...on the impact of advertising campaign of Coca cola on buying behaviour of consumers in Malaysia Problem Statement This research aims to find out the different ways and forms of advertising and to try to assess or measure how advertising in different ways can lead to impact on customer buying behaviour. Coca-Cola has reasonable Advertising techniques and various types of adverting, like TV adverting, radio adverting, and billboard adverting, so the target consumers can aware of the products and acquire more knowledge, this is the importance of adverting. The Advertising strategy can affect the consumers, make the consumers like their products, and then from preference to conviction about their products, all of the feelings are the foundation of consumer’s purchasing behaviour. Geographical Location of This Study Various shopping like GIANT, TESCO, and JUSCO etc. In around negeri simbilan –seremban 2.2Review of Literature “Advertising is the non-personal communication of information of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media.”(Melewar, 2004) . “Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.” (Hausman, 2000) Buying Behaviour is the decision processes...
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...SAMPLE ANSWER 01 CAM CAM Diploma Marketing and Consumer Behaviour December 2010 Contents Task 1: Marketing Principles Task 2: Communication Task 3: Communication, Advertising and Media Task 4: Consumer Behaviour Task 5: Channel Behaviour Appendices: Background information to THE AGE Appendices to task 2 4 - 14 15 - 20 21 - 31 32 - 43 44 - 47 48 - 54 References 55 - 57 Task 1 Word count 1618 Marketing Planning Planning is an essential task to ensure THE AGE continues to be a market leader. Drummond et al (2005) suggest planning should be systematic and structured, and is required in order to adapt to the changing business environment. The corporate objectives are at the heart of the marketing planning process (Brassington et al, 2000). The marketing plan will contribute to the corporate plan by developing specific functional strategies and tactics to achieve the corporate objectives. Figure 1.1 demonstrates the process. THE AGEs corporate plan is ‘to build on profits from the previous year and continue to be Britain’s number one quality selling newspaper’. From this, the marketing plan could be ‘to increase the number of subscribers’. Marketing planning process diagram A common framework to use in the planning process is the SOSTAC model, see figure 1.2 Marketing planning process • • Situational Analysis – The first stage of the planning process is to look at where the THE AGE is now - Britain’s number one selling quality newspaper with...
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...Computerized support Intro to Business Economics Explores the economics and politics of public policy to provide the student with an analytic framework. Policy issues relating to taxation, social security, low-income assistance. High Financing and Managing Government Covers cost-benefit evaluations which influence decision making. Role of public policy in affecting the efficiency of markets and the distribution of resources in society. High. Economic Analysis of Law Teaches students how to think as an economist about legal rules and evaluate alternative legal rules. Interpretation of legal rules Moderate Behavioural Economics, Markets, and Public Policy Applies insights from psychology to the study of economic phenomena and decision making. How psychology plays out in markets, where consumers and firms interact and compete. Moderate Managerial Economics The application of microeconomic theory to management problems To understand economics in order toanalyse private and public management problems in an economic framework High Risk Analysis and Environmental Management introduce students to the complexities of making decisions about threats to human health and the...
