California Milk Advisory Board. Part II

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Just like any other advertising technique, consumer promotions in RCC is more of an after sale service (Percy & Rosenbaum-Elliott, 2016). It is a technique that has been used for many decades in the business world. The main idea behind it is ensuring that consumers feel appreciated and are never exploited. It has proven to work well in supermarkets such as Walmart, where consumers are offered free packaging for the items they buy. Promotion also works in a similar manner but encourages the consumers to purchase more products. Additionally, promotions facilitate public relations in the essence that the consumers are usually informed whenever a new product is in the market. In this case, they feel involved through awareness.

In the CMAB’s integrated marketing systems, the public relations strategies works pretty much well with the top management. For instance, they craft the wants of the company that they feel significant to be perceived and the repercussions on the outward image. This can be made possible through centralizing the focus on one message and the broad outlines that disseminates the idea. In recent times, the RCC has rebranded itself through advertisements and certifications. The certification and the public relations’ angles has assured the consumers of natural products and reliability. Therefore, the information that the media can perhaps cover is the ‘originality’ of the final products produced by the company.

In business, a marketing metric simply refers to a numerical data that has the ability of allowing marketers, advertises and promoters assess and evaluate their organizational performance against the goals that have been set by the company (Phillips & Phillips, 2016). There are numerous marketing metrics, which an organization can apply to assess programs. CMAB has applied the metric of looking at the costs related to marketing, which includes program spending, overheads and other related costs.

CMAB can still focus on other marketing metrics such as the acquisitions of the customers and the revenue allocations. This would be significant in helping relate the costs to the anticipated outcomes. The latter would be the most significant aspect as it determines the direction which CMAB would be headed in terms of revenue (Phillips & Phillips, 2016).

Besides media promotions, demographics and food trends, the RCC can still use other promotion or advertising techniques to pursue its organizational objectives. Notably, successful promotions and advertising create desires in the customers or the targeted group to have interested in the product under focus (Percy & Rosenbaum-Elliott, 2016). Additionally, an effective communication on how an objective is fulfilled is also provided and this makes the targeted customers feel better. Having so many advertising and promotional technics that are in the market for RCC, a proven technique creates or establishes a likelihood that the amount of money used will in the long run add value.

Other than the above mentioned techniques, RCC can still use the following as alternative advertising and promotional methods;


Repletion is the simplest yet appropriate technique that is applied in building or creating identity and the memory of the client.


Claims are advertisements that promote features that make claims regarding products can do for the esteemed customers. This may be done through educating, informing and establishing standards to the client.


This is a technique that helps in selling a product. It is mainly done through convincing the client or buyers that other likeminded fellow are also using it. In this case, a feeling of ‘being left out’ must be created to the customer in order to buy the products.

California Milk Advisory Board. Part I

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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.