Who Cares Advertising

The challenge of all consumer advertising is to “divine” just how low a common denominator to use in “branding” the product. Or, how do you make the product the least offensive on the shelf, thus, the most appealing? I am reminded of the old Benton & Bowles slogan, “It’s not creative unless it sells.” The proof of whether a claim is worthy to be on the package is borne out by whether it contributes to unit sales.
Sadly, too much of this information is not measured so nobody really knows. Suffice it to say, if putting your kids on your product packaging hurts sales, the kids will return to anonymity, their anticipated 529 gains vapor. But if their images sell, they will become famous (thus reducing college costs to the family).

Hmm. If they *really* put all the details of what is *in* those products, nobody or close to nobody will buy them.

Who is the audience? Different packaging for different audiences.

I wouldn’t be caught dead buying either of these. But some unidentified members of my family when given a shopping list, will buy the thing that attracts their attention, or is cheapest or easist to find.I agree with the other comments, that obviously calling something The Best or #1 attracts certain kinds of people, or they wouldn’t do it.
Personally i liked the idea of recipes, and a full easy to read list of ingredients, oh and that it helps make the world green some how to…

Who is the audience? Different packaging for different audiences.

I wouldn’t be caught dead buying either of these. But some unidentified members of my family when given a shopping list, will buy the thing that attracts their attention, or is cheapest or easist to find.I agree with the other comments, that obviously calling something The Best or #1 attracts certain kinds of people, or they wouldn’t do it.
Personally i liked the idea of recipes, and a full easy to read list of ingredients, oh and that it helps make the world green some how to…

Got to agree with Aaron White. These words are on the packaging because they work. Grocery is a cut-throat marketing environment and the margins are razor thin. Packages that don’t sell don’t last.

In general, grocery shoppers are making quick decisions about competing products, not examining packaging for aesthetic or content superiority. If a big #1 helps a product sell, then it stays. If not, it goes.

Got to agree with Aaron White. These words are on the packaging because they work. Grocery is a cut-throat marketing environment and the margins are razor thin. Packages that don’t sell don’t last.

In general, grocery shoppers are making quick decisions about competing products, not examining packaging for aesthetic or content superiority. If a big #1 helps a product sell, then it stays. If not, it goes.

#1? Says who.

It’s like how 2 out of 3 doctors recommended it. They only asked three. So you put two cans of corned beef in front of someone and say “which one is better?” Obviously the one that’s picked will be number one.

With that being said, I am more likely to purchase a product that I am familiar with and not the one that is “#1″. If it’s a product I’m not familiar with I will ask for suggestions.

I’m probably less likely to purchase a product that is listed as the #1, because I know they aren’t telling the truth.

Oh, Mike T, don’t forget “cutting edge” and “state of the art” — two others high on the list of words that make journalists cringe.

Overblown advertising claims definitely influence me, but in a contrarian way. That could be because I’m a contrarian. “You’re No. 1? Well, I’m not buying you then, because I want to give the No. 2 canned corned beef a chance.”

What also turns me off: Bogus nutritonal claims on food. 25 percent less sodium when it’s still 50 percent of the RDA in a half-cup. 100 percent wheat bread that’s nothing more than plain old white bread spiked with molasses to color it.

What turns me toward a manufacturer in a grocery store: All things being equal nutritionally, price point.

Admittedly, contrarian and nutrition-conscious cheapskates are a tiny segment of anyone’s market. And I know over-blown claims of No. 1 and hyped nutritional information work, because I’ve seen them work even on educated people.

What does work on me: Mood advertising. I was really drawn to the Chex Mix television commercials last winter, because they took me back to a time when life was safer and simpler. Admittedly, that’s hard to do on a can or box, but perhaps a more retro feel on products would appeal to people who even unconsciously seek security in these uncertain days.

Oh, Mike T, don’t forget “cutting edge” and “state of the art” — two others high on the list of words that make journalists cringe.

Overblown advertising claims definitely influence me, but in a contrarian way. That could be because I’m a contrarian. “You’re No. 1? Well, I’m not buying you then, because I want to give the No. 2 canned corned beef a chance.”

What also turns me off: Bogus nutritonal claims on food. 25 percent less sodium when it’s still 50 percent of the RDA in a half-cup. 100 percent wheat bread that’s nothing more than plain old white bread spiked with molasses to color it.

What turns me toward a manufacturer in a grocery store: All things being equal nutritionally, price point.

Admittedly, contrarian and nutrition-conscious cheapskates are a tiny segment of anyone’s market. And I know over-blown claims of No. 1 and hyped nutritional information work, because I’ve seen them work even on educated people.

What does work on me: Mood advertising. I was really drawn to the Chex Mix television commercials last winter, because they took me back to a time when life was safer and simpler. Admittedly, that’s hard to do on a can or box, but perhaps a more retro feel on products would appeal to people who even unconsciously seek security in these uncertain days.

Right on Chris. You cannot be what I call a “social Media fairy” and twit from one social media site to another and get anything of real substance accomplished. There has to be a few “anchor sites” that work for you, and then automate the rest. Social media Marketing is about getting your message out effectively-NOT about being a flitter on 200 sites. Hire someone to do that if you think that is what you need. Rocking Hot Post!

I’d have to agree with Aaron White and Mark Logan (and my previous comments) again.

For someone who already has a preference for another brand, stating you’re #1 probably won’t work, but for someone who hasn’t, it’s a mental shortcut. And it is there because it works.

I don’t know how it is in the US, but in Sweden you can’t state you are number one unless you really are.