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...Bangalore University Bachelor of Business Management (New Scheme) SEMESTER SCHEME OF EXAMINATION UNDER SEMESTER : BBM COURSE SEM NO. PAPER NO. 1.1 TITLE OF THE PAPER LECTURE HOURS 04 MARKS UE 90 RM 10 TOTAL MARKS 100 I 1.2 1.3 1.4 1.5 1.6 2.1 II 2.2 2.3 2.4 2.5 2.6 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4.1 4.2 4.3 4.4 4.5 4.6 4.7 5.1 5.2 5.3 5.4 5.5 5.6 III IV V LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS ECONOMICS FUNDAMENTALS OF ACCOUNTING BUSINESS MANAGEMENT BUSINESS MATHEMATICS TOTAL LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS STATISTICS FINANCIAL ACCOUNTING ORGANISATIONAL BEHAVIOUR BUSINESS ENVIRONMENT TOTAL BUSINESS COMMUNICATION HUMAN RESOURCE MANAGEMENT MARKETING MANAGEMENT CORPORATE ACCOUNTING SERVICES MANAGEMENT INTERNATIONAL BUSINESS INDIAN CONSTITUTION TOTAL BUSINESS RESEARCH METHODS BUSINESS LAW COST ACCOUNTING FINANCIAL MANAGEMENT PRODUCTION & OPERATIONS MANAGEMENT LAW AND PRACTICE OF BANKING COMPUTER FUNDAMENTALS TOTAL INCOME TAX STRATEGIC MANAGEMENT MANAGEMENT ACCOUNTING COMPUTER APPLICATION IN BUSINESS PROJECT MANAGEMENT ENTREPRENEURIAL DEVELOPMENT TOTAL 04 04 04 04 04 24 04 90 90 90 90 90 540 90 10 10 10 10 10 60 10 100 100 100 100 100 600 100 04 04 04 04 04 24 04 04 04 04 04 04 04 28 04 04 04 04 04 04 04 28 04 04 04 04 04 04 24 90 90 90 90 90 540 90 90 90 90 90 90 90 630 90 90 90 90 90 90 90 630 90 90 90 90 90 90 540 10...
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...research and well designed as follows. Firstly, the research purpose is clearly defined as a tool to evaluate the effectiveness of Yahoo banner ads from ad exposure to shopping behaviour. The scope is limited to the ad placement on Yahoo only. Secondly, the research procedure is well detailed, e.g. the steps to acquire participants, well informed consent, sampling methods, representativeness and data collection procedures. Other search engine could also conduct similar research under these settings. Thirdly, the research design is well planned with identified constructs like “awareness” and “persuasiveness” of the banner ads. Fourthly, high ethical standards were applied as they already got consent from the Homescan panels to opt for joining the program in which their website visiting record will be tracked. Moreover, the limitation of research is described at the very beginning that the number of internet users are only an estimate. Adequate analysis could be provided as Yahoo can directly obtain figures via the database from ACNielsen. Furthermore, detailed executive summary over 30 pages are compiled after research. The research conclusion is justified as they are drawn from the data collected with no prior assumptions. Finally, Yahoo is an experienced researcher on such kind of purchasing behaviour research as they have conducted research with the Dynamic Logic. What type of Research? This study was a longitudinal descriptive mode of research. It tried to evaluate the...
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...Time: 3 Hours Project Economics and Management Paper Code: 3.1 Unit-1 Concepts of projects; project identification; formulation, analysis, risk, planning, design, report and appraisal; location of an enterprise; factory design and layout. Unit-II Understanding financial analysis; ratio analysis; fund flow analysis; breakeven analysis; social cost-benefit analysis; budgeting and planning process. Unit-III Sources of development finance; institutional finance to entrepreneurs; working capital management; incentives and subsidies; policies governing entrepreneurship; role of a consultancy organization. Unit-IV A review of project performance; post evaluation approach; community participation in projects; SWOT analysis; managing risk and exposure. Suggested Readings: 1. 2. 3. 4. Note: 1. 2. Four case studies will be discussed in a paper by the concerned teacher in the class. Instructions for External Examiner: The question paper will have two sections. Section ‘A’ shall comprise eight questions (two questions from each unit). The candidates will be required to attempt four questions (selecting one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All five questions will carry equal marks. Chandra, P., Project Planning Analysis, Selection, Implementation and Review, Tata McGraw Hill, New Delhi. Hedemey, J.W., Control and Management of Capital Projects, John Wiley, New York. Wysocki, R.K., R. Bick and D. B. Crane, Effective Project Management...
