...technology, consumer behavior, and cultural trends change, so does the answer to the social and ethical aspects of advertising. Not everyone thinks the same as another and therefore different consumers will have different perspectives. Moreover, the changes in society will affect advertising and promotion and it cause it to be affected no matter the consumer behavior. In addition advertising and promotion has its moral triumphs and can be effective in changing the consumer behavior but it just depends on the consumer’s wiliness to change and be affected. Advertising is Based on the Exercise of Free Will In a free society the consumers determines the nature of consumption. They decide, through their actions in the market place, and advertising gives the consumer the information and the different choices offered to then before making a decision on purchasing a product or service, that is why advertising job is not only to capture the consumers attention but to educate them as well, and a part of the process of education and implementing freedom of choice is to supply consumers with adequate and accurate information about all of the alternatives available to them. Consumers are capable of making purchase decisions that will maximize their own satisfactions, and with the increase on use of mobile media customer are also relaying on word of mouth in the decision-making process, and more and more on recommendations from personal acquaintances or opinions posted by consumers online making...
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...Emotions and Logic in Consumerism Abstract Consumer purchase decisions are often linked to emotions and can lead to impulse and uninformed buying behavior. This creates a problem for marketers who rely on emotional appeals to increase sales. In order for businesses to grow in today’s economy, they must acquire new customers and at the same time retain the old ones. Research indicates that in order for advertising to be most effective in acquiring and retaining new customers, these emotions must also be linked to logic. This paper examines how marketers are using emotions and logic to generate the most sales and retain more customers. Emotions and Logic in Consumerism Advertising can be seen in virtually every aspect of our lives, and is almost inescapable. We encounter it on billboards, radio, every internet site, magazines, cell phone applications, clothing, television, restrooms, gas pumps, and many more sites. This year in the United States, Black Friday sales hit over $1 billion in online sales. The average cost for a 30 second time slot for a Super Bowl commercial was $3.5 million, according to USA Today. Psychologists, marketers and business people worldwide are interested in why consumers consume. What is the driving force behind why someone will spend so much more money on Black Friday as opposed to other days out of the year? And how can a business better exploit these consumers in order to make more money? With so much money involved in our consumption...
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...Branding a Commodity: A Case Study Analysis of got milk? Samantha White-Hauser I. Introduction One will hardly ever find someone who has not seen the popular advertisements of famous actors, athletes, or musicians sporting a mustache adorned with got milk?. This campaign was an extremely recognizable, but marketers could have done more to make got milk? even more profitable. Got milk? was notable to marketing because of the complexities that come with branding a whole commodity instead of a branded product. Although the marketers were successful in increasing the sales, they were not successful in some aspects— consumers lacked mind share, the milk deprivation approach creates negative associations with consumers, the humor was not relatable to all audiences, and too many organizations were involved in the creation of the marketing plan. If the marketers consolidated the number of parties involved in the creation of got milk?, stopped using the milk deprivation approach in their advertisements they would have created more meaningful and profitable advertisements. II. Background The got milk? marketing plan that was implemented in the 1990s was unique for a couple of reasons that focused on the lack of a brand product. Branding a commodity is different because there are too many decision makers, their budget is small, the process to create that budget is long, market share is more difficult to measure across multiple brands, and commodities are influenced by that...
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...advertisers shift from convincing consumers through rational means to appealing to emotion or subconscious means. This process is when marketers try to convince customers to buy their products by appealing to their emotions instead of trying to out beat the competitor. According to Clotaire Rapaille, consumers are moved by unconscious forces and this method has been proven to be more effective. On the lines of this method being controversial, the line would be drawn here because this method causes consumers to make decisions without thinking. When consumers make decisions without thinking they have the potential of choosing an object that may not be worth its value or an object in which the consumer may not be happy with in the long run. The marketers’ and advertisers’ strategy creates a controversial issue because it takes away from the consumer in making rational decisions. If the consumer is caught in a daze by advertising how can he or she focus on choosing the right product. The marketers’ and advertisers’ strategy is for a consumer to only focus on one product. If the consumer is only focused on one product how can he or she compare it to others? This creates a problem because if the consumer is not appealed by rational means he or she will settle only one product and will not receive the chance to give the other products a try. This is a problem because the consumer is unconscious to reality and is unable to make the right choice. The consumers are trapped in amazement by catchy...
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... 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 is to produce...
