Photographic Ads - Term Paper Example

CONSUMER ISIGHTS Name: Course Instructor’s name Institution Date EVALUATE THE EFFECTS OF DIFFERENT PHOTOGRAPHIC DEPICTIONS OF FOOD ADS 1. Executive summary This report tries to establish the effects that can result from photographic depictions on food ads and the recommendation that will help shape the discussion of the report. The research employed questionnaires and experiments in order to come up with the required data by using statistical methods such as the mean, mode and Ancova analysis to show relationship existing between the particular players and the effects on extremist of photographic food ads on consumers. From the analysed the data it’s clear that photographic food ads have both positive and negative effects on people. The effects included health issues such as obesity due to changes in feeding behaviours, increased profits due to increased numbers of purchasers, disruptions in the consumer’s budget affecting the consumer parity budget, behaviour and character effects on children were also noted to exist due to these photographic ads. The study concludes that photographic depictions need to be given an upper hand in order to ensure harmony between marketing and the customer side of the economy. The study recommends for legal processes such as development of a sales and marketing act, also there is need for children to have balance between the time they spend viewing adverts and the time spent on studying. Further, the food companies need to clearly show in their adverts the side effects or the repulsion of too much consumption of a certain advertised product and minimize on the misleading information they provide on ads. In conclusion, matching the profits generated from the investment in photographic ads and the motivation given to the food company’s employees and the workers would be essential in minimizing misleading contents on the ads. 2. Evaluation of the findings According to Verlegh et al (2015. P.127-139) Advertisement is traced back in the ancient times of civilization. The art of advertisement is not new in the marketing field, the main purpose for advertising is to increase the customer base for the commodity offered by the owner or the marketer. In the 19th century advisement was based on magazines and the newspapers as revolution continued to occur in the sector in the 20th century new technologies that are not limited to mails, websites television and mobile devices and the photographic emerged. The photographic depiction is one of the concept generated by IMC concepts. This mode of advertisement in food ads has become a common form in order to attract a multitude of willing consumers who are basically attracted by what they see, these ads comprises of a number of effects both to the food owners and the customer base at large (Dahl et al, 2015 p.226-240). This has led to the investigation of the effects on social media posts that carry branded information on customer responses by Pitt et al. (2017). Photographic ads may result into increased obesity or other health issue to the consumers such as diabetes. Once the consumers views a photographic ad in the television this make them to want to experience such foods example an advert on starchy and sugary foods may be advertised in the television as one that is causing great fitness in maybe women and girls thus, this led to the research team to use 2 factor researcher emphasizing on bragging messages by male and female instagrammers as well as neutral messages by the same group (appendix 1). Consumers may want to try such foods in order to look like those depicted in ads, hence, continued using of these foods example chips and chocolates may result into increased body weight and many other health complications which later lead to low self-esteem. This is a clear depiction of the consistency concept propagated by IMC requiring marketers to be consistent and aggressive in their adverts in order to close sales (Bibeau et al, 2012 p.396-399). This is as used in the IMC on the linear communication model where the customers seek responses to their questions (Kitchen& Schultz, 2011, p.45-53). Pitt et al. (2017, figure 2 p.7), illustrate this using frequency statistics on respondents aged between 18-59 years. Thus, they found out that 46% of consumers do so due to passion they have to some foods whereas 54% were non-foodies. This figure clearly shows that those people who viewed the Instagram post among them majority who were attracted to the foods were women hence a clear depiction of the influence this ads have on women (refer to appendix 2). On trying to understand how brand equity and attitude works in the overall IMC. They sampled the respondents on the effects a post by Ducasse restaurant had on them, using the percentage method they were able to conclude that brand attitude stood at 38.5% a clear illustration of the importance of intergrated marketing communications on a business (Pitt et al. 2017, table 3 p.8). (Refer to appendix 3). Photographic ads on foods can also have effects in the purchasing parity or power of the consumer (Pitta et al. 2016, p. 156-166). When a food company