Advertisement Orientation Strategy For Healthy Foods

With national economics rapidly developing, our life are becoming better and better, the consciousness of protecting ourselves from disease is being gradually strengthened. Recently, the people's requirement to food develops to the higher level, and more and more persons expect to become healthier by food intake. The intense market demand spurs the vigorous development of health protecting food.However, healthy foods are characterized by unpredictability, lagged function, and unstable consumption group. Therefore, companies invest a lot of money in advertisement to cover up these disadvantages. On one hand, various problems, including over-exploitation, similar description and exaggeration of the functions, exist in the current advertisements. On the other hand, good advertisements contribute a lot to the success of many healthy food companies, due to the good advertisement orientation strategy. The secret of successful orientation of function, gift, emotion, psychology and brand in the advertisement of functional foods, were analyzed in this paper theoretically and practically. The potential risk of advertisement orientation to product selling was analyzed as well.With the increasing maturation of market, the focus of the advertisement has changed from "the more, the better" concept to the healthy function and product characteristics. The emotional orientation diverted people's attention from the product function to the emotional connotation conveyed by the functional products. To some extent, this way alleviated the over expectation for functional foods as medicines and was beneficial for the healthy development of healthy foods. Although the gift orientation catered to Chinese culture, its long term development was inhibited by the substitutability, fashion, and sales dependence on seasons. The local orientation had a big rural market, but had to cover up big areas and scattered and populous residence. Further more, the company had to develop from higher to lower ranks at the market level and the increase of sales persons set higher requirements for the management. The psychological orientation, no matter female, horror or ordinary psychological orientation, or famous people effect, all catered to the certain psychological need of people, but it also had some limitations. Simultaneously, it was pointed that healthy foods had higher technological value and the ever-progressing technology spurred the substitution of healthy food. Only through the endless creation for the interest of consumers can healthy food producers satisfy consumers' demand and improve their competition ability.