Good Photographic Depiction - Coursework Example

MKTG204 Integrated Marketing Communications Department of Marketing and Management Faculty of Business and Economics D1 Day; Offered in Session 2, North Ryde 2014 Assessment Task 2b: Consumer insight report Student ID First name and last name Tutor/Tutorial class: e.g. Joe Tuesday10am Your report should be written in 12-point Times New Roman, single space. Your report must not exceed 3.5 pages (2500 words) excluding the cover page and appendices. Your report should have logical flow of argument. Succinct. Well signposted. Tables, graphs and diagrams are appropriately used to present the analysis and findings in an easy to read format. No missing, incorrect or inconsistent references. 1. Executive summary Photographic depictions have high influence to the consumer insight regarding a certain food product. During food advertisement, it is necessary to ensure that the visual depiction is supposed to demonstrate a good picture of how a consumer would feel when consuming the respective product. There might be an image and a story associated with the food product and there might be a consumption scene of people enjoying consuming the advertised food product for the viewers to develop some desires of wanting to consumer the product. A good photographic depiction is the one which has some attractive colours and image of the reality of the food product since it enables the consumers to develop positive attitude towards the brand. The report comprises of the findings and recommendations and justifications Findings According to the findings, it is clear that, many people rely on the advertisement for them to gain some more information about a specific product and how to consume it. In addition, the marketers consider the consumer insights as they post an advertisement regarding a certain food product, as well as the target segment because not all consumer segments should be handled the same. It was found out that, the visual depictions are more effective when posted before meals time because many consumers get influence of taking a food product after viewing an advertisement of the specific food product. The story besides the image of the food product during the advertisement was found to be very important because it makes people to have knowledge about the food product and to decide trying on the food product especially for the first-time consumers. Recommendations and justifications It is necessary to consider the attitude of the target segment when posting a visual depiction associated with certain food products. The food product advertisement should contain some true and real information about a food product to avoid misleading of the customers. In addition, there should be differences in how visual depictions of different food products are displayed because customers respond differently to different photographic depictions. 2. Discussion of the findings Consumers behave differently to different advertisements especially if there are some photographs captured regarding a specific item of advertisement. In food advertisement, the research show that as the photographic used in advertisement is attractive, people tend to like to advertised food more compared to food that is advertised with a photograph that is not clear or attractive. It is clear that consumers tend to like some food products when they identify the brand that is either famous common or known with processing of good and delicious food products. In addition, different segments react differently to different food advertisements. Once an attractive advertisement is posted regarding a food product that is liked by people, the consumers develop an insight, which in the long run they turn into the action of purchasing that food product. Additionally, consumer insight applies when the food photographic during the advertisement is accompanied with some mass mediated images, which are likely to influence the decision of the consumer of purchasing that food product. According to the argument put forth by Madzharov and Block (2010, 399), once food products are advertised using an image of the product and some information associated with the advertised food, the response of different consumer segments cannot be the same with when a food product is advertised using a consumption scene of the same products whereby the consumption shows some happy consumers enjoying the product and besides there is a full information related to the product. If the consumer segment is according to age, the adults will respond positively to a food product advertised using an image of the product and some story about the product. This is different from how youths will respond to the same food product advertisement. It is perceptible from the findings of Yang, Zhang and Peracchio (2010, 512) that, when the food product looks delicious during the advertisement and shows some consumption scene of people enjoying the meal youths and young children are likely to be attracted more to purchasing the food product. Different consumer segments react differently to different brands. It is apparent that, there are some brands, which are identity liked and they have more influence to the consumer insight, as well as behaviour towards the product. Orth and Malkewitz (2008, 74) state that, once consumers gain brand awareness, like the food products of that specific brand, they tend to develop positive attitude towards the brand when they see some advertisements of the food product. Ultimately, once a photographic depiction of a food product motivates consumers, they gain insight into the product. Consumer insight, such as a certain food product is not only delicious, but also healthy and satisfactory once taken, makes many consumers purchase the food product. According to a study done by Elder and Krishna (2012, 991), consumers might like a food product just by observing the photographic depiction of the food product they like consuming. It is clear that children can respond positively to any kind of photographic depiction of any food product that is sweet and delicious when eating. This is because children do not care a lot about the nutritious in the food product, but are much concerned with the taste of certain food products. It is widely realised that, advertisements have great power towards consumption and purchase of certain food products, and this is where different consumer segments are attracted by the food advert, for