Transcript Business Readingfinal.ppt

Business Reading
-Advertising
Perdue Farms
AFL 4A
9962426 周宜臻
9962434 洪莉婷
Contents
• Introduction and history
• Perdue Farms’ advertising
– Planning an ad campaign
– Examples of TV ads
– Value in advertising
• Thoughts and Question
Introduction
•
•
•
•
•
•
•
•
Industry
Founded
Founder
Headquarters
Chairman
Revenue
Employees
Annually
producing
Poultry Chicken
1920
Arthur Perdue
Salisbury, Maryland
Jim Perdue
>$4.6 billion
20,987
59,320,000 pounds
History
1920
• Frank Perdue (son) was born
• Arthur Perdue (father)
founded an egged farm
• Vocabulary
History
1920
1930
• Frank entered the business
– In charge of 50 chickens
– Ten to twenty dollars a month
• A decent wage for an adult
– Didn’t want to go into family
business
• dreamt of a career in baseball
• Vocabulary
History
1920
1930
1939
• Frank (19) changed his mind and
joined the business
– As a third employee
• Operation grew
– From selling table eggs to the
hatching and growing of broilers
• Vocabulary
History
1939
1920
1930
1948
• Frank took over the leadership
• Perdue Farms had 40 employees
• One of the largest chicken growers on
the eastern shore
• Researching and breeding
– Developed a high-quality bird
• Swift and Armour
– Bought their chickens and sold them
• Vocabulary
History
1939
1920
1930
1948
Some years later
• Frank decided market under their
own brand name
• Tremendous effort to advertise
– TV, radio, and in print
• Kept adding products
– Turkey parts, boneless and skinless
chickens
History
1939
1920
1930
1948
Some years later
• The fourth largest poultry
producer in US
• Employees 12,000
• Processes over 7 million
chickens a week
NOW
• Vocabulary
History
1939
1920
1930
1948
Some years later
• 1991- Frank handed over the reins
to his son Jim
– Chairman
– Spokesperson
• Profit problems
– Industry push down the wholesale
prices
– banking to quality control and strategic
planning
NOW
Perdue Farms’ advertising
-Planning an ad campaign
• To advertise in New York
– an efficient area
– High quality products
• The ads have run for years with great
success
Perdue Farms’ advertising
-Planning an ad campaign
• Markedly yellow color of Perdue chickens’ skin
–
–
–
–
Marigold petals and marigold-petal extracts {1}
Leaf alfalfa {2}
Corn-gluten meal
Doubled xanthophyll {3}
• The sales were growing rapidly in New York
• Vocabulary
Perdue Farms’ advertising
-Examples (6) of TV ads
• The main
characteristic was
Frank Perdue would
speak on-camera for
Perdue Farms
• Focus on the
healthfulness of his
chickens
Arthur Perdue
Jim Perdue
Frank Perdue
Perdue Farms’ advertising
-Examples of TV ads
• First example“ A chicken is what it
eats?”
– own grain, own feed
and pure well water
– Golden-yellow color
Perdue Farms’ advertising
-Examples of TV ads
• Second example– Golden-yellow corn
– Mexican marigold
petals
– Norwegian herring
• Third example– “My chickens even get
cookies for dessert”
Nice yellow color
“don’t wonder why my chickens are so yellow,
wonder why some chickens are so white”
Perdue Farms’ advertising
-Examples of TV ads
• Forth example– Walking through one
of his company’s plant
– keep eye on the
production line
• Fifth example– Pick up samples of
feed from other
chicken raisers
– Quality-comparison
Perdue Farms’ advertising
-Examples of TV ads
• Sixth example– Swimming pool
– Big Oven Stuffer
Roaster
– Won’t have to watch
over it
– Think of all the fun you
can have
The same series commercial
Perdue Farms’ advertising
-value in advertising
• Make people feel clever, important, and
secure in their choices
• Five motive of the ad appeal
– Achievement motive
– Affiliation motive
– Power motive
– Fear motive
– Sex motive
• Many ads combine more than one motive
Perdue Farms’ advertising
• Vocabulary
-value in advertising - motive
• Achievement motive– Desire to do things well
• Affiliation motive– Expressed by pleasant family or social
relationships
• Power motive– Give you higher social status
• Fear motive- {ex5}
– Result in a loss or create a problem
• Sex motive-{ex6}
– Use young or attractive people to sell
products
Our Thoughts and Learning
Question
Resource form…
•
•
•
•
The business decisions
Perdue - Wikipedia, the free encyclopedia
Perdue - http://www.perdue.com/
Perdue – youtube-user-PerdueChicken
Thanks for listening!