Because through advertising, every single person has evolved in terms of awareness of the brands, which earlier used to be an objective to achieve. Human beings, in general, have become specific towards their needs. We now, no more depend on others ' suggestions. Advertising is enough to affect our decision process. Every product which advertises is a brand for the
The companies show advertisements of their products to influence consumers towards a brand. Consumer perception of a brand can be in positive or in negative that depends upon the type of advertising appeal used. Most companies choose an emotional appeal in their ad to aim the emotional aspects of consumers like some occasions, family lifestyle, relationships, social gathering etc. Advertisements agencies are more mature and responsible towards society. They now create quality and practical ads and that shows the brand maturity and status.
INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and
The role of advertising is not small- it is the single most imperative action when the product is first put on the shelves of the supermarket of on the menu of restaurants. Companies must put extreme amounts of efforts into exploring the best ways to entice customers and for consumers to keep their attention on the product. They must also find the best way to increase awareness of their product among consumers of the targeted demographic, demonstration why the consumer must need and want that product. Packaging and labelling are two aspects of advertising that should have special attention to as it visually attracts a consumer even before they know what the product is about. Packing should be visually appealing and above all, clever.
That is why they always use and they must use all kinds of advertising to attract as many buyers as possible. They can choose among a range of advertising, such as a press advertising, radio advertising, TV-advertising, they can display their products on posters and tabloids on the roads or in the cities etc. It may seem that advertising is a quite new phenomenon but the truth is that it was known many years ago. First advertisement occurred when first market developed, but advertisement known as persuasive mass communication appeared barely in XIX century. In Poland first TV-advertisement appeared in 1952 and it was unexpected event.
Consider what kinds of advertising seem to influence you or the people you know. Ad agencies and product companies often argue that the main purpose of advertising is to inform consumers straightforwardly of available products. In fact, many types of advertisements, like classified ads in newspaper, are devoted primarily to delivering price information. Most consumers ads, however, merely tell stories about products without revealing much about prices. Since national advertisers generally choose to buy a one-page magazine ad or thirty second television spot to deliver their pitch, consumers get little information about how a product is made or how it compares with similar brands.
Industries in the consumer markets often have to deal with shifting brand loyalties and uncertainty about the future popularity of products and services explained by (BusinessDictionary.com, 2016). Consumer behavior in the marketing industry is vital and can be grouped in two main categories internal and
In recent years, fashion advertising has begun to be broadcast beyond magazines and newspapers. Fashion advertising has been following along with the technology and social media boom and introduced multiple outfits into one advertisement rather than the one outfit typically seen in magazine and newspaper advertisements. He, Liu, and Usman's (2014) research determined that the impact of advertising can help brands grow their brand reputation and become more recognizable to consumers. In their research, "it was estimated in 2000, that $15 billion was spent on cooperative advertising and in 2010, $50 billion was spent" (He, Liu, and Usman, 2014, p. 1). The advertising business has grown significantly over the past decade.
Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions. Accordingly, for institutions or enterprises, advertising is of great importance in drawing the attention of the customers and affecting their choices among numerous products (Oluç, 1990, p.3). On the other hand, advertising, from a consumer viewpoint, is regarded as a guide that helps consumer to choose the most appropriate and rational product for him/herself among the thousands offers on the market so as the best to meet his/her own needs. Advertising, when used for various purposes, such as
CHAPTER 1 INTRODUCTION One of many problems of manufacturing companies is the knowledge of how the consumer will react to several things that will be used for reaching their ultimate goal. The study of consumer behaviour became a concern of marketers, as they may pick up how consumers select their goods and services necessary to meet various needs, which are the factors that are influencing their choice. The economic life has grown to be complicated, which can be steered towards the necessity of knowledge of human economic behaviour mechanism which is becoming greater and more difficult, demanding separate study of the two basic components: human behavior as a producer of goods and services and the consumer’s behavior. Advertising is almost all over the place in our daily life. Its forms and roles are both questioned and appreciated.