2. Research design & Methodology

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Management summary

This research has been conducted on behalf

Over the last couple of years the use of advertorials as a marketing instrument has increased, even though the effectiveness of advertorials

this study is to obtain understandings about the effecti

effectiveness of advertorials as a marketing instrument for cosmetic products for women in the Dutch market. The intended effects by the advertiser as well as the actual effects on consumers have been examined. The main research question of this study is:

of advertorials proposed by the advertiser of cosmetic products correspond with the actual effect on the consumer?

To answer this research question, the following research

advertorials found in scientific literature have been examined. Four major effect

determined; information processing, attitude toward the advertisement, attention, and vehicle source effect. These effects have been leading in the empirical study,

not be tested in this empirical

applied. Three formats of NIVEA Deodorant and NIVEA Hair Care & Styling and columns, were examined. Depth interviews with

and a media manager of Beiersdorf intended effects by the advertiser.

questionnaires; one survey about NIVEA Deodorant representing low product involvement and another survey about NIVEA Hair Care & Styling representing high product involvement.

116 and 186 respondents filled out the questionnaires

each questionnaire an advertorial, an editorial and a column assessed by the respondents. Factor analyses have

indicate different factors. These factors have been matched to the three major effects found in literature. According to statistical

the actual effects on consumers of the different formats of advertorials

By comparing the intended effects by the advertisers with the actual effects on consumers answer on the research question

all formats of advertorials could be applied communicated in these forms

process for readers. Secondly, all

toward the advertisement, except for the advertorial of NIVEA Hair Care & Styling. This advertorial only had a positive effect on young respondents.

a format. Appealing titles and pictures, attractive text size and relevant information is most important in getting attention. Fourthly,

been measured in this research. Respondents did rate ‘expertise’, ‘reliability’, ‘effectiveness’, and

‘high quality’ as best brand values of NIVEA. Advertorials only can contribute to the perception of brand values and could change this perception on the

campaign. Finally, the commercial nature of the advertorials and column

this was not the case for all respondents in the editorials. The sender of the message in editorials not noticed by all respondents.

Overall could be stated that t

formulating their intentions with advertorials, because some formats of advertorials are more appropriate to apply than others in different si

of advertorial should be utilized

This research has been conducted on behalf of Beiersdorf for their most important brand NIVEA.

Over the last couple of years the use of advertorials as a marketing instrument has increased, even he effectiveness of advertorials has never extensively been investigated. The objective of this study is to obtain understandings about the effectiveness of advertorials

as a marketing instrument for cosmetic products for women in the Dutch market. The intended effects by the advertiser as well as the actual effects on consumers have e main research question of this study is: To what extent does the intended effect of advertorials proposed by the advertiser of cosmetic products correspond with the actual effect on

To answer this research question, the following research design has been adapted. Firstly, in scientific literature have been examined. Four major effect

information processing, attitude toward the advertisement, attention, and vehicle ects have been leading in the empirical study, however

empirical study. In the empirical study, a case study of Beiersdorf of NIVEA Deodorant and NIVEA Hair Care & Styling, adverto

Depth interviews with several product managers,

media manager of Beiersdorf and advertising agencies have been executed to indicate the intended effects by the advertiser. The outcome of these interviews has been used as input for tw

one survey about NIVEA Deodorant representing low product involvement and other survey about NIVEA Hair Care & Styling representing high product involvement.

nts filled out the questionnaires representing the target audience of NIVEA each questionnaire an advertorial, an editorial and a column of the product group

Factor analyses have been conducted on the assessment statements to indicate different factors. These factors have been matched to the three major effects found in statistical analyses on surrogate variables, selected by the factor analyses, sumers of the different formats of advertorials could have been determined comparing the intended effects by the advertisers with the actual effects on consumers answer on the research question was formulated. This has resulted in five main

could be applied to educate consumers, because the content and message are easy to comprehend. The information in the forms is easy to Secondly, all formats of advertorials have a positive effect on the attitude toward the advertisement, except for the advertorial of NIVEA Hair Care & Styling. This advertorial only had a positive effect on young respondents. Thirdly, the effect of attention

titles and pictures, attractive text size and relevant information is most Fourthly, no change of perception of brand value by advertorials been measured in this research. Respondents did rate ‘expertise’, ‘reliability’, ‘effectiveness’, and

‘high quality’ as best brand values of NIVEA. Advertorials only can contribute to the perception of brand values and could change this perception on the long run when accompanied by a larger he commercial nature of the advertorials and columns is obvious for consumers, this was not the case for all respondents in the editorials. The sender of the message in editorials

be stated that these conclusions indicate that advertisers should be precise in formulating their intentions with advertorials, because some formats of advertorials are more than others in different situations. It is a delicate choice to decide which format utilized and what should be presented in the content. This is the case I of Beiersdorf for their most important brand NIVEA.

Over the last couple of years the use of advertorials as a marketing instrument has increased, even investigated. The objective of and to find out the as a marketing instrument for cosmetic products for women in the Dutch market. The intended effects by the advertiser as well as the actual effects on consumers have To what extent does the intended effect of advertorials proposed by the advertiser of cosmetic products correspond with the actual effect on

design has been adapted. Firstly, effects of in scientific literature have been examined. Four major effects have been information processing, attitude toward the advertisement, attention, and vehicle the last effect could study. In the empirical study, a case study of Beiersdorf has been advertorials, editorials product managers, a brand manager have been executed to indicate the been used as input for two one survey about NIVEA Deodorant representing low product involvement and other survey about NIVEA Hair Care & Styling representing high product involvement. Respectively representing the target audience of NIVEA. In of the product group have been on the assessment statements to indicate different factors. These factors have been matched to the three major effects found in on surrogate variables, selected by the factor analyses, could have been determined.

