Ch. 17 Advertising & Public Relations

The Effects of Advertising

 

Advertising affects consumers by informing them with information about products and services that influence consumer behavior, attitudes, and their purchasing ability. A form of advertising being used by Pantene Pro-V to influence consumers is called product advertising. Since Pantene Pro-V is currently in the growth phase of its life cycle, the goal of its competitive advertising is to influence demand against other products entering the market. Pantene Pro-V focuses on building consumer recall of the brand name, and creating a favorable attitude toward their products. Their advertising strategy is also organized around "creating beautiful hair that shines", and appeals to the health and admiration of consumers. Executing their "message", of making beautiful hair, is how the company grabs the attention of consumers long enough to influence their behavior, attitude, and purchase ability. The company is then able to use mediums like television and magazines, to execute this message. Using an image/mood execution style and a demonstration is very persuasive and informative of how effective their product is. However, on television, the product can be easier to promote through endorsement, using a form of testimonial from a spokesperson to hold a greater sense of value to consumer interest.

 

Spokesman/Image Execution Style

Shay Mitchell is an actress that has became a Pantene Pro-V spokesperson for one of Pantene Pro-V's new product collections. Mitchell is appearing in a new print advertising campaign, donning three youthful looks. She will be modeling side braids, full-body volume, and beautiful shine. As a role model, Mitchell will influence young women by representing the Pantene Pro-V brand, while reaching her younger fans. This incorporates a couple of the common execution styles for advertising, such as the spokesperson/testimonial and image/mood styles, in an effort to make reaching young women with product information more effective.

Advertising Appeals

Pantene Pro-V focuses their advertising strategy around “creating beautiful hair that shines”, while using specific executional styles of advertising their message such as admiration, health, and environmental consciousness. The admiration approach comes from a group of common advertising appeals. One example of how Pantene Pro-V uses the admiration approach was when they had their integrated marketing campaign on the Doctor OZ show, with Oprah Winfrey. The press release was made to notify the public on the “Go Red” campaign, creating environmental consciousness in women’s health. For every red bottle sold, $1 is donated to support women’s heart health. By Proctor & Gamble’s using such an iconic figure to promote their campaign, shows effective media decision-making. This is considered a popular and effective style of advertising.

Media Advertising

Pantene Pro V spent over 400K advertising for this campaign. The company used mediums like television, magazines, and outdoor media to execute this message. Since, Pantene is very good at avoiding advertising clutter and have effective media planning strategies through all their advertisements and promotions they were able to succeed once again in sales grossing over $2 million dollars in this campaign.