Analysis of Campbell's Advertising Buyer and Consumer Behavior

Advertisements have become a huge part of society in the modernized world of today. Around the world, many people can see all of the various advertisements not only on TVs and newspapers but also on billboards, buses, and walls of buildings. Advertising is an influential part of life and we can easily realize that it has useful purposes for public and private manufacturers and companies throughout the world. Advertisements can either give consumers a great amount of knowledge about the products or just convince them to buy and want the products. Advertisements also help sell the products which keep the economy growing, but people should also be aware of how much they spend because they may not actually need every product that they see that they want to purchase. In the Daisy by Marc Jacobs’s perfume advertisement, the artist uses many different techniques to emphasize the advertisement. Some of the different techniques that the artist uses are color, symbolism, and composition.

This company is emphasising how their product is an authentic Asian dish and the yellow and red brand colours they incorporate in their logo is used to highlight their authentic background. Another range of competitors would include 2-minute noodle companies such as ‘Maggi’, ‘Indomie Mi Goreng’, ‘Nissin 's Demae Ramen’, and ‘Nong Shim 's Shin Ramyun’. Although Lee’s Chilled Meals produces a slightly different product, companies like Maggi are well established within the ready-to-eat noodle market and have an established consumer base. An online survey was created and distributed to 693 people (347 males and 346 females) between 18-25 across Sydney. Numerous key insights were identified as a result of this research, one of the most important was when creating an advertisement image of the product to not simply show a bowl of noodles on a table in front of any empty seat. Through the use of multiple place settings and another bowl of noodles and by showing two people consuming the product, this can evoke the idea in the mind of the consumer that the product is one to be shared and enjoyed with other people, hence creating a positive experience. The use of the ‘visual depiction effect’ to subtly manipulate the positioning of utensils and cutlery to match that of the viewers dominant hand provokes mental stimulation and generates mental association towards the use of the product. Elder and Krishna concluded from a study

What Is Market Segmentation? Market segmentation is a way of dividing the market into groups of consumers/customers which share similar features

By applying the strategy, Campbell’s is able to target existing customers and to encourage them to continue buying their soup brand by offering them a healthier, more organic option of some of the favorite classic Campbell’s soups. Rather than give up on their soup making all together due to the decrease in sales since the shift to more organic foods became a priority to most people, Campbell’s opted to create a new and improved version of their existing products that adheres to the changing demands of the consumer

In spite of the fact that Kraft’s advertisements do not use an abundance of statistics or logical arguments, the viewer does not notice due to other distractions in the commercial, such as puppies and children. While the viewer is infatuated with the cuteness overload displayed in the commercial, he or she does not notice how Kraft macaroni and cheese is deceiving them by appealing to his or her emotions and brand loyalty. However, no matter how much people are distracted by the puppies and children in this adorable Kraft macaroni and cheese advertisement, “you know you’ll love it”, no matter what anyone else claims about

Hot summer days are a time to have fun and stay cool. This Pepsi advertisement shows how much joy and pleasure you can receive from choosing a nice cold Pepsi drink over a typical Coca-Cola drink as their own personal choice as a refreshment. It uses affective appeals and strategies to sway more people towards purchasing a Pepsi drink instead of a Coca-Cola drink. The appeals and strategies utilized includes: need for affiliation, need to achieve, need for escape, and the mirror strategy. The advertisement puts major emphasis on the whole idea that Pepsi is better than Coca-Cola; therefore, individual seeking a refreshing thirst quencher that is only displayed at Pepsi.

Advertisement 1 – Coca-Cola This is a conative message strategy. This function sends objective information, in other words, exposes the reality in an objective way, no comment or evaluation. Generally, the text is presented in third person as it gives impersonality.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.

The marketing segmentation concept allows a company to focus on a specific group of customers that it is best prepared and suited to satisfy. Rather than trying to be all things to all people, selecting a target market enables a company to tailor its offerings to more specific customer needs and preferences (Schewe & Hiam, 1998, p. 200). When a company focuses its efforts and capital (both tangible and intangible) on a more narrowly defined set of needs, it is more likely that the customers will get the product they desire. Companies that use the marketing segmentation concept typically have a more intimate knowledge of the customers they target, and customers usually relate better with companies that understand their interests. As such a relationship is built.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

‘Market segmentation represents an effort to identify and catergorise groups of customers and countries according to common characteristics’ (Keegan and Green 2016, p.228). For any business, it is crucial that they segment their market accordingly or they will risk forgoing sales opportunities. Fahy and Jobber (2015) identify the objective of market segmentation as distinguishing groups of customers with similar requirements so