Question

1. What are the objectives of the Chipotle ad (page 579)? Does the ad have more than one objective?

MEAT, NO PRESCRIPTION NEEDED. Chipotle rice.com NO ADDED HORMONES OR ANTIBIOTICS IN ARIZONA CHANDLER FASHION CENTER NEXT TO HARKINS THEATRE San Tan Signs Then it comes down to it, what is the point of advertising? Generally we think that its goal is to get someone-normally the person receiving the ad-to do some thing and that something is nearly always a purchase But as advertising grows more creative, innovative, and varied, the action induced by such communications might remain several steps away from purchasing Consider the advertising plan exhibited by the fast-food chain Chipotle Mexican Gril. Once McDonalds held a large ownership share of the company, but Chipotle has been on its own for nearly a decade--a status many consumers have not realized. The quickly growing chain distinguishes itself with its mission statement. Food with integrity, which it interprets as our commitment to finding the very best in gredients, raised with respect for the animals, the environ ment and the farmers? Thus it seeks to get across a message about its own identity, but also about the impor tance of sustainable farming and foods produced more nat urally. To do so, Chipotle has adopted a marketing plan that spans a range of media. In animated YouTube films, two art. ful spots feature characters that reject a factory model of food production by embracing farm fresh vegetables and meats Only at the very end of each spot does the name Chipotle even appear. The focus is more on the message than on the brand, which may be why consumers are so willing to interact with and share that message. The spots both feature music by popular musicians, namely, Fiona Apple and Willie Nelson (covering a Coldplay track The an imation is sophisticated and of high quality. And in each case, the protagonist-a farmer or a scarecrow-rejects a model in which pigs cows, and chickens are artificially fat- tened by chemicals and kept in cages, in preference for a free-range approach Expanding on this idea Chipotle pro posed and produced a series of 30 minute films for Hulu titled Farmed and Dangerous. These scripted. Ive-action comedies mention Chipotle only once and are presented alongside every other series offered by Hulu, with no signal that they are advertising Ads for various products instead appear within the shows themselves. In the satiric show content, the horrors of industrial agriculture are the focus. including the dastardly deeds of an evil scientist seeking to develop eight-winged chickens. Such fearful depictions of inhumane treatment and unnatural food production lead viewers readily to val- ue-based judgments-namely that it would be better to eat food produced ethically. From this broad perception Chipotle hopes that ultimately consumers will more read lily include it in their consideration set as a company that reflects such values

Answer 1

#The main objective of the Chipotle ad:

*To attract the customers towards their product with a good brand image.

#There may be other objectives of ad are followings:

-To create the brand image.

-To grab the attention of the prospective customers.

-To make product awareness.

-Creating demand

-Increasing sales

There are various objectives of any business about advertising there according to need of the business