...presence by forging strong network networks with key partners around the world. (Bonia, 2013) This group, Bonia, which is listed on the Main Market of Bursa Malaysia, is involved in manufacturing, marketing, retailing distribution of high fashion branded, leatherwear, footwear, men’s apparel and accessories. The purpose of advertising is to inform the public about the new products and services offered by the company, persuade the public to buy the products and make them to remember the name of the brand and the company so that this could repeat purchase and generate profit of the company. According to the famous ad man, David Ogilvy, said, “I do not regard advertising as entertainment or an art form, but as a medium of information.” (McQuerrey. L, 2014). This has proves that advertising the product and services are extremely crucial for an organization. This is because advertising could increase the sales subconsciously and build a substantial reputation in the field. How to make an advertising campaign be truly successful? Advertising’s job purely and simply to communicate, to a defined audience, information and a frame-of-mind that stimulate action. Advertising succeeds or fails depends on how well it communicates that desire information and attitudes to the right people at the right time at the right cost. (Colley. R, 1961) According to Bonia’s scenario, the target market of Bonia are mainly high rollers who love to follow trends and dress to be elegance. Albert Chiang, the...
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...Response to SMS Advertising Kyle Jamieson This thesis is presented for the degree of the Master’s of Philosophy of Curtin University 1 March 2012 DECLARATION To the best of my knowledge and belief this thesis contains no material previously published by any other person except where due acknowledgement has been made. This thesis contains no material which has been accepted for the award of any other degree or diploma in any university. Signed 25/03/2011 2 ABSTRACT The rising market penetration of the mobile phone and rapid increase in wireless technology represent significant opportunities for advertisers to reach consumers. Mobile phone advertising has emerged as one of the fastest growing advertising mediums in recent times, and this rise is being led by Short Message Service (SMS) advertising. Despite the growing number of worldwide companies adopting SMS advertising, very little is understood about consumer reactions to this medium. In particular, little academic research has been conducted on consumers’ acceptance of this medium and their behavioural responses to advertising messages. In addition, researchers have thus far been unable to identify the impact of culture on acceptance and response to SMS advertising. This research aims to bridge the gap between academic knowledge and advertising practice by testing five potential drivers of consumer acceptance of SMS advertising as well as...
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...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...Describe Advertising Mickey Mouse ears, sleigh bells, snowflakes, dog houses, mail boxes, and stop signs; chances are you know at least one of these things if not more. How do we describe them? In what way are they described to us? And above all How do we recognize and accept these things? The theory of semiotics aims to explain how we recognize these symbols in our lives and, more importantly tries to describe the way we communicate to, with, and around objects. The theory of semiotics has been around since the late 1800’s. A Swiss linguist, Ferdinand de Saussure developed the theory and explained it early on as the use of language and how certain symbols and objects obtain meaning. The theory or science of signs and their meanings became known popularly as semiotics. Language is something of a system of mutually defining entities. Saussure distinguished between diachronic and synchronic linguistics. Simply put the use of linguistics defines objects and the way that we, as a culture, see and describe the world with which we interact. From its inception the theory of semiotics has been useful in regards to all different aspects of communication. It can be used to examine persuasion, social interaction theory, media cultivation and penetration theories as well as interpersonal communication. This wide range of applications for this theory make it particularly pertinent to the discipline of communication. Large companies and organizations use this theory in advertising...
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...the Degree Doctor of Philosophy Capella University June 2006 © Sandra Morris, 2006 THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris has been approved June 2006 APPROVED: JIM MIRABELLA, DBA, Faculty Mentor and Chair RICHARD MURPHY, DBA, Committee Member ELAINE GUERRAZZI, Ph.D., Committee Member ACCEPTED AND SIGNED: __________________________________________ JIM MIRABELLA, DBA. __________________________________________ Kurt Linberg, Ph.D. Dean, School of Business & Technology ABSTRACT The purpose of this study is to determine whether there is truth in the notion that sex sells to women better than more conservative advertisements that focus on skills and services when salon. advertising The study will for an also upscale look at full-service whether female consumers are honest with themselves about how they respond to advertisements. Two advertisements were produced for an upscale salon, one with sex appeal and one without. A survey was conducted at that salon which determined whether women would patronize the salon based on the sexy advertisement. The two different advertisements were then handed out to a target market of women with different variables such as age and marital status. responsiveness The results of this study showed that the of women to a salon advertisement is dependent on whether the advertisement has sex appeal or no sex appeal. significantly Advertisements larger...
