Stimulus Generators in Loreals Advertisement - Essay Example

?INTRODUCTION Primary objective of businesses is to strengthen its financial or more simple to would be to earn profits. Profit generation require businesses to strengthen and enhance its customer base by increasing number of customers associated with its products (or brand) while maintaining focus to retain existing ones. Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour. Consumer behaviour, hence, entails understanding different attitude and behaviour of the consumers along with exploring factors having impact on these attitude and behaviours (Peter and Olson, 2008). For the purpose, various theories and models have been derived to somewhat provide generalised guideline impact of these factors on consumer buying behaviour (Hawkins & Mothersbaugh, 2009). Businesses to influence the buying behaviour uses various tactics such as advertising, promotions and other market tactics that increases probabilities of consumer purchasing company’s product. Designing and devising these tactics are guided by the understanding of factors that are capable of influencing of consumer attitude and behaviour and direct purchase decision (Neal, Quester, & Hawkins, 2004). To develop insight about aforesaid mentioned factors, this paper develops research to explore activities an organisation undertakes in relation with different consumer behaviour models and theories. Organisation’s undertakes many activities to direct consumer behaviour. For instance, marketing mix used to generate favourable response include product, brand, advertisement, packaging, point of purchase display etc in an integrated manner (East, Wright, and Vanhuele, 2008). Since these entire stimulus generators carry complete information and extensive detail in itself, the scope of this research has been limited to case study based analysis of advertisement campaign of L’Oreal’s product ‘Elvive’. L’Oreal has been in operations since years with recognition of being global cosmetic provider. L’Oreal’s target market in general has been female and while specifying its market comprising of females with urge to look good and beautiful; an ultimate desire of every woman. For the purpose, L’Oreal has several product offerings within various ranges; however, every product campaign from all mediums communicates the same message. This research in order to analyse abovementioned advertisement has picked print advertisements, storyboards and/ or screenshots of the television advertisements to investigate if message from these medium are on same page as referred by different consumer behaviour models and theories to target consumer behaviour. STIMULUS GENERATORS IN L’OREAL’S ADVERTISMENT L’OREAL’s advertisement campaigns are mainly formed of the similar technique to develop customer attention. This technique is also the most common form of advertisement and has following components: 1. Celebrity endorsement 2. Beauty appeal 3. Benefit communication 4. Scientific support to claimed benefits 5. Iconography 1- CELEBRITY ENDORSEMENT Message conveyed by celebrity usually has greater appeal; claim based on general perception and observation. Product endorsed by more popular or liked personality is able to gain more rating on the evaluation phase. In evaluation phase consumer analyses and rates the quality and benefits of the product. This phase is known as surrogate indicator (Neal, Quester, & Hawkins, 2004). L’Oreal has been using celebrating endorsement in its advertisement campaigns to fetch higher rating and hence, influence the purchase decision. 2- BEAUTY APPEAL Beauty appeal has been well accepted to be one of the basic features of the product capable to attract women. L’Oreal targetting women has been using this appeal in almost its every adverstisemnet. Hence, L’Oreal advertisements to cater the social need strongly develops perception that women using that particular product will be able to look as beautiful as the celebrity; thereby, attracting and retaining customers. 3- BENEFIT COMMUNICATION Advertisement that are successful in fetching the target market attention is mainly required to convey important information related to the product as well as its usefulness for the customer. Being in the cosmetic industry that has more sensitivity towards beauty and impact of the product, L’Oreal has been considerate in using this as main element of advertisement and developing positve image of the prodcut as being beneficial. Hence, advertisments of L’Oreal has been well addressing the need of behavioral segmentation. 4- SCIENTIFIC SUPPORT TO CLAIMED BENEFITS L’Oreal also gives scientific support to the benefits its product claim to offer. It is an important factor as it plays dominant role by addressing any prevailing doubt in customer’s mind. Communicating important information related to the product attends the affective component of consumer’s overall behaviour as well as attitude while supporting this scientific information endorsing the claim addresses cognitive component; hence, asserting change in the customer belief regarding the product. 