Perception of Premium Brands Advertisements: Case of Automotive Category

Anastasia Kozlova, MMC 151 «Perception of premium brands advertisements: case of automobiles category» The relevance of the study lies in the fact that traditionally premium products are now being challenged by new premium products. Premium brands need to be sure that all elements of the marketing mix act smoothly. Premium brands marketing communications should meet high standards in order to keep afloat in a rapidly evolving competitive environment. The aim of this work was to study the perception of visual signs, mechanisms of formation of the perceived image of the visual advertising. Objectives: to analyze advertising messages in relation to informational/transformational type, group advertising messages by the type of motivation they broadcast, classify messages according to similarities that made people classify advertisements into groups, define which signs in the advertising message have a positive impact on the consumer, and which negative. Methods used: the analysis of types of media and media figures, desk review, Osgood method of semantic differential, method of multidimensional scaling and hierarchical cluster analysis. The main need transmitted in examined advertisements is need for respect and need for self-actualization and aesthetic needs. For products with high engagement/transformational all media types are suitable, except for publicity and radio in certain cases. The most effective types of media for considered cases are TV and magazines. After the study on scales of SD, the author allocated advertisements to 3 clusters in comparison with 10 types of messages, identified at the stage of semiotic analysis.