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  • Example of How To Include Taught Theory - Models

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    Daniela Talmaciu
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    Waitrose's current advertising campaign features images of high quality food products with limited text focusing on quality to differentiate themselves and change customer attitudes using peripheral cues. Figure 2 continues this approach with an emphasis on product image and hashtag to direct viewers to social media to increase engagement and customer perceived value.

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    waitrose

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    Example of how to include taught theory_models

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    Waitrose's current advertising campaign features images of high quality food products with limited text focusing on quality to differentiate themselves and change customer attitudes using peripheral cues. Figure 2 continues this approach with an emphasis on product image and hashtag to direct viewers to social media to increase engagement and customer perceived value.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    8 views1 page

    Example of How To Include Taught Theory - Models

    Uploaded by

    Daniela Talmaciu
    Waitrose's current advertising campaign features images of high quality food products with limited text focusing on quality to differentiate themselves and change customer attitudes using peripheral cues. Figure 2 continues this approach with an emphasis on product image and hashtag to direct viewers to social media to increase engagement and customer perceived value.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Fig1.

    (Waitrose, 2021)

    Figure 1 is part of Waitrose’s current broadcast advertising campaign. It supports the company’s
    differentiation using quality as a competitive factor. This is evidenced by the copy which includes
    “quality” and the visual cues of the product. With the emotive tone of the copy, and sharp focus on
    the product image, this ad appears to be using the peripheral route to attitude change, as per the
    Elaboration likelihood model (Petty and Cacioppo, 1980)

    Fig 2. (Waitrose, 2021)

    The ad in figure 2 further supports this positioning with its limited copy and emphasis on the product
    image. A hashtag is included to direct viewers to social media. This could be an attempt to increase
    customer engagement and positively affect Customer Perceived Value (CPV).

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