comparing the intended effects by the advertisers with the actual effects on consumers the main conclusions. Firstly, , because the content and message The information in the forms is easy to vertorials have a positive effect on the attitude toward the advertisement, except for the advertorial of NIVEA Hair Care & Styling. This advertorial attention does not depend on titles and pictures, attractive text size and relevant information is most change of perception of brand value by advertorials has been measured in this research. Respondents did rate ‘expertise’, ‘reliability’, ‘effectiveness’, and

‘high quality’ as best brand values of NIVEA. Advertorials only can contribute to the perception of accompanied by a larger is obvious for consumers, this was not the case for all respondents in the editorials. The sender of the message in editorials was

hese conclusions indicate that advertisers should be precise in formulating their intentions with advertorials, because some formats of advertorials are more tuations. It is a delicate choice to decide which format and what should be presented in the content. This is the case

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because advertorials mostly have effect on emotions of consumers. Advertorials have effect on the affective behavior of consumers.

These conclusions have been translated into recommendations for Beiersdorf Firstly, the major effects of advertorials produce

advertorials are appropriate to edu process and understand. Furthermore, a

advertisement. However, the particular format should precisely be linked to the target audience, because the more commercial advertorial of NIVEA Hair Care & Styling only had effect on attitude toward the advertisement when respondents spend a lot of time on their appearance.

advertisers should focus on aspects like

information like usage tips. Only when an advertorial meets these aspects, effect on attention.

Secondly, this study indicates a recommendation on changing the perception of brand values.

forms of advertorials have effect on the affective behavior of consumers. Therefore, when ap addition to a broader campaign

perception of brand values on the long run.

Thirdly, a recommendation should be given on the extent of presenting the commercial nature of advertorials. Advertisers should be aware of the fact that in some forms, especially editor

sender of the message is not always noticed. If this is the case, the intend will not be accomplished.

Finally, this research has generated

In this study, most women do not read magazines to keep up with trends or beauty tips. This indicates that magazines are not as important for women to inform themselves on cosmetics as advertisers might think. Furthermore, e

Care & Styling, are useful to reach a target audience with an age betwe Moreover, editorials with a focus

editorial of NIVEA Deodorant, are appropriate to reach a target audience younger than 40 years old.

because advertorials mostly have effect on emotions of consumers. Advertorials have effect on the tive behavior of consumers.

These conclusions have been translated into recommendations for Beiersdorf Firstly, the major effects of advertorials produced the following recommendations. Al

advertorials are appropriate to educate consumers, because the information presented is easy to Furthermore, advertorials have a positive effect on attitude toward the advertisement. However, the particular format should precisely be linked to the target audience, because the more commercial advertorial of NIVEA Hair Care & Styling only had effect on attitude toward the advertisement when respondents spend a lot of time on their appearance.

dvertisers should focus on aspects like appealing titles and visuals, attractive text sizes and relevant information like usage tips. Only when an advertorial meets these aspects, it

Secondly, this study indicates a recommendation on changing the perception of brand values.

forms of advertorials have effect on the affective behavior of consumers. Therefore, when ap

addition to a broader campaign, advertorials are an effective marketing tool to change the perception of brand values on the long run.

mendation should be given on the extent of presenting the commercial nature of Advertisers should be aware of the fact that in some forms, especially editor

is not always noticed. If this is the case, the intended objectives and effects

generated several other interesting results that are worth recommend In this study, most women do not read magazines to keep up with trends or beauty tips. This

that magazines are not as important for women to inform themselves on cosmetics as Furthermore, editorials and columns, especially like the forms of NIVEA Hair Care & Styling, are useful to reach a target audience with an age between 21 and 30 years old.

ditorials with a focus on fashionable clothing and trendy visuals of models, like the editorial of NIVEA Deodorant, are appropriate to reach a target audience younger than 40 years old.

II because advertorials mostly have effect on emotions of consumers. Advertorials have effect on the

These conclusions have been translated into recommendations for Beiersdorf on several issues.

the following recommendations. All formats of cate consumers, because the information presented is easy to dvertorials have a positive effect on attitude toward the advertisement. However, the particular format should precisely be linked to the target audience, because the more commercial advertorial of NIVEA Hair Care & Styling only had effect on attitude toward the advertisement when respondents spend a lot of time on their appearance. Moreover, als, attractive text sizes and relevant it will have a positive

Secondly, this study indicates a recommendation on changing the perception of brand values. All forms of advertorials have effect on the affective behavior of consumers. Therefore, when applied in , advertorials are an effective marketing tool to change the

mendation should be given on the extent of presenting the commercial nature of Advertisers should be aware of the fact that in some forms, especially editorials, the ed objectives and effects

interesting results that are worth recommending.

In this study, most women do not read magazines to keep up with trends or beauty tips. This that magazines are not as important for women to inform themselves on cosmetics as ditorials and columns, especially like the forms of NIVEA Hair en 21 and 30 years old.

on fashionable clothing and trendy visuals of models, like the editorial of NIVEA Deodorant, are appropriate to reach a target audience younger than 40 years old.

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Preface

This thesis is the final assignment for finishing my master Marketing Management and the study Business Administration at the university of Groningen.

many changes. My student life was replaced by a working lif

later as a fulltime thesis writer. This shift has prepared me for the new for me: starting a career.

First of all, I would like to thank Beiersdorf and especially the Personal Care team for the opportunity to conduct this research and the great and challenging internship they offered me. A special thanks to my supervisor, Carolien Bakker, who let me exper

have learned a lot from her marketing skills.

Mook for advising me from the beginning

At the university, my graduation process was supervised by Jan Lantink. I would like to thank him for the nice cooperation. Our discussions and his encouraging feedback over a lunch or cup of coffee have given me a lot of energy. I have appreciated his flexibility and enthusiasm.

like to thank my second supervisor, Marijke Leliveld, for her final feedback.