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...product, in this assignment we will analyze the consumer behavior in Korean market and Australian market through different advertisements preference, reference groups, the nature of families, the family life circle, and the socialization of family members. Different advertisements perferences With the rapidly development of new information technology, the competition between companies became more and more intense, great companies use genius ideas in their advertisements aim to capture more audiences to purchase their products and small companies use advertisements to promote their products to enable them survive in the high competition while there were already hundreds of ‘substitutes’ in the market nowadays. As all companies use advertisements, the situation in Korean advertisement industries and Australian advertisement industries are totally different when sometimes objective, factual appeals are more effective in persuading a target audience, and sometimes emotional appeals are more effective. (Schiffman,2011), however ,in Korea advertisers never put fear appeal into their ads ,even the product will destroy people’s health like cigarettes or alcohols and they do not like to use sex appeal either, this may because Asian people are more introversion than Australians, when they saw some of ‘hot’ sex appeals, they would feel shy which may lead them forget the main information marketers wanted to send through the advertisement. Humorous appeals are the most frequency appeals...
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... Introduction When Betty saw the advertisement in the newspaper for a truck at Rally Motors, she made a decision from that point that she will make a purchase. When she made the call, she was told by Tony “I will give you three thousand dollars firm for your truck”. The amount for the trade in and the price for the truck is what prompted her to drive down to dealership so that she could make the purchase. When she arrived, Tony was trying to get Betty to look at other trucks, when she was already set on what she wanted to purchase. The advertisement in the paper did not say in large letters that there was only 1 truck of that model, and it would was easy for her to miss. Tony did not make Betty aware of the quantity of the truck, when he had spoken to her early in the day. He did make her aware that someone at the dealership had purchased the vehicle already, and that he agreed this was unfair. Tony not only tried through deceptive acts to get Betty to purchase a more expensive truck, but he would not answer her straightforward. The comments he made were “ambiguous”. Betty was correct in speaking of bringing her lawyer in this, because these acts were not only in violation of the FTC Act, but the Lanham Act also. Potential Consumers Acting Reasonably In the case FTC V. Silueta Distributors, Inc & Stanley Klavir, the federal trade commission was suing the company for false advertisement (Halbert & Ingulli 2010, Pg 245-246). It was believed that Silueta...
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...see ads every day, mostly in the middle of a TV show, A Television Commercial, and it's easy to say "they're just ads" because, at worst, they feel like a nuisance or interruption. A lot of people have difficulty accepting the idea that ads are manipulative because we want to believe we're in complete control of our choices. Advertising exists because there's a product a company wants to sell and they want people to know about it so they can buy it. This much is obvious. There are all kinds of ads, but in general they all aim to keep you from thinking and, instead, make your buying choices based on an emotional response. Basically, if you're not prepared to think—and you often are not when you're watching television or reading a magazine—you'll pretty much accept any suggestion if it is offered to you. Since you're being so passive, you may not even realize its happening. Product advertisements such as beauty products, food and clothing pay a great deal of influence in Filipino viewers, especially young people. The consumer preference id often based what they see on T.V. as portrayed by various stunning, and often times ideal, commercial models. It is noticeable that people, especially young people/students, has the tendency to be idealistic, and tends to imitate what they often see as appealing to majority. Advertisements aren't inherently bad, but many use manipulative tactics that influence in ways students don't...
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...Describe the type of consumer buying decisions that best describes the choice to indulge at Ethel’s. One type of consumer buying decision that indulges consumers the most is their involvement. The more a consumer uses their time and effort to search and evaluate a company’s product the more they will buy or use their product and services. Another type of consumer buying decision is the routine response behavior from a consumer. Mostly low cost goods and services are a result from routine response behavior because consumers spend less time on searches and decisions before making a purchase. One other consumer buying decision is an extensive decision making process. This process is the most complex because it’s used when consumers buy unfamiliar, expensive products, or infrequently bought items. The consumer wants to make the right decision so they want to know as much as they can about the product or service. The buying decisions used most by consumers at Ethel’s Chocolate Lounge would be their involvement and the routine response behavior. If a consumer really likes the product they will come back for more. Ethel’s chocolate isn’t an unfamiliar product that consumers don’t know about and it isn’t expensive to most customers. Discuss the factors that influence a consumer to spend money and time at Ethel’s. One factor that will influence consumers to spend their time and money at Ethel’s would be purchases and advertisements. Purchases will give the consumer the best evaluation...
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...marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. Latest communication techniques are now used for making it more attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. The term ‘Advertising’ originates from the Latin word ‘Advertere’ which means “to turn the mind towards.” The dictionary meaning of the term advertising is “to give public notice or to announce publicity.” This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product / service / manufacturer. 2. Definition of Advertising Advertising is defined differently by various authorities and the institutions dealing with the subject of advertising. The American Marketing Association (AMA) defines advertising as, “Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” This definition suggests the following features of advertising. 1. Advertisement is a paid form of communication....
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...Pathos: Wording The advertisement shows its healthiest specifications in big letters to give to the consumer a feeling that the Red Bull drink doesn’t influence in the consumer´s health in a negative way. The wording used in the advertisement affects the decision-making of the consumer. The emotional impact of the advertisement takes importance when the consumer is debating whether to buy the competition´s product or to buy a Red Bull. Consumers who care about their intake of calories and carbohydrates would feel the need to buy a Red Bull over any other energy drink. However, a considerable part of the consumers may not know what the carbohydrates or calories are. The consumers believe that the human body needs energy to work in the daily basis and that the low intake of calories and carbohydrates is good for them. The wording of the advertisement plays with the consumers´ beliefs to make them think that the Red Bull drink satisfies their expectations of a product that offers energy without any risk in their organism. Pathos: Imagery...
