...AND ITS EFFECT ON BUSINESS PERFORMANCE: THE CASE OF SOMALI BUSINESSES Ayub Mohamud Hussein Introduction Advertising is a powerful tool used by companies to inform, and persuade for their products/service to their customers to take some action, now or in the future and to shape consumers attitude and intentions and move them to the next level of buying process. It is the method used by companies for creating awareness of their products, as well as creating new products known to the new and potential consumers. Longe (2001) defined advertising as any personal paid form of non-personal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services or/and idea. The advertisement in media can be in the form of print such as newspaper, magazines, and billboards or broadcast such as radio and television. It consists of pictures, headlines, information about the product or service the company advertises. Businesses in Somalia, particularly businesses in Mogadishu do and invest a large portion of their budget on advertising, but misleading the customers’ mind become a common object that companies use nowadays; nevertheless, these companies ignore the consequence of this action to their performance as well as their image. This study focuses on the effect of misleading advertisement on business. Misleading Advertisement The American Marketing Association (AMA) defines misleading advertising as advertising...
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...Nuclear Power Commission of Bangladesh (National Nutrition Report, 2002). There is a huge market for energy drink. In today’s mass competitive market each and every company is facing tremendous pressure and challenges to create the brand image and retain the loyal customers. The proper utilization of marketing mix is better solution to the companies. Advertising is one of the best tools of marketing mix. For retaining customers and creating brand image, the full force effort of advertising is now successfully acting in the market. So, to know what is the impact of advertising on energy drink customers, what customers think, does it really works researcher this research. Entitled- ‘‘Advertising impacts on Brand Preference toward energy drink a study on Boost Energy Drink’’ 1.1 Importance of the study Almost all of the media are being used to provide advertisement by the Boost energy drink company (EMS international) to persuading the customers toward their brand. The influence of these kinds of attempts by the company is getting criticized since a long time. So to know about the overall impact of advertising toward the brand preference this research will help both the company and the sincere brand loyal customers. The analysis of this study...
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...Food choices are influenced by many factors, age, gender, friends, family, cultural background and where we live. But the main purpose of food is to nourish the body. There are a lot of factors to consider when making our food choices. The three most important factors are: * How the food is grown * Where the food is grown * Income The way food is grown influences how we make our food choices. Advertisement is commonly used to inform customers of how food is grown (NCBI 199) Advertising agents spend billions of dollars on advertising and packaging in order to capture the interest of the consumer. They use the power of persuasion to make whatever it is they are advertising very appealing, even if it means lying to customers. The advertising agents may advertise that the food had no preservatives or chemicals but in fact they do. As customers we believe what is said in the media and on the packaging because we expect the truth to be told. Some foods may be labelled locally grown, yet in actual fact the food has been imported from overseas or a different state. It’s important to consider how food is grown when making food choices. Most food nowadays is filled with a variety of chemicals to make the particular food grow at a rapid rate. An example would be chicken. Chickens are pumped with growth hormones for rapid growth so that the amount of chickens produced can meet the demands of consumers. However the media persists that the rapid growth of chicken is normal and...
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...The effectiveness of advertising through the social media in Gauteng by Thirushen Naidoo 22012893 Dissertation submitted in partial fulfilment of the requirements for the degree Master of Business Administration at the Potchefstroom Campus of the North-West University Supervisor: Prof. C.A. Bischoff November 2011 1 ACKNOWLEDGEMENTS Lord Ganesha, thank you for removing all obstacles in my path to complete this dissertation. I would like to take this opportunity to express my heart-felt gratitude towards a number of very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers Shalendra and Rishendra for the tremendous support through these past three years .To Orisha, a very special thank you for the belief and encouragement you provided me with during this period of studies. Having people like you in my life has made all of this possible. My heart goes out to each and every one of you. To Prof. Christo Bisschoff, thank you for the guidance, wisdom and encouragement throughout the study. You have made this a truly enjoyable experience. “Om Namah Shivaya “ 2 ABSTRACT In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative...
