It is a bit too whimsical and playful, as though it was designed for children. Since consumers are influenced by visual imagery, the environment in which they view things is important (Meyvis et. al, 2012). If children are the target audience, then this would be fine. but, it is safe to assume that Kraft is targeting an adult audience. After viewing this section, the consumer may decide not to view anything else because they may not take Kraft seriously.

The other section of Kraft's website that appears on the main page is the 'Recipes and Product Information' option. When this option is selected, the consumer is taken to a page that also displays a menu bar at the top. What works in Kraft's favor is that they were conscientious enough to post recipes and other information specifically geared toward the consumer. The marketing message on this page implies that Kraft...
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