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...THE IMPACT OF ADVERTISING ON CONSUMER PURCHASE DECISION. (A study of GIJ students) E. K. BONNEY 2014 TABLE OF CONTENT TABLE OF CONTENT ........................................................................................................................... i LIST OF TABLES, PLATES AND FIGURE ....................................................................................... iii ABBREVIATIONS ............................................................................................................................... iv ACKNOWLEDGEMENTS AND DEDICATION ................................................................................. v ABSTRACT........................................................................................................................................... vi CHAPTER ONE ..................................................................................................................................... 1 1. INTRODUCTION .......................................................................................................................... 1 1.1. BACKGROUND STATEMENT ............................................................................................ 1 1.2. PROBLEM STATEMENT ..................................................................................................... 9 1.3. RESEARCH OBJECTIVES / AIMS .................................................................................... 10 1...
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...Journal of Engineering Technology and Scientific Research Volume 1 Issue 1 (October 2013 Issue) Impact of Television Advertisements on Buying Pattern of Adolescent - A Study of Punjab Deepak Kumar1, Meenu Bansal2 1 Department of Media Studies, KC School of Management and Computer Applications KC Group of Institutions, Karyam road, Nawanshahr, Punjab 2 Department of Management Studies, KC College of Engineering and IT KC Group of Institutions, Karyam road, Nawanshahr, Punjab 1 depak.deep@gmail.com, 2m.bansal_mba@yahoo.com Abstract - TV advertisement plays an important role on consumer behavior but it is the most effective way to reach the adolescent and encourage them to buy the product. This study is aiming to study the effect of TV advertisement on buying pattern of adolescent by the effect of TV adds. The research was conducted in Nawanshahr district of Punjab. Total 5 Senior Secondary schools, each from Nawanshahr, Banga, Rahon, Garhshankar and Balachor were selected. A total of 250 questionnaires (50 in each school) were circulated among the respondents. Out of the collected questionnaires, a total of 244 questionnaires were considered fit for the analysis. Of these, 124 were male and 120 were female respondents. The result shows that TV advertisements help them in making familiar about the product and helps them in making buying decision. INTRODUCTION Advertising is the non-personal communication of the information usually paid for and persuasive in nature...
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...that this is wrong and immoral to do, others will disagree. Roger Crisp wrote an article “Persuasive Advertising, Autonomy, and Creation of Desire” here he states “I shall argue that all forms of a certain common type of advertising are morally wrong, on the ground that they override the autonomy of consumers.” Crisp makes a firm statement that certain ads that are persuasive ads are morally impermissible and take away the autonomy of the consumer. Crisp argues in his opening statement of the article that certain common types advertising are morally wrong. When he says this statement, he explains that these morally wrong advertisements are persuasive ads. These persuasive ads are ads that take away the autonomy. The autonomy is an action done both deliberate and freely, this Crisp argues is taken away by persuasive advertising. Certain forms of persuasive advertising are used such as subliminal suggestions, puffery, and repetitiveness. These examples are argued by Crisp for being morally impermissible. An example Crisps' illustrates in his article is the example of subliminal suggestion. Here Crisp narrates about a New Jersey cinema; this cinema “flashed sub-threshold advertisements for ice cream onto the screen during movies, and reported a dramatic increase in sales during intermissions”(Pg. 506). This flashing frame of ice cream is argued by Crisp, to create a subconscious desire for...
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...of advertising is to catch the consumers’ attention and motivate them to buy a certain product. Though this seems like a harmless business technique, it often includes secret manipulative devices that fool viewers into buying their products. A typical advertisement will strive to convey a positive and upbeat nature. Even though advertisements may come off as optimistic, they have the ability to create a reverse effect on the viewer. Advertisements commonly create a sense of dissatisfaction or unhappiness within a consumer by portraying certain desirable circumstances. Advertising is manipulative because it uses various techniques to target the insecurities and desires of an audience. One of the main goals of advertising is to target insecurities within an audience. They do this by using celebrities and other attractive people to market their products. Using celebrities in advertisements can target insecurities by creating a certain image that is considered “acceptable” or “ideal”. This manipulative technique makes the viewer feel inadequate and may ultimately convince them to buy the product. Advertisements that use famous or attractive people as marketing icons often create unrealistic expectations within the consumer. This may either create new insecurities, or reinforce old ones. It decreases self-esteem and leads people to believe that buying a certain product can make them appear as desirable as the people who sell it. People in advertisements are not only selling the product...
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