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Chapter 16 - Burger King: True/False

Burger King launched a controversial marketing campaign for its new Chicken Fries product featuring a fictional heavy metal band of masked chickens called Coq Roq. While the campaign generated significant negative publicity, it also drove interest in Chicken Fries. The Coq Roq website fulfilled the goals of gaining attention, interest, desire, and action from customers according to the AIDA model of promotion. Ultimately, the negative publicity around the campaign served to further promote Chicken Fries, making it one of Burger King's most successful new product launches.

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135 views3 pages

Chapter 16 - Burger King: True/False

Burger King launched a controversial marketing campaign for its new Chicken Fries product featuring a fictional heavy metal band of masked chickens called Coq Roq. While the campaign generated significant negative publicity, it also drove interest in Chicken Fries. The Coq Roq website fulfilled the goals of gaining attention, interest, desire, and action from customers according to the AIDA model of promotion. Ultimately, the negative publicity around the campaign served to further promote Chicken Fries, making it one of Burger King's most successful new product launches.

Uploaded by

HyCho
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as RTF, PDF, TXT or read online on Scribd
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Chapter 16--Burger King

TRUE/FALSE
1. Burger Kings Coq Roq Web site, while controversial, had a direct influence on the sale of its

Chicken Fries.
ANS: T

The Web site generated a lot of publicity, which affected its sales in a positive way, even
though much of the publicity was negative.
PTS: 1
OBJ: 16-5
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level I Knowledge
2. Burger King did not understand who its target audience was for Chicken Fries when it

attempted to model its fictional band of masked chickens on the heavy metal band Slipknot.
ANS: F

Burger King appears to have known who its target audience was, and in fact utilized the
resulting controversy to boost its sale of Chicken Fries.
PTS: 1
OBJ: 16-3
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level II Application
3. Burger King utilized the growing interest in the Internet as an advertising medium when it put

up its Coq Roq Web site.


ANS: T
PTS: 1
OBJ: 16-4
KEY: CB&E Model Marketing Plan | CB&E Model Promotion

TOP: AACSB Reflective Thinking


MSC: Bloom's Level II Application

4. Burger King needed crisis management to control the negative publicity surrounding the Coq

Roq Web site, in order to keep the launch of Chicken Fries from being ruined.
ANS: F

In this case, the negative publicity surrounding the Web site served to generate further
interest in Chicken Fries and make them one of Burger Kings most successful product
launches.
PTS: 1
OBJ: 16-5
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level II Application
5. An example of sales promotion for BK Chicken Fries would be to offer customers a 50 cents

off coupon when they visit the Coq Roq Web site and click on the coupon icon.
ANS: T
PTS: 1
OBJ: 16-6
KEY: CB&E Model Marketing Plan | CB&E Model Promotion
MULTIPLE CHOICE

TOP: AACSB Reflective Thinking


MSC: Bloom's Level II Application

1. Burger King used its Coq Roq Web site as a(n) ________ to communicate the message about

its new Chicken Fries.


marketing objective
online chat room
channel
informational device
personal selling tool

a.
b.
c.
d.
e.

ANS: C

A Web site is one medium of communication that an advertiser can use to transmit a message.
PTS: 1
OBJ: 16-6
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level I Knowledge
2. Which step in the AIDA concept of promotional goals was met by the controversial Coq Roq

Web site?
attention
interest
desire
action
The Coq Roq Web site was designed to fulfill all elements of the AIDA concept.

a.
b.
c.
d.
e.

ANS: E

Despite, or perhaps because of, the negative publicity of the photo gallery, the site fulfilled
each of the steps of the AIDA concept.
PTS: 1
OBJ: 16-3
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level II Application
3. Burger King used a heavy metal rock band of masked chickens to promote its Chicken Fries.

This is an example of which executional style of advertising?


scientific
demonstration
spokesperson/testimonial
real/animated product symbols
lifestyle

a.
b.
c.
d.
e.

ANS: D

Burger King used the masked chicken band as characters that represent BK Chicken Fries on
their Web site, like Ronald McDonald represents McDonalds food.
PTS: 1
OBJ: 16-3
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Blooms Level II Application
4. By using a Web site to promote Chicken Fries, Burger King chose a ________ in which to

promote their new product.


channel control
medium
retailer
product line
supply chain

a.
b.
c.
d.
e.

ANS: B

A medium, in this case the Internet, is the channel used to convey a message to a target
market.
PTS: 1
OBJ: 16-4
TOP: AACSB Reflective Thinking
KEY: CB&E Model Marketing Plan | CB&E Model Promotion MSC: Bloom's Level I Knowledge

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