Advertising Sales Promotion

CHAPTER 1

INTRODUCTION

Almost every one grows up in the world which is swamped with the mass media e.g. Television, Advertising, Movies, Videos, Billboards, Magazines, Music, Newspaper, and Internet. Of all marketing weapons, advertising is well-known for its durable impact on viewer’s mind, as its coverage is much broader. Advertising is a compartment of promotion mix which is one of the 4P’s in the marketing mix i.e. Product, Price, Place and Promotion. As a promotional line of attack, advertising serves as a key tool in creating product awareness in the mind of a potential consumer to take ultimate purchase decision. Advertising, Sales promotion and Public Relations are mass-communication equipments available to marketers. Advertising through

A study by Sharma (2007) finds that now-a-days consumer is not easily influenced by a celebrity in an ad but he needs full fledge information about the product also, followed by brand name, overall appeal and music/jingle. Advertisements being endorsed by celebrities are found to be less attractive and that the use of celebrity may not change the buying behavior.

3. According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet Generation, and get their news and Information primarily from internet. The internet media is the most attractive and important place to advertise. Most of the young people remain glued to the internet and enjoy what they browse. As a wide range of products and services are consumed or used by children, many companies tend to target them.(Chandok,2005)

4. According to traditional hierarchy of effects models, advertising affect of advertising exposure leads to brand cognition and cognition about the ad, which then leads to the attitude towards the ad and the brand until their purchase intent (Mendelson & Bolls, 2002). Advertisers target teenagers because of their high disposable income, their influence of parental purchases, their early establishment of loyalty to certain brands and a conventional wisdom that they buy products on impulse (Fox

Symbolic value is expected to equate the consumers’ self image to have an impact on individual preference, where preferences may develop for certain brands because they are perceived as reflecting their own self-image or projecting an image that they aim to possess. If the meaning of a product is not associated with the consumers’ self image, it may have little impact on purchasing behavior.

6. Saksena (1990) found that teenagers are influenced by advertisements and mostly purchased those brands and products which are advertised more. Previous studies also focus their attentions on the psychology side of advertising and they indicate how to use people’s emotions to get their attention and increase their recall of the advertisements, in the hope that this lead to the purchase of that product in some point in time (Elliott & Speck, 1998)

7. Heath, Brandt and Nairn (2006) in their research reveal that advertising associations attempt to accomplish three things: attention, brand awareness and persuasion. That is why the basic aim of advertising is to encourage people to buy things and creates awareness (Bijmolt et al., 1998). According to the traditional attitude theory consumer behavior is predicted from consumer attitude when consumers buy the brand, which they like the most. An attitude may be defined as “acquire behavioral disposition” (Smith & Swinyard,