Media Selection of Food Campaign Advertising in Thailand and the UK
This dissertation aims to examine the relevant data that is available in the food advertising in the UK and Thailand. This is done with the aim of improving the overall efficiency of food advertising in both countries. The research design is both qualitative and quantitative. It makes use of online and paper-based surveys that target consumers and professionals in the advertising industry. The online survey is focused on consumers in order to identify the important factors that influence their purchasing decisions when making food purchases.
The dissertation based survey is used solely in the UK and targets the advertising professionals in order to identify which factors can improve advertising efficiency. The research findings show that there is a strong correlation between child advertising and obesity in both the UK and Thailand. It also shows that responsible food advertising can contribute to healthy eating in both countries among children and adults. The limitations of the study are that qualitative data from advertising professionals in Thailand could not be availed and this compromises the overall quality of the study.
The main recommendation is that there should be less government and more peer-to-peer regulation. This will reduce the advertising on children that promotes obesity while also improving the overall health of the adults. This study has value by contributing to the overall knowledge of food advertising in the UK and Thailand. This is important when considering the scarcity of information about food marketing in Thailand.
The impact of advertising is important in the food industry in influencing the choices that consumers will make with regards to the food they will purchase. Advertising is able to change the perceptions on what is healthy and appealing and also in stimulating the desire to purchase some certain foods. Consumer eating habits have been changing over the years and this has been significantly influenced by the images and pictures they are exposed to through advertising. The main objective of this research paper is to study the influence of media and advertising on the consumer in terms of the interest it elicits to purchase certain foods.
It will try to identify which media used is the most effective. This will be important in suggesting ways in which food companies based in the UK and Thailand can increase their efficiency in marketing.
- What is the most appropriate advertising for a food campaign in Thailand and UK?
- What is the best media which can motivate the consumer to purchase food in Thailand and the UK?
- How does a buyer decide to buy food in Thailand and the UK?
- What are the main factors that the consumer considers in selecting media in Thailand and the UK?
- How can the efficiency of advertising be increased in Thailand and the UK?
1 – Introduction and Background
Objectives of the study
2 – Literature Review
Theories of advertising
Advertising Communication Models
AIDA Model of communication
Hierarchy-of-effects model of advertising Communication
The Innovation-Adoption Model
The high-low involvement model
Consumer Behavior Models
Anatomy of Purchase theory
Effects of advertising on children
Characters in advertising
Food and beverage advertising for children
Advertising Industry in the UK
Effects of food advertising on adults in the UK
Effects of food advertising on children in the UK
Advertising industry in Thailand
Effects of food advertising on adults in Thailand
Effects of food advertising on children in Thailand
Literature Review on the food industry
Classifications of innovations in the food industry
The effect of advertising on the efficiency of food distribution
UK Food industry
Food industry in Thailand
3 – Research Methodology
4 – Findings
Analysis of research questions
Findings of Quantitative Method
The time spent on food advertising
Strategies used in food advertisement
Promotion channels for food advertising
5 – Summary and Conclusion
Download This Dissertation Here: Media Selection Food Advertising Dissertation
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