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Positive and negative impact of tv advertisement on consumer behaviour
Analysis of commercial advertisements
Analysis of commercial advertisements
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1. INTRODUCTION
Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).
In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers. As competition is increasing, the need for effective marketing communication is growing and marketers are finding new ways to break through the clutter and generate response and action from potential consumers.
According to the a survey of Gallup Pakistan, spending on TV advertisement increased throughout year 2009. The top 10 brands advertised on TV made up 22% of total advertising share in October 2009. The annual TV advertisement expenditure estimated by Gallop Pakistan and Aurora were 14.80 bn and 13.31 bn Rupees respectively. The Telecom sector was the most advertised product category having value share of 28%. These reports evidently illustrate that companies in Pakistan specifically the telecom sector are spending a huge amount of their budget on advertising and brand management to capture the maximum potential consumers and to increase their market share.
Mobile phones have become the basic need of every individual during past 15 years. The development of mobile phones has brought the market into a state where the fundamental need of communication has actuall...
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...dle River, NJ: Pearson Education.
Kotler, P. & Keller, K.L. (2006). Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education.
Mehran, A.K. (2009) Telecom Sector shows 20% Revenue Growth in year 2008-09. Website: http://www.pta.gov.pk/index.php?option=com_content&task=view&id=1332&catid=92&Itemid=301 (December 23, 2009)
Saffer, H., & Chakoupka, F. (2000). The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics, 19 (2000) 1117-1137
Simões, L. & Gouveia, L. (2008). Consumer Behavior of the Millennial Generation. III Jornadas de Publicidade e Comunicação. A Publicidade para o consumidor do Séc. XXI. UFP. Porto. 10 de Abril.
Tian, K. (2008). What Appeals to the Chinese Customers? Content Analysis of Chinese Advertisements in Newspaper and on TV. School of Arts of Sciences, University of Pittsburgh.
Advertisement over the years have been very relentless with a few inventories for its expansion. It can be a very persuasive tool towards getting a result. GM uses a tradigital marketing strategy type of advertising which combines both the traditional way of advertising and the new age way of advertising which is computer based also known as digital. However, there’s always room for improvement. According to John Wanamaker, he stated that “I know that half of my advertising dollars are wasted…I just don’t know which half” (Rosenblum, 2011). It is known for years as an accepted truth that 50% of every advertisement dollar is wasted. Is it because we are doing too much or too little to convince our potential buyers? This is a questionable factor that need answers. I recommend changing the key performance indicators from a marketing to a business focus, create a superior experience that at the end of the day simplify consumer’s lives and create an educational platform.
It is shocking the extravagant amounts of money that companies are willing to pay to advertise their products. From spending millions of dollars a second to have a commercial air during the Super Bowl or hiring a well-known face to support their product, companies are willing to do whatever it takes to get their brand out there. Br...
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Kotler, P. and Armstrong, G., 1991. Principles of marketing. 1st ed. Englewood Cliffs, N.J.: Prentice Hall.
Mobile is the first order priority device for access because people are connecting with others, finding entertainment, and doing business—all with smart phones. The prices of mobile phones are never over $1,000 in today’s world. They are affordable and accessible. As the result of the changes the worldwide and national business environment has undergone, people own 1-2 cell phones on average. However, the mobile markets in US seems to have been saturated.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
We use products and other displays of material wealth as the means of leveraging social capital against one. It is important that we look at advertisements critically because we, as a culture, create the meanings and definitions of the objects that comprise our collective realities.
Advertising is a way of communication that informs the audience of a product by a brand. There are different tactics to create awareness of a campaign. The most successful campaigns are the ones that use sentimental and emotional approach in their advertising because audience can easily relate to it. In 2013 companies spent Rs. 30 Billion on television advertising in Pakistan to promote their brands.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
The most obvious advantage with investing in television advertisement is the fact that it immediately raises brand awareness; this is due to the fact that the vast majority of the population own a television. Although this method of advertising is extremely effective, there is always a margin for improvement. For example, Pizza Hut advertising campaigns always focus on two points; a new product and family values. I feel that the comp...
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
The main purpose of advertising is to deliver the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a company's services or products are the best, to enhance the image of the company, point out and create a need for their products or services, demonstrate new uses for the established ones, announce new products and programs, reinforce the individual messages of the sales people, draw customers to the business, and to hold existing customers.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach