... BACKGROUND OF STUDY: In this day and age, advertising is the backbone of success of any company as it shapes the perceptions and attitudes of individuals over the buying behavior. Advertisement, itself, can lead a brand to the epitome of success or rip of product out of the market. If done through the right channel and in the right way, it attracts a large volume in a single shot. No business in present era can escape from such extensive influence of mass media and advertisements. Promotion can be done through various mediums such as print media, broadcasting and outdoor medium. AIDA (Attract, Interest, Desire, Achieve) concept brought into the marketing in late 19th century clearly indicates how effective advertisements play with human minds. When a potential customer sees any ad of a particular product, he gets attracted towards the product shown and his interest is created into the product. Regular advertisements make him desire for product and after a certain point he buys the product which is the final stage of this concept....
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...most would think. The biggest market is from children. Even the youngest children's minds are more capible then you would belive. They are out to make the parents cave into buying the toy they just saw on tv, after watching their favorite show. They have minds just as good as advertisment producers do but, the effects are directed toward the parents of these younger children. Although the advertising industry may help the economy big time, many people fail to see the bigger picture. Say a young child around the age of 7 has just got done watching his favorite show, "Paw Patrol". What happens next? While the parent is trying to get chores done around the house? A "Wendy's" commercial! Wendy's has just advertised how all there prouduce is "Fresh!" and, to come on in and try it today? The company spends millions to show consumers there salads, how they are made fresh daily. Out of nowhere your child comes up to you and, wants Wendy's. What these parents choose to answer their child with, is what effects young minds, not the ads....
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...Advertising techniques and their influence on consumer’s behaviour The estimated time the average US citizen spends in front of the TV screen is 1500 hours per year. He watches not only shows, programs, movies and matches but also 38 000 of the advertising films at that time. What is more, he sees or listens to 100 commercials every day, invasive in other mass media, like the Net, newspaper or radio, not to mention all those leaflets in his mailbox and banners on the Net and billboards on the street. ( Falkowski, Tyszka ) The reason why advertising is omnipresent is quite obvious. It is the best way to encourage people to buy things or to use some services. Otherwise, no one would spend so much money on this business. Commercials accompany our life nearly at every turn. They get into our language, the way we perceive the world, think and create relationships with other people. However, we do not realize their power. We believe that we choose certain coffee brand because of its objective value. Most of us are confident the advertising has nothing in common with our choices. The rest think that commercials affect others, not themselves. It figures that we all cherish illusions. In fact, adverts exhort us to buy things we do not really need. As an author of this text I would like to show how this mechanism works and what kinds of conditions need to be performed to make advertising effective. It is important because we really seem to live in the advertising age. Advertising...
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...The damaging influence of advertising on children can be reduced. Academic Reading and Writing Course EWR 1211 July 1, 2009 Outline Title: The damaging influence of advertising on children can be reduced. I. Introduction Thesis statement: As advertising causes childhood obesity, which can lead to serious diseases, government and schools should take urgent actions to improve the situation. II. Background of the problem 1. Marketing Industry 2. Children 3. Increased risk of being overweight and its serious consequences III. Solution one The first possible solution is that government should restrict the attack of food marketing on kids. A. Advantages 1. Decreased number of commercials 2. Elimination of junk food marketing B. Disadvantages 1. “The system has kinks” 2. Difficulties in identifying junk foods 3. Limitation of democracy IV. Solution two Another feasible solution that schools should create a healthy environment. A. Advantages 1. Availability of healthful foods 2. Improvement in kids’ diets 3. Connection with local farmers 4. Health education 5. Promotion of nutritional products 6. Decreased rate of obesity B. Disadvantages 1. Long cafeteria lines, not enough time for lunch, noise 2. Accessibility of competitive foods 3. Schools’ fundraising V. Conclusion To sum up, due to the negative...
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...Cosmetic War: The Influence of Cosmetic Advertising in our Society Advertising has become a massive part of our social environment, and can be seen at large throughout any industrialized society. Nowadays it is virtually impossible to avoid ads while carrying on with your daily life. Our daily dosage comes from television, radio, magazines, newspapers, billboards, and most recently, social media, among others. The average person is exposed to as many as 5,000 advertisements a day, and nearly 10,000,000 in their lifetime (Gustafson). With that said, advertising’s impact in society is so prevalent that if advertisers do not take caution, it can also become easily detrimental. Cosmetic advertising can be held accountable for feeding especially women with unrealistic results and false standards of beauty. The problems with cosmetic advertising and the effect it has mainly on, but not limited to, women are innumerable. Considering the fact that “cosmetics are a major expenditure for many women, with the cosmetics industry grossing around 7 billion dollars a year,” cosmetic advertising is a practice that should be approached with caution, as it affects so many women daily (Thompson). The most simplistic and widely targeted critique of cosmetic advertising comes from the excessive use of photo manipulation in ads, including Photoshop and the use of filters. These tools create unrealistic images of the benefits the product can actually offer, causing women to become more dissatisfied...
