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Lickable Marketing: The Welch Grape Juice Print Advertisement - Essay Example

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In the February edition of People, it advertised a product, not only for seeing, but for licking as well. While other juices are limited to simply making their ads look delicious, Welch promoted its 100% grape juice by offering a sample through its advertisement. …
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Lickable Marketing: The Welch Grape Juice Print Advertisement
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"Lickable Marketing: The Welch Grape Juice Print Advertisement"

Download file to see previous pages Jib Fowles offers the fifteen basic advertisement appeals that are useful in understanding the intention of this ad and evaluating its effectiveness in using these appeals. The ad uses the appeals to physiological needs, need for curiosity, need to escape, need to feel safe, and need for autonomy. It is trying to sell the image that its juice is so delicious that even on paper, it tastes good, and by using a novel way of marketing through the sense of taste, it improves the interaction between the brand and the consumer, thereby possibly forging a closer connection, one that is based on trust and loyalty. The ploy to increase the connection between the brand and the consumer is effective, once they lick the ad and find it delicious enough to be purchased. The ad is successful in appealing to the needs of curiosity, safety, and escape of consumers, although autonomy may not be successfully attained without the actual interaction process (licking and buying) that can make this ad truly successful. The entire ad is an interactive process that can effectively engage people through their physiological need and curiosity. The ad says that it is 100% grape juice. This sends the message that it is edible as a product, and people have the natural need to satisfy their thirst and hunger. Products that are natural tend to be delicious too. The ad wants to make people see and smell the delicious value of their product through something they can lick and smell at the same time, without even buying the product yet. It is successful on this regard because it becomes the ultimate taste test that can be done anytime and anywhere, as long as people have the ad with them. Near the Welch bottle, it says, “For a tasty fact, remove and lick.” The process of removing the tag stimulates the engagement process, which can eventually lead to licking it, since some people can be very curious. The ad only has to start the peeling process, so that people can think that since they peeled it, they might as well lick it. By placing the licking portion near the Welch bottle, it helps people imagine that they are licking the juice, and not a piece of paper. Since this is juice, it somewhat removes the “icky” factor. Furthermore, choosing a pristine white background for the ad provides a sense of cleanliness. It makes the ad appear hygienic to clean, thereby reducing the “icky” factor. Thus, the interactive process and background can effectively push consumers to taste the ad. Welch ensures the cleanliness of its ad by promoting its ingredients and other factors done to guarantee an edible ad. The ad contains the ingredients and other factors that can make people feel safe in tasting it. People have a need for safety that the ad wants to respond to. It wants to tell customers that they can lick the ad and nothing bad will happen to them. Furthermore, the sense of safety is increased by focusing on the actual product. The ad stresses that the lickable part stands for the product itself. If the product is safe and delicious, the ad will also taste just as good. Welch sells the naturalness of its product, which is why it adds “natural” on the label. The word “natural” evokes positive images of a good health and a long and enjoyable life. It aligns with people’s need for safety in their future, a future where they can live long and healthy lives. Furthermore, Welch focuses on its “natural antioxidants” to send the message that the product is good for people’s health. People, who are familiar with what antioxidants are, know that these are good for their body. It can protect them from cancer and early aging. With the positive values of the words “ ...Download file to see next pagesRead More
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