Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Effects of advertising on consumer behaviour
Influence of advertising on consumer behavior
Influence of advertising on consumer behavior
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Effects of advertising on consumer behaviour
Overview and Research: In 2007, Frito-Lay enlisted the help of Zocalo Group/Ketchum, to help reinforce their motto “good food for the fun of it.” Frito-Lay is the company behind many popular chip brands such as; Lay’s, Fritos, Cheetos, Tostitos, Doritos and SunChips. In 2008, the company was 63-years-old and its products had a reputation of being junk food. (Public Relations Society of America) According to A Tradition of Health and Wellness, Frito-Lay had made many efforts to make their products healthier. They made the switch to heart healthy oils in their products and voluntarily removed trans fat. They also feature detailing in their fat labeling and created portion-controlled packaging. Along with making the actual products healthier, they created the motto, “good food for the fun of it.” Next they needed to help change the long-time opinions of the consumers. They needed consumers to change their perception of Frito-Lay chips from junk food, to better food. With the help of Zocalo Group/Ketchum, they started researching the best way to accomplish changing the opinions of the consumers. They researched the market and examined other case studies to find that messages are considered more credible when coming from a third party, rather than the company itself. (Public Relations Society of America) Based on this information, the campaign was designed to target influencers and turn them into believers, and then let them advocate for Frito-Lay. (Public Relations Society of America) Once the target audience had been established, a benchmark survey was then conducted. It showed that only 30% of influencers agreed that healthy snacks were offered by Frito-Lay and that less than one third of influencers knew that Frito-Lay products w... ... middle of paper ... ...) Frito-Lay’s blog called Snack Chat urged consumers to pass the word on the Frito-Lay products are now made without trans fat and are made with natural ingredients. (Snack Chat, 2008) I do not believe that this blog post is a part of the official campaign, but I thought that it was interesting to see that Frito-Lay did happen to be spreading the word to consumers themselves around the time of the campaign. Overall, I feel that this campaign was successful at accomplishing what it intended to do. It did turn a good amount of influencers into believers. It utilized salient information to do this. The campaign message was motivational enough to accomplish this. I am not sure how many consumers actually started viewing Frito-Lay products as a healthier snack, but if the influencers started preaching it, I am sure some consumers changed their viewpoints at least.
This is an increasingly concerning factor in the growing national epidemic of obesity. Adverts often mask foods that are unhealthy by emphasising their positive nutritional features – such as dietary fibre and protein. While at the same time ignoring its negative features – including the high amounts of saturated fat and sugar content. In some cases, even products that mention any alleged health benefits are usually outweighed by the health risks associated with consuming the product, that they just fail to mention. In summary, big businesses are using recurring and manipulative persuasive techniques on vulnerable consumers to try to convey the false message of health and nutrition in products when they are in fact more harmful than helpful.
In the world of party chips and zesty dips, the Sensational Salsa company has created a new brand of salsa flavor. Having believe that they have created a culinary masterpiece, the company has already produced a mountains worth of their new salsa flavor. However, when they begin selling the salsa, they were shocked when the statistic showed that many children and adults did not enjoy the taste of their new flavor. Devastated by the news, the Sensational Salsa company deployed a questionable tactic to persuade more people into buying their salsa and change their attitude towards their product: they plan to pay off parents to lie on Facebook about how much they enjoyed the salsa. By employing this method of persuasive communication, the Sensational Salsa company will try to change the attitude the public has of their product both cognitively and affectively.
of Philip Morris, said “People could point to these things and say, ‘They’ve got too much sugar, they’ve got too much salt […] well, that’s what the consumer wants, and we’re not putting a gun to their head to eat it. That’s what they want.” (Moss 267) However, consumers are being unconsciously forced to fund food industries that produce junk food. Companies devote much of their time and effort into manipulating us to purchase their products. For instance, Kraft’s first Lunchables campaign aimed for an audience of mothers who had far too much to do to make time to put together their own lunch for their kids. Then, they steered their advertisements to target an even more vulnerable pool of people; kids. This reeled in even more consumers because it allowed kids to be in control of what they wanted to eat, as Bob Eckert, the C.E.O. of Kraft in 1999, said, “Lunchables aren’t about lunch. It’s about kids being able to put together what they want to eat, anytime, anywhere” (Moss 268). While parents are innocently purchasing Lunchables to save time or to satisfy the wishes of their children, companies are formulating more deceiving marketing plans, further studying the psychology of customers, and conducting an excessive quantity of charts and graphs to produce a new and addictive
Chick-fil-A is affected by numerous external forces which challenge upper management’s ability to make Chick-fil-A "America’s best quick-service restaurant". Through intense strategic planning, based upon the vision, mission and corporate values, Chick-fil-A has been able to establish a unique position in a very competitive industry. The corporate purpose of Chick-fil-A, "To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact witch Chick-fil-A", their commitment to family and the community, and their sound business decisions, have made Chick-fil-A one of the most profitable and fastest growing quick-service restaurants in the nation.
