M ANAGERIAL I MPLICATIONS

7.2.1 Model Selection

The results of this research have shown that viewers’ attitudes and purchase intentions are significantly affected by the model type chosen. In keeping with the traditional approach to advertising, it was found that more attractive models fare better than ones deemed less attractive, regardless of whether or not they are idealized. Therefore it appears that the concept of ‘what is beautiful is good’ (Dion, Berscheid and Walter, 1972) applies especially to cases of using ‘real women’. Evidently, respondents do not dislike the idea of using non-idealized models, however they prefer those models still be aspirational – even if only attainably so. This should be kept in mind by marketing managers if they choose to utilize non-idealized models in their campaigns.

7.2.2 Framing

This study has shown that priming can have a significant effect on the A_Ad, but it is unclear whether the extent to which a model, or the campaign she features in, is positively primed by the media will have an effect on how strong the change in attitude is. However, bearing in

mind the success of the previous campaigns, such as Dove’s ‘Campaign for Real Beauty’

(Datamonitor, 2005), and the fact that there was evidence to support the hypothesis that priming can have a positive effect on AAd, it would be prudent for managers seeking to create positive attitudes to ensure that their campaign will generate a lot of positive media attention as this will translate into more positive attitudes.

Furthermore, it is important to bear in mind that though there was a significant positive impact of priming on AAd, this did not carry forward in the case of ABrand. If the strength of the change in AAd and ABrand is related to the amount of positive media generated and thus the extent of framing consumers are exposed to, this will not be a key concern for managers.

However, if framing effects only have a positive effect on AAd and not on ABrand, then it may not be wise for managers to invest their time, capital and efforts in to developing a campaign that utilizes non-idealized models as ultimately ABrand is a more significant metric that managers should aim to improve as compared to A_Ad.

7.2.3 Viewer Opinions

The findings about viewer opinions also can provide managers with potential guidelines about if and how to use non-idealized models. The key finding is that, above all, the model used must be deemed likeable. This implies that there is the potential for a wider range of women to be featured in advertising as a broader range of women may be thought of as likeable by consumers than the set of women who might be judged as attractive.

However, attractiveness does still play a role in shaping positive consumer behaviour and as such should not be dismissed as a positive attribute to search for in models that may be used in campaigns. That consumers do not necessarily care to see models that look particularly similar to themselves shows that advertising should still have an element of aspiration attached to it. This is supported by the predictive capabilities of ‘inspiration’ however managers should explore what inspires their target market in particular, as this construct does not seem to be completely linked to that of aspiration.

Again, one of the most interesting findings was that suitability and typicality had markedly different predictive capabilities. Marketing managers should therefore not select models that they feel are simply typical, but should be those that consumers feel are suitable. What is considered suitable may vary greatly between brands, but as noted when referring to model

likeability, a much wider range of models might fall in to the set of models that consumers can think of as ‘suitable’ as compared to those that could be categorized as ‘typical’.

On the whole, our findings show that marketers can afford to be somewhat more adventurous when choosing models for campaigns than they have been historically, however advertisements should still maintain an element of aspiration in order to appeal to consumers.

7.2.4 Campaigns Across Borders

Marketing managers operating in culturally diverse international markets should be aware of theories such as that purported by Hofstede who proposes that not all markets are created equal. This insight is echoed in the findings of this master thesis, where different cultural backgrounds, and even different demographic groupings within these cultures, may require different marketing messages to accurately and efficiently produce the outcomes in terms of A_Ad, A_Brand and PI_Brand that marketers seek to obtain. Taking into account variations in target audiences and tailoring marketing messages when entering new markets are only the tip of the iceberg that marketing managers must be aware of when creating mass media messages to promote their products or services.

The insights provided in the findings of this study present, as previously mentioned, both continuing challenges and opportunities for marketers to evaluate their messages with a variety of lenses, and see how various groups would potentially respond to these messages, and in turn, tailor them appropriately to achieve optimal results. By reviewing cultural dimensions put forth by Hofstede, as an example, marketers can gain a slight insight into general preferences and adapt their marketing message to fit the needs and values of each culture they advertise to. Albeit the generalities for each culture are not necessarily reflected on an individual basis, they will serve their purpose as a guideline to avoid ‘going in blind’.

It is also important to note that demographics must be taken into consideration, such as age, of the target market in question, as their preferences and values on some dimensions, such as what is considered just edgy enough to be popular, when creating said marketing message.

To appeal to those you are targeting while avoiding offending others may involve walking a fine line in some cultures, and this balancing act must be carefully undertaken in some cultures more so than others. An example of this from this study is the relatively more openness of the ‘westernized’ cultures, such as Canada and the UK to accept an image of a

muscular woman in a feminine advertisement when compared to a less ‘westernized’ culture such as Lebanon.