Finally, I would like to thank my parents for their unconditional support and trust during my whole study and especially in these final months.

supported and encouraged me during the whole process.

Hopefully you will enjoy reading this thesis.

Vera Bolhuis

This thesis is the final assignment for finishing my master Marketing Management and the study Business Administration at the university of Groningen. This last year was an interesting period with many changes. My student life was replaced by a working life, first as an intern at Beiersdorf and later as a fulltime thesis writer. This shift has prepared me for the new exciting

First of all, I would like to thank Beiersdorf and especially the Personal Care team for the opportunity to conduct this research and the great and challenging internship they offered me. A special thanks to my supervisor, Carolien Bakker, who let me experience how marketing really works in practice. I have learned a lot from her marketing skills. Furthermore, I would like to thank her and

Mook for advising me from the beginning of the process till the actual research.

uation process was supervised by Jan Lantink. I would like to thank him for the nice cooperation. Our discussions and his encouraging feedback over a lunch or cup of coffee have given me a lot of energy. I have appreciated his flexibility and enthusiasm.

like to thank my second supervisor, Marijke Leliveld, for her final feedback.

I would like to thank my parents for their unconditional support and trust during my whole these final months. Moreover, I need to thank my boyfriend Michiel, who supported and encouraged me during the whole process.

Hopefully you will enjoy reading this thesis.

III This thesis is the final assignment for finishing my master Marketing Management and the study ast year was an interesting period with e, first as an intern at Beiersdorf and exciting step that is waiting

First of all, I would like to thank Beiersdorf and especially the Personal Care team for the opportunity to conduct this research and the great and challenging internship they offered me. A special thanks ience how marketing really works in practice. I I would like to thank her and Marjolijn

uation process was supervised by Jan Lantink. I would like to thank him for the nice cooperation. Our discussions and his encouraging feedback over a lunch or cup of coffee have given me a lot of energy. I have appreciated his flexibility and enthusiasm. In addition, I would

I would like to thank my parents for their unconditional support and trust during my whole I need to thank my boyfriend Michiel, who

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1. Introduction

In this first chapter an introduction on this thesis

introduced, as this research is conducted on behalf of this organization. Secondly, background information on the problem will be discussed. Thirdly,

explanation of the main definitions of the management problem given. The problem statement is formulated and translated in

Furthermore, the relevance of the research, both scientifically and practically, will be emphasized.

Finally, the structure of this thesi

1.1 Beiersdorf N.V.

Beiersdorf N.V. is a global skin and beauty care company

beauty care segment, in the fast moving consumer goods industry, Beiersdorf is among the four leading companies worldwide with its core brands NIVEA, Eucerin and La Prairie.

overview of the range of global

billion (annual report 2008). It has a global presence with more than 150 a

22.000 employees. With more than 125 years of experience in research and development, they to fulfill wishes of consumers with innovative, high quality cosmetic products.

Beiersdorf markets the brands NIV

Figure 1.1: Range of Beiersdorf brands

History

In 1882, pharmacist Paul Beiersdorf founded the company as

patent is applied for Eucerit in 1900, the basis for Eucerin and, later on, for NIVEA Crème. NIVEA was founded in 1911 when the first skin cream was d

film is shown in German cinemas and five years later the NIVEA brand is relaunch and packaging design changed as well as the advertising strategy

1925 as shown in figure 1.2. The NIVEA range was expanded substantially in the 1930s. Products such as shaving cream, shampoo, and skin oil were added and NIVEA became a real sales hit at an international level. Figure 1.3 shows an advertisement of NIVEA Shampoo from 1931.

NIVEA Crème had achieved classic brand status and a large number of skin care products were launched under the NIVEA umbrella (Beiersdorf.com

market leader positions in different categories in various countries. NIVEA is the best most successful skin and beauty care brand in the world.

up of ten product groups; NIVEA Sun, Face Care, Hair Care Deodorants, Hand Care, NIVEA Crème, NIVEA Soft, and NIVEA FOR MEN.

an introduction on this thesis is given. Firstly, the company Beiersdorf N.V. will be this research is conducted on behalf of this organization. Secondly, background

will be discussed. Thirdly, the management problem

explanation of the main definitions of the management problem and the research objective The problem statement is formulated and translated into the research questions.

Finally, the structure of this thesis will be outlined.

Beiersdorf N.V. is a global skin and beauty care company, which is founded in 1882

beauty care segment, in the fast moving consumer goods industry, Beiersdorf is among the four orldwide with its core brands NIVEA, Eucerin and La Prairie.

brands of Beiersdorf. In 2008, Beiersdorf generated sales of billion (annual report 2008). It has a global presence with more than 150 affiliates and approximately 22.000 employees. With more than 125 years of experience in research and development, they to fulfill wishes of consumers with innovative, high quality cosmetic products.

Beiersdorf markets the brands NIVEA, NIVEA FOR MEN, Eucerin, Hansaplast, 8x4, and Labello.

Figure 1.2: First blue tin Figure 1.3: NIVEA Shampoo of NIVEA Crème 1925 advertisement 1931

ersdorf founded the company as a manufacturer of medical plasters. A patent is applied for Eucerit in 1900, the basis for Eucerin and, later on, for NIVEA Crème. NIVEA was founded in 1911 when the first skin cream was developed. In 1920, NIVEA Crème’s first promotional film is shown in German cinemas and five years later the NIVEA brand is relaunch

and packaging design changed as well as the advertising strategy. The first blue tin was introduced The NIVEA range was expanded substantially in the 1930s. Products such as shaving cream, shampoo, and skin oil were added and NIVEA became a real sales hit at an

shows an advertisement of NIVEA Shampoo from 1931.

had achieved classic brand status and a large number of skin care products were unched under the NIVEA umbrella (Beiersdorf.com, 2009). Nowadays, NIVEA has captured over 130

et leader positions in different categories in various countries. NIVEA is the best

most successful skin and beauty care brand in the world. In the Netherlands the NIVEA brand is build NIVEA Sun, Face Care, Hair Care & Styling, Body Care, Bath Care, Deodorants, Hand Care, NIVEA Crème, NIVEA Soft, and NIVEA FOR MEN.

