SECTION A: CASE STUDY (20marks) White fish for Sale BordBia, the semi state-owned agency responsible for the promotion of Irish food, drink and horticulture, used the discipline of consumer to nudge shoppers into buying more haddock and other sea foods. The agency which has been in existence for five years, initiated a three-year focus on the seafood sector, looking particularly at increasing sales of Irish white fish such as haddock, hake and whiting, as supply was far outweighing consumer demand and efforts had to be made to meet the increasing demands. A research team called Red C carried out primary desk research and in-depth shopper interviews at retail outlets, as well as a large-scale online survey among those who rejected Irish white fish products. Additionally, daily observations were made on customers bought the products and the choices they opted for. Insights from this process were used to develop a 'Nudge Territory Framework that would encourage people to try the fish, communicate health and nutritional benefits, create a sense of urgency around Irish white fish, and position the products as an indulgent link to "brand Ireland'. The project was then taken in-store with execution by a contracted marketing firm called V360 Shopper Marketing, which sought to leverage the nudge territories at key touch points during shopper journeys. Innovative analytical techniques, including a missed opportunity monitor, shopper segmentation and eye- tracking, were employed to measure effectiveness of the campaign. Sales of Irish white fish increased significantly during the shopper nudge campaign, with control stores used to see the impact in test stores more clearly. The project also identified key barriers to purchase, such as cooking concerns quantities apportioned in the packages and format frustrations. Perhaps more importantly in the long term, BordBia has established a turnkey nudge-based research and execution product that can be applied to retail categories in other markets, both at home and abroad. The nudge campaign increased the sales of BordBia drastically to a point that more sales outlets were opened in several parts of Ireland and this contributed to BordBia winning the 2020 Marketing DC: ACD01-F004 Week Masters award for consumer goods. Questions One (20marks) I. Which of the consumer attitudes were the company encouraging when the publicity of the products was positioned to promote made-in-Ireland products? (3marks) II. What type of consequences did the company experience after working to promote the products and why? (4marks) III. Demonstrate with examples how social learning and memory can be used to design a television advertisement to achieve the same response from the Irish citizens. (10marks) >> IV Name the conditioning process that was applied in the passage. (3marks)