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...rSelçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 21 / 2009 Türkiye’de SMS Reklamları: Tüketici Tutumlarını Etkileyen Faktörler SMS Advertising In Turkey: Factors Affecting Consumer Attitudes Hasan Kemal SUHER * Nevzat Bilge İSPİR ** ÖZET Mobile telefonların kullanımdaki hızlı artış hem pazarlamacılar hem de reklamcılar için yeni bir taşıma platformu yaratmıştır. Mobil cihazların popülerliği arttıkça, Kısa Mesaj Servisleri (SMS) potansiyel tüketicilere ulaşmak için daha da önemli olmaya başlamıştır. Bu çalışma, tüketicilerin SMS reklamlarına yönelik tutumlarını etkileyen faktörleri ve bu faktörler ile tutum arasındaki ilişkiyi incelemektedir. Yapılan faktör analizi sonucunda Bilgi-eğlence, Yaşam Partneri, Gizlilik ve Rahatsız Edicilik olarak adlandırılan dört faktör bulunmuştur. Literatüre paralel alarak sonuçlar Rahatsız ediciliğin SMS reklamlarına yönelik tutumları etkileyen en önemli faktör olduğunu göstermektedir. Araştırma, ileri çalışmalar ile derinlemesine incelenebilecek “Yaşam Partneri” olarak adlandırılan yeni bir faktörü de ortaya koymaktadır. Anahtar Kelimeler: Reklam, Reklamlara Yönelik Tutum, SMS Reklamları. Çalışmanın Türü: Araştırma ABSTRACT The rapid increase of the use of mobile phones has created new delivery platforms to both marketers and advertisers. As the popularity of mobile devices increases, Short Messaging Service (SMS) has become more important to access potential customers. Recently, Internet and mobile telephony technologies have...
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...ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA USAGE IN ADVERTISING A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Master of Mass Communication in The Manship School of Mass Communication by Emily Fay Mabry B.S., Louisiana State University, 2008 May 2010 ACKNOWLEDGEMENTS The inspiration for this research emerged from the opportunity to live in New York City during the summer of 2009 and intern at a premier digital agency. I would like to thank my committee chair and boss, Dr. Lance Porter, who helped me realize this opportunity and nurture my research interests into a thesis project. His guidance and encouragement over the past two years have helped me in my attempts to decipher my future and achieve success. I would also like to express appreciation to my committee members: Dr. Anne Osborne for her insight into instrumentally combining my research into a seamless product and Dr. Felicia Song for her thorough contribution and dedication to this project. Finally, thanks to my parents who have always supported me in everything I do. ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii ABSTRACT ................................................................................................................................... iv CHAPTER 1....
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...finishing eating. The other form of consumer demand is that the consumer role that human plays. Human in this role always want to buy production to satisfy themselves. However, the two forms of wants will not exist as the modern advertising and salesman were brought into the economy, which brings in the theory of Galbraith-“The Dependence Effect”. He expounded that “As a society becomes increasingly affluent, wants are increasingly created by the process by which they are satisfied” (Galbraith, John Kenneth, p. 293). He thought that advertising manipulates human’s needs and create artificial needs for people, or in other words, modern advertising is used not for serving human’s needs purpose, but for creating new demands for them. For example, fancy jewelry always appears on the TV screen. The shinning appearances of the jewelry with the romantic background music, advertisers utilize the perfect visual effect and auditory effect to introduce how perfect their product is, so that attract consumers to buy it. Do people really need jewelry? The answer would be no. The need that people have on jewelry is because of the advertising effect. The advertising makes people think that they need the jewelry for beauty purpose of date purpose. Galbraith's theory of consumer demand also has an important policy implication: “The inherent tendency will always be for public services to fall behind private production” (Galbraith, John Kenneth, p. 293). Galbraith called this circumstance "social...
