Consumer judgment of advertising strategies in the dairy products market

Abstract

The Hungarian marketing communication model for dairy products is falling behind international competition in both the quality and quantity of its advertisements. Multinational companies buy up a huge amount of advertising space across all sorts of media, and it is very hard for small companies to compete with their enormous budgets. Consumers can recall only large companies’ commercials, a fact reflected in the average consumption of the advertised products. Beside the regular methods of buying airtime and ad-space, alternative commercial methods have developed a huge presence in the field. These techniques are efficient, fast, and affordable to everyone who wants to directly deliver a commercial message. The utilization of guerilla marketing methods in the dairy products market can solve many of the problems facing Hungarian dairy companies. By their very nature, advertising channels run parallel with consumer demographics' social networks and could thus save a huge amount of money for producers and distributors. In the information age, people are less and less willing to accept at face-value the legitimacy of advertisements and the trustworthiness of major corporations. For today’s consumer, uninformed media choices are often no longer an option. Increasing customer awareness means more accountability for advertisers and media companies, which test customers’ credulity at their own peril. Informed choices by consumers increase the possibilities for a vibrant economy and effective government and a sustainable civil society. Until recently, those studying media focused on the social and economic aspects of advertising and media content to determine their impacts on our opinions and behavior. However, the size, scope, dynamics and growth rate of today's media consumption patterns make it increasingly important that we also consider way companies use resources to reach their target audiences and way those audiences respond (Carli, 2010). Keywords: diary product market, consumer judgement, random test