VISA 1500 – Assignment Part A – Carson Dumais

I spotted this advertisement as I was driving home from work after my shift and I had to pull over and take a picture as it was a perfectly placed advert. This advert was created by the 7-Eleven company to try and lure people into their store by placing the sign right near the side of the road in hopes people will notice it and turn into their complex for the pizza. The ad is showing a large pepperoni pizza for 11$ and also right next to the left of the pizza there is a text with a ticket which reads “participating products= 5 entries”. This is their selling point in the ad as they are saying if you buy this pizza on top of the cheap 11$ price you will also receive 5 entries into their draws for a bunch of prizes.

The background colour of this picture is a very light yellow which helps bring out the colours in the pizza as well as the text. The reason for the 11$ sign being the biggest thing on it besides the pizza is because they are really trying to advertise that their large pizzas are way more affordable than competing companies. Throughout the middle of the picture you can see how they show off their pizza with pepperoni covering pretty much all of it. This is a great way to lure people in, whether it’s true or not, because many people who get pepperoni pizzas know that the majority of the time  companies don’t put nearly as much pepperoni on their pizza as that. Now if you take a look at the bottom left of the ad you can see they are also advertising their new feature they have which is if you download the 7rewards app, you can scan it at checkout and have a chance to “score a road trip for a week”. Also at the very bottom it is stating that they do online orders which can be very convenient for some people.

The target group for this specific ad would be anyone coming up the road past there store who may or may not have wanted to go to 7-eleven, this ad I believe is to try and get more selection of customers and expand their customer experience by giving more options to them (like online orders) and also to try and bring in people to there store who don’t normally go into it. This ad is so convincing and powerful; Not just because of the cheap pizza, but I think the main reason this ad would be so effective is because of the placement. Hundreds upon hundreds of people will see that ad when driving up the hill, and even if only a few change up their normal route and decide to stop at 7-eleven; the company will still make much more profit. This also makes it so people take a look around the store and they might notice other things they want as 7-eleven has a lot of good deals, therefore the ad that started off for pizza then turns into an ad also for slurpees, chips, or whatever else they may find when they enter the store for “just the pizza”. This exact effect happened on me because I had no intentions on stopping anywhere on my way home from work, but then I saw the advert and pulled over into their parking lot expecting just to take the picture and look around in the store; Which then led to me buying a slurpee. So although I didn’t buy the $11 pizza they still got a customer to come into the store and buy something else.

The company’s brand is known all around Canada as the spot to go for a late night snack, or any snacks in general. It is also most commonly known as the go-to spot for a slurpee. Also, according to CSN, 7-Eleven has been taking lots of steps forward in reducing their environmental footprint by “adopting the Honeywell Solstice N40 (R-448A) refrigerant as its standard for remote condensers supporting the retailer’s refrigeration cases.( via: CSN).” To conclude their findings, this is a huge deal as this refrigerant has the lowest global warming potential, and is 60% lower GWP then the old one 7-Eleven used to use. 

I can confirm that 7-Eleven is trying their best to reduce their negative environmental practices as well as the feedback they get from customers. Although most of the feedback from customers seems to be very positive, there were also some negative reviews about their food being overcooked and how it was a mess. But 7-Eleven has looked at the reviews and are always making changes for their products.

The experience I had at 7-Eleven was overall very pleasant and the food looked well cooked, and  the store was tidy and to good standards.

Sources

https://csnews.com/7-eleven-takes-another-step-reduce-its-environmental-footprint