The advertising is currently present everywhere in our society where the information and the communication are dominant. Indeed, the studies demonstrate that we receive on average three thousand advertisements a day intended to influence us, what illustrates perfectly the omnipresence of the cultural and social mediation as economical in our everyday life. So, numerous researchers in the world were interested and still wonder about the effects that advertising can have on the individuals and noticed at the end of their studies that advertising has an influence in several domains among which: psychology, sociology, politics, anthropology... (Brierley, S. 2002). This capacity of advertising to manipulate the individual without that this one realizes, results from the acquisition of certain remarkable techniques. The example of television, which is the media most used to advertise, constitutes a great illustration (Peter, J. Paul. Et al 2005). So, from the reception to the influence of advertising is a very wide process which deserves to be studied doubtless by leaning on various theories and studies made by numerous researchers in the domains of the psycho sociology and the sociocultural anthropology to clarify better this ambiguous phenomenon.
Indeed, we notice that more and more men take care of them and adopt traditionally feminine attitudes, as show of it the "metrosexuals" for whom the perfume is an essential element of their everyday life. An aspect which also consolidated the relation between perfume and marketing was the wealth and the variety of the advertising analysis of men perfumes, which we see everywhere (magazine, television, cinema, bus shelter) nowadays. This type of advertising is particularly interesting because mostly based on the denotation rather than the connotation. This "poetic" characteristic seemed interesting to analyze (Durgee, F.G 1990) ; Okonkwo, U. 2007). Advertising can have a considerable influence in the choice of the perfume, because it conveys a state of mind, it makes dream. Then, it tempts certain consumers to look like the model that is on the advertising. Finally, it is thanks to advertising that the manufacturer becomes known (Mandel, N. 2006). It should also be kept in mind that perfume is a luxury good and it has not to be considered like a common product.
[...] (1998) “Consumers and their brands: developing relationship theory in consumer research”, J Consum Res 24 (1998), pp. 343–373 Grant R.M. (1998), “Contemporary Strategy Analysis : Concepts, Techniques, Applications” Malden : Blackwell Business. Hallberg, G. (1995) consumers are not created equal : the differential marketing strategy for brand loyalty and profits” New York : John Wiley & Sons, c1995. Hata, K. (2004) “Louis Vuitton Japan : the building of luxury” New York : Assouline, c2004. Jacoby, J and Kyner, DB, (1973). [...]
[...] The perfume industry communicates a lot and spends relatively to make the promotion of its perfumes for men and women because their advertising spending represents of the global turnover (The perfume industry 2006). The male perfume market is two times smaller than the female market. However, in 2007 the male perfume market increased by 7%. Men spend less than women for cosmetics and perfumes. Moreover they are generally less affected by marketing strategies elaborated by brands. Euromonitor forecasts $13 billion in 2012 for the men fragrance market (Montague-Jones, G. [...]
[...] At the end of this study, recommendations will be provided to summarize how perfume advertising influence men decision making process. Chapter 1 Introduction 1. INTRODUCTION The advertising is currently present everywhere in our society where the information and the communication are dominant. Indeed, the studies demonstrate that we receive on average three thousand advertisements a day intended to influence us, what illustrates perfectly the omnipresence of the cultural and social mediation as economical in our everyday life. So, numerous researchers in the world were interested and still wonder about the effects that advertising can have on the individuals and noticed at the end of their studies that advertising has an influence in several domains among which: psychology, sociology, politics, anthropology . [...]
[...] Segment the market to target specific customers. Position and differentiate its product or its service according to the values of chosen customers. Then elaborate a program of marketing and deliver the value promised by means of the mix-marketing by determining how the value will be passed on. Organize the program according to approach of marketing which are the product, price, place and promotion. Building relations is essential in marketing. Insure the satisfaction of the customers by the implementation of control of the customer relationship management. [...]
[...] The better companies understand the process of choice of the consumers as well as its motivations in the purchase, the better they can influence them. That's why the marketing appeals, on one hand, to theoretical disciplines as the social psychology and on the other hand, to empirical methodologies to conduct studies and investigations. Thanks to the literature review and previous research, it helps to analyze and frame through data analysis a research method in order to answer the research question. To conclude, the goal of this research was to demonstrate the influence of advertising on men decision making process. [...]
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