5- ICONOGRAPHY L’Oreal advertisments provide complete package as it addresses all the above basic needs of an advertisement. However, to increase the recongnisability of the product, most of the add concludes with directly addressing the customer with catchy phrase of “because you are worth it’. Hence, using iconography technique L’Oreal assure consumer attention retained with U attitude. CASE STUDY: L’OREAL’S ADVERTISEMENT CAMPAIGN FOR “ELVIVE” (2010) Elvive is a complete hair care product from L”Oreal. Continuing with the trend address the elements discused above, advertisments for Elvive also followed. Advertisment of Elvive had following campaign: 1. Celebrity endorsement: Cheryl Cole, celebrity endorsed Elvive in TVC and print mediums advertisements directing consumers’ decision of buying hair care products. 2. Creating beauty appeal: Beautiful appeal has been generated with beautiful hair presentation of Cheryl Cole satisfying emotional appeal to look beautiful. 3. Communicating benefit: Advertisements have been promising healthy, stronger, shiner, and full of life hair; hence, meeting behavioural segmentation while developing the positive image of the product. 4. Supporting benefit with a scientific claim: The adverts states that Elvive contains pro-keratine that has the capacity to solve hair problems pertaining to weak hair, limp hair, lifeless hair, dull hair, and straw like hair. Therefore, providing scientific support to its claim of providing beautiful hair. 5. Iconography: Adverts also carry the final appeal by addressing customers directly and stating “u worth it” Hence, the marketing department of L’Oreal has been very considerate in devising its TVC and print adverts of Elvive. Complete package of advertisement indicates that it has been arrived after being evaluated through different consumer behaviour theories and models. It encompasses analysis of consumer segment, their expected response and factors to enforce required purchase or buying behaviour of the target consumers. TVC of the Elvive communicates the idea with all the above tactics integrated. Given below is the story board of the L’Oreal’s Elvive TVC: (Figure 1: L’Oreal Elvive TV Advert, Creative Club) (Figure 2: L’Oreal Elvive second TV Advert, Creative Club) (Figure 3: L’Oreal Elvive third TV Advert, Creative Club) Similar to TVC, print advertisements of the L’Oreal Elvive has also been on same page to communicate the idea of best hair care product. (Figure 4: L’Oreal Elvive Print Advert, Creative Club) (Figure 5: L’Oreal Elvive second Print Advert, Creative Club) (Figure 6: L’Oreal Elvive third Print Advert, Creative Club) ATTITUDE TOWARDS THE AD OR MARKETING ACTIVITY MODEL: Prior to developing an analysis of any advertisement it is important to build up understanding of attitude towards the Ad model. Tsang, Ho, & Liang (2004) discusses that exposure to an advertisement has an important impact of consumer. Tsang, Ho, & Liang (2004) further refers that an advertisement exposure results in creation of cognitive and affective attitudes of feelings resultantly contributes to the beliefs and attitude building process. These feeling, attitudes and beliefs also develops image about the whole brand in general along with particular advertisement in specific (Schiffman and Kanuk, 2010). (Edell & Burke, 1987) CONSUMER BEHAVIOUR THEORIES BASED ANALYSIS OF L’OREAL’S ELVIVE ADVERTISEMENT AND MARKETING CAMPAIGN Analysis of Elvive’s Advertisement campaign with respect to the consumer behaviour theories and models has been given below: 1- Decision Making Process: Most of the marketing theories and models develop applicability based on understanding of the decision making process and so similar goes for consumer behaviour theories and models (Blackwell, Miniard, and Engel, 2006). Marketers upon understanding these phases develop advertisements and other marketing activities in order to influence the decision making process. Entire decision making process constitutes of five phases (Hawkins & Mothersbaugh, 2009); that are: 1. Problem recognition. 2. Information search 3. Evaluation and selection 4. Store choice and purchase 5. Post purchase processes Steps of decision makling process are within certain environment as well as within certain framework that incfluences each phase. Factors that impact the consumer decision behavior can be categorised into followingh three factors: 1. Personal characteristics 2. Product characteristics 3. Situation characteristics (Neal, Quester, & Hawkins, 2004) Along with factors identified above, it is also important to mention that decision making process is also directly influenced by the consumers’ attitude towards brands and products. In respect to the decision making process in case of L’Oreal, marketer has very explicitly addressed these phases with clearly stating