Learning Reflections Paper
nasxersmirandm
AdvertisingContent.pptxADVERTISING
Nasser Miranda
Marketing Adult Education
October 12, 2020
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Advertisement identity
Print advertisement by KFC in 2018
The use of “FCK” instead of KFC
An apology to the customers for the shortages
The organization used a whole page on Sun and Metro newspaper to inform the customers of the shortage and the promise never to undergo the same experience in the future. The jumbled up letters on an empty container was used to attract the attention of the customers to promote the operations of fried chicken. The advert was meant to apologize to the customers on the shortages experienced by the company and the market as a whole (Balarin, 2018).
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Advertisement description
The company ran out of chicken in 2018.
The advert was used as response to the shortage.
Jumbled up letter was a sign of embarrassment by the company.
KFC Company ran out of chicken in 2018 as a result of operational challenges and the general drop of chicken production in the United Kingdom. The advert emerged as one of the best apology advert mean to soothe the customers and reduce negative reactions. The used of jumbled up letter by KFC Company showed that the company was embarrassed for failing to meet its obligation to the customers. The drop of supplies could change the loyalty of the customers forcing the organization to use a strategy that would offer an explanation to the customers for its failures.
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Target market
The target market of the advert were
Middle Class
Upper class
The newspapers used by the organization majorly bought by the middle and upper class
The target market of the advertisement is the upper and middle class in the society. Newspapers are common means of communication used by organizations targeting the newspaper readers that include the upper and the middle class. The second proof of the target group is the product of the organization. The KFC Company’s products are expensive and majorly bought by the upper and middle class in society. The choice of newspaper as medium of communication between the organization and the customers shows that the target groups are the minority in society that consist the middle and upper class (Gwynn, 2019).
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Objective of the advert
The objective of the advert by the company included
Apology to the customers
Assurance to the customers of corrective measures
Show of embarrassment on the operations of the company.
The company wanted to pass an apology to the customers on the failures of the firm in honoring its obligation to the customers. The role of the company is to provide the chicken and chicken products to the customers whenever an order is made. The company intended to assure the customers that the normal operations shall resume to meet the needs of the customers (Gwynn, 2019).
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Objectives of the advert
The objectives of the advert is shown in two ways
An empty container
jumbled up letters to read “FCK” instead of KFC
The objective of the advert was shown using an empty containers and a jumbled up letter to read “FCK” instead of KFC. The organization was formed to prepare and sell chicken and not an empty container. An empty container is a show of embarrassment by the organization. Jumbled up means confusion and it is not easy to identify the company. The advertisement was presented in a hilarious way to convince the customers that they had learnt its mistakes and was ready to make amends (Fleming, 2018).
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Summary
Chicken shortages at the restaurants
Apology to the customers
Positive response from the customers
The organization noted its weaknesses in meeting the needs of the customers because of chicken shortages. The organization did not wait for the complaints of the customers before running an apology advert. The advert showed that the organization was concerned with the feeling of the customers and were doing all they could to address the crisis. The customers positively accepted the apology and the advert were ranked the best according to the most influential figures in United Kingdom marketing (Fleming, 2018). The success of the firm lies in its ability to promptly address the issues affecting the customers.
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Success elements of the advert
T he success elements of the advertisement run by KFC in 2018 included
Target market
The value propositioning
The call to action
The follow up
The organization used newspaper in its advert to ensure that the target group gets the information. The middle and upper class get most of the news from newspapers, thus making newspaper the right choice of the advertisement. The language and messaging of the information ensured that the target group understood the situation in the organization. The company came up with corrective measures to deal with the crisis. The management looked for resources to meet the needs of the customers. The last element was follow-up that ensured that the employees delivered the promises given by the company (Daoud, 2016).
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References
Balarin, H. (2018, June 28). How KFC became FCK to Say Sorry in The U.K And Ireland. YouTube. https://www.youtube.com/watch?v=V6cEM0RvT9Y
Daoud, H. (2016). 8 Essential Elements of a Social Media Marketing Strategy. Social Media Examiner. Retrieved: September, 29, 2016.
Fleming, M. (2018, February 23). KFC uses cheeky print advert to apologise for chicken shortage. Marketing Week. https://www.marketingweek.com/kfc-print-advert-to-apologise-for-chicken-shortage/
Gwynn, S. (2019, July 23). UK's top marketers name KFC 'FCK' as favourite campaign of 2018. Campaign. https://www.campaignlive.co.uk/article/uks-top-marketers-name-kfc-fck-favourite-campaign-2018/1591783
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