1 given. Firstly, the company Beiersdorf N.V. will be this research is conducted on behalf of this organization. Secondly, background the management problem is described and an and the research objective are the research questions.

, which is founded in 1882. In the skin and beauty care segment, in the fast moving consumer goods industry, Beiersdorf is among the four orldwide with its core brands NIVEA, Eucerin and La Prairie. Figure 1.1 shows an In 2008, Beiersdorf generated sales of € 5.97 ffiliates and approximately 22.000 employees. With more than 125 years of experience in research and development, they aim to fulfill wishes of consumers with innovative, high quality cosmetic products. In the Netherlands,

EA, NIVEA FOR MEN, Eucerin, Hansaplast, 8x4, and Labello.

Figure 1.3: NIVEA Shampoo advertisement 1931

a manufacturer of medical plasters. A patent is applied for Eucerit in 1900, the basis for Eucerin and, later on, for NIVEA Crème. NIVEA was eveloped. In 1920, NIVEA Crème’s first promotional film is shown in German cinemas and five years later the NIVEA brand is relaunched when the color . The first blue tin was introduced in The NIVEA range was expanded substantially in the 1930s. Products such as shaving cream, shampoo, and skin oil were added and NIVEA became a real sales hit at an shows an advertisement of NIVEA Shampoo from 1931. In the 1950s had achieved classic brand status and a large number of skin care products were NIVEA has captured over 130 et leader positions in different categories in various countries. NIVEA is the best-known and he NIVEA brand is build , Body Care, Bath Care,

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1.2 Background problem

A short overview of the background of the problem is given before the problem statement of the research is formulated.

Advertising clutter

Nowadays, it has become increasingly difficult for advertisements to break through the clutter of competing advertisements to gain consumers’ attention and to build memory for the advertised brands. Commercial time on television and radio has

or more of the pages carry advertisements challenge for advertisers. The advertising

effectiveness of advertisement (Dahlén and Edenius, 2007). Advertisers, therefore, need to find new ways to stand out of the crowd.

Advertorials

This can be done by using new technologies and new media, but also within the traditional media.

Original advertisements can generate more attention

involves thinking of new ways to present selling propositions. Advertisers apply various techniques of

‘defamiliarization’ to stimulate the audience to think about a familiar issue from an perspective (Pieters et al., 2002).

more frequently in magazines (Van Reijmersdal et al., 2005). The best content mixed with advertising is an advertor

the magazine’s editorial style. Hereby, the boundaries between advertising and editorial content are becoming vague (Dahlén and Edenius, 2007). Cameron et al. (1996) define advertorials as blocks of paid-for, commercial messages

publication in terms of design and

appears. In practice a distinction can be made in different

of advertorials differ in their degree of editorial formatting. There are advertorials that include many advertising characteristics and there are editorials that look like a part of the magazine in editorial style but there is a link somehow with the product and brand. Furthermore,

cooperation with a magazine and develop a returning production in all issues, for example a column.

Trend

In the fast moving consumer goods industry advertorials applying this communication tool in magazines.

advertorials. However, advertisers are lacking of knowledge on which format of an advertorial is most effective and how advertorials are perceived by consumers. In scientific literature, the formats of advertorials are not clearly distinguished and tested on effectiveness.

Advertising in financial crisis

The overview given above should be viewed in the light of the crisis, media spendings decrease

turnover of advertising agencies dropped

in all media types, except for cinemas, declined. However, many studies found invest in advertising in times of crisis will be stronge

crisis (Adformatie, 2009). Marketeers should build their relationship an economic crisis. They should think

invest only in short run measures. These short run measures, like the brand later on (Adformatie, 2009).

leaders after a crisis were the ones that

the crisis (Adformatie, 2009). Considering the advertising clutter and the should invest in advertising that build

A short overview of the background of the problem is given before the problem statement of the

t has become increasingly difficult for advertisements to break through the clutter of to gain consumers’ attention and to build memory for the advertised Commercial time on television and radio has soured and in many consumer magazines half or more of the pages carry advertisements (Pieters et al., 2002). This has become an important advertising clutter affects the content of these media as well as the advertisement (Dahlén and Edenius, 2007). Advertisers, therefore, need to find new

generate more attention from consumers. Originality in advertising involves thinking of new ways to present selling propositions. Advertisers apply various techniques of

‘defamiliarization’ to stimulate the audience to think about a familiar issue from an

). Mixtures of advertising and editorial content are utilized more and more frequently in magazines (Van Reijmersdal et al., 2005). The best-known format of editorial content mixed with advertising is an advertorial. An advertorial is an advertisement that simulates the magazine’s editorial style. Hereby, the boundaries between advertising and editorial content are becoming vague (Dahlén and Edenius, 2007). Cameron et al. (1996) define advertorials as blocks of s, featuring any object that simulates the editorial content of a design and structure, visual and verbal content, and/or context in

distinction can be made in different types of advertorials. The different forms of advertorials differ in their degree of editorial formatting. There are advertorials that include many advertising characteristics and there are editorials that look like a part of the magazine in editorial

t there is a link somehow with the product and brand. Furthermore, advertisers

and develop a returning production in all issues, for example a column.

