Audi Case Study
2. Why do companies such as Audi use testimonials as part of their marketing strategy, and why did Audi use Justin Timberlake for the A1’s ‘The Next Big Thing’ promotion?
Testimonials are also known as sources, usually involving a person that is highly likeable and believable, who endorses a brand or product. Testimonials, or endorsements, are getting common, and it is not the first time automobile engage celebrities; such as Roger Federer for Mercedes Benz (Mercedes-Benz USA 2014), Jackie Chan for Mitsubushi (Orlove 2014) and many more.
The appropriate celebrity when used aptly can become a powerful branding device. The more obvious benefit for using celebrities is that their popularity can build brand awareness and entice new consumers. Also, their likeability can significantly impact consumers’ emotional responses positively, in terms of enjoyment. Thirdly, source credibility theory mentions that consumers are likely to be persuaded when the source presents itself as credible (Hovland, Janis and Kelley 2001). These behaviors support a research showing consumers who recognized the famous endorser showed greater purchase intent. Next, celebrity endorsements can also help challenge and manipulate preconceived notion of the brand, and help in brand repositioning (Crutchfield 2010).
The match-up theory proposes that qualities of the product must suit the image of the celebrity, in order for it to have a positive impact on consumers (Ang and Dubelaar 2006). Likewise, the celebrity has to possess qualities such as fame, likeability, and most importantly, what they represent among the targeted consumers. Hence, Timberlake was chosen to be Audi’s A1 ambassador. He was GQ Magazine’s Man of the Year for his unique style and popularity (Howard 2013), and is a popular role model with high credibility among the younger audience. Audi can also tap into Timberlake’s huge fan base to gain greater brand awareness and reach out to new potential buyers. Timberlake is also
Testimonials are also known as sources, usually involving a person that is highly likeable and believable, who endorses a brand or product. Testimonials, or endorsements, are getting common, and it is not the first time automobile engage celebrities; such as Roger Federer for Mercedes Benz (Mercedes-Benz USA 2014), Jackie Chan for Mitsubushi (Orlove 2014) and many more.
The appropriate celebrity when used aptly can become a powerful branding device. The more obvious benefit for using celebrities is that their popularity can build brand awareness and entice new consumers. Also, their likeability can significantly impact consumers’ emotional responses positively, in terms of enjoyment. Thirdly, source credibility theory mentions that consumers are likely to be persuaded when the source presents itself as credible (Hovland, Janis and Kelley 2001). These behaviors support a research showing consumers who recognized the famous endorser showed greater purchase intent. Next, celebrity endorsements can also help challenge and manipulate preconceived notion of the brand, and help in brand repositioning (Crutchfield 2010).
The match-up theory proposes that qualities of the product must suit the image of the celebrity, in order for it to have a positive impact on consumers (Ang and Dubelaar 2006). Likewise, the celebrity has to possess qualities such as fame, likeability, and most importantly, what they represent among the targeted consumers. Hence, Timberlake was chosen to be Audi’s A1 ambassador. He was GQ Magazine’s Man of the Year for his unique style and popularity (Howard 2013), and is a popular role model with high credibility among the younger audience. Audi can also tap into Timberlake’s huge fan base to gain greater brand awareness and reach out to new potential buyers. Timberlake is also
References: 1. Ame Awards. 2011. 'AME AWARDS - Advertising Marketing Effectiveness - 2011 Winners '. http://www.ameawards.com/winners/2011/pieces.php?iid=415329&pid=1. 2. Ang, Lawrence, and Chris Dubelaar. 2006. 'Explaining Celebrity Match-Up: Co-Activation Theory Of Dominant Support '. 3. Crutchfield, Dean. 2010. 'Celebrity Endorsements Still Push Product '. Adage.Com. http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023/. 4. Encyclopedia. 2014. 'Barriers To Global Internet Expansion - Limits To Access, Infrastructure, Laws And Regulations, Culture, Reactivity, Fulfillment, Language, Security, IT Adaptations, Conventions '. http://encyclopedia.jrank.org/articles/pages/2035/Barriers-to-Global-Internet-Expansion.html. 5. Hovland, Carl I, Irving L Janis, and Harold H Kelley. 2001. 'Communication And Persuasion; Psychological Studies Of Opinion Change. '. Yale University Press. 6. Howard, Michael. 2013. 'Why Justin Timberlake Says He 's 'Not Cool ' '. ABC News Blogs. http://abcnews.go.com/blogs/entertainment/2013/11/why-justin-timberlake-says-hes-not-cool/. 7. Kelley, Peter. 2013. 'New Book ‘Going Viral’ Explores Nature, Impact Of Internet Virality | UW Today '. Washington.Edu. http://www.washington.edu/news/2013/12/03/new-book-going-viral-explores-nature-impact-of-internet-virality/. 8. Mercedes-Benz USA. 2014. 'Siblings_Events '. http://www.mbusa.com/mercedes/events/tennis. 9. Orlove, Raphael. 2014. 'The Ten Best/Worst Celebrity Car Endorsements '. Jalopnik. http://jalopnik.com/the-ten-best-worst-celebrity-car-endorsements-476930485.