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...Metrics To Banner Ads’ CASE ANALYSIS GROUP 6 What is Consumer Direct ? 1. Describe the research design for Consumer Direct. 2. Discuss the strengths and weaknesses of the research design. VASUNDHARA KEDIA MANDEEP PRADHAN SUDESHNA CHOWDHURY SOURABH SONI SHAURYADIPTA BASU NILOY BISWAS Consumer Direct, is a sequence of online advertising procedures done in conjunction with ACNielsen’s Homescan panel. In this process, Yahoo sets ads to target consumers, and the Homescan network is households that have elected to partake in such studies. From here households reflect back to the advertising agents after viewing a product on-line at Yahoo, and after a cool-down period of six weeks are then placed in the stores to see the purchasing power that the advertisement had on consumers that are part of the Homescan panel. The metrics of this advertising is to view the effectiveness of the ad targets, and the persuasiveness of the advertising to make consumers to want to go out and get the product. Consumer Direct used the descriptive research design. This design aims to observe and describe the usage of Yahoo without influencing the public in any way, in order to determine the effectiveness of the advertising on Yahoo. This design includes describing any behaviours, performing a case study, observing the amount of advertises being bought or look at through Yahoo, and lastly a questionnaire or presentation. The goal is to be more effective and efficient in internet advertising. Yahoo wants to target...
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... response vary according to type and/or quantity of alcohol being promoted? Subject TBS: MARK 936 Name of Subject: Consumer Behaviour Your student name: Prateek Arora Your student number: 4177794 Date: 27 February 2015 th Word Count: 1506 Introduction: There have been a lot of reports and problems being encountered by the society today due to the use of Alcohol, and these problems are specifically relating to alcohol consumption by young adults. Nevertheless, Castilla et al. (1999) in their study suggests that overall consumption of alcohol may be going down but the problem of excessive consumption of alcohol among young adolescents is increasingly taking place in the society. The promotion of alcohol by its manufacturers and retailers is an important factor as irresponsible drinking among young people makes its way towards anti-social behaviour and health problems. Considering alcohol manufacturing and distribution for retailers being a big business all over the world, it is essential for companies to stay ahead between the competition using innovative marketing strategies and campaigns. “There is an ongoing debate regarding the relationship between advertising and alcohol consumption and, importantly, the influence of this advertising on harmful drinking patterns” (Roche, Steenson and Andrew, 2012). The work done in this report contains the connection of ideas presented by authors who already have completed their...
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...Media Topic 1: Explanations of Media Influences on Antisocial Behaviour Observational Learning Where individuals observe and imitate the behaviour of others. Many argue that watching television can teach viewers violent behaviour/draw their attention to behaviours they wouldn’t have previously considered. Bandura (1983) used his Social Learning Theory to explain this. Watching violent role models may increase violent behaviour in those who are already motivated to behave aggressively. TV may also teach viewers the positive and negative consequences of behaving aggressively. Research on the role of observational learning from media in antisocial behaviour has shown: ‐ Bandura et al (1986): Children aged 3‐5 were shown films of a model behaving aggressively towards a “bobo doll”. The doll was hit, thrown, sat on and punched in the nose 3 times during the film. The children were then lead to laboratory containing toys (including the bobo doll), and were observed during free play. 88% of the children imitated the behaviour seen in the film‐ significantly more than a control group of children who did not see the film. ‐ Bobo dolls do not retaliate when hit. This raises questions as to how much this study tells us about the effect of media influences on antisocial behaviour towards other human beings. ‐ Smith et al (2004): The children’s behave would be better defined as “rough and tumble play” rather than aggression. ‐ Some have labelled Bandura’s study as artificial...
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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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...European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.3 www.iiste.org Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining...