In the fast moving consumer goods industry advertorials are a trend, more and more advertisers are applying this communication tool in magazines. Advertisers are also implementing different forms of advertorials. However, advertisers are lacking of knowledge on which format of an advertorial is nd how advertorials are perceived by consumers. In scientific literature, the formats of advertorials are not clearly distinguished and tested on effectiveness.

The overview given above should be viewed in the light of the current financial crisis. In times of media spendings decrease. Organizations economize on their media budget

agencies dropped in the third quarter of 2009 (Adformatie, 2009) except for cinemas, declined. However, many studies found

invest in advertising in times of crisis will be stronger than their less investing competito

crisis (Adformatie, 2009). Marketeers should build their relationship with the consumer even more in economic crisis. They should think of what is best on the long run, because many advertise

measures. These short run measures, like price promotions (Adformatie, 2009). Research shows that companies and brands after a crisis were the ones that invested in advertising and research and

Considering the advertising clutter and the financial crisis, companies should invest in advertising that build a relationship with customers. Media budgets should be spen

2 A short overview of the background of the problem is given before the problem statement of the

t has become increasingly difficult for advertisements to break through the clutter of to gain consumers’ attention and to build memory for the advertised soured and in many consumer magazines half . This has become an important affects the content of these media as well as the advertisement (Dahlén and Edenius, 2007). Advertisers, therefore, need to find new

consumers. Originality in advertising involves thinking of new ways to present selling propositions. Advertisers apply various techniques of

‘defamiliarization’ to stimulate the audience to think about a familiar issue from an unexpected Mixtures of advertising and editorial content are utilized more and known format of editorial ial. An advertorial is an advertisement that simulates the magazine’s editorial style. Hereby, the boundaries between advertising and editorial content are becoming vague (Dahlén and Edenius, 2007). Cameron et al. (1996) define advertorials as blocks of , featuring any object that simulates the editorial content of a verbal content, and/or context in which it of advertorials. The different forms of advertorials differ in their degree of editorial formatting. There are advertorials that include many advertising characteristics and there are editorials that look like a part of the magazine in editorial advertisers can start a and develop a returning production in all issues, for example a column.

are a trend, more and more advertisers are Advertisers are also implementing different forms of advertorials. However, advertisers are lacking of knowledge on which format of an advertorial is nd how advertorials are perceived by consumers. In scientific literature, the formats

current financial crisis. In times of budget, as a result, the (Adformatie, 2009). Spendings except for cinemas, declined. However, many studies found that advertisers who competitors after the with the consumer even more in because many advertisers price promotions, could damage ompanies and brands that were market and development during financial crisis, companies relationship with customers. Media budgets should be spent

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in the most effective media and marketing instruments to gain the most on the short the long run.

1.3 Problem statement

With this setting of the problem

In addition, the main definitions and the research objective are clarified. This will be followed by the formulation of the problem statement.

1.3.1 Management problem

In the cosmetics market, the medium print is as important as television. In print, Beiersdorf is facing an advertising clutter that makes it necessary to look for different

commercials and standard print advertisements.

formats of advertorials in magazin never been scientifically examined.

communicating is an effective

consumers find advertorials more congenial.

is correct.

1.3.2 Definitions

To fully understand the management problem, a the different formats of advertorials are explained, f this thesis.

Advertorial formats

Beiersdorf makes use of four different formats of advertorials. Internally, they define these formats as follows:

Advertorial The format advertorial is an advertorial written and designed by the advertiser and the advertising agency. The sender of the mes

Editorial The format editorial is an advertorial

magazine based on a briefing of the advertiser.

Column The format column is an advertorial that is a long

advertiser and the editor of a magazine. The column is written by the advertiser and designed by the editor.

Insert The format insert is an advertorial in form of a brochure by the advertiser and the advertising agency.

Mind that the term advertorial is used in two contexts. Advertorial, as defined in paragraph 1.2, is used as the generic term of all four formats. The t

format. This study focuses on the specific formats of advertorials, therefore, when the term advertorial is used

the term advertorial is used to indicate the generic

advertorials are examined, namely advertorial, editorial and column. The insert format is not taken into account because this format is rather different than the other three since this is a brochure instead of a page in a magazine.

research.

Effectiveness

Effectiveness can be defined as the degree to whi producing the intended or expected result.

media and marketing instruments to gain the most on the short

in mind, the management problem at Beiersdorf can be pointed out.

In addition, the main definitions and the research objective are clarified. This will be followed by the formulation of the problem statement.

the medium print is as important as television. In print, Beiersdorf is facing an advertising clutter that makes it necessary to look for different above-the-line

print advertisements. Beiersdorf is more and more

advertorials in magazines. However, the effectiveness of these different formats scientifically examined. Intuitively, product managers think that this way of

instrument in addition of standard print advertisements

consumers find advertorials more congenial. Beiersdorf would like to examine whether this intuition

ement problem, a number of definitions needs to be clarified. First of advertorials are explained, followed by the definition of effectiveness used in

Beiersdorf makes use of four different formats of advertorials. Internally, they define these formats

The format advertorial is an advertorial written and designed by the advertiser and the advertising agency. The sender of the message is clear because of the branding.

The format editorial is an advertorial written and designed by the editor of a magazine based on a briefing of the advertiser.

The format column is an advertorial that is a long-term cooperation between the advertiser and the editor of a magazine. The column is written by the advertiser and designed by the editor.

The format insert is an advertorial in form of a brochure that is written and designed by the advertiser and the advertising agency.

Mind that the term advertorial is used in two contexts. Advertorial, as defined in paragraph 1.2, is used as the generic term of all four formats. The term advertorial is also used to indicate

This study focuses on the specific formats of advertorials, therefore, throughout the thesis is used the specific format is addressed. Only in the theoretical framework the term advertorial is used to indicate the generic definition. In this research three formats of advertorials are examined, namely advertorial, editorial and column. The insert format is not taken this format is rather different than the other three since this is a brochure instead of a page in a magazine. In consultation with Beiersdorf this format is not considered in this

Effectiveness can be defined as the degree to which a purpose has adequately

producing the intended or expected result. Translating this definition from a dictionary 3 media and marketing instruments to gain the most on the short run as well as

Beiersdorf can be pointed out.

