Literature Review Of The Literature On Digital Advertising
The literature on digital advertising is mostly founded upon established traditional advertising models. These models’ validity in various digital ad channels are tested and confirmed by numerous studies. Albeit an increase in the number pf studies carried out in this fields, new areas of interest are always available with increasing number of channels and potential cultural difference in consumer behaviour [12]–[14]. In line with the previous studies on digital advertising, a traditional and accepted model by Ducoffe [16,36] that can explain attitude formation in advertising is chosen as the theoretical foundation of the paper. Originally the ‘ad value’ model was developed upon Uses and Gratifications Theory (UGT) for analysing advertising on the Internet. UGT was on the other hand originally established by [15] to explain the effectiveness of mass communication media and consumers’ motivations. In this model, the cognitive needs, affective needs, personal and social integrative and relaxation needs are considered as fundamental categories of ‘needs and gratification’. Ducoffe [36] incorporated cognitive needs through informativeness and credibility constructs in the ad value model and affective needs through entertainment and irritation constructs. Advertising value in this sense was defined as “a subjective evaluation of the relative utility of advertisement to consumers” [16].
2.1. Attitudes Towards Ads
Within the digital advertising and consumer behaviour literature,
Advertising Techniques Used In Jib Fowles Advertising's Fifteen Basic Appeals
1045 Words | 5 PagesSince the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.
A Brief Review Of Barbara Ehrenreich's Nickel And Dimed
851 Words | 4 PagesIt is obvious that media plays a significant role in our society. It affects every aspect of our lives - political, social, and cultural. In the various works including articles, lectures and films, Jean Kilbourne presents an insightful and critical analysis of advertising and its profound negative effect on all of us. She states that, “Advertisement creates a worldview that is based upon cynicism, dissatisfaction and craving” (p. 75). She discusses the issue in a very objective and impartial manner, “The advertisers aren’t evil.
Mark Crispin Miller's How To Be Stupid: The Lessons
1343 Words | 6 PagesMiller argues that advertisements have a manipulative nature where they make viewers feel that by purchasing a product, they will have immediate gratification and feel extremely powerful and “indestructible”. In Miller’s lesson five: “You’re Ugly”, he uses a specific example
Mkt 421 Week 4 Individual Differences In Advertising
401 Words | 2 PagesArzanagh 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,
Advertising's Fifteen Basic Appeals Summary
1890 Words | 8 PagesAdvertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
Synthesis Essay On Advertising
967 Words | 4 PagesAdvertising 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”
Essay On Targeted Advertising
1377 Words | 6 PagesTargeted 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.
The Influence Of Popular Music In Advertising
2169 Words | 9 PagesAccording to Allan (2006), marketeers and “advertisers” use variable approaches and techniques in order to fully engage, involve and immensely persuade the “potential” consumers to buy their product or service (p. 434). It is noticeable that these techniques have greatly evolved and remarkably developed through the past decades (Hemmings, n.d.). This gradual enhancement in advertising techniques is precisely concentrated in the background features of advertisements, such as “attractive” colours and pleasing music (Gorn, 1982, p. 94). In other words, marketeers established an entirely new method to attract the audience, and this is done through integrating psychology in marketing. This has been the main goal of all marketing campaigns and advertisements
Pestel Analysis Of Advertising
1564 Words | 7 PagesHowever, 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,
Impact Of Advertising On Consumer Buying Behaviour
1306 Words | 6 Pages(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 Of Advertising
974 Words | 4 PagesLiterature 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.
Digital Marketing Literature Review
3693 Words | 15 PagesLiterature Review on “Digital marketing strategy use to influence children” Abstract: This literature review focus on digital marketing, advertising to children and use of digital device. While many new marketing technique are being developed using the internet and digital devices as communication tools, little literature will consider the implications for children in-depth. Partly because the field of digital marketing is growing so rapidly, and partly because children use of the internet is increasing so fast and at the young age, much of the academic literature struggle to keep up with new trend what literature does exist trends to be highly critical, but is not necessarily based on sound search that looks at the real world of children’s
Digital Marketing Essay
853 Words | 4 PagesDigital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing 's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
Advertisements Use Semiotics In Advertising
1953 Words | 8 PagesEvery single day we are bombarded with advertisements, and we are sometimes subconscious to it. Advertisements play an eminent role in influencing our culture by moulding the minds of its’ viewers. They grab our attention left, right and centre; leaving us feeling insecure about ourselves wishing that we could look like the size 4 model depicted in the Guess advert. Messages are delivered to us in all sorts of ways through television, radio, magazines, social media and text messages aiming to capture our attention wherever possible. Everywhere we look, we are plagued with images of the latest products, which in essence attract consumers because we as humans are constantly wanting to satisfy our wants and needs because what we have is never
More about Literature Review Of The Literature On Digital Advertising
Advertising Techniques Used In Jib Fowles Advertising's Fifteen Basic Appeals
1045 Words | 5 PagesA Brief Review Of Barbara Ehrenreich's Nickel And Dimed
851 Words | 4 PagesMark Crispin Miller's How To Be Stupid: The Lessons
1343 Words | 6 PagesLetter To Our School
485 Words | 2 PagesMkt 421 Week 4 Individual Differences In Advertising
401 Words | 2 PagesAdvertising's Fifteen Basic Appeals Summary
1890 Words | 8 PagesSynthesis Essay On Advertising
967 Words | 4 PagesEssay On Targeted Advertising
1377 Words | 6 PagesThe Influence Of Popular Music In Advertising
2169 Words | 9 PagesPestel Analysis Of Advertising
1564 Words | 7 PagesImpact Of Advertising On Consumer Buying Behaviour
1306 Words | 6 PagesLiterature Review Of Advertising
974 Words | 4 PagesDigital Marketing Literature Review
3693 Words | 15 PagesDigital Marketing Essay
853 Words | 4 PagesAdvertisements Use Semiotics In Advertising
1953 Words | 8 Pages