integrated marketing communications
TRANSCRIPT
Integrated Marketing Communications
The use of Testimonials in the Marketing Campaign ‘Porsche Design’
Table of contents
1 Introduction of the perfume ‘The Essence’ from Porsche Design 1
2 Selection of an advertising appeal type and its planning principles 1
2.1 Identification of an advertising appeal type in the marketing campaign 1
2.2 Mission and objectives of identified advertising appeal type 2
3 Literature review into an identified area 3
3.1 Carry out the literature review into a specified area 3
3.2 Collecting and reviewing of findings 3
4 Critical Analysis of findings 5
4.1 Interpretation of appropriate qualitative data 5
4.2 Reflection of findings and approach to an agreed theory 5
5 Application of theoretical concepts and conceptual models 7
5.1 Contrasting theoretical theory and practical advertising methods 7
5.2 Review and Verification of a testimonial concept 8
6 Conclusion and recommendation with its limitation 10
7 Appendices 1-7 12
8 Bibliography 19
1 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 men’s 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 well-
differentiated 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, it’s 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
(Answers.com 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.
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2.2 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-by-
article, 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.
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3 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
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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 don’t 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 to take their messages to consumers,” she says.
Testimonials are not limited to TV. Many cosmetics and skincare lines have
testimonials from real consumers on their Web sites and opportunities to interact
with customers who have already used the product. There are endless blogs on the
Web, some led by product manufacturers and others created from a consumer's
home computer (Renfrow 2008). In contrast, Cebrzynski (1999) illustrated in his
article the use of testimonials in a 30 sec TV-spot, where Company Arby’s stated,
that they believe in a long term sales growth due to celebrities in their promotions.
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4 Critical Analysis of findings
Having gathered and investigated relevant information from several journals, books
and articles, the interpretation enables a summarization of founded data yet.
4.1 Interpretation of appropriate qualitative data
The research in a wide field discussing testimonials in various applications does not
suggest a procedure, which is recommended to be the only way of success. But
rather it provides a scope how to approach a campaign for a perfume in an
oversaturated market. Cebrzynski (1999) expressed the appeal of testimonials by
celebrities in television spots, whereas Appiah (2006) has evidences that
commercial ads by Web sites featuring audio/video testimonial demonstrate a better
identification than characters on a site featuring text/picture testimonials. Belch and
Belch (1998) and O'Guinn et al. (2000) identified that testimonials appeal are not
necessarily related to celebrities, but rather it can be an average user speaker of the
brand as well. Furthermore Renfrow (2008) emphasized, that direct response to get
manufacturer’s message to the consumers implies their involvements. Testimonials
from real consumers enable interactions on their Web sites with them. Beside
current interactions via the Web, Renfrow (2008) highlighted the shopping through
QVC and similar channels. An infomercial is a perfect way to see the "before-and-
after" of any beauty product. Although a perfume is not a product which is seeable,
however, it is the transmitted emotional appeal by testimonials.
Are these findings sufficient and appropriate in order to develop a theoretical
approach? The critical reflection of the findings may verify it.
4.2 Reflection of findings and approach to an agreed theory
In consideration of current multimedia capabilities, starting by internet, goes further
to various advertising channels and short spots in almost every television channel,
the challenge for a marketing campaign is how to get consumers interested for your
campaign in an oversaturated market? We have discussed some general methods,
like Web sites featuring text/picture testimonials by average speakers, direct
response by real consumer in infomercial advertising channels e.g. QVC, and the
recommendation to follow some basic testimonials rationales. However, since the
perfume ‘Porsche Design’ does not express direct emotional appeals, which may
convince targeted consumer at once (Refer to Appendix 3 for the perfume ‘The
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Essence’); intensification of the campaign by associated celebrities would increase
the sales effectiveness as stated by Callahan (2008). You have to capture people's
attention and then hit them with a sales message sooner or later. As advertising
great David Ogilvy pointed out, "You cannot bore people into buying your product.
You can only interest them in buying it." And that is what the winners in the BtoB's
Best Creative all have in common: They are all skilled at attracting the interest of
prospects. And for the most part, even if they are relying on the Internet and other
technologies, these ads use very traditional means of attracting attention and
persuading prospects to buy a product or service or brand.
Based on Callahan (2008) who has cited various winner articles (Refer to Appendix
4 for excerpts of celebrity testimonials) and though it is mostly related to B to B
advertising, the common message of using celebrity testimonials is that celebrity’s
characters are easily associated with the advertised product. The message in case of
Tiger Woods was to make other companies perform like the world's greatest golfer,
hence luring customers into buying their products. In combination with a strong and
emotional slogan: 'We Know What It Takes to Be a Tiger’, the campaign of
Accenture convinced and was praised to have used a celebrity testimonial better
than others.
