The opening vignette for Chapter 3 is about Chipotle Mexican Grill. Here are two of the company’s recent TV ads. These can be used to launch a discussion of concepts in Chapter 3, or to introduce the chapter.

Discussion Questions:

  1. Are these two ads effective? Evaluate each ad.
  2. Describe the process you use in choosing a restaurant.
  3. Are ads effective in changing your attitude toward restaurants? Cite an example of a restaurant ad that changed your attitude.
  4. Of the three evaluation of alternative methods discussed in the chapter, which method would be the most frequently used by consumers in selecting a restaurant? Justify your answer.
  5. For Chipotle, which of the trends in consumer behavior discussed in the chapter could Chipotle use in advertising?

Posted by on May 23, 2014 in Chapter 03 and tagged , , , , , .

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About Dr. Donald Baack

Co-author of textbook.

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