In addition, the main definitions and the research objective are clarified. This will be followed by the

the medium print is as important as television. In print, Beiersdorf is facing line instruments besides more and more applying different the effectiveness of these different formats has product managers think that this way of of standard print advertisements and that would like to examine whether this intuition

to be clarified. Firstly, ollowed by the definition of effectiveness used in

Beiersdorf makes use of four different formats of advertorials. Internally, they define these formats

The format advertorial is an advertorial written and designed by the advertiser and sage is clear because of the branding.

written and designed by the editor of a term cooperation between the advertiser and the editor of a magazine. The column is written by the advertiser and

that is written and designed

Mind that the term advertorial is used in two contexts. Advertorial, as defined in paragraph 1.2, is d to indicate the specific hroughout the thesis . Only in the theoretical framework n this research three formats of advertorials are examined, namely advertorial, editorial and column. The insert format is not taken this format is rather different than the other three since this is a brochure In consultation with Beiersdorf this format is not considered in this

adequately been accomplished, from a dictionary into

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effectiveness of advertorials, one can state that advertorial are achieved, the advertorial is effective.

the effects of advertorials intended by the advertiser correspond with the actual effects on the consumer.

1.3.3 Research objective

The objective of this research is

and to contribute scientifically on this issue intended effects as well as actual effect

advertiser would like to generate with the advertorial. The actual effect of advertorials is the effect on the consumer.

1.3.4 Problem statement

Knowing the management problem, the

description, the problem statement can be defined as follows:

What is the effectiveness of advertorials as a marketing instrument for cosmetic products in the Dutch market?

This is the overall problem statement of the study. In the next

transformed into research questions that represent the focus of the research.

1.4 Research questions

The problem statement can be translated into the following research question:

To what extent does the intended effect of

products correspond with the actual effect on the consumer?

To identify the focus of the study, the main research question is divided into sub questions.

the answer to the research question,

SQ 1 What effects of advertorials can be found SQ 2 What are the effects of advertorials SQ 3 What are the actual effects

1.5 Relevance

The conduction of this research is relevant in two different respects practically.

Scientific relevance

A scientific relevant research intends to contribute to an increase of scientific knowledge (Baarda &

De Goede, 2001). This research aims to make the following contributions. First new advertising tools is subject to an increasing amount of researches, different advertorial formats is

contribution to the present scientific knowledge.

study to link the study more closely to

one can state that when the objectives of the advertiser for using an the advertorial is effective. In other words, advertorials are effective when the effects of advertorials intended by the advertiser correspond with the actual effects on the

The objective of this research is to obtain insights in the effectiveness of advertorials

contribute scientifically on this issue. The goal is to clarify the effects of this marketing tool, as well as actual effects of advertorials. The intended effe

advertiser would like to generate with the advertorial. The actual effect of advertorials is the effect

Knowing the management problem, the goal of the research and the main definitions in thi description, the problem statement can be defined as follows:

What is the effectiveness of advertorials as a marketing instrument for cosmetic products

This is the overall problem statement of the study. In the next paragraph the statement will be questions that represent the focus of the research.

The problem statement can be translated into the following research question:

To what extent does the intended effect of advertorials proposed by the advertiser the actual effect on the consumer?

To identify the focus of the study, the main research question is divided into sub questions.

answer to the research question, three sub questions are formulated to guide the research.

of advertorials can be found in literature?

of advertorials intended by the advertiser?

actual effects of advertorials on the consumer?

The conduction of this research is relevant in two different respects, namely

This research aims to make the following contributions. Firstly subject to an increasing amount of researches, although

is not tested yet. The examination of the different formats is a contribution to the present scientific knowledge. Furthermore, this research is conducted as a case

study more closely to practice.

4 when the objectives of the advertiser for using an In other words, advertorials are effective when the effects of advertorials intended by the advertiser correspond with the actual effects on the

to obtain insights in the effectiveness of advertorials for Beiersdorf of this marketing tool, The intended effect is the effect the advertiser would like to generate with the advertorial. The actual effect of advertorials is the effect

the research and the main definitions in this

What is the effectiveness of advertorials as a marketing instrument for cosmetic products for women

paragraph the statement will be

advertiser of cosmetic

To identify the focus of the study, the main research question is divided into sub questions. To find sub questions are formulated to guide the research.

, namely scientifically and

, the development of although the effectiveness of mination of the different formats is a , this research is conducted as a case

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Practical relevance

Baarda and De Goede (2001) describe that a research information leads to improvements in practice.

companies in the cosmetic products market. Especially for Beiersd

lead to improvements, because this research is conducted with respect to their specifications of the formats of advertorials. Moreover, other markets besides cosmetics could learn from the outcomes of this research. This makes the research practically relevant.

1.6 Structure of the thesis

The thesis started with an introduction

been outlined, the problem statement formulated

Chapter 2 will provide the research design where the research method and data collection will be described. In chapter 3 a theoretical framework will be presented, which includes relevant models and theories on advertising effectiveness.

chapter will conclude with a conceptual model.

summarized in chapter 4 and will answer sub question 2. In chapter 5 the results of the questionnaires will be illustrated and the e

conducted to find an answer to

previous chapters in order to give an answer on the recommendations will be provided in this chapter

research will be presented. Table 1.1 presents an overview of the structure of the study.