Consequently, the theory to effectively approach testimonials promotion for a
perfume has been widely discussed. Next, we build a bridge between practical and
theoretical application in order to develop a final conclusion with its benefits,
limitations and appropriate usages.
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5 Application of theoretical concepts and conceptual models
The SWOT analysis is a situation analysis in which internal strengths and
weaknesses, and external opportunities and threats are closely examined to chart a
strategy (Business Dictionary 2010).
5.1 Contrasting theoretical theory and practical advertising methods
The SWOT model as depicted in table 1.1 is an appropriate tool to combine internal
factors, which were dedicated to the perfume itself and expressed in presented
creative strategy (Refer to Appendix 5 for an excerpt of ‘ATH2 Agency’s’
presentation), with external factors in regards to the use of testimonials, and thus
being considered to be incorporated theoretically. Evaluated external attributes are
the extracted findings of the literature and adapted in regards to the perfume. It
enables a compacted view on the advertising direction and offers a possible
guideline at bridging the gap between theory and practice.
Table 1.1 SWOT Analysis dedicated to advertising appeals
Internal: External:
Strengths:
High product value – “dealing” with positive Image of Porsche
Brand extension of existing & appreciated automotive concept, “Porsche becomes affordable”
Speed, luxury, exclusivity – emotional value added
Colour style reflects freshness (blue) in combination with already known brand characteristics and luxurious image (black colour, coolness, dominance, exclusivity)
Opportunities:
Enhance sales calls via the direct response method in infomercials e.g. QVC by using real consumer as testimonials
Use of celebrity testimonials in television in short spots
Presence on Web-sites featuring text/picture testimonials
Keep and increasing audience by maximization of credibility
Weaknesses:
Too strong appeal towards the Porsche car
Association link from brand Porsche to perfume does not convince sufficiently
Appeal targets high involved consumer, while low involved might be in distance due to the association of high costs
Impact of advertising appeal does not create an image in the mind of the consumer and distinct it from other brands
Threats:
Non-response of audience due to
overflowing information by infomercials
High costs and the risk of potential backlash
due to the use of too famous celebrities
Threat of transmit the notion attempting to
manipulate the audience
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What are the recommendations for the advertising campaign derived from the
SWOT analysis?
Taken into consideration the internal strengths in combination with the external
opportunities, then it becomes obvious to make usage of the brand ‘Porsche’, which
is linked with speed, luxury and exclusivity. All the more that it becomes affordable
for regular people, would suggest transmitting those attributes to typical-person
endorsers, whose advertising appeal expresses an athletic body, smart appearance
and exclusive status within the society. On the other hand, celebrities in association
with Porsche, for instance, a race driver or actors, famous sportsmen etc might bear
the risk to have concentrated the focus of the advertising campaign too much onto
the car instead of bringing the perfume in forefront. Therefore celebrity testimonials
may be an opportunity, however, it should be prevented to match up with the brand
‘Porsche’. Another aspect concerns the involvement of consumers who have not
experienced the perfume itself and thus are not familiar with the quality of the
scent. This would suggest considering the direct response in infomercials, since the
perception of a fragrance is depending on individual’s character and the benefits of
the scent could be easily influenced through real consumer testimonials and short
television spots. Hence, the bridging of internal with external factors recommended
applications for the appropriate use of testimonials. Its evaluated concepts are
subject to be reviewed and verified next.
5.2 Review and Verification of a testimonial concept
Shimp (2007) investigated the role of endorsers in advertising divided in celebrity
endorsers and typical-person endorsers. He outlined that celebrity endorsers like
television stars, movie actors, famous athletes, and even dead personalities are
widely used to endorse products. Although advertisers are paying huge salaries, for
the most part, such investments are justified. In contrast, the benefits of typical-
person endorsers being much less expensive than celebrities, and avoid the potential
backlash from using ‘beautiful people’ who may be resented for possessing atypical
physical attractiveness or other individual traits. He demonstrated that two general
attributes credibility and attractiveness, contribute to an endorser’s effectiveness,
which he simplified with respect to endorsers characteristics into the acronym
TEARS (Refer to Appendix 6 for the Five Components in the TEARS Model).
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Beside the contribution to the endorser’s effectiveness, Shimp (2009) identified the
importance ratings of various factors in terms of whether an endorsement will
influence consumer’s opinions of an endorsed product. This overview gives an
indication of factors being applied in determining testimonials attributes used for
the Campaign. Hence, its relevant factors in association with the perfume were
compared to the practical approach and thus explicit highlighted (Refer to
Appendix 7 for the Endorser-related factors).
