CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
Advertising is increasingly important in our modern life (Munusamy & Wong, 2007). It was because it can use to transmit a message to a great number of audiences easily (Al-Boloshi, 2010). Hence, many researchers have done their research about advertising. For example, there are many researchers test about the entertainment, informativeness, and credibility of mobile advertising (Haghirian & Madberger, 2005; Chowdhury et al., 2010; Al-Boloshi, 2010). Nonetheless, the rapid development on internet has made the usage of online advertising frequently move upward (Yunos, Gao, & Shim, 2003). Hence, this has intensified the interest of researchers to do relevant studies about advertising.
While many researchers have been dedicated to examining advertising, the essential of attitude towards advertising has also been recognized. Attitude towards advertising is known as a vital concept to identify the effectiveness of advertising (Lutz, 1985; Mehta & Purvis, 1995; Mehta, 2000; Ling et al., 2010). The impact on attitude towards advertising which in turn can also influence behavioral intention (Wolin et al., 2002). Besides, as the precursor of attitude towards advertising, beliefs about advertising is also important to investigate (Tan & Chia, 2007). As another precursor, personal values are adopted to investigate in this study (Kopanidis, 2009). Therefore, this study is set up to investigate the antecedent and outcome of attitude towards advertising.
2.2 Attitude towards Advertising
Attitude is the best evaluation tools towards objects, people, and issues (Solomon, Marshall, & Stuart, 2008). In the simplest way, attitude is a mindset that enables to affect a person behavior or their action on...
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...ing (Al-Boloshi, 2010). They use TRA as their underpinning basis to study their research. For example, in Al-Boloshi’s study (2010), he was using three components to direct the respondent behavior. The three items are behavioral, normative, and control. Attitude towards behavior is also used to guide the construction of behavioral intention. Ultimately, intention is used to predict the behavior (Al-Boloshi, 2010). Moreover, there is also researcher adopted TRA in advertising, For instance, in de Run & Ting research (2013), they have adopted TRA to study students attitude towards advertising. They use attitude to determine behavior and intention, and which in turn beliefs are used to predict attitude (de Run & Ting, 2013). Hence, in this study, beliefs will be used as one of the antecedent to predict attitude, and behavioral intention will be determined by attitude.
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
Magazines are littered with strategically placed advertisements designed to grasp the attention of readers and appeal to their subconscious desires. Just as the audience becomes absorbed in the bevy of articles, their attention is diverted by the striking lavishness of a deliberately positioned advertisement. In the essay “Advertising’s Fifteen Basic Appeals,” Jib Fowles explains, “That is the immediate goal of advertising: to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold” (60). Marie Claire is no exception and is jammed with advertisements that are targeted to women, the primary demographic. The advertisements revolve around the main topics discussed in the magazine including:
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
In conclusion, the industry of advertising; has become so outspoken and advanced that without it our society's economic growth wouldn't be a portion of what it is today.After taking into effect the outcomes of advertising, and the idealizations that come with it, society as a whole would not be what is is today without the influence of advertizing. Having considering that; one article that exfoliates that idea and its purpose is Jib Fowles analysis of “Advertising's Fifteen Basic Appeals”, where he, the author goes into detail explaining the specific appeals that relate to the advertising corporation. As fowles infers in his
There are three significant aspects for advertising: 1) A persuading selling message, 2) prospects for the products or service, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect deals with how to persuade people in believing that the product that is being advertised is absolutely salutary. The second however identifies which ta...
On average, Americans are exposed to over 362 minutes of advertising per day as stated in the article “New Research Sheds Light on Daily Ad Exposures” by Sheree Johnson. Advertisements lasting one to two minutes, implies Americans are being exposed to more advertisements than anything else. Advertisements are not able to be escaped and are used to pursue consumers into buying products they might not even need. This can be a reliable technique by marketers because consumers fall into what the advertisements are saying. Increasing advertisement exposure to consumers per day allows marketers, such as Diet Coke a more valuable beverage company because their advertisements are simple, making them more effective.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
We live in a society where advertising plays a significant role in our lives. By being flooded with by products and brands which encourage ...
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.
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online
The advertising is a method of communication that has a big purpose which is to persuade the audience to buy their products .Today, advertising is very remarkable and has an essential role in community.as it tends to impact on children specially. In addition, nowadays, the children are watching too much television and use the social media than previous years. Therefore, they see more advertising. Besides, although there are some good impacts of advertising on young minds, the researchers shown that, the advertising can also have several bad influences on children, particularly, if parents are incautious and do not increase the awareness of their children about the importance of money.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
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.