparative ad campaign. You advise them thatA. comparative advertising campaigns are viewed as unethical by more educated consumersB. the comparative ad campaign may provide Fudgey with a source of free promotion and credibility with consumersC. the comparative advertising campaign should have as its objective a reduction in the number of supermarkets distributing the brandD. the comparative advertising can be an effective way for a market leader to deter entry of a new competitorE. competitive advertising, if done creatively, can divert consumer's attention from a new product introduction

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"Fudgey" is a new brand of super-premium ice cream created for discerning ice-cream lovers who want...

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