Serious surfing, many leading brands are using interactive features on their web sites to cultivate closer connections with their consumers
Article Abstract:
Food and beverage marketers are creating web sites that offer useful consumer information, entertainment and carefully tailored messages about their brands. Companies can build brand loyalty by getting repeat visits through excellent animation and rich color. Interactive sites are becoming powerful marketing tools, especially those that provide cool graphics and sound effects. There are a wide variety of features being offered on web sites, some companies have games, some have recipes - anything to create repeat visits to the site. Several food companies are using interactive kitchens on their sites, where visitors can find their favorite recipes as well as summer cooking tips. Some companies are using "out-of-the-box" techniques that put the product in the background and the entertainment in the foreground of the site.
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
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Selling kids
Article Abstract:
Computer Web sites and CD-ROM offer plenty of opportunities to market food products to kids. According to Chicago, IL-based LEC LTD advertising and interactive media agency's president Laurie Cairns, using interactive games creates an opportunity in building a relationship between food marketer's brands and kids quite differently from running a 30-second television commercials. Games and other attractions are more entertaining to the kids who usually spend a least 20 minutes or more every day surfing the Internet. As an example, General Mills offers a Chex Quest 3-D, non-violent, action adventure game developed by St. Paul, MN-based Digital Cafe Inc. that was acquired by advertising agency Campbell Mithun Esty.
Comment:
Computer Web sites and CD-ROM offers plenty opportunities to market food products to kids
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
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Comment about this article or add new information about this topic:
The cable connection
Article Abstract:
Brand managers have acknowledged that national cable channels allow them to reach a receptive audience and maximize their advertising budget. A spokeswoman for a salad dressing marketer said that cable networks enable them to match the demographics of the brand to the demographics of the channel. Another observer noted that cable is less expensive and advertiser friendly and exerts greater efforts as regards promotions, tie-ups and other sponsorship activities. For instance, Burger King Corp. and Kraft Foods are tying up with cable network Nickelodeon for an integrated promotion for a new children television evening programming block.
Comment:
Brand managers acknowledges that cable channels allow them to reach receptive audience and maximize advertising budget
Publication Name: Food & Beverage Marketing
Subject: Food and beverage industries
ISSN: 0731-3799
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
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