making fruit juices comes up with a clear picture with an advertiser taking a particular brand of juice. The viewers can lured into experimenting what expertly content is in the brand, this forces those who have be attracted to make an impulse purchase of something they never intended to buy. This can immensely contribute adjustment into an individual’s budget. It can therefore decline one from buying a particular necessity since the money has been used to settle a particular unintended purchase. Pitt et al. (2017, table 6 p. 11), while analyzing various consumer constructs based on gender. For instance, when looking at both male and female and both of them have come across a particular advert on fresh juice available in the market it is more often that more women will be enticed into purchasing the new commodity than their male counterparts. They found out that a Instagram post with entice women more as their envy stood at a mean of 0.96 compared to 0.75 for the men. The appeal of the Instagram post stood at a mean of 0.54 for women whereas that for men stood at 0.19. This drives women to have a stronger brand attitude compare to men standing at a mean of 1.20 and 0.83 respectively (refer to appendix 5). Clearly this example indicates that the amount spent on a well-advertised commodity using photographic ad will lead into untended buying more so from women. However, the effect of the ad on their livelihood will be felt if they will not be able to afford the basic needs after performing unintended buying (Deighton and Tedlow, 2016 P.151-166) Children are the greatest victims of photographic ads more so when their favourite foods are being advertised like the yoghurt, ice cream and cookies. For instance, ads where kids are depicted crying for ice-cream and the only way to silence them is by buying them that intended item, thus, this ads have negative effects on the child’s behaviour and a result parents may decide to pamper their kids with unhealthy foods to guarantee their silence without considering the health implications (Luxton et al. 2015, p.36-46). In trying to compete effectively with other companies branding is essential, since most consumers like being associated to a particular brand for instance, Apple, Samsung and Mercedes. According to the study conducted by Pitt et al. (2017 table 4 p.9), on the influence of text messaging on Instagram between sexies of consumers and the age brackets shows that; how the message is framed determines which consumer it is aimed at be it children or men or ladies and hence can automatically lead to the consumption behaviours. Thus, bragging messages acted as the highest influencers with a mean of 0.41 compared to neutral posts with a mean of 0.31. However, brand attitude is influenced more by neutral messages as opposed to bragging posts which stood at a mean of 1.04 and 0.99 respectively with a variation of 0.05 (refer to appendix 4). The mentality with children regarding what they viewed in supermarkets and restaurants makes them to think so high they desires only luxurious life which in the real life is not practically true (Valos et al. 2016.p.19-40) Making and preparing of an appealing photographic ads of foods leads to increased profits to most food restaurants that choose the best pictures and graphics to represent their menus. The dishes provided in the menu means a lot to the consumer depending on how appealing they are, it can result even into attracting passers-by consumers into the restaurants in the long run( Deighton, and Tedlow 2016, n.d). This will have a direct effect for this is increased sales hence more profits can be generated into the organisation. Prospects visit with an aim of discovering what those appealing pictures really mean in the physical act of consumption and end up being consumers. Increased sales in the company will result into increased production thus, More employment vacancies from the point of production to the product consumption point (Luxton, 2015.p.37-42) Evidently, photographic ads has become so common and as such has pushed the idea of companies integrating their marketing strategies in order to leap full-scale benefits. Nonetheless, these ads lead to misleading information and deceitful food content geared towards increasing sales (Dahl, Low & Eagle 2015, p.226-240). In most cases, the luring depictions are a complete contrast of what is being offered by the restaurants hence, diminishing customer confidence as well as affecting the returns of an organization. In trying to match standards the employees or the owners of these restaurants usually experience hard times in this industry. Too much time might also be spent to prepare food for a customer, therefore some delays in delivery of services will be experienced. Once a photograph has been put into place changes to it cannot be accepted by the market buyers as they do not know another product (Pitta, 2016. p.156-166) 3. Recommendations and justifications Regarding the food ads on photographs, marketers should provide their audience with the negative repulsion of too much consumption of a particular product. They should also provide information on the