Question 43

Argentina’s beef cattle herd has dropped to under 50 million from 57 million ten years ago in 1990. The animals are worth less, too: prices fell by over a third last year, before recovering, slightly. Most local meat packers and processors are in financial trouble, and recent years have seen a string of plant closures. The Beef Producers’ Association has now come up with a massive advertisement campaign calling upon Argentines to eat more beef—their “juicy, healthy, rotund, plate- filling” steaks.

Which one of the following, if true, would contribute most to a failure of the campaign?

Solution

The campaign can fail badly if the Association is not able to convince the target audience to consume more beef. This can happen if the consumers have changed their lifestyle and prefer eating leaner meats. So, a) is the best reason why the campaign might fail.

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