In the research, we need to investigate whether the product and service can influence people behavior to purchase it through mobile advertising.
The mobile devices information can be provided to the consumers of their interest which gives chance to markets to build the customer relationship in new dimension that’s way now a day’s many companies rely on these types of devices to advertise and promote their product and service to their target customer (Saeed, et al., 2013).Country of region is important predictor of product quality as imported product is more preferred when local product is considered of low quality. Other than that, when the advertisement for that product increase its mean that this will increase due to the high loyalty so
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The consumers’ attitude toward the advertising high penetration of mobile phones in recent years type in general and not to the exposure to one has created a good opportunity for mobile advertising particular ad (Bauer, Barnes, Reichardt, & Neumann, 2005). In general, attitudes are “mental states There used by individuals to structure the way they perceive are different synonyms for advertising via mobile their environment and guide the way they respond to devices, such as wireless advertising (Barnes, 2002).Thus, mobile advertising created good opportunity for mobile as in an extension of the internet environment. There are many common features in mobile advertising and internet advertising. Since the mobile phone is a very personal device that allows an individual to be assed virtually anytime and anywhere (Chowdhury, Parvin, Weitenberner, & Becker, 2006). Most of the studies have focussed on attitude structure. The differences in the way different media affects consumer …show more content…
The intention of purchasing mobile phone between South Korea and United State and the result is 94 percent of South Koreans have at least one mobile phone (Korea Communications Commission, 2008).
The targeted mobile advertising effect the intention of purchasing mobile phone. He developed a targeted mobile advertising system works as a platform linking merchants and consumer (mobile phone consumers). It uses personalization and pull techniques to deliver targeted advertisements that can better match consumers’ needs.
The attitudes, intention and behaviour study by constitute 3 keystones of Theory of Reasoned action developed by (Fishbein & Ajzen, 1975). By using this theory, there was a positive relationship between attitude and intention for consumers to accept mobile phone advertisements and that intention affects consumer behaviour significantly. Besides that, he separate youth and adults are two quite different consumer groups in terms of consumption patterns and styles.
2.7 Advantages and Dissadvantages using Mobile
For instance, Internet connection and a great assortment of modern technologies give us a choice to select individually what our minds will be filled with. Hence, it has been estimated that an overall percentage of TV watchers has significantly decreased. Therefore, I consider that media’s impact is less significant than it used to be as people themselves select the material they want to receive. Therefore, it challenges the validity of the argument in times of easily accessible Internet.
With its clever and funny ads, Geico has become a major player in the advertising industry. The company has been able to successfully pique the interest of millions of customers through the application of consistent and innovative marketing strategies. The purpose of this essay is to examine how Geico's advertisements have affected consumer behavior, brand recognition, and the advertising industry as a whole. As a result of Geico's advertising campaigns, the advertising industry has been significantly impacted, consumer behavior has changed, and brand recognition has increased.
Many claim that DTC advertising can lead to overprescribing medicine. If someone is experience back pain and sees a commercial that claim to relive all back pain, this person might jump to the conclusion that they need this medication. This person might go to his/her doctor and demand this medication to help with their back pain. Most doctors do not have a problem with prescribing medication, because most of the time they have connections with big pharm that helps them bring in big paychecks. Most would argue that if this person did not see this commercial, then they would not be prompt to want medication for the back pain they were already dealing with.
Businesses are slowly making the transition over to online selling and advertising, marketing their products to more people than ever before. Consumer culture has never been as large as it is now, and it will only grow larger as the years go by and that is almost entirely due to media. Comparatively, in the beginning media was mostly contained to papers, prints, and magazines. Later emerged the radio, television, and after that the internet and social media. The purpose of widespread media has changed over time as well.
First of all, advertising gives effect in luring the audience to buy their products. Nancy Day, author of “Advertising: Information or Manipulation?”, wrote about how advertisements can give effect to a consumer by proclaiming that they need it in their lives. Day introduces the idea that “advertising tells you what you need. Before advertisers told us to, who worried about dandruff” (Day). Day conveys the idea that advertisements help enhance the needs of a consumer by repeating that the products will change their lives with a positive outcome.
with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect is examined in literature with different approaches: • sociological; • semiotic; • psychological; • socio-psychological.
Arzanagh and Danaei, (2013) said that when customers are convinced to purchase the product or persuaded about the good quality and characters of the product, customer tends to act and purchase the product while on the other hand searching product does not really have an impact the consumer behavior (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) proposed that advertisement alters the behavior of the consumer when we advertise in such a manner that we fulfill all the requirements of AIDA model of advertising. Arzanagh and Danaei, (2013) also stated the correlation between all four different factors of AIDA that are attention, interest, desire, and action, And examined that attention and action were closely related while on second place comes the relation between attention and desire (Arzanagh & Danaei,
Music Television and its influences on consumer culture, and the transmission of consumption messages. Advances in Consumer Research. Vol. 18, 111-114. available at:http://www.acrwebsite.org/volumes/display.asp?id=7147 access: 17/04/12 Fiske, John. 1987.
Thesis: When advertising a product most companies use things that would move you towards buying their product. I. Emotions that flow A. Lust B. Insecurity C. Elite II. Lust A. The product will make people more attracted to the costumer 1.
Media has a great influence upon the audience and it could be judge from what that is not said, so media works to maintain the status quo and at the same time it failed to raise the question about the structure of society. Commercially sponsored mass media cannot work for minor changes in the social system. Some media can be progressive only if the sponsors are agreed upon. Impact on Popular taste
Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing
However, choosing the appropriate technology is essential to the success of the advertising industry because different markets prefer different ways of conveying information. The use of applications in phones or e-commerce to order goods and services all over the world may be appropriate to a certain market, but media may be appropriate to an illiterate market (Porter, 1998). The development of smart phones is also an added advantage to the development of marketing activities in the advertising industries. For instance, in Singapore China the Taxi industry uses the application in the smart phones to access the consumers. Although the media are one of the appropriate medium to convey the adverts to the consumers,
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users”