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Integrated Marketing Communications

Nov 26, 2014




Integrated Marketing CommunicationsThe use of Testimonials in the Marketing Campaign Porsche Design Table of contents 1 2 Introduction of the perfume The Essence from Porsche Design Selection of an advertising appeal type and its planning principles 2.1 Identification of an advertising appeal type in the marketing campaign 2.2 Mission and objectives of identified advertising appeal type 3 Literature review into an identified area 3.1 Carry out the literature review into a specified area 3.2 Collecting and reviewing of findings 4 Critical Analysis of findings 4.1 Interpretation of appropriate qualitative data 4.2 Reflection of findings and approach to an agreed theory 5 Application of theoretical concepts and conceptual models 5.1 Contrasting theoretical theory and practical advertising methods 5.2 Review and Verification of a testimonial concept 6 Conclusion and recommendation with its limitation Appendices 1-7 Bibliography 1 1 1 2 3 3 3

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Introduction of the perfume The Essence from Porsche Design

Porsche Design Group (Porsche Lizenz- und Handelsgesellschaft mbH & Co. KG), based in Bietigheim-Bissingen, Germany, was founded in November 2003 by as a majority-owned subsidiary of Porsche AG. Numerous classic mens accessories were created and marketed worldwide under the Porsche Design brand. One of these accessories was perfumes, named The Essence (Porsche Design 2010). 2 Selection of an advertising appeal type and its planning principles

Since perfumes are products, which exist in countless variations and were successful marketed by famous and established companies in the past, it recommends a study of an advertising appeal type investigating its promotional appeal and best marketing approach in a marketing campaign. 2.1 Identification of an advertising appeal type in the marketing campaign

Brands enable customers to readily identify their favoured products and marketers to more easily communicate their advantages. Effectively creating a welldifferentiated and memorable image for the brand is a core requirement for a marketing-oriented organisation (Dibb et al. 2006). A perfume is a product, which mainly convince consumers by its distinct fragrance and thus makes it difficult to enter a wide scope of customers. As questioned by DigitalTonto (2010), Why do we buy some things and not others? Ultimately, its not about promoting brand awareness, but building the right types of associations. Taken into consideration that the name Porsche Design is linked with exclusive, fast and extraordinary sport cars, it might be beneficial questioning an existing association with the perfume The Essence by the usage of testimonials. The idea behind testimonial advertising is that a prospective customer may be favourably influenced to try a product when it has been praised by another impartial consumer, or by a known personality whom the consumer may wish to emulate ( 2010). Based on given brand Porsche Design and the fragrance The Essence, following structure is recommended to study the use of testimonials and its advertising appeal linked to the perfume.



Mission and objectives of identified advertising appeal type

Since marketing of perfumes has a long history and various advertising methods were used already, their consumer attitudes and behaviours in regard to the use of testimonials suggest a procedure which includes various analyses excerpted from the literature, its critical analysis, and after the application of conceptual models, the outlook and suggested solution. Literature Review: What are the general sayings in the literature about the use of testimonials in advertising? A general overview about various kinds of testimonials in advertising will be a reasonable start. Then, sources like articles, journals and books about perfumes or fragrances in combination with testimonial persons would reveal new insights into dedicated themes. Furthermore, existing data about advertising appeals of testimonials enables then a solid basis for conducting a critical analysis. Critical Analysis of findings: A critical review begins with an analysis or exposition of the reading, article-byarticle, book by book. Each analysis should include the following points: A summary of the author's point of view, including a brief statement of the author's main idea (i.e., thesis or theme); an evaluation of the author's work, including an assessment of the facts presented on the basis of correctness, relevance, and whether or not pertinent facts were omitted (Essay Info 2010). Application of theoretical concepts and conceptual models: Business Dictionary (2010) suggests a conceptual model is a descriptive model of a system based on qualitative assumptions about its elements, their interrelationships, and system boundaries. It supports the bridging of a theoretical approach to the practical application of testimonials. Theoretical models may submit furthermore considerations in terms of benefits, limitations and appropriate use of testimonials. Development of a solution/conclusion: Consequently, after having reviewed the literature on testimonials in advertising and critically analyzed the findings, and applying theoretical models, the solution/conclusion approach would then suggest the appropriate use of testimonials in the marketing campaign of Porsche Design to increase the effectiveness in sales calls.



Literature Review in an identified area

A literature review discusses published information in a particular subject area. It can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summary is a recap of the important information of the source, but a synthesis is a re-organization, or a reshuffling, of that information. It might give a new interpretation of old material or combine new with old interpretations. And depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant (The Writing Center 2007). 3.1 Carry out the literature review into a specified area

Advertising strategies used to influence consumers' attitudes towards brands and products have frequently involved the use of vivid information such as television and other pictorial media (Kisielisu and Sternthal 1984). This is based on the general assumption among many advertising scholars and marketing professionals that increasing the vividness of a message enhances its persuasiveness. According to Nisbett and Ross (1980), information may be described as vivid, that is, as likely to attract and hold our attention and to excite the imagination, to the extent that it is: (a) emotionally interesting, (b) concrete and imagery- provoking, and (c) proximate in a sensory, temporal or spatial way. To understand the methodology and experiences of using testimonials presently and in history, the literature review consists of exploring the literature for such cases and of collecting relevant data from various branches and their opinions about testimonials appeals. 3.2 Collecting and reviewing of findings

A typical user testimonial generally has a satisfied ordinary customer discuss his/her own experiences with the brand and the benefits of using it (Belch and Belch 1998). This person is neither a celebrity nor an expert but rather an average user speaking for the brand (O'Guinn et al. 2000). According to Belch and Belch (1998), many businesses prefer to have their messages delivered by way of testimonials where consumers praise the product or service based on their personal experience with it. Although there is some work on the effectiveness of typical user testimonial ads in traditional media (Atkin and Block 1983), there is little if any empirical data on the effectiveness of audio/video testimonial ads. Recent


surveys demonstrate that because consumers are likely to trust, believe, and have confidence in the words of a satisfied customer, typical-user testimonial ads given by satisfied customers are extremely effective (Raphel 1997). Appiah (2006) has represented one of the first studies to examine multimedia testimonial advertisements on commercial Web sites and their impact on browsers' evaluations of and intentions to purchase an online product. The results from this study suggest that companies would benefit from incorporating multimedia testimonial ads on their retail Web sites. The findings demonstrate that browsers identified more strongly with characters on a site featuring audio/video testimonial than they did with characters on a site featuring text/picture testimonials. Based on Hassett (2006) is the hardest step with new clients to get their time and attention. He suggests three things you can do to collect and use testimonials to increase the effectiveness of sales calls, request testimonials, maximize credibility, and call attention to testimonials (Refer to Appendix 1 for the excerpt of testimonials sells). Although testimonials are not only used for advertising methods, Kerr (2009) suggests general behaviors, like narrow your scope, keep it credible, and dont be shy, in maximization the effectiveness of testimonials (Refer to Appendix 2 for the Excerpt of Three keys to maximizing the effectiveness of testimonials). Renfrow (2008) emphasized that it is not easy to get recognition in an oversaturated beauty and personal care market. So how are companies helping products to stand out? For many marketers, it is about telling the product's story, highlighting multiple benefits, showcasing testimonials and promoting its luxury through direct response. As media formats have changed and consumers seek their own research before going to the store or making a purchase online, I think direct response is a good way for manufacturers

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