Advertisement and Brand awareness plays an important role in brand building, brand recognition, brand loyalty and boost up the sales performance which is regarded as the foundation for brand development. To some degree advertisement and brand awareness can directly influence consumers’ buying behavior. The female consumers from IT industry have been taken as main consumers for the research purpose. The researcher seeks to inspect and investigate brand’s intention factors and consumer’s individual factors in influencing advertisement and its impact of brand awareness on fast moving consumer goods especially personal care products .The aim of the paper is to examine the advertising and its impact of brand awareness towards FMCG Products, …show more content…
Objectives of the study
To examine the advertising and its impact of brand awareness towards FMCG Products.
To analyze the influence of advertising on personal care products among female consumers in IT industry.
To study the impact of media on Advertising & brand awareness.
Introduction
Brand awareness is a long term process and it can prove a strong weapon to fight with the market competitors. Female consumers in the society are so brand conscious about their personal care products and they prefer to use leading branded products which is advertised in social
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Advertising is considered as implicit device through which any business can attain the attraction of people and can attain the competitive edge. It considered as a priceless asset for any business as it can change people purchase intention. Advertising and brand awareness plays an essential role to expand any business. In present scenario customers depend on good quality products , mostly prefer to buy products with brand conscious and give priority to well known brand. Advertising strategies can develop the brand awareness of any product. If brand is managed through effective advertising strategies , a business can attain maximum number of customers and can build long term profitable and mutual relationship with the customers. Quality products in fast moving consumer goods can positively affect the purchase intention of people regarding brand image, satisfaction and loyalty towards the brand. Advertisement plays a crucial role to boost up the sales performance for any business, it is a powerful strategy to attract the customers towards the brand.
Advertisement is a foremost and leading weapon in all marketing tools due to its positive impact on consumer's purchase intention. It is an effective way to communicate and convey your message to
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
A brand is a powerful tool to be able to rely on its strength for its approach to consumer. Getting your target market choose you over the competitor is essential but getting your brand has a prospect to fulfill consumer needs and wants as their main solution is important. To assess the current position of a local brand and global brand in Indonesia, it is crucial to analyze how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the brand. (Dillon, Madden, Kirmani, & Mukherjee, 2001) give a model to analyzed brand based on two components: brand-specific associations and general brand impressions. The model can give a benefit too:
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model.
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
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).
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Many marketers still do not understand the importance of gender marketing which has lead to loss of sale. The basic reason of this concept gaining importance is ‘the changing role of women’. A woman today is not just a homemaker.
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.
Advertisements can be many types and each of them carries different impacts on different target. The latest study through a survey conducted in 2009 on the consumer behavior to different types of advertisements for products including Television, Online and Magazines, revealed that advertisements have modified the consumer behavior in such a ways that they only go for brand favorability despite of ad awareness in every type of media. Surveys show that magazine advertisements provide great impact on purchasing behavior of consumers. Mostly people go for purchasing according to the product value shown in advertisements despite of cost of the product as they spend a lot more than the actual value only due to the influence of advertisements (Rai,
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
To sum up, Advertisement is one of the important ways to help the marketers as well as consumers. It is good for the companies as they can attract more consumers and as a result increase the profit of the company. It also has many benefits for the consumers as they can raise their knowledge and awareness and accordingly improve their lifestyle. Conversely, it may have negative effects on consumer behavior by creating unhealthy behavior such as alcohol consumption and lowering self-confidence by beauty advertisement. According to what has been written above, obviously, advertisement may have both positive and negative effects on consumer behavior. However, the positives are more noticeable than negative effects. Consequently, advertisement may be one of the best tools to distribute information to public.
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...