How can advertising influence us when purchasing food products?

Advertising is one way for manufacturers, retailers and consumers to communicate. Advertising is an important aspect of promotion and one in which companies invest large sums of money. Advertising is an excellent mechanism used to sell a product to a consumer by supplying a selected amount of specifically chosen information to encourage sales.

A business may use informative advertising to give information about the advertised product and persuasive advertising to persuade members of the public to purchase the advertised product. There are many ways that businesses can advertise their products to persuade consumers to purchase them. Advertisements can be seen in:

Newspapers

A newspaper is an excellent way to advertise products as the majority of the population purchases them at some time, giving the advertisement the capability of reaching a wide audience. Another advantage with advertising in newspapers is that there are specialized newspapers eg. Irish News or News of the World, which could include advertisements for specialized products.

A newspaper could potentially influence consumers when purchasing food products. For example, a specialized newspaper such as the Daily Mirror may have advertisements including soft drinks such as “lucozade sport” which would be aimed at the sporting readers who may be influenced to purchase the product because of its brand name and successful history with other sports people who feature in the newspaper.

Other Carrier Bags

Carrier bags are seen by large numbers of shoppers. Carrier bags usually contain the name of the shop on the outside of the bag or perhaps some information about the shop eg. 25% off all walkers’ crisps. This type of visual information is very effective and could potentially influence consumers when purchasing food products. The name of the shop on the bag may/may not persuade them to shop in that particular store eg. ASDA a large grocery shop or Mace a smaller convenience store. The advertisement if present may influence the consumer to purchase a particular brand if it includes discount on the price instead of purchasing another, which is more expensive and of equal quality.

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Television

Television is an excellent way to advertise products. It reaches a wide audience and is very effective as it can be made glamorous and entertaining. One advantage to advertising on television is that there are a large number of different channels. Most channels usually feature advertisements, which are aimed to persuade the age group of the viewers watching. Many businesses advertise food and drink products high in sugar or fat during children’s viewing hours. Businesses use childish slogans and bright colours to attract attention therefore influencing us as a consumer when purchasing food products because the advertisement will ...

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Television

Radio

Radio is the advertising method which probably has the widest audience as it is listened to at all times of the day in a wide variety of places. Different stations can be used to target different sectors of the market. The radio is an excellent way to influence us as a consumer when purchasing food products. An example of this is a worker travelling home late at night who may hear an advertisement on the radio for a fast food restaurant .The worker may not want to start preparing a meal when they get home so the advertisement may influence them to get a carryout meal.

Cinema

The cinema is a good way to advertise although people who visit the cinema regularly only see it. Cinema advertising is frequently locally based and is often used by shops in the area. The advertisements usually shown in the cinemas are of foods and drinks usually high in sugar and fat for example ice- cream, popcorn or fizzy drinks. Some of these foods can be purchased in the cinema premises.

Vehicles

Advertising on the side of vehicles can be very effective because it may be seen by a large number of people in different parts of the country. Names of shops and pictures of fresh produce on the outside of delivery lorries may influence consumers to purchase food products from a particular store if the delivery lorry looks clean and well. Any slogans showing offers in the shop on the outside of the vehicle adds an extra bonus as the other drivers can see that the shop has goods offers and is not too expensive.

Shop Window Displays

These displays are very effective in attracting the passing public to enter the shop and make purchases. If the window display or display outside the shop is attractive it immediately gives the impression that the goods inside are of good quality. In terms of food, if a Greengrocer was to have a beautiful display of fresh coloured fruit and vegetables that are in season on display it may attract us into the shop thus increasing the likelihood of a purchase.

Mail Shots

A mail shot is a type of leaflet, which is sent out to people’s homes on a regular basis. It is often used to inform people about products and special offers that are available in the store. Once drawn to the store for the special offer, shoppers often end up purchasing other products over and above the special offer that the mail shot drew them to. A bright, colourful mail shot always attracts attention. Special offers in bold text tends to catch peoples eye and is excellent way to encourage a consumer to shop in store.

Magazines

Magazines are purchased by most people, and the vast range of magazines that are available caters for all interests and age groups. Some teenage magazines influence people to purchase some food products for the wrong reasons. On average each magazine contains at least two examples of foods, which encourage teenage dieting such as slim fast and weight watchers. Teenagers should be encouraged to eat a healthy diet and take part in regular exercise and stop comparing themselves to the unhealthy size 0 models in the pictures.

Other magazines however influence people to purchase fresh fruit and vegetable and give examples of healthy recipes, which can be prepared quickly and easily.

Exhibitions and Demonstrations

Demonstrations are an excellent way to influence people when purchasing food products. Food demonstrations allow people to visually see how food is cooked and prepared. After it is prepared viewers are sometimes allowed to taste the food. If it is liked, many then decide to purchase the ingredients to prepare the same meal at home. Demonstrations also give the viewer the opportunity to ask the presenter questions on the food products and also ask for advice on how to preparing the food.

Internet

Advertisements on the Internet have potentially a worldwide audience, which can be reached at any time. There are many websites, which businesses use to advertise food products that can be purchased online. This is a quick and easy way for food to be ordered and no travelling expenses are needed which is an excellent way to influence consumers to purchase food.

Other websites, which give examples of delicious food recipes usually, contain a list of ingredients contained in the meal. If the meal seems nice, links are usually provided on the web page for the consumer to purchase the ingredients online shop.

Free samples

Free samples of food are very effective; especially when present in the grocery store where the consumer can purchase the food there and then. Free samples offered to consumers when there are special offers on the food products. These offers play a large part when influencing us when purchasing our food products

Advertising can be seen and heard in many different forms daily. They play a massive part when influencing us particularly when purchasing food products. We must remember as a consumer that we make the decisions ourselves and we must not be influenced by advertisements. Our bodies require a balanced diet including a wide variety of foods rich in vitamins and other minerals. If we are to eat unhealthy foods high in fat and sugar products we must remember to eat them as a treat and not part of our daily diet.