Knowledge is power, the more the consumer knows about the food they are eating the healthier choices they’ll make. For instance, in McDonald’s Grilled Honey Mustard Snack Wrap and a small French fry, from McDonald’s is around $6.00 and contains 420 calories 24g of fat (6.0g saturated).If you were to compare that to a Big Mac meals that comes with medium size fries and coke soda would be about 980 calories the Snack Wrap would be a healthier alternative and it would be about the same price $6.00. When fast food chains put labels on their food like McDonald’s consumers can’t
§ Frito-Lay is a nationally recognized leader in the manufacture and marketing of salty snack foods.
As said above, Frito-Lay is a well-known brand of salty snacks. New dips products to differentiate Frito-Lay from the competition. Frito-Lay has a large variety of dips but there are still opportunities in the dip market that they haven't penetrated.
Jacobson, Michael. "Trans Fat Drop Huge Public Health Progress, Says CSPI ~ Newsroom ~ News from CSPI ~ Center for Science in the Public Interest." Trans Fat Drop Huge Public Health Progress, Says CSPI ~ Newsroom ~ News from CSPI ~ Center for Science in the Public Interest. CPSI, 18 Feb. 2012. Web. 5 Dec. 2013.
Frito-Lay controlled 40% of the USA-market assuring high volume production by increasing internal coordination with PepsiCo developing the Power of One strategy consisting in mixing snacks with beverages and sauces produced by Peps...
According to Michael Moss, during a meeting where huge food companies came together to discuss the issues of obesity in America, Sanger (head of General Mills) commented “Talk to me about taste and if this stuff tastes better, don’t go running around trying to sell stuff that doesn’t taste good.” (476) Sanger has a point, due to the fact that companies have tried selling healthier versions of their best-selling items. Yet I do agree with him that the companies marketing strategies should change. The junk food industry is targeting certain people to buy their products.
Chips are one of the most popular snacks as they are very addicting. But, chips aren’t the healthiest snack. They contain a lot of fat and sodium, which are also high in calories. Some people can’t have a lot of fat and sodium because of health issues,i.e. heart and weight. This specific ad was also in the magazine “Weight Watchers”. So, chip brands have been trying to manufacture healthier types of chips. First with baked, kettle chips, which are only a little bit healthier. What if there was a chip that contains much less fat and less calories? That’s what Popchips™ are trying to do. In the advertisement, they compare some nutritional values of Popchips™ , kettle chips, and fried chips. I think that the advertisement works for the most part
Fast foods By: Joe Pulse Fast food is a big problem in the United States, and it causes many people to become obese. But there are some fast food places that offer and sell some healthy stuff such as apples, and salads. We face many problems, not only with fast food but with the food we make at home that can also make people obese. The worst thing of it all is that we are letting the younger generation be changed by fast food.
c.) Some iconic brands include; Beverage: Pepsi, Mountain Dew, Gatorade, Sierra Mist, Tropicana, Brisk, Lipton; Food: Quaker Oats, WBD, Rold Gold pretzels; Snack: Lay’s, Doritos, Cheetos, Tostitos. The mission statement is “to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats”. We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth.” II.
They meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. They say “Our deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. We bring our wealth of knowledge and international expertise to the service of local consumers - a truly multi-national multinational. Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment in which we have an impact.
Subway has just become the biggest fast food franchise in the United States. They advertise a healthy menu full of all natural ingredients. However a recent experiment by the Journal of Adolescent Health found people consume almost the same amount of calories at Subway as McDonalds (Lesser). Subway is not the only fast food advertising healthy options however. Despite the unhealthiness of fast food, these chains do offer some benefits. Natalie Stein,a writer for the live strong foundation, who focuses on weight loss and sports nutrition points out some crucial benefits of fast food. Stein acknowledges the convince of fast food in her article “What Are the Benefits of Fast Food?” She believes that having fast food restaurants on almost every corner is a good thing. This might be a good thing to some people, but what is too much? The conveyance of fast food chains has driven out grocery stores and ruined a chance at a healthy diet. With obesity growing in the United States maybe it’s time to rethink the actual conveyance of fast