Details
| Original language | English |
|---|---|
| Pages (from-to) | 1792-1806 |
| Number of pages | 15 |
| Journal | British food journal |
| Volume | 120 |
| Issue number | 8 |
| Publication status | Published - 7 Aug 2018 |
Abstract
Purpose: Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach: Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings: Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value: The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.
Keywords
- Advertising design, Advertising effectiveness, Food marketing, Food products, Product design, Product evaluation
ASJC Scopus subject areas
- Agricultural and Biological Sciences(all)
- Food Science
- Business, Management and Accounting(all)
- Business, Management and Accounting (miscellaneous)
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In: British food journal, Vol. 120, No. 8, 07.08.2018, p. 1792-1806.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing
AU - Haase, Janina
AU - Wiedmann, Klaus Peter
AU - Bettels, Jannick
AU - Labenz, Franziska
N1 - Publisher Copyright: © 2018, Emerald Publishing Limited. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2018/8/7
Y1 - 2018/8/7
N2 - Purpose: Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach: Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings: Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value: The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.
AB - Purpose: Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach: Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings: Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value: The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.
KW - Advertising design
KW - Advertising effectiveness
KW - Food marketing
KW - Food products
KW - Product design
KW - Product evaluation
UR - http://www.scopus.com/inward/record.url?scp=85052074653&partnerID=8YFLogxK
U2 - 10.1108/BFJ-01-2018-0058
DO - 10.1108/BFJ-01-2018-0058
M3 - Article
AN - SCOPUS:85052074653
VL - 120
SP - 1792
EP - 1806
JO - British food journal
JF - British food journal
SN - 0007-070X
IS - 8
ER -