Research Topic: Impact of advertisement on consumer purchasing behavior of Korean cosmetic products in Malaysia among Generation Y
1.0 Background of Research In these days, advertising has become one of the most powerful and effective promotional tools to reach customers among marketers. Advertising gives information, persuades, reminds, and as well as creates a brand image of a particular product or service. According to Cohen, advertising is a business activity that employs creative techniques to design persuasive communication in mass media that promote ideas, goods, and services in a manner consistent with the achievement of the advertiser‘s objective, the delivery of consumer satisfaction and the development of social and economic
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From the past research, researchers found the positive and significant relationship between the Korean Wave and attitude toward Korean products (Kim & Park, 2004). Consumers who are familiar with Korean culture are likely to have a more positive attitude towards Korean products and have more intention to purchase them. Furthermore, according to Tada - amnuaychai, a researcher from Thailand, the fans of Korean drama have impressive perception towards Korea and its product because their products are usually tied-in with the Korean dramas (Tada - amnuaychai, 2006). Hence, in general, consumers will consume the products and think that they are good. Therefore, this research is to find out the impact of advertisement on consumer purchasing behavior of Korea cosmetic products in Malaysia among generation …show more content…
The influence of Korea’s entertainment has become the subject of concern and criticism throughout the world especially Asia. Most of suppliers catch the trend and make their products hit right to customers desire in order to expend profit. As stated by Till and Busler, purchase intention for brand will be greater when endorsed by an attractive spokesperson (Till & Busler, 2000). Furthermore, most of the research done in Malaysia are only focused on the consumers’ attitudes and brand loyalty towards the cosmetic products or only specific on Halal cosmetic products. Hence, I would like to research whether using celebrity endorsement in the advertisement is more effective in comparison with other advertising appeal and to find out if the growth of Korea cosmetic products in Malaysia among female in generation Y is as the results of advertisement or influenced by other factors. From the past research recommendations, a specific group of samples which is generation Y will be used in this research and other area will be studied such as advertising appeal and credibility of celebrity endorsement to know the effect of advertising on consumers purchasing behavior.
4.0 Research Objective(s)
With the directions provided by the past researchers, I would like to propose the objectives of our research as below:
1. To identify the effectiveness
- Observe a commercial on TV or in print and analyze what persuasive techniques the creators of the commercial are using. Are they using Ethos, Pathos or Logos? What claims are they making? What type of appeals are they making? What is their argument or logic?
There’s very little factual evidence that plays part in this article which is another reason this article is weak. In an article called, “The Efficacy of Television” by Gary Rudman, Rudman states that marketers are paying little attention to the marketing efforts made in television, he also adds to this statement by stating that because of their eagerness to advertise, they only focus on connecting with teens through media that is often used by the millennial generation. According to the GTR report in this article, “When it comes to options for advertising, traditional TV advertising resonates best for teens,” The reason for this is because most teens spend their majority of time at school, leaving very little time for internet access which makes the television top prize for advertisement; teens are constantly using and are often more likely to encounter advertisement on a television rather than surfing the web or having their focus on a internet game. “Teens are visually literate, and a good television ad will engage them. They remember funny, interesting, engaging, unique ads.
Thesis: The Special K advertisement for brides to be is effective because it creates an emotional response and health image for future brides, it develops a captivating visual for the audience, and it relates to the readers of Brides through its illustration. I. Special K advertisement successfully portrays their weight management plan as something that cannot only benefit physically but can have a positive effect on the readers. A. The Special K advertisement is delivered in a successful piece, that allows the readers to focus on the exciting emotions that are derived from the ad and the thoughts of weddings.
