Business Reading -Advertising Perdue Farms AFL 4A 周宜臻 洪莉婷

Contents Introduction and history Perdue Farms’ advertising –Planning an ad campaign –Examples of TV ads –Value in advertising Thoughts and Question

Introduction Industry Founded Founder Headquarters Chairman Revenue Employees Annually producing Poultry Chicken 1920 Arthur Perdue Salisbury, Maryland Jim Perdue >$4.6 billion 20,987 59,320,000 pounds

History Frank Perdue (son) was born Arthur Perdue (father) founded an egged farm 1920

History Frank entered the business –In charge of 50 chickens –Ten to twenty dollars a month A decent wage for an adult –Didn’t want to go into family business dreamt of a career in baseball 1930 Vocabulary Depression 經濟蕭條 Wage- salary 1920

History Frank (19) changed his mind and joined the business –As a third employee Operation grew –From selling table eggs to the hatching and growing of broilers 1939 Vocabulary Broiler- chickens – (to be cooked by broiling or roasting in the oven)

History Frank took over the leadership Perdue Farms had 40 employees One of the largest chicken growers on the eastern shore Researching and breeding –Developed a high-quality bird Swift and Armour –Bought their chickens and sold them 1948 Vocabulary Take over –To gain control the business

History Frank decided market under their own brand name Tremendous effort to advertise –TV, radio, and in print Kept adding products –Turkey parts, boneless and skinless chickens Some years later Vocabulary Tremendous- very great, huge

History The fourth largest poultry producer in US Employees 12,000 Processes over 7 million chickens a week Some years later NOW

History Frank handed over the reins to his son Jim –Chairman –Spokesperson Profit problems –Industry push down the wholesale prices –banking to quality control and strategic planning Some years later Vocabulary Hand over the reins- give control Banking on- depending on NOW

Perdue Farms’ advertising -Planning an ad campaign To advertise in New York – an efficient area –High quality products The ads have run for years with great success

Perdue Farms’ advertising -Planning an ad campaign Markedly yellow color of Perdue chickens’ skin –Marigold petals and marigold-petal extracts {1} –Leaf alfalfa {2} –Corn-gluten meal –Doubled xanthophyll {3} The sales were growing rapidly in New York Vocabulary {1} flower petals and other plants and grains {2} 紫花苜蓿 {3} yellow pigment found in green plants and egg yolk

Perdue Farms’ advertising -Examples (6) of TV ads The main characteristic was Frank Perdue would speak on-camera for Perdue Farms Focus on the healthfulness of his chickens Arthur Perdue Jim Perdue Frank Perdue

First example- “ A chicken is what it eats?” – own grain, own feed and pure well water –Golden-yellow color Perdue Farms’ advertising -Examples of TV ads

Second example- –Golden-yellow corn –Mexican marigold petals –Norwegian herring Third example- –“My chickens even get cookies for dessert” Perdue Farms’ advertising -Examples of TV ads Nice yellow color “don’t wonder why my chickens are so yellow, wonder why some chickens are so white”

Forth example- –Walking through one of his company’s plant – keep eye on the production line Fifth example- –Pick up samples of feed from other chicken raisers –Quality-comparison Perdue Farms’ advertising -Examples of TV ads

Sixth example- –Swimming pool –Big Oven Stuffer Roaster –Won’t have to watch over it –Think of all the fun you can have Perdue Farms’ advertising -Examples of TV ads The same series commercial

Perdue Farms’ advertising -value in advertising Make people feel clever, important, and secure in their choices Five motive of the ad appeal –Achievement motive –Affiliation motive –Power motive –Fear motive –Sex motive Many ads combine more than one motive

Perdue Farms’ advertising -value in advertising - motive Achievement motive- –Desire to do things well Affiliation motive- –Expressed by pleasant family or social relationships Power motive- –Give you higher social status Fear motive- {ex5} –Result in a loss or create a problem Sex motive- {ex6} –Use young or attractive people to sell products Vocabulary Affiliation –Connection

Our Thoughts and Learning

Question

Resource form… The business decisions Perdue - Wikipedia, the free encyclopedia Perdue - Perdue – youtube-user-PerdueChicken

Thanks for listening!