AEC 221 – Agricultural and Food Marketing
Homework- 4 (10 Pts)
Due date: 23 rd May
Please work on the HW on your own.
a) Using YouTube or Vimeo or any other video sources, look for at lest four ads that are
relevant to your group business/industry. Find and share the links to a couple of ads
made in the past 15-10 years.
Using the materials you find, please answer the following questions:
1. What are the products the ads advertise?
2. What attributes and characteristics of the products are the ads highlighting?
3. What characteristics of the business or brand are the ads promoting?
4. How has advertising focus change over the past 10-15 years.
b) Find at least one example of generic advertising relevant for your team industry.
Share the link.
1. What does the ad promote?
2. Why does it qualify as a generic ad?
Advertisement #1: More than Beef, Country Natural Beef
What are the products the ads advertise?
The product the ad advertises is the whole business itself. It Is more of an informational
ad. I believe the purpose is to help connect the farmers and business to the clients and
consumers, therefore is showing videos of the farm and therefore selling the way that the beef is
grown and produced, not necessarily just the product itself.
What attributes and characteristics of the products are the ads highlighting?
The attributes and characteristics of the company the ad is highlighting is that we raise
our cattle with open fields and through the standards that we must uphold to be certified natural.
We are also hinting towards the fact that we are different than other producers in the way that we
are “more than beef.” Lastly we are hitting on that these are made on family farms that truly care
about their cattle and love what they do, so the idea that the product(cows and beef) are raised
happily and right.
What characteristics of the business or brand are the ads promoting?
Again, this promotional marketing video is hitting on the business being natural beef and
there are regulations that go with a certain amount of acreage and other regulations ranchers
should follow. There are a lot of videos of open fields showing that they aren’t in a feed lot or
packed together, which helps support the Country and Natural part of the brand name. Another
thing is family farms which is HUGE. We are a Co-op and so it is made up of a bunch of family
farms that have been doing this for a long time and they are all literally in our backyard, so that
was a huge selling point and a huge part of the makeup of the business that was brought about in
the video.
Advertisement #2: What’s in a Tyson Fun Nugget?
What are the products the ads advertise?
