Marketing and Advertising- the dairy industry Essay Example

approach of using emotional appeals could be recommended to other industry groups, such as the sugar and beef authorities.According to Chickasaws, fear can effectively change attitudes, particularly fears of social exclusion or job loss in the dairy industry. Research shows that negative appeals with a clear solution are most effective when presented as a single threat and with high source credibility. However, excessively aggressive messages may cause rejection, and a moderate amount of fear is recommended. Ads that depict empathy with the market segments suffering from discomfort such as headaches, colds, and flu tend to be highly effective. Abrasive advertising may get the message across through the 'sleeper effect,' as consumers eventually forget their negative delivery. The use of humor is a tricky tactic since what is deemed funny to one person can be offensive or incomprehensible to another. Coffman (2008) supports these findings.Different cultures have varied senses of humor and employ comedy in different ways. Humorous ads can attract attention and recognition scores for humorous liquor ads were better than average in one study. Nevertheless, the impact of humor on recall and attitudes is debatable. One possible function of humor is to serve as a source of distraction that inhibits counteracting, increasing the probability of accepting the message. Although sex appeals can draw attention, they may be counterproductive unless they fit well with the target audience. Recent surveys found that sexual imagery in product ads made respondents less likely to purchase the product. Provocative images can hinder recall of the ad’s content and may not work as a mere trick to grab attention. The use of sexual appeals can be effective only when the

product is related to sex, such as lingerie or condoms. Overall, strong sexual appeals do not evoke positive reactions from consumers. These three campaigns successfully use emotional appeal in the form of humor and sex.Humor can be an effective way of boosting interest in the seemingly mundane idea that milk is boring. According to Coffman (2008), humor can enhance people's liking of an existing product like milk, as opposed to a new one. This is why milk marketers often utilize humor to draw attention to their product. It's not just humor that can work though - sex appeal can also have a place in milk advertising, so long as it resonates with the target audience. Generally speaking, people under 40 years old are the most likely consumers of milk; therefore, any sexual references need to be appropriately tailored for this audience. Coffman (2008) goes on to suggest that when an ad includes a sex illustration that's relevant to the product - like the romanticized milkman of the "milk-legendary stuff" campaigns or the popular guys James and Tom drinking milk - it can leave a positive impression on the viewer. Beware, however; if sex appeals are too strong, it may generate negative reactions. That's why humor appeals (rather than just sex) are often used in milk ads. The aim is to foster an emotional connection between the consumer and the brand: this can lead to increased sales and a more discerning consumer. As low-involvement products like beef and sugar share similar emotional appeals like milk, emotion appeals may suit such products too.The consumption of an excessive amount of sugar is detrimental to one's health, potentially leading

to conditions such as diabetes and tooth decay. However, moderate sugar intake can contribute to a healthy body. In advertising, commercial art may use sexual appeal through the portrayal of a slim and beautiful girl who consumes less sugar to encourage appropriate sugar consumption. When it comes to beef, most people associate it with building a strong body. Commercial art can hire a muscular man who advocates for beef consumption or depict a small man overcoming larger opponents in a humorous way to promote the idea that beef is a healthy food choice. Institutional advertising, which aims to promote the image, personnel, or reputation of a company/organization/industry, may have a role to play in the deregulated milk market amidst the rise of branded products.

Corporations often refer to institutional advertising as "corporate advertising" (Marketing Power Inc, 2008) as it promotes a broader focus on the benefits, concepts, ideas, or philosophies of a specific industry. This type of advertising is commonly used to promote activities that build an image such as environmentally-friendly practices or community-based programs sponsored by a company. Its relation to public relations comes from their shared interest in promoting a positive image of a company to the public, for instance, a lumber company creating an advertising theme around planting trees in harvested areas to foster a positive public perception (Chuan, 1995). Institutional advertising is designed to introduce businesses into the market, provide them with a certain image, and position or reposition them relative to their competition. It also aims to create goodwill in the community, keep the business 'top of mind' and strengthen the business's 'equity position' in the market (Marching, 1998).

The goal is to make consumers aware of the industries that offer them goods and services.

The institutional advertising of milk has evolved to improve its reputation in the competitive marketplace (Chuan, 1995). By advertising creatively to target different consumer groups, such as children, adults and the elderly, the aim is for the consumer to have a better memory of the product and its benefits. This would promote frequent purchase of milk based on its positive image and health benefits. The main objectives of this advertising are to educate people about the nutritional benefits of milk, highlight the quality of different types of milk, present diverse usage for dairy products, and increase the positive attitude towards drinking milk. As competition from carbonated beverage brands increases (Coffman et al., 2005, p.357), dairy producers face challenges in increasing consumption of milk amongst consumers who tend to choose well-known brands with colorful ads over less exciting and appealing products such as milk. The compelling evidence that these campaigns have been successful remains unclear.

Milk industry faces tough competition from high-spending, innovative firms, especially those with well-known packages and brands like Coke and Pepsi in the carbonated beverage segment. Milk is often associated with concepts like white, wholesome, boring, good for mothers, and fattening. As a typical product, it is not considered exciting. However, according to Fig 6, there is greater potential to improve in promoting milk as a plain drink, particularly for female consumers aged 25-39. The successful re-positioning of milk in Bachelors and Spinster Ball advertising campaigns, using emotional appeals like sex and humor resulted in an increase of QUA reported sales by more than 3% in

1994-1995 compared to the previous years (refer to Table 3). The Padded Party campaign held in Queensland was encouraging as milk sales increased by 2.56% in the first six months of its launch, with 79% of milk drinkers having unaided recall of the Padded Party advertising. This high percentage shows the effectiveness of integrated marketing communication (MIMIC) programs. However, results in other parts of Australia were less optimistic due to insufficient exposure of the ad, sales promotion, point-of-sales display, and merchandising. Therefore, ad recall was not high and sales were average compared to Queensland.The TV ad was repeated in an attempt to increase liking, which is useful for low involvement products like milk. Research has shown that in low involvement situations, repeating claims can make them more credible. The Padded Party TV ad originally used a 60-second campaign and then switched to a 15-second campaign to reinforce the messages. The Australia Dairy Corporation's "Milk Legendary Stuff" campaign also had a similar emotional appeal and resulted in a 2.1% increase in milk sales in the first three months. These campaigns used humor and sex appeal to enhance liking for the product. Humor works better for existing products than new products and can be effective in getting rid of the perception that milk is boring. Sex appeal can be relevant for products like milk and can make a strong impression on consumers if used appropriately.