Ad Week awarded Ore Ida\'s new television advertisement the \"Ad of the Day\" fo

Question

Ad Week awarded Ore Ida's new television advertisement the "Ad of the Day" for July 13, 2018. The trade publication wrote the following about the new ad: Kids Won't Eat Veggies? Bribe Them Shamelessly With Ore-Ida's 'Potato Pay Droga5 creates an ethics-be-damned life hack for parents By David Griner July 13, 2018 Parents are constantly torn between two contradictory principles-standing firma battles. And for those with picky eaters, dinner time But what if you could have it both ways? What if you could bribe your kids to eat their meals while stil feeling like you're following a solid parenting rule? nd picking your is often when these maxims come to a head. Ore-Ida and agency Droga5 have your back. In honor of today being National French Fry Day, the frozen-food brand has launched "Potato Pay." which takes the idea of bribery and rebrands it with a more morally acceptable name. is it ethical? Is it good parenting? Drogas's hilarious launch spot encourages you not to think to hard about it. it's a pretty simple system: use french fries as currency in a daily dinner bribery scheme. The exch e is up to you. As examples, the brand suggests "one bite of chicken fries, and a spoonful of quinoa five fries." one fry, a mushroom three If you're a fry lover, clearly you need to invest in some quinoa futures right now so you can buy low and sell high. Please dlick this hyperlink and view this advertisement on YouTube. Then fully respond to the following question: 1- What psychological and sociocultural influences on the consumer purchase decision process are addressed in this ad? Explain.

Explanation / Answer

The advertisement is very well positioned in the minds of the customer in the sense that it acknowledges the fact that love for french fries surpasses all creed, colour, age groups and ethnicity. Now that parents are bearing the responsibility of ensuring a nutritional diet for their child who does not like foods which are good for him/her, this ad ensures that both parents and kids get what they want, with the intent of increasing the sale of french fries. Parents and children are both psychologically satisfied as the french fries have created a value addition to them.

The sociocultural influence addressed here is that french fries are loved by everyone. It does not cater to any one specific type of customer base but everyone regardless of their caste, gender, race etc. Hence it surpasses all types of barriers and ensures that kids get a healthy diet.

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