Figure 9-8

-The perceptual map in Figure 9-8 shows how various drinks are seen in the minds of adult consumers. Suppose a coffee producer wants to increase sales. Its advertising agency recommends that it run ads showing that coffee is healthier than one or more competitive drinks shown in the figure. In the ads, coffee should be compared with
A)sugared soft drinks.
B)fruit-flavoured drinks and sugared soft drinks.
C)skinny lattes.
D)fruit-flavoured drinks.

Question

Figure 9-8
 
-The perceptual map in Figure 9-8 shows how various drinks are seen in the minds of adult consumers. Suppose a coffee producer wants to increase sales. Its advertising agency recommends that it run ads showing that coffee is healthier than one or more competitive drinks shown in the figure. In the ads, coffee should be compared with
A)sugared soft drinks. 
B)fruit-flavoured drinks and sugared soft drinks. 
C)skinny lattes. 
D)fruit-flavoured drinks.

Quizplus · Accepted Answer

The perceptual map shows that sugared soft drinks are seen as the least healthy option among the drinks shown. Therefore, comparing coffee to sugared soft drinks in advertisements may convince consumers to switch to coffee as a healthier alternative. Comparing coffee to fruit-flavored drinks or skinny lattes may not be as effective, as they are perceived as healthier options compared to sugared soft drinks.

Figure 9-8 -The Perceptual Map in Figure 9-8 Shows How Various Drinks