Chapter 1

2 3 4 5 6 7

Baarda and De Goede (2001) describe that a research is practically relevant when the research information leads to improvements in practice. The outcomes of this research could be useful for companies in the cosmetic products market. Especially for Beiersdorf the research information lead to improvements, because this research is conducted with respect to their specifications of the

Moreover, other markets besides cosmetics could learn from the outcomes kes the research practically relevant.

The thesis started with an introduction of Beiersdorf. From here, the background of the problem he problem statement formulated, and translated into the research ques will provide the research design where the research method and data collection will be

a theoretical framework will be presented, which includes relevant models advertising effectiveness. This will give an answer on the first sub question.

with a conceptual model. The outcomes of the depth interviews will be summarized in chapter 4 and will answer sub question 2. In chapter 5 the results of the

be illustrated and the empirical data will be discussed. Statistical a

to the third sub question. Chapter 6 will provide a recapitulation of the previous chapters in order to give an answer on the research question. Conclusions will be drawn and

will be provided in this chapter. In the last chapter, chapter 7

Table 1.1 presents an overview of the structure of the study.

Content Research question

Introduction on Beiersdorf Background of the problem Problem statement Research questions

-

Research design Methodology

- Theoretical framework SQ 1 Results of depth interviews SQ 2 Results of questionnaires SQ 3 Conclusions

Recommendations

RQ Limitations

Further research

- Table 1.1: Structure of the thesis

5 relevant when the research this research could be useful for orf the research information can lead to improvements, because this research is conducted with respect to their specifications of the Moreover, other markets besides cosmetics could learn from the outcomes

background of the problem has the research questions.

will provide the research design where the research method and data collection will be a theoretical framework will be presented, which includes relevant models This will give an answer on the first sub question. The outcomes of the depth interviews will be summarized in chapter 4 and will answer sub question 2. In chapter 5 the results of the Statistical analyses will be will provide a recapitulation of the onclusions will be drawn and 7, a discussion on the Table 1.1 presents an overview of the structure of the study.

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2. Research design & Methodology

In this chapter the research design will be outlined. The research method will be described and the methodology of data collection

conducted will be pointed out. Finally, the data sources and validity will be explained.

2.1 Research method

In this study two research methods

conducted, because the objective of this met

the problem (Malhotra, 2007). In this part of the reviewing literature on issues related to the

the exploratory research insights on the problem have been for the next research method. The exploratory research The goal of this descriptive research was

consumers (Malhotra, 2007). In the descriptive research detailed. Based on this a survey

been statistically analyzed. To conduct both researches a case study

involves an intensive examination of a few selected cases of the phenomenon of interest (Malho 2007). Beiersdorf and its NIVEA

conducted with managers of Beiersdorf

2.2 Data collection methodology

In this research, two different research methods data collection methods as well.

After that, primary data has been

the descriptive research, more primary data of a survey.

Secondary data

The secondary data has been

Journal of Marketing Research, Journal of Consumer Research, Journal of Advertising, and Journal of Advertising Research. The information has been

Source Premier. The reliability and validity

currency, objectives, nature, and dependability associated by the secondary data (Malhotra, 2007).

The secondary data in this study

useful for this study, the variables were defined consistently across the collected data. Although the collected data was not always current, the data

researches referred to the used studies. With the secondary data a theoretical framework constructed including relevant theories on the issue.

Dept interviews

Depth interviews are a way of obtaining information and are conducted on a one depth interview is an unstructured, direct, personal interview in which a s

by an interviewer to uncover underlying motivations, beliefs, attitudes, and feel (Malhotra, 2007). The interview

covered in the interview. The order in which these topics not been predetermined but decid

capturing the insights of the interviewees

& Methodology

In this chapter the research design will be outlined. The research method will be described and the methodology of data collection explained. Furthermore, the statistical analyses

Finally, the data sources and validity will be explained.

methods have been applied. Firstly, an exploratory re

conducted, because the objective of this method is to provide insights into and an understanding of the problem (Malhotra, 2007). In this part of the study qualitative research

reviewing literature on issues related to the problem and by conducting depth interviews. After search insights on the problem have been gained, which then were

for the next research method. The exploratory research has been followed by a descriptive research.

descriptive research was to determine the perceptions of the relevant group, the consumers (Malhotra, 2007). In the descriptive research, the information needed is clear and

ased on this a survey has been conducted to collect quantitative dat

analyzed. To conduct both researches a case study has been applied. A case study involves an intensive examination of a few selected cases of the phenomenon of interest (Malho

Beiersdorf and its NIVEA brand have been used in this case study. The depth conducted with managers of Beiersdorf, in the questionnaires advertorials of NIVEA

.2 Data collection methodology

two different research methods have been applied, there have been used as well. In the exploratory research, secondary data has

has been obtained by qualitative research in the form of depth interviews. In the descriptive research, more primary data has been collected by quantitative research in

obtained from marketing journals, such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Advertising, and Journal of

sing Research. The information has been located by the scientific research database

Source Premier. The reliability and validity have been ascertained by an examination of error, currency, objectives, nature, and dependability associated by the secondary data (Malhotra, 2007).

The secondary data in this study was considered to be reliable and valid. The nature of the data was useful for this study, the variables were defined consistently across the collected data. Although the collected data was not always current, the data is dependable because many other published

erred to the used studies. With the secondary data a theoretical framework relevant theories on the issue.

Depth interviews are a way of obtaining information and are conducted on a one

h interview is an unstructured, direct, personal interview in which a single respondent is probed interviewer to uncover underlying motivations, beliefs, attitudes, and feel

). The interview has only been prepared by making a list of topics

the interview. The order in which these topics were covered and the questions to ask predetermined but decided as the interview progresses. This allows greater flexibility in

interviewees (Malhotra, 2007). In conducting the depth i

6 In this chapter the research design will be outlined. The research method will be described and the the statistical analyses which have been Finally, the data sources and validity will be explained.

