Environmental Factors In Advertising

Another component of effective advertisement that creates emotional response is the consumer ability to recall the brand ad (Goldsmith and Lofferty, 2002). Thus, the relative importance of brand recall will depend on the extent to which consumer makes product related decisions, which leads to the brand awareness (Keller, 2006).This brand awareness help in ensuring the recall ad, which has the competitive advantage over those brands that are not recalled easily. Thus positive attitude towards ads have more ability to recall the ads then those having negative attitude (Goldsmith and Lofferty, 2002).

Through advertisement brand knowledge helps in influencing brand salience in such a way, that the quantity and freshness of the memories about the

Environmental concern appears to be a specific belief, which is largely set in cognitive structure and should be considered an opinion rather than an attitude (Heberlein and Wisconsin, 1998). Environmental variables might affect on buying behaviours of consumer (Greenley and Foxall, 1997). As marketing related research proposed that environment provides certain type of experience for consumer, which are used for promotion and selling product or services (Adelaar et al. 2003). Specially, marketing research has attempted to explain the effects of different environmental conditions, like atmosphere in retailing store, and background music at the time of purchasing (Morris and Boone,

(2007) observed that advertising academicians and advertising practitioners seem to live in different worlds. The separation between these two groups, commonly referred to as the academician–practitioner gap (Hunt 2002a), would not be too alarming if it only denoted the fact that there are always discrepancies between theoretical modelling in the field and practical applications. The gap in the case of advertising, however as Nyilasy et al. (2007) observed, is much wider and is manifested on deeper levels than would be expected in the case of occupations such as medicine, engineering or law. They analysed key writings on the nature of the academician–practitioner rift and proposes a new approach complementing the literature. The review identifies five prevailing explanations why miscommunication between academicians and practitioners exists: (1) the failure of academic knowledge dissemination systems; (2) problems with the knowledge content and knowledge form academicians produce; (3) counterproductive academic organisational systems; (4) questions of philosophy of science; and (5) practitioners’ inability and unwillingness to process academic information. The study concludes that one potential explanation is entirely missed in these accounts: the possibility that practitioners’ knowledge about how advertising works is an autonomous construct, which has its own rules and deep structure, and resists simple assimilation attempted by academicians.

The paper suggested