Heinz is Looking for Attention

1. Using the concepts discussed in this chapter, explain how Heinz has been successful
in generating exposure and capturing attention. What other ideas would you suggest
Heinz try to foster exposure, attention, and perception?

Heinz has successfully created publicity and caught attention with its
unconventional but very effective promotional techniques, such as innovative retail
displays, distinctive packaging, and somewhat interactive marketing that are not often
associated with ketchup ads. These astute marketing techniques are one of the key
reasons for Heinz's success. Their product is an upside-down bottle that is very user-
friendly, saves us time from shaking the glass container like conventional ketchup bottles,
and comes in colors that are appealing to children. Visual perception has a role, as do the
colors green, purple, and blue. Green evokes a sense of the outdoors, woodland, and
grass, which offers people a sense of comfort, while blue is renowned as the most popular
color, the color of communication, and the color that sells the most. I believe Heinz
should use the figure and ground perceptual organizing concepts to design a memorable
brand logo. A product's brand logo is highly essential. A distinctive or distinctive brand
logo may attract customers' attention to items, and consumers will remember the brand
logo.

Heinz should package its ketchup sauce in a plastic or paper container instead of
selling it without one. Heinz packages ketchup sauce in a plastic container because some
customers need a container or lid for ketchup sauce since it may not be as sanitary.
Therefore, if Heinz packages their ketchup sauce with a lid, it will seem more sanitary.

2. In terms of exposure, attention, and perception, what are some of the potential
disadvantages of Heinz's Top This TV contests?

The potential disadvantage of Heinz's Top This TV Contest in terms of exposure

is the positioning of an ad within a medium, i.e., where will they place their
advertisement or commercial and how will they choose to place the ads on the
appropriate medium where customers will respond to stimuli. Since it is only an
advertisement or a commercial, customers cannot physically experience the advertised
product, which is Heinz sauce. Consequently, customers must be convinced that this is a
good product and will not purchase it.

There are a few possible downsides to Heinz's Top This TV Contest in terms of
attention, the first of which is customers' restricted and selective attention. The customer's
limited engagement makes it difficult for them to respond to every stimulus since the
Internet provides a wide variety of advertisements, and it is tough to choose one that gets
their attention. When clients dedicate their attention to a specific stimulus, they are
seeking, for example, when they are searching for something they have in mind when
visiting a website and will only click on advertisements that are relevant to what they are
looking for. Another possible consequence of Heinz's challenge is that customers have
become so used to ads and advertising that they begin to skip through or ignore them,
developing an aversion to all forms of advertising or just tuning them out. This is also
because consumers have complete control over the stimuli to which they react, as they
close the pop-up commercial immediately or avoid advertisements while viewing online
videos.

The possible drawbacks of Heinz's Top, since every person has criteria for what a
product should look like and how it should be presented, this TV contest is based on
visual perception. The size and shape of the packet and bottle, the correct placement of
lettering and images on the package and bottle, which allow customers to identify the
type of product or, in this case, the kind of sauce, and the color of the packet and bottle,
which also depicts the type of sauce, are the visual perception factors. Another possible
drawback of this contest in terms of perception is the taste of Heinz products since
everyone has a different preference for the flavor of Heinz's sauce, and commercials with
just visual aids would not be able to persuade people to try them due to their skepticism.
The perception of sound from the ad or commercial of Heinz also plays a part in
attracting consumers, as the pitch and speed of the sound will impact how they react to it,
 and a sound symbol for Heinz is significant since people can identify the commercials of
a product by the sound.

3. Do you think that Heinz will gain long-term benefits from holding a contest for
students that focused on the visual appeal of designing single-serve ketchup
packets? Explain your answer.
Any exposure is beneficial since it gets people talking about your brand and
increases product awareness. Even though Heinz will profit from their competition, I do
not believe these gains will be long-lasting due to the lack of availability of single-serve
ketchup packets. If Heinz sponsored a similar contest with designs displayed on store-
shelf bottles, the impact and advantages would be more considerable, with the possibility
of long-term benefits. A firm may promote its goods and services in various ways,
including via ads, contests, and promotions. These actions maintain the public's
awareness of the company's trademarks and goods.