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...1) Marketing specialists at Napanee Beer Co. developed a new advertising campaign for summer sales. The ads were particularly aimed at sports events where Napanee Beer sold kegs of beer on tap. The marketing group worked for months with a top advertising firm on the campaign. Their effort was successful in terms of significantly higher demand for Napanee Beer's keg beer at sports stadiums. However, the production department had not been notified of the marketing campaign and was not prepared for the increased demand. The company was forced to buy empty kegs at a premium price. It also had to brew some of the lower priced keg beer in vats that would have been used for higher priced specialty beer. The result was that Napanee Beer sold more of the lower priced keg beer and less of the higher priced products that summer. Moreover, the company could not initially fill consumer demand for the keg beer, resulting in customer dissatisfaction. Use open systems theory to explain what occurred at Napanee Beer Co. Begin with a brief description of open systems theory. Use your own words (paraphrase) and remember to cite all sources using APA style. Open systems theory is a theory that states that organizations take resources from the environment and use those resources to affect that same environment through the organizations output (McShane & Steen, 2009). In regards to the case of Napanee Beer Co., the marketing group did not inform the production department that there was a new...
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...MAHATMA GANDHI UNIVERSITY KOTTAYAM REGULATION 1. COURSE OBJECTIVES The MG University MBA program is designed with the following objectives: 1. To develop young men and women in to professional managers to manage all sectors of the organized economic activity. 2. To equip the youngsters with conceptual and interpersonal skills and social purpose for managerial decision-making and its execution in real situations. 3. To develop and encourage the entrepreneurial capabilities of young generation to make them effective change agents. 4. To meet the demand for trained and professional people in the country at the top level management of business and industrial organizations in the light of the new economic and industrial policy of the country. 2. COURSE DURATION The MBA (Full Time) programme of Mahatma Gandhi University shall be spread in two years duration with 4 Semesters. Each semester shall comprise of a minimum of 16 instructional weeks of 5 days each of 5 hours a day (total contact hours 400). Continuous Internal Evaluation during the course period and University examination at the end of each semester shall be conducted. There shall be a semester break of 15 days each in addition to the usual Onam, Christmas and summer holidays. 3. ELIGIBILTY FOR ADMISSION 1. A pass in any Bachelor’s Degree Examination of Mahatma Gandhi University or an equivalent degree of any other universities duly recognized by M.G.University with not less than 50% marks in the aggregate for all parts of...
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...Chapter 6: marketing Marketing * Marketing is the process of developing a product and implementing a series of strategies aimed at correctly promoting, pricing and distributing the product to a core group of customers. * The purpose of this is to determine what the business should be producing. * Marketing is used primarily by a business as a method of enhancing its revenue streams and increasing the market’s awareness of its products.The strategic role of marketing * The strategic role of marketing extends also to society which includes: * Choice- Businesses differentiate themselves from their competitors through price, product quality and features and service. All these provide consumers with greater choice when purchasing a product. * Standard of living- Businesses will often develop and market products that improve and enhance standard of living. To provide consumers with better products. * Employment- To provide a product to consumers, businesses must employ labour to assist in transforming input resources into finished products. Labour is also required to sell these goods and services. * Brand awareness- Brand awareness refers to the extent that customers are aware of a product/ brand and its features. It is achieved through strong and effective marketing campaigns. * All of this is done to increase the market share. Market share refers to the percentage of total sales a business has compared with its competitors in a particular market...
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...Marketing ❖ The nature and role of markets and marketing The role of marketing in the firm and in society What is marketing? • Marketing is a system of business activities designed to plan, price, promote and distribute want-satisfying products, services and ideas to customers in order to achieve business objectives. • The process is customer-focused; it focuses on the needs and wants of customers, providing goods and services at the right price, place and time. Marketing’s role in the firm • By continually researching customers and monitoring the business environment, marketing provides the information the business needs in order to change direction or adjust its tactics by providing new products or changing existing productions. • Marketing continues to become more competitive; many goods and services are similar, so business needs to understand its target market to stand out and better serve its customers. Marketing’s role in society • Maximises customer satisfaction and improves quality of life. • Create jobs. • To operate in a socially responsible way. • Provide goods and services. Types of markets • Market – set of all actual and potential buyers of a product. Resource market • Identified as being where the factors of production (land, labour, capital, enterprise) are sold or exchanged. • The resources are used by firms to produce goods and services, which are then sold to customers. • Land: all the natural resources...
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