| dc.description.abstract | Oral care market in Vietnam aggressively changes every day, which offers companies tremendous opportunities as well as arises considerable challenges. To survive and develop sustainably in this market, business firm must find a way to attract consumers to buy their products. Colgate-Pamolive is not an exception.
Advertising has become one of the most important activities in the modern competitive environment. Mass media has always been a useful way for marketers to motivate consumers paying attention to their products. However, nowadays, people live in a culture bombarded with promotional messages. The competition to get people’s attention is fierce. A suitable advertising strategy can help any brand win this competition. Silvera and Austad (2004) found that when consumers inferred that an endorser genuinely recommended the product they endorsed, attitudes toward the product were more favourable. However, using expertise endorser in TVC can sometimes cause negative effects. Therefore, measuring the influence of expert endorsement in advertising is a must in any advertising campaign.
The model of attitude formation of Eagly and Chaiken (1993), the Tri- component attitude model, is applied in order to explore the influence of expertise endorser in TVC on consumer’s attitude toward Colgate toothpaste.
By applying the triangulation approach which allows to combine both quantitative and qualitative method, the data are collected through surveys and in- depth interviews. The findings of the research the presence of the dentist in Colgate TVC cannot impact on consumers’ cognitive component. Therefore, it is difficult for the TVC to have an impact on affective component as well as conative. Thus, it can
be said that using expertise endorser in Colgate TVC using is ineffective. Therefore, the researcher proposes many suggestions that can enhance consumer attitude towards the TVC. For example, to make it more effective, they expect Colgate will combine
different mood such as humorous, touching into the TVC using expertise endorser, etc
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Although there still exists some limitations, the study proposes many
applicable recommendations elevate Colgate’s marketing campaign. | en_US |
