Scenario 17-1 If You Walk into a Cracker Barrel Old Country Store

Multiple Choice

Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you'll see many items once found in general stores, like porcelain signs, ceramic jugs, tin boxes-and Coca-Cola trays and plaques.And since 2004, Coca-Cola Co.has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel.Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke.In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising, resulting in the warm and jolly image of Santa that has endured in American culture ever since.The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands.In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands.(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.)
(original press release by Jim Taylor, "Rare Coca-Cola® Holiday Artwork on Display at Cracker Barrel Old Country Store®," http://www.crackerbarrel.com/mediaroom-newsreleases, November 15, 2004.)
-(Scenario 17-1) Cracker Barrel stores feature a big fishbowl inviting visitors to leave a business card and announcing a monthly drawing for free memorabilia from both brands.Those whose cards are drawn receive their prizes by mail.What are Cracker Barrel and Coca Cola specifically doing with this fishbowl activity?

A) developing a mailing list
B) promoting brand loyalty
C) cross-selling
D) conducting personal selling