Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.
From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.
This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.
However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.
In other social media advertising, such as the following post on Instagram,
it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.
Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.
On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:
Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?
If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!
Fish & Friends – InnoVE