Deck 51: Yellow Tail’s Tails-for-Tails Campaign

Question 1

The $100,000 donation "did not engender the strong support and affinity among American consumers." It did not get any support from American agricultural groups representing the meat and dairy industry.What does this suggest about a global company like Yellow Tail?

A) It should have hired a lobby group first.
B) Its home market lacked the kinds of controversy the U.S. market had.
C) HSUS had successfully deceived the Australians.
D) It did not understand the politics or culture of its chief export market.
E) all of the above

Answer 1

D
Although b is a good guess,the best answer is d.The United States has some of the most powerful agricultural interests in the world given the feedback it gave Yellow Tail.Also,American consumers,the target market,might be "going green" but have not embraced plant-based diets en masse.So doubling down with HSUS was not an option.

Question 2

Yellow Tail lacked an integrated market communication message.

Answer 2

False
Actually,it had an effectively integrated message between its public relations goals,advertising,and so on.This is why it generated the quick and negative response it did in the U.S.meat industry.

Question 3

Yellow Tail finally perform some crisis management and withdraw its sponsorship from HSUS.This suggests the winemaker does not engage in __________.

A) advocacy advertising
B) due diligence
C) institutional advocacy
D) environmentalism
E) animal rights

Answer 3

A
Advocacy advertising is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.

Question 4

Seen from the context of the communication process,a YouTube video of a rancher shooting bottles of Yellow Tail is also noise.

Question 5

What went wrong with the Tails-for-Tails campaign shows the power of __________ in undoing the good will that a company wants associated with its brands.

A) Facebook
B) social media
C) Twitter
D) a plant-based diet
E) all of the above

Question 6

There was a disconnect between the benefit of Yellow Tail product-wine-and its animal welfare initiative,Tails for Tails.

Question 7

In Yellow Tails' promotional mix,the Tails for Tails campaign is which of the following?

A) advertising
B) sales promotion
C) publicity
D) public relations
E) all of the above

Question 8

Tails for Tails would be appropriate had Yellow Tail produced a line of organic,sulfite-free vegan-friendly wines and specifically advertised its support of HSUS in friendlier venues such as vegetarian and vegan magazines and the like.

Question 9

Why would it have been difficult or even impossible for Yellow Tail to leverage its support of HSUS?

A) The winemaker lacked a complementary product for vegetarians and vegans.
B) HSUS did not soften its tone.
C) HSUS has no real animal shelter or rescue program.
D) The winemaker wants to portray itself as friendly to animals without controversy.
E) all of the above

Question 10

Associating Yellow Tail with HSUS on endcap signage in stores is a(n)__________ promotion.

A) environmental
B) Tails for Tails
C) anti-meat
D) social media
E) sales