We have taken into account the internal strengths and weaknesses of ‘The Essence’
and discussed its opportunities and threats by contrasting testimonials in various
applications. Furthermore, endorsement factors which enable the selection of
appropriate testimonials were depicted, so that we are able yet to approach a
conclusion and recommendation with its limitations for the marketing campaign.
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6 Conclusion and recommendation with its limitation
Based on Callahan (2008) who emphasized to use celebrities in order to enhance
the effectiveness of sales calls and the statement of advertising great David Ogilvy
‘You can only interest them in buying it’, recommend by all means celebrity
testimonials. However, the usage of celebrities is not necessarily linked with top
celebrities, since consumer’s association with the product is influenced by
credibility and attractiveness attributes, as explained by Shimp (2007) and Belch
and Belch (1998) and O'Guinn et al. (2000). All the more, as seen in the case study
(Refer to Appendix 4) the use of top celebrities requires a very strong slogan being
successfully in convincing consumers, otherwise it may cause a potential backlash
and the risk of too high costs as cited by Shimp (2007).
Consequently, it suggests the use of celebrity testimonials selected according to the
TEARS model and further being contrasted and chosen by application of the
endorser-related criteria (Refer to Appendix 7). Having identified and selected the
celebrity testimonials, which media shall be used for the promotion most
effectively? Renfrow (2008) highlighted the shopping through QVC and similar
channels, Cebrzynski (1999) expressed the appeal of testimonials by celebrities in
television spots, whereas Appiah (2006) has evidences that commercial ads by Web
sites featuring audio/video testimonial demonstrate a better identification than
characters on a site featuring text/picture testimonials.
Conclusion and recommendation:
The marketing campaign ‘Porsche Design’ suggests the incorporation of celebrity
testimonials attributed as discussed. Furthermore, it is recommended to use two
promotional TV channels. One being television spots in regular TV channels and
spots in You Tube by using testimonials facilitating attributes like, ‘Doesn’t use
drugs, Is good role model for kids, Is/was very successful in his/her sport’ and the
other by using typical-persons testimonials in QVC or other channels facilitating
attributes like ‘Has never been arrested, Has a good family life, Actually uses
product in real life’. Beyond the television presence, celebrity testimonials as used
for TV spots, being appropriate for commercial ads in Porsche Web sites featuring
audio/video spots in contrast to the Porsche car. It does not suggest the ‘only way’
advertising campaign, but rather the differentiation approach.
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Limitations:
This study does not take into account those real-world situations in which a user is
on a site with multimedia testimonials and fails to remember for testimonials and its
product. Furthermore, a bulk of consumers watching television daily are mostly fed
up by overloading and irritating advertising spots, and mainly busy with switching
between program channels. In a world, where the real needs of consumer is
satisfied and offerings are available in various models and specifications, attracting
low involved consumer is a big challenge. This study aimed in particular the
advertising appeal to men’s and indirect to women’s, and has identified possible
means to place an advertising campaign best as possible.
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7 Appendices
Appendix 1
Excerpt of ‘Testimonials Sells’
THE HARDEST STEP WITH new clients is often the first one: getting their time
and attention. Testimonials from satisfied customers can help you to take this first
step. Some might think that testimonials are becoming less effective, but research
suggests otherwise. One study of the effectiveness of ads showed that "celebrities
play a major role in two-thirds of the 20 most-remembered TV ads." Testimonials
can still be powerful even when they come from the very people who are selling;
however, as a general rule, I would not recommend writing your own testimonials.
Here are three things you can do to collect and use testimonials to increase the
effectiveness of sales calls,
1. Request testimonials.
Even when you have many customers who love your product or service, it can be
hard work to get good quotes from them. The key is to make it easy for customers
to give you useful quotes.
2. Maximize credibility.
To maximize the credibility of the quotes, you should include each person's full
name and title. This may lead you to focus on the customers with the most
impressive titles and affiliations. You definitely want to aim high.
3. Call attention to testimonials.
If your product literature already includes testimonials, call attention to them.
(Hassett 2006)
Appendix 2
Excerpt of ‘Three keys to maximizing the effectiveness of testimonials’
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That is why you should be using testimonials as part of your overall sales strategy.
Here are three important points to consider when using testimonials. Narrow your
scope
Before you collect or use testimonials, it is helpful to clarify what purpose you want
them to serve. If you are encountering prospects with a lot of trepidation about cost
overruns, for example, you will want to solicit testimonials from customers who
can talk about how you got their projects completed under budget. If your company
is young and less established than your competitors, seek out testimonials from
customers who will laud your expertise and knowledge ability.
