With so many food products vying for attention in advertising media and on supermarket

shelves, getting consumers to notice a ketchup adlet alone act on itis another key challenge.

Heinz communicates through numerous messages running in print and broadcast media as well

as online; it also uses in-store and in-restaurant communications to reinforce brand image and

loyalty. Heinz has also sponsored Top This TV

[https://www.youtube.com/watch?v=uh2FBhPGcHg] contests in which consumers submit

homemade 30-second commercials featuring Heinz ketchup, which are then posted on YouTube

for viewing and voting. The top prize is $57,000 (a play on "Heinz 57 varieties") and a spot on

national TV for the winning commercial.

To encourage participation and wave the brand banner, Heinz promotes these contests on its

ketchup labels, on TV, in print, and online. Hundreds of consumers uploaded entries to the first

two contests; many of these commercials, including those created by the finalists, are still

available on YouTube and on Heinz's topthistv.com website. Media coverage and word-of-

mouth buzz spread the contest message quickly and kept people talking about the homemade

commercials even after the voting was over and the winners had been announced.

Question: In term of exposure, attention, and perception, what are some of the potential disadvantages

of Heinz's Top This TV contests?