The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement / Thaïs MARTIN-FERMAUD / 2021

Titre : The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement : A comparison between “La Petit Robe Noire” campaign by Guerlain and “Coco Mademoiselle” by Chanel Type de document : Mémoire Auteurs : Thaïs MARTIN-FERMAUD, Auteur Année de publication : 2021 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COSMETIQUE ET PARFUMERIE SECTEUR ; PUBLICITE GRAND PUBLIC Entreprise GUERLAIN ; CHANEL Résumé : Perfume brands are one of the most important provider in terms of advertising especially on TV. Leaning on the luxury dimension, these advertising spot tend to be similar and all belonging to the same class. Some exception can be found in this area, it’s the case for the “La Petite Robe Noire” campaign by Guerlain whom motion design is made with illustrations. This paper aims to evaluate the efficiency of such illustrations on advertisement appeal and consumer attention compared to the traditional celebrity endorsement found in many perfume commercials. To answer this problematic a quantitative study was led. Therefore, this paper tend to answer the question of if illustrations have an added-value for the consumer and so the brands. This study used 2 commercials to compare the effect of illustrations on consumer in the perfume sector. The first one was obviously “La Petite Robe Noire” campaign and the second one “Coco Mademoiselle” by Chanel. The 2 commercials were showed to the respondents and were asked about the advertisement appeal towards the videos, their attention, their preferences… The statistical analysis showed that there is a relationship between the use of illustrations and the consumer attention. Also, it appears that the use of illustration tend to influence more purchase intention than the use of celebrity endorsement in the perfume category. This results leads to the conclusion that brands should be more original and use less celebrities or humans to focus more on motion design and illustrations to have a better communication campaign and efficiency. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539248