instance when a well cooked and delicious cake is posted in an advertisement, youths and children are likely to develop some positive insights towards the product and take an action of purchasing the product Pitt and Ang (2014, 2). It is evident that, visual or photographic depiction re highly likely to affect the product advertisement positively. This is because once a consumer sees the image of a product being advertised, one tends to have some psychological change that directs him or her to purchase the product. Different consumer segments have different consumer insights towards different products. Nevertheless, in a photographic depiction related to a certain product, consumers express their interests towards the food product, for example, many people like pizza, thus when it is being advertised, one is likely to think of purchasing it and this is also influenced by the brand awareness, as well as the format of the advertisement. A study carried out by Underwood and Klein (2002, 58) show that, the appearance of a food product in an advertisement influences the consumer insight and has some impact on the attitude developed by a consumer in relation to that specific food product. Bergkvist and Rossiter (2008, 87) identify that, brand familiarity is in most cases gained from the advertisement made associated with the respective brand and this influences the consumer insight towards the specific food product. It is clear that, once consumers view an advertisement, they develop some beliefs towards the benefits derived from consumption of the product. Different consumer segments have different brand beliefs and this depends with how a certain segment understands the brand. For instance, adults are likely to develop high beliefs in photographic depictions of food products that work towards reducing calorie and obese in one’s body. Compared with many young people who are not much concerned about their body weight and who are likely to respond positively to photographic depictions of sugary and fatty food products. Percy and Rossiter (1992, 265) found out that, an advertisement is likely to make consumer aware of the status of the food product and this might influence his or her psychological thinking about the food product. Many people view advertisements from posters as they pass by or through the media as they watch different programs, thus it is necessary to understand the best medium of advertisement that can fit a certain food product. As articulated by Labiner-Wolfe, Jordan Lin and Verrill (2010, 317) visual depictions of food products should be posted in the media mostly before meal time for people to develop some desire of wanting to consumer the specific food product. Food products should be advertised in visual depictions that make the consumer to develop the desire of having the food product regularly. This is where the marketer ensures that the photographic depiction is repeated for a number of times and mostly before meals in order to capture those consumers who wait for meal time to be for them to decide on the food products that they would take. There are those customers who are attracted by a look of a product, thus the need of making the photographic depiction attractive and appealing to the eyes of those consumers in order to purchase the food products. Noronha, Hysen, Zhang and Gajos (2011, 3) point out that, customers have different attitudes towards different food products especially if the food product has some negative or positive effects in one’s health. For instance the adults wish to consumer food products that are manufactured with much consideration of people’s health since many food products affect the health of a consumer differently. From the study conducted by Gofman, Moskowitz and Mets (2010, 161), food companies and advertising agents have a great burden of making customers purchase the brand products through the posted visual depiction, which is supposed to influence the consumer insight and make the consumer respond positively towards the visual depiction. The story included in an advertisement should be true and reality about a certain food product and it should describe to the consumer more about the food product. For example, if it is a milk shake of product that is better taken when cold, it is necessary for the advertisement story to let the consumer know that if taken warm, the product might not generate the expected results, but the best satisfaction is found after taking the product when cold. Noronha et al. (2011, 7) state that, there are those food products that should be consumed in combination with other food product. It is necessary to make the visual depiction capture a picture that shows how the food products match with each other and how the combination should be by ensuring that the advertised food product is well visible and noticed in the photographic depiction. The marketing and advertisement agencies and companies have the role of ensuring that the visual depictions created good moments for the consumers and the visual depiction should not leave some of the information to avoid misleading the potential consumers. In the current generation, many foods are genetically produced, thus the needs of providing the generic information associated with the food products. According to the argument put forth by Madzharov and Block (2010, 346), nutritional value is very important to all food products and this should apply to the manufacturing, advertising, and sale of the food products. When trying to capture the attitude of the consumer towards a certain food product, it is important for the brand management to consider the mental simulation that result from the process of product orientations. Percy and Rossiter (1992, 272) proclaim that, consumers are more motivated by what they see in order to get what they wish to have or to own. This is where the visual depiction satisfies the values and the purchase motives of the consumers from its quality. A consumer should have high expectations when taking a step of purchasing a product and this should result from the influence of the photographic depiction. 