This advertisement, pulled out from Malaysia Tatler magazine May 2017 has been selected because it is an excellent illustration of how marketers used various marketing theories from Integrated Marketing Communication (IMC). Advertisements by organisations as explained by Ighalo (2014), are done in order to increase the sales of their products and services. The types and degree of advertising depends on the type and number of consumers, unit price, rate of purchases, products values and attributes and many more. In the context of a luxury wristwatch, the consumers are considered to be a niche market. Generally, advertisements in magazines can be either differentiated or undifferentiated. Malaysia Tatler is not just purely a watch magazine, but it covers the lives of the noble society, which means this advertisement would be classified under differentiated marketing.
At first glance, it can be seen that the image is an advertisement about a brand - Patek Philippe. A brand that has been a heritage player in the Swiss watch industry known for its fine workmanship, high quality materials, hand finishing and precision in watchmaking. However, the advertisement says more than just that. It portrays a grayscale image of what can be seen as a father and son having fun on a boat ride.
Since the segmentation has been established, we can infer that the father and son are backed by an enormous amount of wealth. Clearly it can be seen that the advertisement has separated its market into various segments. By demographics, it is determined by income and social status whereas by psychographics, it is by interest of owning a luxury watch and finding fulfillment, which falls under self actualisation in the Maslow's Hierarchy of Needs (Kaur, 2013).
For a luxury brand, heart and soul is a necessity and something that stems from a strong heritage (Jackson & Haid, 2002). A study by Morley & McMahon (2011) stated that a luxury brand therefore needs history, either a real or an acquired one as it gives the brand authenticity, a perceived heritage and an identity. This study is further supported by Williams & Atwal (2013) saying that any brand must tell a story.
The headline reads, “You never actually own a Patek Philippe. You merely look after it for the next generation.” clearly states the brand's intention to be positioned by price-quality. The brand maintains its quality of watches as such in order that their customers are willing to pay that price for a watch. Not only that, the watch is meant to be given to the generation that follows which indicates that it is a long-lasting watch. Decorative and often very expensive, the watch is treated like a fine piece of jewellery and even passed down as a family heirloom (Barrett, 2000).
This statement also relates to the inherent drama induced into the reader's mind that if you do not wear a Patek Philippe, you are not as successful as the father in the image. At this point the reader would look back and forth at the image of the watch and the father and son. What gets communicated here is the emotional value of something worthy, which has been inherited from parents and at the same time enhances your social status through the connotation of prestige attached to it (Zamorano-Mansilla et al., 2015).
In 1970, Maslow proposed a model of a hierarchy of needs that explains various categories of needs and motivation (Mathes, 1981). In today's world, the modern business person depends on their timepiece in order to keep track of time or to catch an important meeting. Apart from that, they also serve as a fashion statement and status symbols. In the case of getting a luxury timepiece, it often focuses on the motivations of luxury consumption. Perceptual reveals that there are two types of motivations, which are for hedonism and exhibitionist. The former is a personal approach in the sense that; I deserve a Patek Philippe because of its high quality and prestige. However, the latter is an unconscious motive; I wear a Patek Philippe because I need to be able to validate myself with others of a similar status.
Lastly, it can be seen that this advertisement has an element of emotional and rational appeals. On the bottom left side, is where the reader would find the emotional appeals are employed when the purchase decision is mainly based on affect whereas on the bottom right side the rational appeals are stated where it offer the information consisting of objective statements that can be verified by the consumers independently, thus making the advertisement credible (Johar & Sirgy, 1991).
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