, an exploratory research has been and an understanding of qualitative research has been done by interviews. After that, then were used as input by a descriptive research.

to determine the perceptions of the relevant group, the on needed is clear and conducted to collect quantitative data, which could have applied. A case study involves an intensive examination of a few selected cases of the phenomenon of interest (Malhotra, depth interviews were in the questionnaires advertorials of NIVEA were examined.

have been used several s been collected first.

form of depth interviews. In collected by quantitative research in the form

obtained from marketing journals, such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Advertising, and Journal of scientific research database Business ascertained by an examination of error, currency, objectives, nature, and dependability associated by the secondary data (Malhotra, 2007).

reliable and valid. The nature of the data was useful for this study, the variables were defined consistently across the collected data. Although the dependable because many other published erred to the used studies. With the secondary data a theoretical framework has been

Depth interviews are a way of obtaining information and are conducted on a one-on-one basis. A ingle respondent is probed interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic ing a list of topics that should be covered and the questions to ask has This allows greater flexibility in (Malhotra, 2007). In conducting the depth interviews a

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laddering technique has been applied. Laddering provides a way to examine the in motivators of the decisions made by the experts (Malhotra, 2007).

presented in appendix 1.

Firstly, the objective of the interview experts within different function

interviews also had different interview guides depending on the objective of the interview. In the interview guide all topics that should

open questions have been formulated.

The first set of interviews have objective of these interviews was

addition to advertisements, what their objectives are when using aspects they take into account in the

The second set consisted of one interview, namely an interview with the Brand Manager of NIVEA.

The objective of this interview was

advertisements, what objectives could be achieved for the advertorials, and what aspects of advertorials she thinks are most i

The third set consisted of an interview with the Media Manager of Beiersdorf.

interview was to find out her point of view on advertorials versus advertisements and the aspects she thinks are most important when examining effects of advertorials.

The fourth and last set of interviews

have been conducted to obtain information about the development of advertorials, to find out what aspects strategy planners of advertising agencies find most important, and what they expect to be effects on consumers.

The depth interviews were the last part of the exploratory research. With the information obtained by this research method, the descriptive research

objectives of the interview is given in table 2.1.

Interview Product Managers

Brand Manager

Media Manager Advertising Agencies

Questionnaires

In the descriptive research primary data consumers an electronic survey method ha

been sent out as a link by e-mail to respondents. This survey method has several advantages that form the motives for choosing this method instead of other

personal survey methods (Malhotra, 2007) Internet surveys, multimedia capabilities c

applied. Laddering provides a way to examine the in motivators of the decisions made by the experts (Malhotra, 2007). A list of the i

, the objective of the interview has been formulated. The interviews have been

different functions, therefore, these interviews had different objectives different interview guides depending on the objective of the interview. In the

should be discussed are presented. For all topics several unstructured, formulated.

have been carried out with five Product Managers of Beiersdorf.

was to find out why Product Managers make use of advertorials in addition to advertisements, what their objectives are when using this communication form, and what

in the development of the advertorial.

of one interview, namely an interview with the Brand Manager of NIVEA.

he objective of this interview was to find out her point of view on advertorials versu advertisements, what objectives could be achieved for the overall NIVEA

advertorials, and what aspects of advertorials she thinks are most important.

interview with the Media Manager of Beiersdorf.

s to find out her point of view on advertorials versus advertisements and the aspects she thinks are most important when examining effects of advertorials.

The fourth and last set of interviews has been conducted at Advertising Agencies. The

conducted to obtain information about the development of advertorials, to find out what aspects strategy planners of advertising agencies find most important, and what they expect to be

the last part of the exploratory research. With the information obtained by this research method, the descriptive research could have been conducted.

objectives of the interview is given in table 2.1.

Objective

Why do they make use of advertorials?

What are their objectives?

What aspect do they take into account in development?

What is her point of view on advertorials vs. advertisements What objectives could be achieved for the overall NIVEA brand What aspects of advertorials are important?

What is her point of view on advertorials versus advertisements What aspects of advertorials are important when examining them What aspects of advertorials are important?

What effects on consumers do they expect?

Table 2.1: Objectives of depth interviews

In the descriptive research primary data has been obtained from consumers.

rs an electronic survey method has been applied. An electronic survey questionnaire mail to respondents. This survey method has several advantages that form the motives for choosing this method instead of other survey methods like telephone, mail and (Malhotra, 2007). The first advantage is the diversity of questions. In Internet surveys, multimedia capabilities could be utilized. The ability to ask a diversity of questions is 7 applied. Laddering provides a way to examine the in-depth underlying A list of the interviewees is

have been conducted with different objectives. The different interview guides depending on the objective of the interview. In the be discussed are presented. For all topics several unstructured,

Product Managers of Beiersdorf. The to find out why Product Managers make use of advertorials in communication form, and what

of one interview, namely an interview with the Brand Manager of NIVEA.

to find out her point of view on advertorials versus NIVEA brand when using

interview with the Media Manager of Beiersdorf. The objective of the s to find out her point of view on advertorials versus advertisements and the aspects

Agencies. These interviews conducted to obtain information about the development of advertorials, to find out what aspects strategy planners of advertising agencies find most important, and what they expect to be

the last part of the exploratory research. With the information obtained conducted. An overview of the

What is her point of view on advertorials vs. advertisements?

overall NIVEA brand?

advertisements?

What aspects of advertorials are important when examining them?

obtained from consumers. To collect data from . An electronic survey questionnaire has mail to respondents. This survey method has several advantages that survey methods like telephone, mail and . The first advantage is the diversity of questions. In be utilized. The ability to ask a diversity of questions is

2. Research design & Methodology

Management summary

Preface

Table of contents

1. Introduction

2. Research design & Methodology

& Methodology