Please provide a 3-sentence response/comment to each post, which is a total of 6 sentences. Please keep both separate on the same page but different paragraph. Also watch out for errors, punctuation and grammar.
Ogden (2014) explains that there are two types of advertising- product advertising and institutional advertising.
Therefore, if I take Colgate toothpaste, I would advertise Colgate toothpaste with a lot of people showing their smiles along with testimonies on how Colgate toothpaste has kept their teeth cavity free. This would be an example of product advertising because the advertising is about large numbers of people with an end result in that the want or need of the product is to not have any cavities which would deem the product as helping to keep the tartar from building on the teeth.
When it comes to institutional advertising, the Colgate toothpaste would not be about the toothpaste but more about the label or brand and then an informational on what the brand means, what products to look for with the brand or label but it is really more about the company or corporation and not the product. For Colgate, at one time they had the logo and then a toothpaste bottle guy back in the1980s as a mascot. The mascot would be more in the spotlight than the products. I would look for the mascot and a jingle to be on the television or internet before I see anything else.
Advocacy advertising I feel would apply here because my product is a hygiene product so the overlapping of reaching children and adults about brushing their teeth could overlap during a health/wellness campaign with the Colgate toothpaste but then it would have a clear message about brushing teeth and not so much about the Colgate products themselves. However, it could be just enough to get the point across.
There are many types of advertising strategies and in Table 4.2 of the text it lists the main strategies companies use. They are affective, brand imaging, unique selling proposition, resonance, product, or brand positioning, and generic. Keep in mind the objective of advertising is to “inform, persuade, and remind consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014. Chp 4.1). For instance, plant-based food has become a huge industry in recent years. 2020 was the year everyone discovered plant-based, with new products appearing across the market, from bakery and pastries, to pizza, lattes, and even dirty burgers (Solway, 2021). There has become a big demand by consumers along with many competitors popping up in the market. Analysts now predict the plant-based food market to grow by 11.9 percent by 2027 and have valued it at $74.2 billion (Solway, 2021).
A company certainly could use emotion (affective) in trying to win over customers by merely asking for help in saving the planet or try eating this to improve your health. Beyond Meat brands themselves as starting a movement and invites people to join. Their mission is to improve the future. They advertise by comparing a U.S. Beef ¼ lb burger to their Beyond Burger stating theirs uses less water, land, and energy which in fact creates less Greenhouse Gas Emissions than the beef burger. There are no GMO’s, no antibiotics or hormones and no cholesterol, but tons of protein and you can still “eat what you love” . This company has also partnered with big names like Panda Express & Kentucky Fried Chicken. They are leading the category as the #1 selling plant-based meat brand across beef patty. food service, and have the highest brand awareness amongst Millennials. This has led the company to have the most engaged and largest social media following. The company continually talks about saving the planet, eating for health, feel great, food that tastes great, ingredients they use are the best, have great partnerships, they are number one in brand awareness which targets existing customers while capturing new ones. This company has positioned themselves well to keep achieving the type of growth this market is having along with strategies that capture market share.
Ogden, J. R., & Ogden, D. T. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More (1st ed.). Bridgepoint Education.
Solway, S. (2021, Feb 24). What’s Driving the Plant- Based Boom? New Food Magazine. https://www.newfoodmagazine.com/article/139141/plant-based-boom/