I strongly recommmend Cialdinis book – Psychology of Influence for anyone interested in this. It is very good and shows evidence of several of these mental shortcuts.

I’d have to agree with Aaron White and Mark Logan (and my previous comments) again.

For someone who already has a preference for another brand, stating you’re #1 probably won’t work, but for someone who hasn’t, it’s a mental shortcut. And it is there because it works.

I don’t know how it is in the US, but in Sweden you can’t state you are number one unless you really are.

I strongly recommmend Cialdinis book – Psychology of Influence for anyone interested in this. It is very good and shows evidence of several of these mental shortcuts.

Social “proof” strikes again.

If I were going to select a canned meat product, I’d deliberately go for the most expensive one there in the hopes it was the least likely to be dog meat.

As for what I’d like to see on packaging in general: nutritional info, proximity to where it’s being sold, info about organic contents, philanthropic afiliations, recipes, definitely cooking instructions (culinarily challenged here).

If I were going to select a canned meat product, I’d deliberately go for the most expensive one there in the hopes it was the least likely to be dog meat.

As for what I’d like to see on packaging in general: nutritional info, proximity to where it’s being sold, info about organic contents, philanthropic afiliations, recipes, definitely cooking instructions (culinarily challenged here).

They both work equally well. I mean, look at who the consumer is. “Yea, I’m going to the store to get me some steak. Steak in a can is the best.”

On the other hand, I sometimes like eating “Potted Meat” with pseudo-ritz (off-brand) crackers, go figure.

They both work equally well. I mean, look at who the consumer is. “Yea, I’m going to the store to get me some steak. Steak in a can is the best.”

On the other hand, I sometimes like eating “Potted Meat” with pseudo-ritz (off-brand) crackers, go figure.

Steak-umm:
- Real Steak, Real Quick
- New Hangover Helper Recipe
- 100% Mad Cow Free
- #1 Student Choice, Dorm Room Microwave Friendly
- Stays Fresh for Years
- Salty Meat, Just Add Cheese
- Don’t Kill Your Cows, We Already Did
- As Seen On TV
- 70% Fat Free
- Less Cholesterol Than You Think
- Animal Tested, Mother Approved

There’s a difference between advertising in general and product packaging. These messages will be effective in swaying the person who has decided to buy sliced steak or corned beef in a can — but doesn’t know which one to buy. Think about the experience of standing there looking at the shelf: Do you want the generic brand that simply says, “Sliced Steak 16 oz.” — or the one that your peers (Americans) have bought more than any other? Do you want the top-selling brand of canned beef (Libby’s), or some other brand (I wish I knew one)?
These are reassurances from “the crowd” that might get you the first time, but only a quality product (brand experience) will bring you back the next time.
They’re not all that different than the AdAge Power Ranking, as Simon noted (although today it says #8… uh oh, you’re slipping!), or even the very prominent displays of Following/Followers/Updates that you see on Twitter.
They’re context.
I started reading Chris because of the Power ranking, but I keep reading him because he (and the community) are worth the time.

There’s a difference between advertising in general and product packaging. These messages will be effective in swaying the person who has decided to buy sliced steak or corned beef in a can — but doesn’t know which one to buy. Think about the experience of standing there looking at the shelf: Do you want the generic brand that simply says, “Sliced Steak 16 oz.” — or the one that your peers (Americans) have bought more than any other? Do you want the top-selling brand of canned beef (Libby’s), or some other brand (I wish I knew one)?
These are reassurances from “the crowd” that might get you the first time, but only a quality product (brand experience) will bring you back the next time.
They’re not all that different than the AdAge Power Ranking, as Simon noted (although today it says #8… uh oh, you’re slipping!), or even the very prominent displays of Following/Followers/Updates that you see on Twitter.
They’re context.
I started reading Chris because of the Power ranking, but I keep reading him because he (and the community) are worth the time.

Chris:

This is a bit naive. People may say what they like or don’t like about advertising, packaging or anything else, but then they behave quite differently. We say we don’t want to be fat but we keep eating cheeseburgers and not exercising. We say we want new thinking in politics but we keep voting for the same type of person (and I include Ivy league mainstream Democrat Obama in that group).

CPG companies test their packaging. And we find that small (sometimes silly) differences in claims or graphics can have a big impact.

I have no position on the packaging examples in your post.

But I do find the notion that asking people to simply report what they think would motivate them to be a bit naive.

Chris:

This is a bit naive. People may say what they like or don’t like about advertising, packaging or anything else, but then they behave quite differently. We say we don’t want to be fat but we keep eating cheeseburgers and not exercising. We say we want new thinking in politics but we keep voting for the same type of person (and I include Ivy league mainstream Democrat Obama in that group).

CPG companies test their packaging. And we find that small (sometimes silly) differences in claims or graphics can have a big impact.

I have no position on the packaging examples in your post.

But I do find the notion that asking people to simply report what they think would motivate them to be a bit naive.

I think for many shoppers, especially those who aren’t dedicated label/ingredient readers, that these “number one” or “favorite” labels work subconsciously. They don’t see it and think that this is a reason for buying it, but on a subconscious level it affects their buying decision and can result in them purchasing the product.

I think for many shoppers, especially those who aren’t dedicated label/ingredient readers, that these “number one” or “favorite” labels work subconsciously. They don’t see it and think that this is a reason for buying it, but on a subconscious level it affects their buying decision and can result in them purchasing the product.

How about #1 selection of lips and a$$holes, and anything else that you sweep of the floor.

Others knows as: Vienna Sausage, Scrapple, Creton, etc.