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...and class discussions and (2) multiple-choice questions & true/forth questions. Enclosed are some sample questions. These are provided merely to give some idea of what you can expect on the exam; they are not comprehensive in their coverage. On October 6 (Monday), during our regular class time, we will have a workshop-style exam review. Office hours for help on the day of the exam: I will be available on the day of the exam (October 8) 11: 00 a.m. to 12:20 am at my office (437 Cornell Hall) Mid-Term Exam Syllabus Lecture Topics: 1. Chapter 1: traditional marketing vs. Internet marketing, web 2.0 & 3.0, Cloud-computing Internet marketing paradigm and drivers of Internet marketing 2. Chapter 2: the supply chain, the value chain, virtual value chain 3. Chapter 3: business model, the value proposition * Do we need to know the specific types of business models: ex: brokerage, etc. * Yes 4. Chapter 4: direct marketing strategies, critical strategy elements, the front end vs. the back end, customer lifetime value: * Do we need to know the CLV equation and how to solve * Nope 5. Chapter 5: online brand building, media choice based on marketing objectives video marketing 6. Chapter 6: customer acquisition tools, online display advertising, online ad serving...
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...Summer Final Examinations, 2015 ADVT7508 Fundamentals of Advertising Venue Seat Number ________ Student Number |__|__|__|__|__|__|__|__| Family Name This exam paper must not be removed from the venue ____________________ _____________________ First Name _____________________ School of Business SAMPLE EXAMINATION Summer Semester SAMPLE Final Examinations, 2015 ADVT7508 Fundamentals of Advertising This paper is for St Lucia Campus students. Examination Duration: 120 minutes Reading Time: 10 minutes Exam Conditions: For Examiner Use Only Question Mark This is a Closed Book Examination - no materials permitted During reading time - write only on the rough paper provided This examination paper will be released to the Library Materials Permitted In The Exam Venue: (No electronic aids are permitted e.g. laptops, phones) none Materials To Be Supplied To Students: 1 x 14 Page Answer Booklet This is a Central Examination 1 x Multiple Choice Answer Sheet Rough Paper Instructions To Students: Additional exam materials...
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...Proposed title: The Effect of Celebrity Advertising in the Philippines Thesis Statement: Philippine Celebrities are very important factors in advertising nowadays because they serve as a very effective means in marketing. Problem (Background of the Proposal): A celebrity can be an actor or an actress who are usually seen in the television programs. Nowadays, many celebrities are now also commercial models and this phenomenon constitutes to the so-called “Celebrity Advertising”. Celebrities are now making a huge impact in advertisement in the Philippines. According to studies, consumers usually buy a product because of the celebrity endorser without knowing the factual effect of that certain commercial product. Specifications: • Must be able to clearly define Celebrity Advertising. • Must be able to show the effect of Celebrity Endorsing or Advertising in the Philippine commercial industry marketing. • Must be to give the different celebrity attributes on how to advertise a commercial product effectively. • Must be able to give the effect of being an endorser of a celebrity (celebrity income in a commercial). • Must be to relate brands, celebrities and consumers in the Philippines • Must be able to identify the risks involved and the celebrity arguments against celebrity advertising in the Philippines • Must be able to distinguish the impact of the brand endorsement by a celebrity on consumer behavior in the Philippines. References: • (2010...
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...are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed. One sentence abstract Much research...
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...TABLE OF CONTENTS 2. Literature Review 2 2.1. An Overview of Mobile Telecom 2 2.1.1. Mobile Telecom market definition 2 2.1.2. Telecom in Vietnam 2 2.2. Consumer Choice 3 2.3. Variables of Customer Choice 3 2.3.1. Call quality 3 2.3.2. Price structure 4 2.3.3. Convenience 5 2.3.4. Sales promotion 6 2.3.5. Advertising 7 2.3.6. Reliability 8 2.4. Theoretical Research Model 8 2.5. Hypothesis 8 2. Literature Review This chapter presents the literature review. It divided into three parts. In the first section, an overview of telecommunications is described, that is, the general definition of telecommunications, then the growing of subscriptions in Vietnam is stated. Secondly, the study will discuss about the customer choice and its previous studies. Finally, the antecedents of customer choice in this study are discussed. 2.1. An Overview of Mobile Telecom 2.1.1. Mobile Telecom market definition The mobile telecom market is a type of service industry in which customers place much importance not only on how they are served (functional quality), but also and more importantly, on outcome or nature of services they receive and experience which constitute technical quality variables like network quality (Wang & Lo 2002; Gi-Du and James 2004). Mobile communications markets can be divided by the type of services provided and by the telecommunications networks used for production into the sub-markets for cellular radiotelephony, paging, trunked mobile radio...
