Analysis of Burger King's SatisFRIES: Advertising Tactics Explained

ISC 161 Assignment 2 Julianna Allen

PRINT OR DIGITAL AD: The advertisement I chose is a digital advertisement published by Vanity Fair, but originally is from Burger King. https://www.vanityfair.com/style/2013/09/burger-king-s-satisfries-are-the-best-thing-sinc e-sliced-potatoes-deep-fried-in-vegetable-oil

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Analysis 1. Which of the advertising execution tactics (can be more than one, if applicable) discussed in chapter 9 is/are used in this advertisement? Why you believe the advertiser may have chosen to use the tactic(s)? The advertisement I have chosen uses more than one execution tactic, as most good advertisements do. The two main tactics used were Factual Message and Comparison. They used factual message by stating in bold letters their factual evidence of why these fries are better for you. They said that they have 40% less fat and 30% less calories. Since this ad is specifically marketing fries that are better for you, it makes the most sense to be straight to the point of why they are better. They made sure to but these facts on the forefront of their ad to appel to this audience. They also used a Comparison execution tactic because many fast food brands are notoriously competitive. They stated in their fine print that that the statistics they stated are specifically compared to that of McDonalds Fries. They did this because they know that their audience will be inherently interested in both restaurants, so to create an upper hand on their competitor they specifically created and marketed a product that was better. They want to differentiate their product from others to insure that they gain customer interest. 2. Based on the product or service advertised, identify what you believe is the intended target audience for the advertisement. Explain your answer. The target audience for the ad I chose is someone who is watching their weight or is on a diet. They are marketing fries that are better for you but are still delicious and satisfying. More specifically, they are most likely marketing to people that often enjoy fast food, but are trying to be healthier. I know this because their facts and advertising revolves around the fact that their product is better for you. This in turn would create a lure for the customer to choose Burger King over any other competing fast food brand. 3. Which of the basic components of the ad do you feel are most important in conveying the main message? Explain your answer.

In this ad, the heading “New SatisFRIES” is the name of the product. But the most important basic component is the subheading, “40% less fat 30% less calories”. This is the most important because it provides the most important and eye catching information. This ads main purpose is to advertise exactly what the subheading states. It also sums up the body copy very well. It is straight to the point, which is exactly what the ad needs because of the marketing it is using. These statistics are what the consumer needs to hear in order to be drawn to this product. 4. Identify a different advertising execution tactic that you think would also be effective for this product/service in reaching the target audience you identified. Why do you think this other option would also be effective? I believe that Demonstration would also be an effective execution tactic this brand could use. Specifically showing a fit and active person enjoying their fries and feeling satisfied and guilt free. I think that this would help their marketing because it would further convey the message that they are trying to get across; that these fries are better for you and can help you feel satisfied. By consuming less calories and less fat in their fries, the customer is making a better choice for their body and showing an example of that would help customers to resonate with the idea more. It also creates a sense of motivation for the consumer, to see is to do. This could be done through a commercial, print, or digital ad.

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