super-premium ice cream
The average American eats approximately six gallons of ice cream each year. A survey by Los Angeles Times Marketing Research revealed that 67.9 percent of consumers purchased ice cream in the store at least once a month. 29.7 percent of this group purchases ice cream in the store at least once a week. This survey was taken in 1985, however I was not able to find more recent data on ice cream consumption. This amounts to billions of dollars in sales a year. An examination at the local supermarket will reveal approximately eleven brands of ice cream. (Albertson's-11, Ralph's-12, Stater Brothers- 4) Each store also carried over 20 different ice cream novelties (Klondike bars, ice cream sandwiches, etc.) The prices on the eleven brands of ice cream ranged from $5.69 for 1.25 gallons (Old Fashioned brand) to $3.29 for 16 ounces (Ben & Jerry's and Haagen-Dazs). This works out to approximately 2 cents an ounce for Old-Fashioned versus 20 cents an ounce for the two other !brands. Four of the brands surveyed would fall into the category known as super-premium brand ice cream. (Ben & Jerry's, Dreamery, Godiva, Haagen-Dazs). All of these ice creams ar
http://www.benjerry.com/indexg.tmpl "Ice Cream Frequency of Purchase by Los Angeles Marketing Area Households" A criticism of both ads is that the source of the information may not appear credible to consumers. The messages in the ads (the ice cream is good, has a certain appeal, or that the company behaves in a certain way) is not coming from a source that consumers trust, such as a spokesperson or celebrity but only form the company itself. Ben & Jerry's has taken some steps to combat that with their "two real guys" ad campaign. Pictures of the founders of Ben & Jerry's, Ben Cohen and Jerry Greenfield, are used to convince people that they are like everyone else. Consumers can identify with Ben and Jerry. This image on their carton also enhances brand recognition by consumers. I believe the Ben & Jerry's ad also sends a message that can be very beneficial to the company's image and sales. Many consumers are becoming more concerned about the environment. Therefore, they may be more likely to purchase product they believe to be environmentally friendly. I believe that the H! "Ice Cream Frequency of Purchase by Los Angeles Marketing Area Households" s simple with the name of the brand and the name of the flavor prominently displayed. When Ben & Jerry's redesigned there packaging one of the goals was to provide illustrations that would enable the consumer to "more quickly determine what the flavor is about". Haagen-Dazs relies on affective interpretation in their ads. The product setting in the advertisement is elegant surroundings; these stimuli would cause a positive emotional reaction from most individuals. Many individuals may be likely to try Ben & Jerry's and Haagen-Dazs products after becoming aware of them because their perceived risk is relatively low. The items are not prohibitively high in cost for most people. In addition, Haagen-Dazs and Ben & Jerry's sell their ice cream in smaller containers to reduce the cost. Therefore, people who are unfamiliar with the product may be more apt to try it. These products do not usually position themselves directly against competitors in the market in their ads. Ho! 22 May 1998: Contextual Commerce Transium.
Some common words found in the essay are:
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Approximate Word count = 2531
Approximate Pages = 10 (250 words per page double spaced)
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