Keep it credible
When a customer gives you a testimonial, make sure that you have as much
identifying information as possible. "Joe Smith. Acme Corp." seems fine on the
surface, but it's nowhere near as powerful as "Joe Smith, IT Director, Acme Corp.,
25-year industry veteran, customer since 1998." Details help your prospects
measure their own expectations against what your existing customers are saying.
Don't be shy
Use testimonials often and consistently. Consider using a testimonial as the first
page of every proposal you send out, or lead your presentations with a strong
statement from a customer. Another possibility: Use a quote from a satisfied
customer as your e-mail signature line. Just remember to change the quote
frequently.
(Kerr 2009)
Appendix 3
Porsche Design ‘The Essence’
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(Source Porsche Design 2010)
Appendix 4
Excerpts of celebrity testimonials
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Tiger Woods
Another winning campaign, Accenture’s "We Know What It Takes to Be a Tiger,"
used the celebrity endorsement technique. In this case, Accenture's alignment with
Tiger Woods is excellent marketing in that the company uses Woods to show that it
is not only like Woods in the consulting industry, it knows how to make other
companies perform like the world's greatest golfer (not on the course, but in their
markets) with this campaign, Accenture was recognized for online campaign and
integrated campaign.
Even if the execution of this marketing campaign was akin to that of a weekend
hacker, it still would have worked. That's because Accenture understands its
audience of business executives and how to use Tiger Woods to speak to that
audience. The world's greatest golfer is presented as a hard-working paragon of
excellence, and he defines the aspirations of both Accenture and its potential
customers. That said, the execution of this campaign, whether on TV, in print,
outdoor or online is uniformly flawless. The TV spots have a touch of humor; the
photography in the print and outdoor executions is excellent; and the online banners
have intriguing rich media action of Tiger dropping putts. The campaign also does
the basic blocking and tackling (chipping and putting?) by driving potential
customers to a Web site for Accenture research. And by the way, the hidden part of
this campaign, which actually may be the most important, is that top Accenture
customers can get face time with Tiger.
Online Campaign
These online banners ads featuring Tiger Woods (even though they don't show the
limp he overcame to win the US Open this year) are cool, no other way to put it.
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These ads continue the same basic message that Accenture has communicated in its
'We Know What It Takes to Be a Tiger" campaign: The consulting firm knows how
to deliver "high performance" for its clients. One of these rich media banners
depicts Woods standing over the golf ball and ready to swing as copy is
superimposed: "Thinking inside the box: 20%." Then Woods swings and the ball
rockets toward the viewer and appears to shatter the computer screen into tiny
pieces. Then new superimposed copy appears: "Breaking out of the box 80%."
Then the screen goes red and new copy appears as Accenture asks viewers to
download research the company has compiled: "Click here to see insight from our
research and experience, including our study of over 500 high performers."
Accenture and Woods are a perfect fit. The consulting firm uses the golfer better
than Buick and even better than Nike
(Source: Callahan 2008)
Appendix 5
Excerpt of Creative Strategy within the Presentation elaborated by the ‘ATH2
Agency’
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(Source: ECBM presented by the ‘ATH2 Agency’)
Appendix 6
Five Components in the TEARS Model of Endorsers Attributes
T = Trustworthiness the property of being perceived as believable,
dependable – as someone who can be trusted
E = Expertise the characteristics of having special skills,
knowledge, or abilities with respect to the endorsed brand
A = Physical attractiveness the trait of being regarded as pleasant to look at in
terms of a particular group’s concept of attractiveness
R = Respect the quality of being admired or even esteemed due
to one’s personal qualities and accomplishments
S = Similarity the extent to which a endorser matches an audience
in terms of characteristics pertinent to the endorsement relationship (age,
gender, ethnicity, etc.)
(Source: Shimp 2007)
Appendix 7
The importance of various endorser-related factors on consumer’s opinion of product
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Endorser-related factors % of respondents rating factor
Doesn’t use drugs 66
Is good role model for kids 64
Has never been arrested 54
Has a good family life 51
Actually uses product in real life 49
Is/was very successful in his/her sport 36
Plays/played sport I followed 30
Plays/played for one of my favourite teams 30
Is religious 27
Has been playing or played the sport for a long time 25
Is someone I would like to be 21
Was born in America 12
Is hottest new star in his/her sport 14
Is good looking/stylish 13
Is same gender as me 8
Came to America from another country 3
(Source: Adapted from Shimp 2007)
Remark: Yellow marked attributes indicate characteristics important for
testimonials in association with ‘The Essence’. Those attributes were identified and
derived from the practical approach elaborated by the ‘ATH2 Agency’
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