regularity or the basis of using some meals that have been advertised that is, the advertiser to make sure that they caution their users on the effects of too much consumption of unhealthy foods like French fries, burgers and ice-cream (Killgore et al. 2003, p.1381-1394). Majority of the advertisements do not put much effort on guiding the users on how to use a certain product and also the regularity of use to help the customers remain healthy with continued support to them and their businesses hence, there is a need for marketers to strike a balance on the wellbeing of the consumer and the revenues of the organization. The customers and the viewers of the photographic ads should conduct a monthly budget estimate emphasizing on priorities to help them avoid impulse purchases. Thus, consumers need to be sensitized instead of being tricked into making purchases by advising them on the importance of disciplined purchasing behaviours for instance, encouraging them to spend only on intended goods (Verlegh et al. 2015, P.127-139). The importance of making very little purchase at the initial stages should be stressed to the consumer in order to gain their trust and loyalty to the company as they will feel valued. Children forms the majority in the world’s population, they have a tendency of wanting to have everything new that comes their way and mostly everything that is edible. In order to tame this behaviour food ads should avoid as much as possible using children pictures on the advertisements as part of their social responsibility strategy (Luxton, et al. 2015, p.37-46). Marketers should enlighten parents on the importance of saying no to their children as some foods are only meant to be consumed in small quantities and in a specific period of time thus everyday consumption will lead to adverse effects on the kids. Minimizing the number of times ads are displayed on television as well as the timing will help avert unnecessary behaviours from children consumers, thus, an organization should slot their adverts during the day when kids are at school. According to the sales and goods Act it is illegal for the marketers and advertisers to provide deceitful information over any product. Therefore, the customers has a right to receive the food they ordered for in the same condition as printed in the menu books or television screens, it the company continues offering products that are in contrast to what is in the pictures the customers have the right to sue these organizations (Valos et al. 2016, p.19-40). The marketers should be taught on the consequences of the legislation Act on foods and beverages which disregards any form of cheating regarding the product composition and any alteration is subject to criminal offences. On dealing with increased profits generated due to photographic ads it would be wise for organizations to give back to the community as well as improving their employees’ welfare (Dahl, Low & Eagle 2015, p.227). Increased profits can also be utilized to focus on more products production to cater for all the need of the customers. The marketers should seek to maximize profits but in an ethical way to avoid causing unnecessary effects to the consumers. In conclusion, the research shows clearly that the photographic ads do impact on any industry, the ads have been known to cause impulse buying, increased purchases leading to enhanced profits however they have a down side mostly associated with health complications. Enforcing the the sales and marketing Act will help to reduce deceitful information given in the ads and also encourage and communicate the negative effects of too much consumption or use of a certain product like that information provided on cigarettes and alcohol. References Bibeau, W.S., Saksvig, B.I., Gittelsohn, J., Williams, S., Jones, L. and Young, D.R., 2012. Perceptions of the food marketing environment among African American teen girls and adults. Appetite, 58(1), pp.396-399. Dahl, S., Low, D., & Eagle, L. (2015). Integrating marketing communications and social marketing Advertisement: Together for a common good? Journal of Social Marketing, 5 (3), 226-240. Deighton, J.; Tedlow, R. (2016). "The Photographic ads". Harvard Business Review: 151–166. Killgore, W.D., Young, A.D., Femia, L.A., Bogorodzki, P., Rogowska, J. and Yurgelun-Todd, D.A., 2003. Cortical and limbic activation during viewing of high-versus low-calorie foods. Neuroimage, 19(4), pp.1381-1394. Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance: IMC capability and performance. Journal of Advertising, 44, 37-46. doi:10.1080/00913367.2014.934938 Pitta, D. A., Weisgal, M., & Lynagh, P. (2016). Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing 23 (3), 156-166. Valos, M. J., Habibi, F. H., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Journal of Marketing Practice, 34 (1), 19-40 Verlegh, P.W., Steenkamp, J.B.E. and Meulenberg, M.T., 2015. Country-of-origin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22(2), pp.127-139. Appendix Appendix 1: visual stimuli Appendix 2: foodie consumers Appendix 3: Brand attitude Appendix 4: Message framing types Appendix 5: Post conditions and gender Read More