Bae, J., Lu-Anderson, D., Fujimoto, J., & Richelieu, A. (2015). East Asian college consumer decision-making styles for sport products. Sport, Business and Management: An International Journal, 5(3), 259-275. • Purpose of the study Studying consumer behavior in east asia • Methodology adopted PSIP scale across 35 categories • Findings Japanese had highest brand consciousness • Managerial implications Different marketing strategies for different countries •
Arzanagh and Danaei, (2013) confirmed that there is a considerable relationship among the advertisements and consumer’s attention, interest, desire, and action when the significance level is controlled to one percent. Arzanagh and Danaei , (2013) also found out a specific correlation between the four different factors of attention, interest, desire and action (Arzanagh & Danaei, 2013) Arzanagh and Danaei, (2013) observed that advertisements on TV has the upper hand in all other advertising methods on getting attention of the consumer, billboard advertising have the second place and lastly comes paper advertisement (magazine and newspaper) which is the least effective method to for gaining attention of the customer (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) surveyed that for attracting buyers’
Advertisements have been used throughout generations to persuade the viewer to purchase the product that the company is trying to sell. However, some companies appeal to the emotions instead of trying to sell the product itself. Companies have the ability to persuade the opinions of the reader and make an advertisement that can be mesmerizing. Advertisements have helped the awareness of what a products good for or how it is better than the other retailers product. As Jeremy Bradley states “Advertising can help your business to increase its value and build its reputation” (Bradley, Jeremy.
Teens & Advertising Advertising is a form of marketing in which the author uses writing strategies to capture the attention of an audience to persuade them into purchasing what is being promoted. The success of an ad relies on the products ability to reason with readers and appeal based on emotions. Individuals can be distinguished by their proneness to social influence; teenagers in particular differ in regards to their level of susceptibility to advertising. Though teenagers do not typically have as much money as older adults, there are many products that teenagers are still willing to spend their restricted funds on. These advertising agencies who target teens utilize strategies that are meant to make their services and/or products attractive
advertisement can be evaluated by examining its ability to reach an intended audience, its impact on consumer beliefs, and its effectiveness in promoting consumer action. AC Micu and JT Plummer (2010) analyzed the success of the Wassup?! ad campaign in their article in the Journal of Advertising Research. They found that the humorous nature of the ad and its endorsement of a certain lifestyle appealed to a young, affluent audience, who felt that they could relate to the characters in the ad. Furthermore, the advertisement was effective in influencing consumer beliefs, namely by creating a positive association between Budweiser beer and the lifestyle being portrayed.
People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.
Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”
Targeted Advertising: Helpful or Hurtful? Technology has challenged the rules of privacy, and people are questioning if privacy is a necessity anymore. Technology, specifically apple products such as iPhones, is a need in many people’s lives, and they cannot imagine not being able to check their phones for the weather or to ask Siri to find the closest restaurant. Unfortunately, people do not realize companies use technology for targeted advertising, which is an invasion of privacy. An invasion of privacy is when people’s private information is used to influence them and is given to other people or companies unknowingly.
Food advertising to children is a controversial issue that is considered as a source of attention to many investigators and analysts due to its influential impact on children’s food choices and parents buying behavior. Food advertising is the primary type of advertising that people go through on a daily basis. Nowadays, the industry of food advertising is growing enormously in the middle east region and Malaysia as a result of the huge amount of food advertisements, especially junk food ads that reach people directly and indirectly through various mediums that deliver advertising contents to the audience. Children and youth are the main target audience for fast food advertisers, mainly because of their purchasing influence, exposure to TV and
(Niazi et al 2012) A survey was conducted on effective advertisement and how it impacts consumers buying behaviour. This brought an outcome that advertising is one of the most effective tool to attract consumers positively towards the product. When a consumer gets emotionally attracted towards the product, he tries his best be use and try the product at least once. When the purchasing power of a consumer changes, it affects the purchasing level too side by side.
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.
Introduction “The term ‘misleading advertisements, is an unlawful action taken by an advertiser, producer, dealer or manufacturer of a specific good or service to erroneously promote their product. Misleading advertising targets to convince customers into buying a product through the conveyance of deceiving or misleading articulations and statements. Misleading advertising is regarded as illegal in the United States and many other countries because the customer is given the indisputable and natural right to be aware and know of what product or service they are buying. As an outcome of this privilege, the consumer base is honored ‘truth in labeling’, which is an exact and reasonable conveyance of essential data to a forthcoming customer.”