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...COMPARATIVE ANALYSIS OF THREE COMMUNICATION FORMATS: ADVERTISING, INFOMERCIAL, AND DIRECT EXPERIENCE (2000). BY MANDEEP SINGH, SIVA K. BALASUBRAMANIAN & GOUTAM CHAKRABORTY Article review and analysis: 1 – Motivation, goals, contribution. 2- Context. 3 - Elaboration and illumination of theory and results. 4 - Critical review, limitations and further thought. Group: 3.08 Assignment Theoretical assignment Date: 5.11.2014 1 1. Motivation, goals, contribution The article aims at making a comparative analysis between three different communication formats used in advertising, and assess their relative effectiveness on a continuum. The three communication formats are direct experience (DE), television ads, and infomercials. The authors build on previous work to explain the similarities and differences of infomercials and ads / DE, and imply that it is interesting to examine the moderating / mediating effects each medium’s features has on consumer attitudes and intentions. (For example, length, persuasive intent, physical interaction, etc. – how does each effect consumer’s attitudes?). The reasoning behind the choice of these specific formats is that infomercials are a “natural” middle ground, as they combine both television advertisements and DE features (while, they assume beforehand, most likely closer to DE, which is also what they find in their experiments). The motivation for the study is twofold: novelty and useful practical implications. Novelty / research gap: Previous...
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... This article discussed the developing effect of consumerism on today’s children, and it impact the identify formation. Despite being raised by altruistic parents, these children end up being callous and mean and are lacking in empathy. Why are children turning this way? This change is the cause of poor parenting and materialism. The vast environment and the ecological system surrounding them influence today’s children. One particular development theory that identify with this issue is the ecological system theory by Bronfebrenner. Ecological systems theory on child development provides an analysis of how it identified five systems, which are microsystem, mesosystem, exosystem, macrosystem and chrono system all affect the development of the child (Shaffer, Kipp, Wood & Willoughby, 2013). Each of these systems contains specific roles that explain how child’s immediate environment to economic and political structures of the society shapes the course of childhood. Harried parenting of micro system to the role of media in advertising of exosystem influence can breed values that differ from their parents. The role of family is an essential component of healthy child development. The family values, socioeconomic status and religion prevailing within a culture, subculture or even neighborhoods can affect family interaction and development of the child (Shaffer et al. 2013). Thus good parenting, effective education and role modeling can help children develop altruistic values that ...
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...…………………………………………………………………………………3 1:2 Advertising …………………………………………………………………………………………………3 1:3 The Brand …………………………………………………………………………………………………..3 2 Analysis and evaluation of theories adapted..….………………………………………………..3 2:1 Perception theory……………………………………………………………………………………….3 2:2 Attitude theory……………………………………………………………………………………………5 2:3 Personality theory (brand personality)……..………………………………………………6 3 Conclusions………………………………………………………………………………………………………….6 References……………………………………………………….……………………………………………………..7 Appendix I……………………………………………………….…………………………………………………....8 THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN Introduction The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert. 1:1 Consumer behaviour The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception,...
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...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line techniques...
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...Local Advertising P 6–25 Global Advertising P 26–36 Conclusion P36-39 Effective advertisement global or local? Advertisement, every time we turn on TV or radio, surf the Web, check the mail or drive to the supermarket, we are subjected to multiple, and sometimes simultaneous--advertising messages. With that kind of saturation, and the high cost of running an ad campaign, advertisers need to make their ads stand out. Of course, advertising needs to do more than get noticed. It needs to be focused, memorable and ultimately compelling enough to move customers to choose their product or service over all the others fighting for attention. Before we define an effective advertisement is global or local, we should know one thing first . what is the meaning of an effective advertisement? What is the factor to construct a successful advertisement ? effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days, but the over view of what makes an add effective is to people remember and they motivated by is it to the consumption habbits. The basic concept of effective advertising including advertising by a...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...International advertising strategies International advertising strategies Theodore Levitt's seminal article ‘The Globalisation of Markets' (Harvard Business Review 1983) caused many companies to examine their international advertising strategies and to adopt a global strategy. What problems do you see in such an approach? Advertising is a universal business activity today. As media has spread across the world and marketers have expanded it reaching different unexplored counties, advertising is gaining impetus in the whole globe and it is easy to identify when you move from a place to another or simply when you travel that you realize that advertising is the most visible manifestation of the globalization of business in general and of brands in particular. Advertising allows consumers to “compare goods, which often results in lower prices and improved product quality; advertising stimulates the economy by encouraging consumption; and it has the potential to improve living standards” (Mueller, 1996, p. 256). When you talk about International Advertising it is means that you are talking about cross-border advertising and it is possible to have a specific connotations that you can adopted as a global strategy. According to Jones, J. (2000) there is two countries who believe that their advertising is the best in the world: United Kingdom and United States, and he stressed that the language (English) has becoming the primary worldwide language, at least for business; that belief...
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