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Attitude Formation Making dairy products popular among teenagers has always been a challenge. The reason is largely psychological. In teen years, young people subconsciously strive to be referred to as adults, in full sense of this word. It appears that they associate milk products with breastfeeding, which in its turn, is related in their minds to the childhood.
Therefore, teenagers aversion to dairy products has a deep-seated roots and cannot be effectively addressed if marketers to not understand the basics of psychology. It appears that the marketing strategy, which is meant to increase the sales of dairy products among teens, needs to emphasize the relationship between being a successful adult and milk consumption. The images that can be associated with femininity, pinky colors, and flowers cannot be used as part of advertising campaign, under any circumstances. Instead, such campaign needs to accentuate the fact that consumption of dairy products can also be thought of in terms of masculine virtues. Of course, this is quite impossible task, when it comes to advertising milk. However, various dairy products, such as cheese, can be successfully advertised as such that are related to manly macho lifestyle.
For example, the best cheese makers in France can only be males, according to the local tradition. Simply stating this fact will automatically make cheese more appealing to boys, without much of a creative effort, on the part of marketers. Bev Co must base its advertising strategy of dairy products among teenagers on subconscious appeal, rather than on psychological mind tricks, like got milk? campaign. In order, to be able to do it, advertisement designers would have to remain honest towards the potential customers. The fact is that teenagers can hardly think of milk with much enthusiasm.
Still, various dairy products can be successfully advertised among them, for as long as marketers are able to divert teens attention from the fact that these products directly related to milk. Important is to base advertising campaign on different appealing aspects of making the dairy products, rather then hoping that the images of smiling cows will do the job. Bibliography: Hirsch, L. Lactose Intolerance. 2006. Nemours Foundation. Retrieved January 13, 2006 from web Teens Should Skip the Soft Drinks and Make More Room for Milk.
July 12, 2000. National Dairy Council. Retrieved January 13, 2006 from web
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Research essay sample on Dairy Products Advertising Campaign