the product being solution to five different hair problems. Hence, it has attempted to increase its customer base for Elvive specifically with product helping customer to identify their problems. Moreover, this also impacted decision making process positively as once the product has helped in identifying the problem it will resultantly be the first to be looked upon for information search. For better understanding of fact that attitudes towards products affect decision making process, it requires developing an understanding of facts regarding the development of attitudes and factors causes change in these attitudes: Consumer Attitudes and Processes by which these Attitudes are Learned, Stored, and Retrieved: Past experiences or knowledge about certain product give rise to development of perception about the product in consumers’ mind which directs its further adoption or rejection of the product. The set of these preferences and beliefs about the product are collectively called consumer attitude. Neal, Quester, & Hawkins (2004) described following three dimensions of these attitudes: 1. Cognitive 2. Affective 3. Behavioural Exploring the advertisement of Elvive, L’Oreal has made use of all these dimensions in reshape the overall attitude of the consumers directly. Affective or feeling constituent of the consumer attitude has been directly influenced by integrating beauty and emotional appeal within adverts. The advertisement has also addressed to satisfy the desire or need of women to look beautiful with beautiful hairs. To change or reshape the beliefs of the target consumers that is developed and shaped by cognitive or thinking component, the advertisement has used scientific claim to endorse its offered benefits. Finally, the claims of Elvive have been supported with endorsement from celebrity that increases the credibility of the product and encourages consumer to initiate purchasing and using Elvive. Other factors that plays role in developing and shaping the consumer attitudes directly are discussed below: Attention Amount of mental activity that consumer allocates to a particular message or product is defined as attention. There are large numbers of factors that influences consumers’ attention towards any product calling for attention (Neal, Quester, & Hawkins, 2004). For instance, higher the level of relevance of the product as well as its message to the customer greater will be its ability to capture attention. Moreover, attractiveness and repetition frequency etc all plays due role in capturing the attention. Elvive adds has using celebrity call to customer, most captive colour as well as product being solution to five major hair problems have been implied to capture attention. Perception Perception refers to the meaning that consumer and customer develop from various components of the product mix as well as messages pertaining to it. Perception development is dependent many factors such as overall consumer personality, the cultural values, social values and perceptual sets etc (Aggarwal, 2004).The perception that has been tried to develop in adverts of Elvive is increasing sense of belongingness and beauty. Learning and Memory Increasing learning and recall of the brand in consumer mind is very important in order to develop and direct the behaviour and attitude (Neal, Quester, & Hawkins, 2004). Various techniques are employed as a part of adverts as well as product to catch the customer attention in a way that retains product in customers mind. For instance, catchy lines, point of purchase displays, display on centre of attractions place, striking visual imagery etc. L’Oreal in all and specifically for Elvive has incorporated the catchy tag line of ‘because you are worth it’ along with extensive displays to maintain and enhance the recall of its product. (Figure: 7 POPAI 2010) Hierarchy of Effects Model: Hierarchy of effects model states that to influence consumers’ overall attitude and learning process it is necessary to provide customer with necessary awareness about the product. Once this awareness is built, it itself directs customer to learning phase. Learning about the product develops attitude and generates stimuli for trial; hence, leading to acceptance or rejection of the product based on experience from trial (Edell & Burke, 1987). This model is also applicable on the promotional campaign of Elvive. L’Oreal has attempted to increase the brand awareness of the product with combination of TVC, print and point of display adds etc; hence, generating stimuli for the trial. Attitude Models and Theories Various models and theories have been presented that attempt to explain the process of attitude development and ways to change it. Nelson & Paek (2007) discussed four famous theories that are provided below: 1. Cognitive Dissonance Theory 2. Theory of Reasoned Action 3. Heuristic – systematic model 4. Multi – Attribute Theory COGNITIVE DISSONANCE THEORY The cognitive dissonance theory