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...believes he will get an experience that is worth the money. Perceived value -> Experience -> Satisfaction -> Preference Understand the market –> Adapt to the market -> Better influence the market Types of Market: Company, Reference, Generic, Induced (print ink), Captive (limited competition) Market Analysis: Size of the market, Demand analysis, Competitor Analysis, Environment Analysis (political, economic, social, technological), SWOT Consumer behavior is made of i) consumer needs and expectations, ii) consumer purchasing process. Knowing consumers’ needs and expectations is the best way to successfully market products (demand and supply meet). Knowing the purchasing process they follow and the way they make choices in a given situation is the best way to make them purchase a product. Variables that influence purchasing process: * Risk analysis (financial, psychological, physical, functional) * Implication: importance given by consumer to the purchasing decision * Experience: is consumer used to buying this product * Situation/environment Purchasing Process: Problem Identification ->Information Research ->Evaluation-> Decision Most of the markets are heterogeneous: expectations and behaviours of consumers vary. Segmenting is the action of dividing the market into groups. Segmentation Criteria: * Demographics * Geographical * Social * Lifestyle * Behavior * Advantages Segmentation...
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...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
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...demonstrations and passed over 6 million followers. Based on the previous literature review, it is expected that the influencer’s WOM could have a role in building consumers-based BE. Accordingly, the first hypothesis of the current study will examine this possible effect; H1: influencer’s WOM in social networks is positively associated with building consumer-based BE. Advertising through social networks: Nowadays, the firms’ advertising efforts in social networks are considered huge and tremendously growing every year. One of the main reasons...
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...Advertising Advertising is a mode of communication that is intended to persuade an audience to purchase or take an action on products, services or ideas. An advert includes the product’s name and how the service or the product may benefit the consumer. The different advertising messages are usually paid up by sponsors and viewed by consumers via different media. Advertising can also be used in communicating an idea to a group of people in a bid to convince them to take an action concerning the message being conveyed. Advertising exists in different types, the major types including physical advertising and digital advertising. Physical advertising exists in forms like press advertising, mobile billboard advertising and street advertising while digital advertising exists in forms like television advertising, radio advertising, online advertising and product placements (Koekemoer and Bird, 11). Recent advancement in technology has seen the increase in the use of digital advertising as one of the major advertising tools. This is because information published over the internet is immediately available to many users irrespective of their geographical location. This paper discusses the social costs of online advertising outlining the reasons why some people support online advertising and also stating the criticisms of online advertising. Online advertising Online advertising is a term relating to advertising over the internet. Online advertising in practice is about getting your...
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...attention, familiarity, teenagers | | One of the most significant Principle of Marketing is Promotion. It is a means of getting your message out to the public. This is mainly done through Advertising in the form of radio, newspapers, magazines, billboards, television, on line promotions and moving media such as vehicles and agents. Among all these forms, the best and prevalent way of Advertising a product or a service is through the Television. It is said to be the most expensive yet most effective way of introducing the product in the market place to be known by the people. With Television, anyone who will be viewers of a TV channel can see and notice the product get endorsed. Moreover, certain high rating program affects product familiarity to viewers and customers because it is associated with appealing celebrities which can induce its desirability to the market place. It is said that: Advertising needs to stop consumers and hold their attention in likable ways: “Where the eyes stops, the sale begins.” In the study, it is associated with a high rating TV program of ABS – CBN, ASAP 18 which is watched every Sunday noon to afternoon by the teenagers to tell how the celebrities pass their popularity to the product which will give its recognition and positive image. Advertising in these kind of program is like selling the product at every home of the TV viewers...
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...2201 (3743). By Raphael Strauss Word Count: Friday 12th of April, 2013 Advertising effectiveness Advertising effectiveness MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen Table of contents : Executive Summary: 2 Introduction: 3 Findings: 4 Factors: 4 Brand awareness: 4 Creativity: 4 Media: 5 Rational appeal: 6 Emotional appeal: 6 Specialized area: 7 Celebrity endorsement: 7 Recommendations: 8 Conclusion: 9 References: 9 Appendices: 12 Executive Summary: This report examines five factors that make an advertisement effective. They were chosen, as they are probably the most important. These factors are: 1. Creativity. It is believed that it encourages people to pay more attention (Heath, Nairn and Bottomley, 2009). Also, it allows the advert to stands out from all the other adverts, as creativity is defined by Wright (2000) as ‘original’. 2. Brand Awareness. This is important because if there is awareness, the audience will pay more attention to the advert, making it more effective. 3. The choice of the media. If the media does not match with the target audience, the...
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