Television advertisements Impact On Customer’s Buying Behavior for the ‘Health Drinks which makes milk richer of Children’s’ in the area of Vadodara city
Dr. Sandip G. Prajapati
Assistant Professor
Department of Commerce and Business Management
Faculty of Commerce
The Maharaja Sayajirao University of Baroda, Vadodara
Email Id: prajapatisandip79@gmail.com
ABSTRACT
The concepts of health and energy have perhaps never been as popular—or pursued/coveted— as they are now. With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh their brand’s positioning and image. The focus on functional health benefits has allowed India to become the world’s largest market for malt-based hot drinks with US$1.1 billion
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(1994:513), the Dynamics of Mass Communication.
In addition to the above factors, age and level of education are also influential factors on children’s behaviors or actions. Among all these, (McNeal, 2001) cited a 1999 survey of television effects on kids by Yankelovich which revealed that effects of television adverts on children remain highest when compared to those of other mass media.
The American Association of Advertising Agencies (AAAA), as noted by (Baran J. a., 1995), studied the effects of advertising and discovered that our power of perception played much role on the way we view advertising. They noted that even though newspapers, magazines and radio adverts also have effects on consumers, our opinions are principally influenced by television adverts.
In his analysis, (Jefkins, 2000), contend that the persuasive mechanism employed by advertising professionals, make television adverts in particular to become highly irresistible especially to subtle minds like those of children who are generally known to be
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Shellaberger, 2003), condemned the attitude of television advertisers who sometimes advertise cigarette along with food. That cigarette advertisement on television promotes many young people smoking and enjoying themselves. Smoking has nothing reasonable to offer to children but health problems later on in life. Television impacts children the most as far as advertising goes. Consequently, children continue to hassle their parents until they get the things they had watched advertised on the television.
However, it would rather not make complete sense to look at one side of the coin. According to (McNeal, 2001), there are few television advertisements, which are beneficial to the children. For example, the ones that are selling educational books for children and other types of learning materials. Others that fall within this category include all forms of television adverts that discourage or reject acts of immorality or criminality such as premarital sexual relationship, stealing, cheating among
Nationally it is known cigarettes are an unhealthy addiction giving it a unique word choice that compares that crisis from 1970s to what the big foods industry is currently doing with its marketing. This provided a logical argument following up with credibility of discussing two meta-analysis done about how ads play in food roles. More in the article are numerous sources that makes a collage giving it an overall neatness and
Almost 17% of the adult population in the United States smoke cigarettes. Smokers are more likely to develop heart disease, stroke, lung cancer or blindness. Cigarettes smoking is the leading preventable cause of death in the United States, so there are ranges of advertisements showing the harmful effects of cigarettes, and always telling people to do not smoke it, either by images, statistics or phrases. Among all advertisements that shocks, there is one in particular that it was not necessary a single word on it to do that. This ad is a colorful one that was created by the Roy Castle which is a lung cancer foundation, and was released on December 2007 on magazines and newspapers in the United Kingdom.
Kids can be taught that what’s on an ad isn’t necessarily what they need.” At the end, marketers must maintain an appropriate structure or strategy without using people in a bad way. If it’s possible for a child being obsessed with a toy and food box, then it’s possible for him to like a sweet fruit box with an interesting book or comics, magazines etc. if we can support or teach them. We must accept that healthy food, exercising, protecting environment, enjoying beautiful sides of life, even choosing the best music or watching the proper advertisement - they are the best solutions for a good future even though they may be hard for some people to adapt.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Food, automobiles, high tech toys, and personal apparel can be considered dominant products that are advertised during TV programming. I feel this is the case due to the need of brand messaging and the ability for TV advertising to reach a broad spectrum of population. Countless studies have shown that television remains the best medium to reach a wide audience quickly (Romaniuk, 2012). The most sought after products are often revealed through TV advertising. This type of advertisement often enlightens the consumer on their soon to be desires.
Advertising 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,
In this 2008 Presidential campaign was the year President Barack Obama and John McCain were fighting for Presidency were both Democrat and Republican parties were going at each other by giving one are the other a bad reputation on each of their campaign ad. On the many issues of Education, Immigration, Guns, Taxes, Health Care, Housing, Abortions, Iraq, Social Security that occurred in 2008. In the political ad, “Rearview Mirror” President Barack Obama narrator tells us “Wonder where John McCain would take the economy look behind you” letting us know that candidate John McCain wants to continue with George Bush economic policies and by doing this to his fellow Americans he is affecting are ethos and pathos. The video, then goes into a faster
Obesity has gained a lot of attention in the recent years especially in the 21st century. Right now in America, there is an ongoing epidemic. The cause is not by viruses or bacteria, but by human nature. There is no one way to solve this serious problem. With growing body sizes and serious medical problems associated with obesity, it is a problem that needs to be addressed and changed.
Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.
each day a child sees an ad whether it be on an electronic or a sign/billboard. For instance, in the article “Facts About Marketing Towards Children” a part of the article proves that children are exposed to many advertisements each day,¨The average American child today is exposed to an estimated 40,000 television commercials a year — over 100 a day,”(89) said The Center for a New American Dream. Children are exposed to so many commercials that if you ask a child to sing a jingle they’ve heard from a commercial they will come up with one in a flash. Advertisers are maliciously and continuously advertising towards children. The quote states that an American child on average sees over 100 advertisements a day and that is true, between phones and T.V children do see a lot of
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”
Do you think movies and TV shows influence teenagers? Nowadays, people spend time watching movies and TV shows more than setting all together having launch. People’s behavior including teenagers the most spend a lot of time on social media and this can change their behavior due to the things that they see. The media in general has a huge impact in our society on teenagers.
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
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.
This debate reflects a wider, familiar issue in the research literature concerning whether children are active media savvy consumers, or vulnerable innocents. For example Buckingham’s (2007) main argument is that this polarisation is indeed constructed and that the truth probably lies somewhere in between the two. He contends that the growth of a consumer society is a complex social development which cannot be understood, explained or blamed solely on advertising and marketing. This polarisation of the debate is seen again in the gap between industry research on marketing, and sometimes highly critical blame-led academic research. It seems that the research field between the two should be explored more, as this would help construct a balanced debate and contribute towards consistency in the conceptualisation of the issue and measurement techniques (Sandberg 2011).