This in turn would assist the organisations to comprehend the requirements of the customers’ expectations from the organisations. Therefore, it can also be stated that mass media helps in developing an excellent communication with the customers. According to La Rocca et al. (2015:170) stated that by communicating well with the customers assist the organisations to understand the expectation of their customers. The proper means of communication enable the companies to enhance their sales level thereby increasing the profit margin as well.
“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966) A seven-point Likert
Advertisement is an important aspect in the Modern Business world, the strategy to keep the company profitable and to make maximum customers and to expand the market segment. The advertisement plays an important role. Advertising is a form of marketing communication that is used to persuade an audience to take or continue some purchase action, usually with respect to a commercial offering, or political or ideological support. It has been argued that for fast moving consumer goods advertisement plays a very important role and it also helps in developing the brand and creates a positive behavior to the brand. Advertising messages are usually paid for by sponsors and viewed via various media forms including mass media such as newspaper, magazines,
The identification of SWOT is important because they can inform later steps in planning to achieve the objective. SWOT analysis is a tool to analyze the internal and the external factors that is stands for strengths and weaknesses, opportunities and threats. Firstly, strengths describe the core competencies of a business, strategic factors that may make a certain extend more likely to succeed where the commerce may have positive points over other comparable businesses. For instance, Cravia has harmony and chemistry between workers, people and groups. This agreement makes a difference in encouraging the work and assignments.
It is a form of person to person communication. In which the salesman persuades the buyer or customer to purchase the product, idea or service. There is lot of flexibility in this dorm of communication, the sales person or the seller can observe the reaction of the buyer and can change the conversation according to their need or situation. Advantages of personal selling -: 1) There is lot of communication taking place between the buyer and the seller which helps the seller to understand the needs of the customer 2) It is very useful for selling products which are complex in nature and requires to give detailed information and explaination. Sales promotion Sales promotion is that kind of marketing activity which provides an extra incentives or value to other promotional activity.
Advertisement acts as a stimulus for consumers and they react by buying or not buying the product. Advertising is supposed to create a positive and strong relationship between consumers and advertisers. Consumers are informed about the features, quality, availability and affordability of products and when such products are similar it is obvious that the advertisement include an appeal which based on emotional intangibles through effective brand message. Advertisement is now crucial part of producing a brand position in market as well as in consumers mind. The main purpose of this research is to identify the effects on consumers perception related to brands that are advertised through different advertising appeals.
CHAPTER 1: INTRODUCTION 1.1 – Background of Study This study is a research on Humor in Television Ads: The effect of the Brand Repetition and Consumers’ Attitude among Malaysian Youth. Nowadays, advertisements become an important medium in economy. The main objective of advertisement is to increase the demand of society by ensuring the trust of the society in the mind of consumers. In consumer’s perception, advertising provides them some or more information about the product and influencing their decision to purchase it. The key successes for an advertiser have been their ability to influence the consumer decisions and impression (Giles, 2003) Consumer demand is determined by the information provided by the advertisements in the modern world.
Cognition is the perception of a person towards the information communicated through advertisements. These cognitions are observed by the individual through his senses, perception, attention, memory, reasoning, language, etc. best way of attracting the customers is to understand the psychological cognitive aspects of the consumers (Sandra Jakštienė, 2008). Impact of Advertisement Role of advertisement is to carry message to the far distances. It is also use to target the scatter mass audience.
This study will help to find how the promotional strategies make impact on the buying behavior of Airtel customers. Which promotional strategies are using by the Airtel to catch more and more customers and also going through the promotional strategies used by the competitors like Vodafone, Idea, Reliance, Aircel etc. SIGNIFICANCE OF STUDY The study will helps to understand the importance of promotion. As this study gives a clear insight into how promotion can influence consumer buying behavior. The findings and recommendations of this study helps Bharathi Airtel to understand what type of promotional activities is needed in the economy and also they can identify and adopt new promotional techniques which can attract
A marketing strategy is also based on creating a product or service with unique selling benefits, reaching prospects investors or communities to project the company value. This amplifies the competitiveness & the competitive positioning of the organisation. It 's about control, setting prices according to profit generating activities and brand-management needs. Using distribution channels that maximise profits, limit losses without damaging the brand image. Using sharp advertising, public relations, promotions, and social medias marketing to reinforce the company positioning statement and