It is also use to target the scatter mass audience. The role of advertising on sales volume is very important. It is proved to be very essential tool in enhancing the sales of brand. Advertisement is directly linked with the sales of the products (Abiodun, 2011). Through advertisements customer behavior shaped and they motivate to buy such products.
The advertisement helps the organisation to reach to their targeted customers in an effective manner and at the same time, also enables them to develop a superior relationship with the public as a whole. Other techniques that are used in marketing are mainly transactional marketing, viral marketing, and mass marketing. The marketing process helps the organisation to increase the customer base for the company, which in turn leads to the development of the sales level for the organisation. Different marketing techniques must be incorporated within the marketing strategies of the organisation so, the companies are able to enhance their operations and at the same time develop in the near future (Hynes and Janson,
2.4.1 Attitudes The study of attitudes has become an important aspect in both the arena of advertising and consumer behavior. A possible reason behind this is that it helps predicting consumer behaviors such as purchase decision, brand choice and evaluation (De Mooij, 2010; Leon, Schiffman, Kanuk, & Hansen, 2012; Mitchell & Olson 1981; Schiffman & Kanuk, 2004; Solis, 2011). It is stated that anything that an individual has an attitude or internal evaluation is regarded as an attitude objective (Solomon et al., 2010). Attitudes also to a great extent influence an individual’s decision-making (Fill, 2009) and purchase behavior (Leon, Schiffman, Kanuk, & Hansen, 2012). Schiffman and Kanuk (2004) also suggested that consumers’ preference depends on their attitudes towards the product.
Companies endeavor to their best to present a favorable perception of their brand in the minds of consumer. Josiassen and Harzing, ( 2008) argued that consumer perception toward countries, cultures and their products tend to change over time therefore it has been of great interest to consumer behavior researchers
Further it was also demonstrated that measurement of the underpinnings of relationship marketing can predict customer loyalty. Therefore, firms intended to nurture customer loyalty must pay close attention to various aspect of relationship marketing viz. trust, commitment, communication
It also allow marketers to make new insights in own brand as compare to competitors. Therefore it needs to be accessed by implementing brand as well as investing in brand besides product development. The basic reason of practicing Brand Awareness is not only limited to maximizing sales alone but it involves organization to uphold company’s mission and vision statement. Therefore it also focuses on in the improvement in quality of products or services. Advertising offer a news function to consumers.
That is, the more a consumer experiences the brand by using more senses (see it, hear it, or even think about it), the more likely the brand will stay present in his memory for a longer time. Thus, many things can lead customers to try the brand name, symbol, logo, character, packaging, including sponsorship, advertising and promotion, publicity, and public relations can higher the awareness of that brand element. And the more elements marketers can reinforce, usually the better. Reception increases recognizability, but improving brand recall also requires linkages in memory to appropriate product categories or other purchase or consumption cues. A slogan or jingle creatively pairs the brand and the appropriate cues.
The development of online marketing in the world has established a new place of communication and interaction among individuals. At present, Internet has become an important tool for modern companies. The aim of this research is to observe the impact of online marketing strategy on consumers’ purchasing decision. Specifically, this research is observing the impact of online marketing strategy on consumers’ purchasing decision when it comes to retailers (Hsin Chang & Wen Chen, 2008) 1.2. Background Many of the organisations have agreed with the fact that transformation of customer behaviour is the unavoidable trend due to which they have started changing their marketing strategy.
A marketing communication message can be expressed in number of ways. However, the objective of these messages is to communicate effectively and efficiently with the clients. Hence it is important to design and develop the message strategically. The importance of creativity in marketing communication The marketing and communication programme should be creative to attract and retain more prospective customers. A powerful creative message carried out by highly effective media vehicles gives the product the best chance of success.