In order to advertise its products, the Real California Cheese (RCC) incorporated various advertising techniques that helped in creating the consumer’s awareness of its products. In this case, the firm established various campaigns mechanisms such as the radio advertising and the newspaper to facilitate the process. It is on record that these advertisement campaigns were also endorsed by trade promotion and other extensive consumer activities. The process bore little fruits prompting the RCC to incorporate another alternative advertising technique in 1995 referred to as the “Happy Cows” campaign.

The “Happy Cows” campaign process was more emotional as the organization wanted to arouse the emotions of the consumers so as to purchase ‘whole heartedly’. This decision was arrived at since it was complex for customers to distinguish the products based on the claims of rational superiority. From a marketing perspective, it was a scheme that would ensure the consumers’ full involvement and in defense of the products at individual levels. Thus, creating an affection and emotional bond with the consumers.

The main purpose

The main purpose of implementing the IMC programs and certifications of the RCC was to help create an awareness that the cheese was created naturally in California. The certification was established so that the company would have no problem while spearheading its new strategic orientation and direction.

The certification mark was created in California as it was the state where it would be used to identify the natural cheese. It was established through making it a focal point of the marketing and strategic marketing plans. It helped CMAB in representing a wide variety of products that was obtained from different consumers.

The certification made a great difference to the program because it was now simple for CMAB to be at a position of promoting different varieties of cheese from the accredited cheese makers who had been vetted to use the seal during packaging. Additionally, the seal was significant to the consumers as it assures them that the products they were purchasing were naturally made in California from the Californian milk.

The mechanism of attention

Advertisement is a critical content of the mass media aimed at persuading the attention of the consumers, listeners, viewers or learners and issues relevant measures on ideas, products, and services.  In facilitating the personality of the RCC brand, the mechanism of attention helps in facilitating the behaviors of the customers in reference to the originality or neutrality of the milk products produced. While making decisions on the nature of an advertisement to use for a particular audience or consumers, there are numerous factors and constraints that must be focused on. Some of the constraints RCC would undergo in developing their campaigns include:

  1. Reliability of the mode of campaign used
  2. The expenses incurred
  3. Convincing the customers that RCC has their best interests at hand
  4. Establishing a lasting personality regarding the products produced

While describing the personality created, it is significant to understand that emotional affections once created are personalities that would work miracles for the retailers when channeled properly to the consumers. It would help in creating trust, reliability, and flexibility. In other words, once a consumer has trust in a particular product, it is always theoretically agreed that he will come back for more or rather bring more customers.

So far, the advertising technique used by the RCC has only one advantage. It has helped in establishing more ideas that helps the company brainstorm what the consumers wants or rather would wish improved. In this case, the campaign should be continued indefinitely. However, it doesn’t come at a cheaper cost as there are expenses incurred during the advertisement process.

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