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?

About Dr. Ken Clow

Co-author of textbook.

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