Scenario 5-1 At Meeting with Snapple Distributors in NYC, Cadbury Executives Unveil

Multiple Choice

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
-(Scenario 5-1) On the syndicated television show Seinfeld, Jerry (the main character) often offers guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld

A) no longer serves as a peripheral cue.
B) is a member of these viewers' celebrity influencers
C) is a part of these viewers' membership groups.
D) has created an inter-generational effect.