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...XCOM 100 Week 8 Assignment-Advertising in Society Paper Get Tutorial by Clicking on the link below or Copy Paste Link in Your Browser https://hwguiders.com/downloads/xcom-100-week-8-assignment-%E2%80%8Eadvertising-society-paper/ For More Courses and Exams use this form ( http://hwguiders.com/contact-us/ ) Feel Free to Search your Class through Our Product Categories or From Our Search Bar (http://hwguiders.com/ ) Advertising in Society Paper XCOM/100 Without advertising and marketing, users wouldn’t be persuaded to purchase that is why advertisement these days has played a huge role in modern society. Everywhere you look, advertising and marketing leaves behind a trace of its original influences. Whether it’s the jeans you put on, what you had for lunch time or the automobile you drive, an advertisement most probably persuaded you to spend your money. Depending on a Circuit City commercial, the normal person is exposed to nearly three thousand types of advertising and marketing daily. The same manner in which mass media of social communication has huge impact so does advertising and marketing which uses the mass media as a driving force in being convincing and dominating in certain behaviors in society. Advertisers are often criticized for the lengths at which some advertisements stretch the moral problems of being misleading and offensive. One might say that these types of criticisms are validations for the stereotypes we try so desperately to overcome...
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...objection and arguments against the advertising is that it is a costly function. It is generally criticized that the cost of advertising to too high and that such high cost is covered by the selling price of the advertising goods. Advertisement is considered as an indirect cost which is added in the distribution expenses. When expenses are to be increased, the selling price of the products will also be enhanced. It is true factor because large advertisers spend thousand of Rupees for advertising in a week. In one study it is found that advertising cost exceeded 6% of sales. It means that consumers will have to pay higher prices of the advertised products. But if the goods were not advertised the cost of advertisement cannot become burden on the consumer. Thus the unbalanced advertising may cause certain goods to cost the consumers more than they should. So it is regarded as an economic waste. Misleading claims Some advertisers cleverly create a misleading impressions of their goods. They present a very rosy picture of their products, before the consumers with the object of increasing their sales. Encourage monopoly Advertisement restricts the competition among the products. Big industrialists and manufacturers may exercise their monopolistic control over the market with the help of advertisement technique which is always against the public interest. High prices It is undoubtedly true that effective advertising increase the sales volume. This increased...
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...depends on their personality if they will be fool or not by such an impressive kind of art that can really convinced the consumers every time they watch or hear about a spectacular advertisements. Advertising is a form of communication for marketing that is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Of all the Marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007). Advertising reaches us through a channel of communication referred to as a medium. Through all the mediums advertising influence audiences, but television is one of the strongest medium of advertising. Advertising is the best way to communicate and convince the customers to buy a new or an existing product. It can influence the buying behavior of the consumers by how effective the advertisement was. This paper studies about the influences of advertising on consumer buying behavior, on how it affects the preferences of the consumers in buying a product. The advertising affects the everyday activities of the economy in the lives of people. It influences people through education, reassurance and persuasion. The major aim of advertising is to impact on buying behavior. No company can become a market leader unless they invest lots of their investment in promotional purposes (Hussainy et al., 2008). Everyone loves to watch television...
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...THE EFFECT OF ADVERTISING ON CUSTOMER CHOICE A CASE STUDY OF CENTURY BOTTLING COMPANY LIMITED BY SEBYALA BOSCO 10/U/141910/BSE/PE A RESEARCH REPORT SUBMITTED TO THE SCHOOL OF MANAGEMENT AND ENTREPRENEURSHIP IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR’S DEGREE OF BUSINESS STUDIES WITH EDUCATION OF KYAMBOGO UNIVERSITY AUGUST 2013 DECLARATION I Sebyala Bosco Registration Number 10/U/141910/BSE/PE, declare that this research report entitled “The effect of Advertising on Customer Choice case study of Century Bottling Company Limited” is out of my own effort and it has never been submitted to any institution for any award. Sign …………………….. Date……………………………. Sebyala Bosco 10/U/141910/BSE/PE APPROVAL This is to certify that the research report entitled “The effect of Advertising on Customer Choice case study of Century Bottling Company Limited” by Sebyala Bosco registration number 10/U/141910/BSE/PE has been done under my supervision. The research report is ready for submission to School of Management and Entrepreneurship with my approval as University supervisor. Sign: ……………………………… Date:……………………….. Ms. Nakatete Phionah (Supervisor) DEDICATION I dedicate this report to my beloved father Dr. Bukenya John Vicent, my beloved mother Ms. Namuli Josephine, Mr. Lubega Fred and Haji Kazibwe, Prof. Kawuma, Hajjati Sarah...
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...information transfers to memory, what type of memory can be developed, how consumers use these memory, the relationship between those memory and product placement. This literature review will focus on the study area of consumer behavior, consumer research, marketing and advertising research. In this research, the memory processes will be discussed, including encoding, and retrieval. Then, the factors of influence retrieval will be outlined. At the same time, the applications of product placement will be examined throughout. Memory have ability to encode, store and retrieval information. Encoding can categorize the information which is perceived from advertisements or experiences and converted it into a construct that can be stored in the brain. Retrieval is calling back the stored information with some cues. Encoding Friestad and Thorson (1993) who base on several theories to propose that there are two types of encoding. The first one is called experimental processing. People do not have any particular goals or task when they are watching advertising. Their cognitive resources are distributed and may be guided by the characteristics of the advertising, and the information from advertising has been processed and stored as an experience. In this type of encoding, the processes of categorization, evaluation and integration are at a low level (MacInnis & Jaworski, 1989). Therefore, this information will be contained in people’s memory, which is a...