3. Recommendations and justifications During the advertisement of food product, it is necessary to post some visual depiction that are attractive and the one’s that show the reality of the respective food product. Photographic depiction should manage to do a thorough campaign for the improved consumer insight towards the food product. It is necessary to develop some tactics and creativity that will enhance attraction of a good number of consumers towards purchasing a certain food product after viewing the advertisement. In addition, the advertisement should be carried out via a marketing and communication media that is able to reach many potential consumers. This is evident from the findings from Elder and Krishna (2012, 997), whereby the brand advertisement is meant to be fruitful for a long period, but not just to be there in the market for a short duration and then ends without significant impact. When placing a photographic depiction of a certain food product, it is advisable to consider how it relates with the intention of the consumer of purchasing the product. In addition, advertisement of food products should be done with clear knowledge of the different consumer segment insights towards the specific product, as well as the derived response towards the visual depiction. It is very important to create a visual depiction that changes the mentality of the consumers, as well as psychological thinking towards a certain food product in order to enhance positive response and belief of the customers towards the specific food product. Underwood and Klein (2002, 64) suggest that, photographic depiction is supposed to incorporate the product into the sense of a consumer in order to generate some thinking related to the specific food product. In addition, the visual depiction should show a clear picture of how some of the food products are taken because not every potential consumer have adequate understanding of how to use the food product and one might be attracted by the advertisement to purchase the product. Visual depictions should be designed in a way that shows a consumption scene of happy food because consumption of any food product should derive happiness and satisfaction to the consumer Pitt and Ang (2014, 3). It is necessary to post some different photographic depictions of the same product in different situations because different segments of consumers react differently towards different food products that are branded and different advertisement postings might attract them differently. It is also better if a visual depiction is accompanied with a video that might be capturing a song associated with a specific food product because this might be more effective compared to a visual depiction that shows an image of a food product and a story about the product. According to the argument put forth by Bergkvist and Rossiter (2008, 93), the features of the brand should be demonstrated clearly in order to fit with the interests of the consumer because many consumers care about the features of a brand before deciding to purchase a product. A photographic depiction should be the one that enables a consumer to fit in the business heart and this is possible because of the manner in which a product is presented in an advertisement. The design and the colour of the visual depiction should be in a position to influence the attitude of the consumer towards the specific product and it should attract the consumer towards the desire of knowing more about the product. Noronha et al. (2011, 10) argue that, the photographic depiction should not portray a picture of a product that is not real just to disappoint a consumer the moment of purchasing the specific product or when taking the food product. It is necessary to be concerned about the visual depiction depending with the target consumer segment because different consumer segments react differently to different photographic depictions associated with the same food product. A brand marketer should consider the likes and dislikes of different consumer segments and consider how the visual depiction is likely to influence the attitude of the consumers, as well as the consumer insights. During the food marketing moment, the brand marketer should be aware of the best medium of advertisement to use for different food products and the best ways to design a visual depiction, as well as the goals and objectives of the advertisement. It is clear that food products have varying attributes and it is necessary to demonstrate the specific attributes in an advertisement by using an effective photographic depiction. A visual photographic should a true mirror of the advertised product because many consumers go buying a product by what they viewed from a specific visual depiction. References Madzharov, A. V., & Block, L. G. (2010). Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology, 20(4), 398-409. Yang, X., Zhang, J., & Peracchio, L. A. (2010). Understanding the impact of self-concept on the stylistic properties of images. Journal of Consumer Psychology, 20(4), 508-520. Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64-81. Gofman, A., Moskowitz, H. R., & Mets, T. (2010). Accelerating structured consumer-driven package design. Journal of Consumer Marketing, 27(2), 157-168. Noronha, J., Hysen, E., Zhang, H., & Gajos, K. Z. (2011). Platemate: crowdsourcing nutritional analysis from food photographs. In Proceedings of the 24th annual ACM symposium on User interface software and technology (pp. 1-12). ACM. Labiner-Wolfe, J., Jordan Lin, C. T., & Verrill, L. (2010). Effect of low-carbohydrate claims on consumer perceptions about food products' healthfulness and helpfulness for weight management. Journal of nutrition education and behavior, 42(5), 315-320. Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274 Bergkvist, L., & Rossiter, J. R. (2008). The role of ad likability in predicting an ad's campaign performance. Journal of Advertising, 37(2), 85-98 Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 58-68 Elder, R. S., & Krishna, A. (2012). The visual depiction effect in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003 Pitt, J. & Ang, L. (2014). MKTG204 Understanding the effect of photographic depictions of food product on consumer segments and their responses: Assessment Task 2B, Session 2, 2014 Consumer insight survey results. North Ryde: Macquarie University Appendix: Report findings and recommendations Findings Recommendation Photographic depiction be attractive The colouring of the photographic depiction should be appealing to consumers. Reality of the advert attracts consumers Food advertisement should demonstrate the reality about a product. Consideration of consumer segment is vital Marketer should consider the interests and attitude of different segments to a food product Read More