Indirect reference groups comprise those individuals or groups with whom an individual does not have any direct face to face contact, such as film stars, TV stars, sportsman, politicians.
Indirect Reference groups are used in advertising to appeal to different market segments, group situation with which potential customers can identify are used to promote products and services. Hidden in this appeal is the subtle inducement to the customer to identify himself with the user the product in question. The three types of Indirect reference groups appeals most commonly used are:
a) Celebrities,
b) Experts, and
c) The ‘common man’
Celebrities are well known people (in their specific field of activity) who are admired and their fans aspire to emulate their behavior. Film stars and sports heroes are the most popular celebrities. Soft drink (Thums up), shaving cream (Palmolive), toilet soaps (Lux) , textiles ( Dinesh , Graviera) are advertised using celebrities from the sports and film fields.
Experts such as doctors, lawyer, accountants and authors are used for establishing the benefits of the product. Colgate and Forhans toothpastes are examples of products, which use the expert reference groups appeal for promotion.
Another Indirect reference group appeal is that which uses the testimonials of a satisfied customer vix “the common man”. It demonstrates to the prospective customer that demonstrates just like him uses and is satisfied with the product. Dove has recently tried something of the same. Pantene on the other hand tried to counter attack by using both, satisfied customers as well as celebrities.
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About Hitesh Bhasin
