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Health And Adverting Essay

1078 words - 4 pages

Arby’s is a fast food chain started in 1964, by founders, Leroy and Forrest Raffel. The first Arby’s opened was a sandwich shop in Boardman, Ohio. The idea was to serve up something quickly and was not a hamburger; Arby’s served up hot, freshly sliced roast beef sandwiches ("Arby's", n.d.). Arby’s does not have the size of other popular fast food franchises, Subway, Mc Donald’s, or Burger King. Arby’s currently operates in about 3,400 locations, in 48 states and five countries: U.S., Canada, Turkey, United Arab Emirates, and Qatar ("Arby's", n.d.). Arby’s menu has stayed very close to the original for almost thirty years. In 1991, they introduced salads, and sandwiches with less than 300 calories. In 2001, they introduced and heavily marketed a new line of sandwiches the Market Fresh sandwiches. Arby’s then added wraps to the Market Fresh menu three years later ("Arby's", n.d.). The Advertising strategy for the Market Fresh Menu included radio, TV commercials, and magazine ads. Advertisement promoting Market Fresh menu items showed premium deli style sandwiches made with fresh ingredients. For consumers that wanted a healthier choice when it came to fast food options. The wraps add to Arby's Market Fresh menu were to give customers more unique tasting, high-quality options in fast food dining. Even the menu name chosen elicits certain images for a consumer. The term market conjures images of picking fresh fruits and vegetables from the farmers market. The term fresh has consumers believing that the food is made on the spot for each order. Where other fast food restaurants, like Subway, slice it before the meat reaches stores. Arby’s advertising campaign “Slicing Up Freshness”, which highlights the chain’s freshly sliced sandwich meat. Freshly sliced meats, Klein said, is and always has been a clear competitive differentiator for the Arby’s brand (Dostal, 2012). Around July 2011, Arby’s changed ownership after four years of slumping sales and profits that were compounded by the economic downturn in 2008. Arby’s revived a new national marketing and advertising campaign showcasing new menu items, including the relaunch of our Market Fresh line and more extensive snack offerings (Moddelmog, n.d.). Like many companies today, Arby’s uses many different forms of persuasive techniques to sell their products. Arby’s key persuasive techniques used in advertising the Market Fresh menu is common sense and card stacking. A major component of Arby's marketing makeover involves attacking Subway for cutting its meat in Iowa as opposed to in-store. "That's a long walk for a turkey sandwich," a New York detective/actor says in a commercial released in 2012 (Stampler, 2012). Arby’s stacks the deck against its competitors, yet they are not revealing the entire truth either. Arby’s also uses the common sense technique to persuade consumers to purchase their Market Fresh menu items. The 2012 commercial showing an actor walking up to a Subway’s drive thru window...

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