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Why Do Audi Use Testimonial In Marketing?

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2. Why do companies such as Audi use testimonials as part of their marketing strategy, and why did Audi use Justin Timberlake for the A1’s “the Next Big Thing” promotion?
Testimonial is one of the powerful tools of public relations, which can improve business credibility. Consumers consider risk before they buy or consume products and search information they can trust. According to the research, people search information or advice from other people who actually consume the product. It has found out that, this kind of comment provides information, which is more realistic than any other marketing message and is called testimonial. In today business world, there are many companies who use testimonial in marketing, such as Jaguar use José Mourinho who is the manager of Chelsea football club (Lindberg 2014).
When business uses a testimony from an actual customer who has direct experience with a business, it proves the claim and provides credibility. Testimonial can providing specific benefits from others who have experience with the products or service to other consumers. …show more content…

This target group is more familiar with information technology and tech savvy. Because of these reasons, Audi’s vision and strategy is to use e marketing to closer to target audience. Audi can use social media as e marketing tool. The best method of using social media as e marketing tool is “word of mouth”. Word of mouth (WOM) is an informal conversation concerning a product or service. People tend to seek information and advice about products from opinion leaders. Testimonials from satisfied customers in advertising can also provide positive word-of-mouth. The interactive customization of the A1 on the website and the resulting process of sharing these individually created designs with friends helped Audi to raise awareness through user generated content without it being directly related to the promotion of the

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