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...CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Advertisement plays a vital role in the marketing of products as it provides a buying power for various product operations by affecting the behavior of consumers. Different media have been used for advertising products such as news papers, magazines and radio. Television however occupies an important place of products due to its extensive spread worldwide. In addition, television plays an important role on changing the consumer behavior and also provides new patterns for consumption. The present context of business organization is situated in increasingly complex, uncertain, and dynamic business environments with multiple realities based on various values, priorities, and requirements. As a result, the challenges demanded by globalization, increased competition, far-reaching socio-cultural and technological developments, and acceleration of changes are bringing about new complexities for organizations. Therefore sustenance of existing customers and attracting new ones in recent times has become a critical factor in business. In fact the seeming growth of many advertising industries is instructive of the fact that, complex and uncertain business environment has lead many organizations to device multifaceted approaches to market their products and services through various techniques of advertisements. Moreover, the essence of being in business by any business outfits...
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...Education Consumers’ Attitude towards Advertising Uchenna Cyril Eze1 & Chai Har Lee2 1 2 Monash University, 46150 Selangor, Malaysia Multimedia University, 75450 Bukit Beruang, Melaka, Malaysia Correspondence: Chai Har Lee, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia. Tel: 60-123-633-730. E-mail: chaiharlee@gmail.com Received: March 21, 2012 doi:10.5539/ijbm.v7n13p94 Accepted: June 15, 2012 Published: July 1, 2012 URL: http://dx.doi.org/10.5539/ijbm.v7n13p94 Abstract Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. This paper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers’ attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings. These findings would enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properly conceived to avoid...
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...JP & Attmann, J 2010, ‘The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing’, Journal of Marketing Management, vol. 27, no. 1-2, pp. 100-123. Reichert, T 2002, ‘Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising’, Annual Review of Sex Research, vol. 13, no. 1, pp. 241-273. Lass, P & Hart, S 2004, ‘National cultures, values and lifestyles influencing consumers' perception towards sexual imagery in alcohol advertising: An exploratory study in the UK, Germany and Italy’, Journal of Marketing Management, vol. 20, no. 5-6, pp. 607-623. Reichert, T, Childers, CC & Reid, LN 2012, ‘How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising’, Journal of Current Issues & Research in Advertising, vol. 33, no. 1, pp. 1-19. Pathak, S 2011, ‘Clean your balls’ with Axe’s Aaron Calloway’, Fins Sales and Marketing: Your Industry, Your Career. Gould, SJ 1994, ‘Sexuality and ethics in advertising: A research agenda and policy guideline perspective’, Journal of Advertising, vol. 23, no. 3, pp. 73-80. LaTour, MS & Henthorne, TL 1994, ‘Ethical judgments of sexual appeals in print advertising’, Journal of Advertising, pp. 81-90. Pollay, RW 2000, ‘The distorted mirror: Reflections on the unintended consequences of advertising’, Advertising & Society Review, vol. 1...
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...Children and Advertising Advertising is used by organizations as a marketing tool to create brand awareness, persuade consumers, and motivate them to buy. For organizations, consumers play a huge role in helping a firm determine the creation and implementation of an advertising campaign. In an article in Advertising Society and Review the author notes that, “American children view an estimated 40,000 commercials annually” (O'Barr, 2008). Thus, children have the potential to actively participate in family buying decisions. In order to successfully design an advertising campaign towards children, organizations must understand children’s role as consumers, the effect they have on the advertising industry, and how advertising to children helps businesses achieve their objectives. For advertising to children to be advantageous, advertisers must recognize a child’s buying behavior and purchasing power. Advertising to children is defined as using various advertising mediums to promote toys, food, music, films, and clothing to young consumers. Marketers refer to these young consumers as Generation Y. This generation that makes up approximately 28.6% of the population includes toddlers, tweens and teens. Generation Y makes up three distinct markets that include: 1) the primary market 2) the influence market – parental yielding and 3) the future market (McNeal, 1998). Within the primary market, advertisers must see children as an audience that has the capability to purchase...
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...a study on consumer responses aroused by advertising techniques. Study Further explained the three ways of humor in advertisement: mockery, perceived truth and playful humor. The Results of three studies indicated that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. The methodology used was Random sampling data was collected from various people to know the Perceptions of mockery, perceived truth and playful humor in a parodic ad and whether it will positively relate to attitude toward the parodic ad or negatively relate to the attitude toward ads including parody. The results showed that parodies can generally be beneficial in building attitudes toward a parodic ad. The combination of all these types of humor mockery, perceived truth and playful humor can result in positive responses. Andreea-Ioana Maniu, Monica-Maria and Zaharie(2014) the purpose of study was to analyze how creativity is used in new advertising ways among university students role. The paper outlines the...
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