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Basics of Food and Drinks Advertising and Promotion

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Basics of Food and Drinks Advertising and Promotion

  1. 1. https://www.youtube.com/watch?v=gA7uz3Ty18Y FOOD AND DRINKS ADVERTISING AND PROMOTION
  2. 2. WHAT IS THE PURPOSE OF ADVERTISING? TO SELL A PRODUCT, GOODS, SERVICES OR IDEAS. Source: Imagenessincopyright
  3. 3. DEFINITION OF ADVERTISING IDENTIFICATION: ADVERTISING IDENTIFIES A PRODUCT AND/OR THE STORE WHERE IT’S SOLD. Source: Google.com Le Comptoir at the Relais Saint-Germain, an art deco “neo-bistro” that seats just 40 diners and requires booking months in advance.
  4. 4. DEFINITION OF ADVERTISING INFORMATION: PROVIDES INFORMATION ABOUT A PRODUCT. THE TERM APPEARED APROX. IN 1655 AS A WORD USED FOR HEADING IN NEWSPAPERS FOR COMMERCIAL INFO. (Moriarty, S. et al., 2012) Source: Google.com
  5. 5. DEFINITION OF ADVERTISING PERSUASION: ADVERTISING PERSUADES PEOPLE TO BUY THINGS.
  6. 6. COMPLETE DEFINITION IT IS A PAID FORM OF PERSUASIVE COMMUNICATION THAT USES MASS AND INTERACTIVE MEDIA TO REACH BROAD AUDIENCES IN ORDER TO CONNECT AND IDENTIFIED SPONSOR WITH BUYERS ( A TARGET AUDIENCE), PROVIDE IN-FORMATION ABOUT PRODUCTS (GOODS, SERVICES, IDEAS) AND INTERPRET THE PRODUCT FEATURES IN TERMS OF THE CUSTOMER’S NEEDS AND WANTS. (Moriarty,S. et al., 2012)
  7. 7. WHY ADVERTISING? MARKETING AND COMMUNICATION ROLES: ADVERTISING TRANSFORMS A PRODUCT INTO A DISTINCTIVE BRAND BY CREATING AN IMAGE AND PERSONALITY THAT GOES BEYOND STRAIGHTFORWARD PRODUCT FEATURES. (Moriarty, S, 2012) Source: Google.com
  8. 8. COMMERCIALS https://www.youtube.com/watch?v=AJqp2JkQYCQ
  9. 9. ECONOMIC ROLES ADVERTISING FLOURISHES IN SOCIETIES THAT ENJOY ECONOMIC ABUNDANCE, IN WHICH SUPPLY EXCEEDS DEMAND. ANALYSIS OF ECONOMIC DOWNTURN AS DEMAND GROWS, AS WELL AS COMPETITION, PRICES BEGIN TO DROP. IT HELPS CUSTOMERS TO ASSESS VALUE: -PRICE CUES -QUALITY -LOCATION -REPUTATION; Source: Power Point ALL OF THEM CREATES MORE RATIONAL ECONOMIC DECISIONS.
  10. 10. SOCIETAL ROLES - NONPRICE - CELEBRITY ENDORSEMENTS - EMOTIONAL APPEALS - FASHION AND DESIGN TRENDS - IT FOCUSES ON SOCIAL ISSUES (ECOLOGY, DISCRIMINATION, ETC.) Source: Google.com
  11. 11. SOCIETAL RULES IT TEACHES US ABOUT NEW PRODUCTS AND THEIR USE JARRITOS – BRAND NEW TO THE UK Mexican cuisine is thriving in the UK, whether that is in the form of street food, dedicated Mexican restaurants or on the menu at the local pub. And, whilst diners are becoming more and more familiar with the cuisine, they have been left wanting when it comes to the drinks with which to accompany it. An arrival from Mexico of Jarritos Sodas hopes to change that. (Google.com)
  12. 12. NEW USE OF PRODUCTS Source: Google.com
  13. 13. THE MOST COMMON TYPES OF ADVERTISING BRAND ADVERTISING: FOCUSED ON THE DEVELOPMENT OF A LONG TERM BRAND IDENTITY AND IMAGE RETAIL OR LOCAL ADVERTISING: FOCUSED ON RETAILERS, DISTRIBUTORS OR DEALERS WHO SELL THEIR MERCHANDISE IN A CERTAIN GEOGRAPHICAL AREA. DIRECT RESPONSE ADVERTISING: FOCUSED TO STIMULATE AN IMMEDIATE RESPONSE BY THE CUSTOMER TO THE SELLER. (MASS MEDIA, INTERNET, DIRECT MAIL). THE CUSTOMER CAN RESPOND BY PHONE, EMAIL, OR OVER THE INTERNET, AND THE PRODUCT IS DELIVERED DIRECTLY TO THE CONSUMER BY MAIL OR SOME OTHER CARRIER.
  14. 14. THE MOST COMMON TYPES OF ADVERTISING BUSINESS TO BUSINESS (B2B) ADVERTISING: ADVERTISERS PLACE MOST BUSINESS ADVERTISING IN PROFESSIONAL PUBLICATIONS. INSTITUTIONAL ADVERTISING: FOCUSES ON ESTABLISHING A CORPORATE IDENTITY OR WINNING THE PUBLIC OVER THE ORGANIZATION’S POINT OF VIEW. NON PROFIT ADVERTISING: CHARITIES, FOUNDATIONS, ASSOCIATIONS, HOSPITALS, MUSEUMS, RELIGIOUS INSTITUTIONS PUBLIC SERVICE ADVERTISING: PROVIDES MESSAGES ON BEHALF OF A GOOD CAUSE, E.G. EATING HABITS IN ORDER TO REDUCE OBESITY RATES IN MEXICO. E- ADVERTISING (ONLINE ADVERTISING): IT INVOLVES THE USE OF INTERNET AS A MEDIUM TO OBTAIN WEBSITE TRAFFIC AND TARKET AND DELIVER MARKETING MESSAGES TO THE RIGHT CUSTOMERS.
  15. 15. 4 COMPONENTS OF ADVERTISING STRATEGY MESSAGE MEDIA EVALUATION
  16. 16. ADVERTISING IS CHANGING ADVERTISING IS INCREASING BECOMING BIDIRECTIONAL THANKS TO SOCIAL MEDIA. WORD OF MOUTH CONSUMER GENERATED ADVERTISING CONVERGING MEDIA
  17. 17. GREAT BOOKS FOR STUDYING REFERENCES: 1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and Practice. 10th Ed. Prentice Hall. 2) Barry, P. (2012) The Advertising Concept Book: A complete guide to creative ideas, strategies and campaigns. Thames & Hudson. 3) Wheeler, A. (2012). Designing Brand equity: an essential guide for the whole branding team. 4th Ed. Wiley.

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