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Advisor(s)
Abstract(s)
O setor da perfumaria tem vindo a florescer e, perante uma vasta oferta de perfumes,
os consumidores são submetidos a um processo de escolha complexo. Para se darem a
conhecer e numa tentativa de se imporem no mercado, as marcas de luxo recorrem à
publicidade, seja através de imprensa, mupis/outdoors ou anúncios televisivos.
As diferentes indústrias (chocolates, brinquedos, entre outras) apostam muito na
época natalícia para comunicar com o seu público. É também nesta altura que a indústria
de alta-costura mais promove um dos seus principais produtos: os perfumes.
O principal recurso utilizado pela indústria dos perfumes para captar a atenção dos
potenciais consumidores é a estratégia de storytelling, presente nos seus anúncios de
vídeo que, ao contarem uma história, permite que os consumidores possam sonhar. Mas
será que esta estratégia de marketing é realmente eficaz? Ou será que os consumidores se
focam nos diferentes elementos da história (celebridades, cenário, adereços) ao invés do
objetivo principal, nome da marca e do produto publicitado?
Através deste estudo qualitativo foi possível concluir que apesar de os anúncios em
vídeo chamarem mais a atenção do que os cartazes publicitários, eles não cumprem a sua
suposta função, de ajudar na memorização das marcas e produtos. No entanto, alguns
elementos como a utilização de slogans, de um fio condutor e de pequenas referências ao
perfume ao longo da narrativa poderão contribuir para este processo.
The perfume market has been growing rapidly. Such an ample perfume choice means that consumers face a complex choice process. To make themselves known, and in an attempt to gain a foothold in the market, luxury brands use advertising, whether in newspapers and magazines, on MUPIs, outdoors and billboards, or TV ads and commercials. Christmas is THE season for different industries (such as chocolatiers and toymakers, among others) to communicate with their audience. It's also at Christmas that the high fashion industry (aka haute couture) strongly promotes one of their main products - perfumes. The main resource used by the perfume industry to attract potential consumers is storytelling, a marketing tool often used in video ads and commercials which builds a narrative to allow consumers to dream. Is this marketing strategy truly effective though? Or do consumers focus on the separate story components (celebrities, setting, props) rather than on the main goal, the brand name and the advertised product? This qualitative study concluded that although video advertising is more effective in capturing the prospective customers' attention than outdoor advertising, it doesn't really meet the brief in helping with memorisation of brands and products. However, some of its elements, such as slogans, a story thread and brief references to the perfume throughout the narrative, may help to achieve this goal.
The perfume market has been growing rapidly. Such an ample perfume choice means that consumers face a complex choice process. To make themselves known, and in an attempt to gain a foothold in the market, luxury brands use advertising, whether in newspapers and magazines, on MUPIs, outdoors and billboards, or TV ads and commercials. Christmas is THE season for different industries (such as chocolatiers and toymakers, among others) to communicate with their audience. It's also at Christmas that the high fashion industry (aka haute couture) strongly promotes one of their main products - perfumes. The main resource used by the perfume industry to attract potential consumers is storytelling, a marketing tool often used in video ads and commercials which builds a narrative to allow consumers to dream. Is this marketing strategy truly effective though? Or do consumers focus on the separate story components (celebrities, setting, props) rather than on the main goal, the brand name and the advertised product? This qualitative study concluded that although video advertising is more effective in capturing the prospective customers' attention than outdoor advertising, it doesn't really meet the brief in helping with memorisation of brands and products. However, some of its elements, such as slogans, a story thread and brief references to the perfume throughout the narrative, may help to achieve this goal.
Description
Keywords
Cartazes Publicitários Endorser Marcas de Luxo Perfumes Publicidade Storytelling