encourages customer to adopt certain product by targeting the negative scenarios associated with consumer’s life. Moreover, with such implication, theory refers to suggesting the solution for highlighted issue. For instance, Elvive adverts employed the cognitive dissonance theory by targeting the issues related to hair and associated stress of bad hair and thereby encouraging development of behaviour to try the product. THEORY OF REASONED ACTIONS The theory of reasoned action as the name implies provide reason to develop certain behaviour. These reasons are based on attitudes and normative beliefs of the consumers. Moreover, according to this model, there are various factors that influence the consumer behaviour and these factors along with the normative and subjective beliefs influences directly and develops customers’ final decision. (Southey, 2011) This model also has applicability on the Elvive’s advertisement campaign. Campaign provides changed belief affecting normative and subjective beliefs while providing them reason to accept the fact of product being useful. Communication of the idea, supporting it with scientific claim as well as celebrity endorsement all are giving customer reasons to develop the behaviour desired by Elvive. Moreover, building of the positive attitude with beauty and emotional appeal, while changing the normative factor with statement ‘86 percent agree’ finally providing the reason of social appeal of looking beautiful with beautiful hair all provides motivation to comply with idea presented in the advertisement. Thereby, developing behaviour of going for product and hence idea is in accordance with model. HEURISTIC – SYSTEMATIC MODEL H-S model refers to using persuasive and convincing messages for the development and changing of certain behaviour. H-S model further states, as the name suggests, that the process occurs in a systematic or heuristic way. Further, consumers’ makes use of decision making rules from simple message communication. The concept of H-S model happens to be in contradiction to the above discussed theory of reasoned action. This contradiction lies in fact that H-S model asserts that it is possible to develop and change consumer attitudes through a systematic process and customers are less prone to give attention to the information provision. Elvive’s advertisement, L’Oreal has endorsed the message with celebrity on one hand while has also used non-verbal message by showing the beautiful hair that enhances the attractiveness of advertisement and keeps intact customer attention. All these together increase the message persuasiveness and leads to the development of desired positive behaviour. MULTI – ATTRIBUTE THEORY This theory as the name suggests refer that consumers make selection decision based on the attributes of the available alternatives as well as various evaluation criteria’s. Hence, marketer attempts to develop positive image regarding the product attribute that in return has positive impact on beliefs, perceptions, and knowledge of the target consumers. These attributes are enhanced using various strategies. For instance, in the case study advertisement of the Elvive, L’Oreal has employed capture strategy; strategy that is employed in case when target market are well aware of the brand name while product being marketed is related with the limited decision making category. CONCLUSION Understanding consumer behaviour is of crucial importance in order to develop plan (product, advertisement etc) that is capable to capturing due attention from the target market. Moreover, it is also important for marketer to have well established insight about the consumer attitudes along with the process of formulating and changing them. Hence, for marketer to be successful in marketing their product must have knowledge related consumer attitudes, the components of attitudes, and the factors which directly influence the process of attitude formulation. Specific to case study discussed in this research, it would be enough to state that understanding of such factors can lead brands to remain successful in developing the desired consumer behaviour and hence generating sales and meeting the profitability objective of business. Well developed insight about these factors has led L’Oreal to develop its product and brand name successful. Attracting the target customers in a way that catches and retain their attention has been in accordance with models and theories of consumer behaviour as explored from above analysis. Hence, L’Oreal has successfully understood its customers and consequently application of techniques result in customer responding L’Oreal products in desired way. List of References Aggarwal, P. (2004). ‘The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior’, Journal of Consumer Research, vol. 21, no. 1, pp. 87-101. Blackwell, R., Miniard, P., and Engel, J. (2006). Consumer Behaviour 10th Edition. 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