Food and Beverage Advertising and Marketing Key Terms

Learn some of the terms associated with food and beverage marketing and advertising

Food and beverage advertising and marketing covers an expansive marketplace. The companies that specialize in marketing and advertising services entice individuals and corporations to purchase food and beverage products for consumption based on cost, taste, quality of the food and the desire to want to consume that food or beverage.

Take the time to learn about some of the terms associated with the food and beverage advertising and marketing industry so that you can successfully do business with a company in that field. Here are some terms along with some resourceful links to help get you started.

Food photography

Food photography refers to taking images of a food or beverage product for use in advertising or promotion. An art form all its own, food photography strives to make the food or beverage subject as enticing as possible so the consumer buys the product.

Marketing reports

Marketing reports refers to examinations performed by a company that relay information in regard to what marketing strategies are effective. They also report whether or not the consumer is being drawn to the product and at what price point the consumer feels comfortable paying for the product.

Direct marketing

Direct marketing, in terms of food and beverage advertising, refers to marketing or advertising the product directly to the consumer. Usually this entails some sort of tangible asset that they can hold. For instance, a flier with a coupon mailed to a customer is direct marketing. A free sample of cereal sent to a family is another example of direct marketing.

Test kitchen

A test kitchen in marketing and advertising terms, often serves as the location where the advertising agency and the food or beverage company "test" how a product should be plated or made for photography or advertising. Many food marketing companies also have an in-house test kitchen which is smaller than the industrial sized kitchen of large companies where the products are physically made.

Product design

Product design is the act of creating the packaging and labeling of the product inclusive of logos and text so that the product can be brought to the marketplace.

Brand management, branding

Brand management or branding is the act of creating images, packaging, logos and slogans that the consumer automatically associates with food. The management aspects entail consumer surveys and the like to ensure that the consumer is identifying the brand in the way the manufacturer intended.

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