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How is the advertising designed for different foods? essay
Impact of advertising on food industry
Impact of advertising on food industry
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The Techniques of the Advertisers Used to Promote Birds Eye Potato Waffles
Within this assignment I will analyse the different techniques, which
Birds Eye have used to promote their product, Potato Waffles. In order
to do this I will explore the techniques, which the advertisers have
used in order to achieve this. It is important to place this
discussion into context. The organisation, which will be examined, is
Birds Eye. Birds Eye are a famous frozen-food manufacturer, they have
been established for over eighty years and their best selling products
are; Fish Fingers, Oven Chips, Burgers and Potato Waffles. However
Potato Waffles were not selling to their full potential. Due to this,
the product had to be re-promoted and so Birds Eye brought in a team
of advertisers in order to make Potato Waffles more saleable.
The advertisement campaign, which was launched in 2003 in order to
re-promote Potato Waffles, had two key aims. These aims were to
encourage those who had not tried Potato Waffles before, so they could
go out and buy them. The other aim was to convert those consumers to
buy the Birds Eye brand instead of the supermarkets own-brand. The
advertisement was both displayed and broadcast. In terms of display,
the advertisement was shown on Billboards, Bus stops, Magazines and
Newspapers. These forms of publicity helped reach a mass audience, in
terms of where the advertisement was placed. As well as this it was
broadcast on Terrestrial Television and on Commercial Radio, the
channels in particular were ITV and C4 who have the largest viewing
audience. This broadcast took place to intrigue a wider reaching
audience, causing the co...
... middle of paper ...
... rise in profits.
Overall in my discussion I aimed to look at what techniques the
advertisers used to promote Birds Eye Potato Waffles. Potato Waffles,
as we know were not selling as well, however this campaign has been so
effective, that the product has now become saleable again, and a major
increase on profits. The reasons for this are illustrated in the
layout, language and design of the tabloid newspaper. The language
that was used in the advertisement was also copied from the newspaper,
which provoked these results positively. It can also be said that both
the layout and language have contributed to the advertisement having a
particular effect on the consumer audience. In conclusion it is the
attractive newspaper design and comic attitude, which has achieved the
positive effects that this campaign set out to do.
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Advertisements cannot triumph unless they capture our attention. Advertisers use different strategies like slogans, pictures,claims so those advertising messages do not forgot by the audience and persuade people to buy the product being sold. The language used in these various forms of media has a huge impact on their effects on the consumer. William Lutz, the author of “With these words,I can sell you anything” and Charles A. O 'Neill, author of, “The language of advertising” have contrasting views about the system of advertising. Lutz and O’Neill have different approaches of persuading audience about their views on language manipulation in advertisements.
All in all, the book Age of Propaganda: The Use and Abuse of Persuasion by Partkanis and Aronson points out the flaws in the advertising and marketing methods. The purpose of the four stratagems in marketing is to most effectively catch consumers’ attention and get them to buy their product. The strategies are pre-persuasion, source credibility, message and emotion. The authors point out that the race of corporations to beat one another to consumers has created a world of advertising that is cluttered with tactics that take away the truth of the product. If this trend continues, and these stratagems continue to be installed, our world will be littered with over-the-top and pointless campaigns.
Super Heros have played big a part of our culture since the creation of the first superhero Superman and many kids want to grow up to be one. In the 60’s and 70’s Hostess ran an ad campaign in DC and Marvel Comics by creating stories that would involve a villain and a well know superhero of sorts. The ad called Batman and Twinkieless Gotham City involves a story about the Penguin deciding to take away all the twinkies in Gotham city and hoarding them for himself. Batman stops the Penguin from hoarding all the twinkies in Gotham. This ad is a page that involves 7 panels if art with the iconic Batman logo on the top left corner with a giant twinkie package on the bottom right corner last panel. The ad Batman and Twinkieless Gotham City is using
Starting in the early to middle of the nineteenth century food advertisements demonstrated a strong sense of food appeals to americans as a way to get them to resturants, fast food establishments or even to the grocery stores and supermarkets. Although there wasnt that many companies who could mass produce and sell their products to Americans. The large department stores in rapidly-growing cities started to become more of a resiliant source of food productiona and areas for food advertising since there was an steady migration to the new industrialized areas in the United States. Since the 1920s, American food advertising has grown emnssly, and the current advertising costs are eighty times more valuable than they were then. Branded consumer products gave way and this the national advertising of branded goods began in this time period in response to the major and noticeable changes in the distribution of food and resturants in america along with this some manufacturers. Other businesses also turned to advertising as a form of getting people to their products. Advertising refrences such as the Newspapers, Magazines and Television when it was firsted came into exsistance and started broadasting becames major components in the advertising era and al...
From the early sixties to twenty-thirteen, people have been stopping by McDonald’s for a cheap and easy meal. Traveling the world? Just heading to work? Time is money, and going to McDonald’s can save lots of time. With the use of advertisements, McDonald’s persuades everyone to visit their restaurant. Although the modern McDonald’s ad and the vintage McDonalds ad are both superior advertisements for McDonald’s, the vintage ad is better because it has a better focal point, theme, prominent element, artistic choices, and feeling or mood.
It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and
Food, as any other product or good, is heavily advertised in any country. All people need food to survive and contemporary residents of urban centers are particularly exposed to numerous images of food in their daily lives. By simply walking on the streets of any city, an average person sees hundreds of food advertisements, banners featuring sandwiches and snacks, and restaurants that motivate consumption of fast food at affordable price. The pace of urban environment is particularly favorable for food advertising sector because people are deprived for the opportunity to cook at home or consider healthy eating habits due to lack of time and widespread availability of food points on every corner. Yet, the abundance of food in metropolitan giants and hunger in African countries are the two extremes of the one issue: food inequality and human rights.
“Not Being Advertised…How The Advertising Business Has Changed Over Time.” Ezine Articles, Allan Kalish, 22 December 2005. Web. 4 October 2009
Instead of trying to “win” the customer through constant advertising, we should focus on making the customer believe that they “won” by choosing our food
In our everyday lives we browse the internet and these pesky things called ads, they take over the sides of your screens. There is not much you can do about them except download an adblocker. Sometimes ads seem to connect to the user such as someone who loves food getting an ad on food. You may be able to relate to an ad that just played because you like what it advertised. Besides that ads just get so annoying to deal with. You have ad pop-ups that just seem to appear where you were about to click. Those ones nobody likes because of how annoying they get to be. The ad that appeals to me are the ones that advertise chicken nuggets for Mcdonalds or whoever is selling them.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
The Illusion of Advertisements Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate with the activity or product represented in the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing ones in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point. The advert alongside is simple and straight to the point. It contains very few details but extremely large content with the choice of words and graphics.
Marketing is a key factor in every company; to market successfully one must know what motivates a consumer to buy a product, in order to gain a new consumer, or win one from the competition. Consumer motivations are the factors that influence a target demographics’ decision making. They are used to identify why a customer chooses Product A rather than Product B. A known way to influence customer motivations is via targeted advertisements. A targeted advertisement is aimed at a specific demographic for a specific product at a specific place or time. An example would be if Product A’ s commercial were to be run during a football game that is being watched in Vermont. This would target a male audience that likes sports, in addition to the teams involved in the game. A commercial for baby toys may not be as efficient in this case as would a commercial for beer.