...Impact of advertising on consumer buying behavior By S #. | Name | Reg #. | 1 | Muhammad Hasnain Abbas (Leader) | 23618 | 2 | Haris Memon | 19965 | 3 | Kamran Khan | 20911 | 4 | Zahida Lakhan | 22868 | 5 | Kabir Thakur | 24017 | 6 | Mushtaque Shayan | 24026 | A Project Report submitted in partial fulfillment of the requirements for the Course of Writing Research Reports to Miss Sania Usmani at the Iqra University, Main Campus Karachi, Pakistan. Dec 26, 2014 ACKNOWLEDGMENT This report is dedicated to our family, companions, and educators for their backing and support. Initially, we might want to thank Miss Sania Usmani for being a fabulous research supervisory. It implies a ton to us that she ventures up when we required her most and tackled the obligation of managing us in the privilege bearing. Moreover, she pushed us to consider unheard of options and tested us to look past what is directly before us. Without her we would not have possessed the capacity to finish this exploration. Thus and a lot of people more, we will be perpetually appreciative. ABSTRACT Advertising has made a great deal of chances for advertisers to associate with their customers and additionally advance their items successfully however not all their customers consider it to be of much vitality. People of Pakistan don’t get influenced by advertisement even if the product is advertised on TV by their favorite celebrity or actor. Advertisements are the source...
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...MARKETING DEBATE—Has TV Advertising Lost Power? Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse than, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact. Take a position: 1. TV advertising has faded in importance 2. TV advertising is still the most powerful advertising medium. In my personal opinion the answer is no. Advertising over television on trusted networks is one of the best ways to still build brand recognition and trust. Even Internet giants have all benefited immensely from the use of television media. Remember Yahoo and Google commercials? This trend will not die, not anytime soon at least. To increase views of commercials of entertainment value the other Medias such as Internet have allowed for them to become viral and increase effectiveness via online video. 1. Marketing managers must begin with an identified target market and the strategic direction of the brand before choosing the advertising program. The selection of TV advertising as the medium should be as a function of: the mission, money, message, media...
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...The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Syafiqah Abstract Media are the most powerful tool of communication to advertise products and services of companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski...
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...eyewear, and other sports- and clothing-related goods. One of the reasons Adidas is such a reputable brand in the industry is due to a well establishedbrand name, and also Adidas commitment to consumers. Under the Adidas name, many products are manufactured and distributed, under three different categories and logos: ● Adidas Performance ● Adidas Originals ● Adidas Style All three of which still contain the signature three stripes incorporated into the logos to signify the Adidas brand.Each of these three Adidas brands covers a different targeted segment of the market that the AdidasGroup is operating in. It appears that the Adidas Group is targeting both male and female consumers who passionate and focused on living an active lifestyle. Adidas Performance is focused on delivering excellent quality sporting apparel and products to all sporting enthusiasts, regardless of their age. Adidas has the ability to appeal to both a young and older demographic. The aim is to analyse the Integrated Marketing Communications program for the Adidas products,and understand how they combine a number of factors in their marketing communications, such asprint media advertising, word of mouth, events and sponsorship, broadcast media, sales promotion,interactive/internet marketing and personal selling and direct marketing to attain the...
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...Final Year Project on internet marketing ….is it there yet Project Guide: Prof. Kuldip Kawatra Project by Mr. Heemanish Midde Roll No.: 220 2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University DECLARATION I hereby declare that this report titled “Internet Marketing" is a record of independent work carried out by me as a part of Final Year Project for the MMS course of Mumbai University for the period starting from January 2009 to May 2009. The above project was performed under the guidance of Prof. Kuldip Kawatra. I declare that the information given in the above project is true to my knowledge. Dr. K. N. Vaidyanathan Director, Xavier Institute of Management & Research Mumbai University Heemanish Midde MMS Xavier Institute of Management & Research Mumbai University 2 ACKNOWLEDGEMENT The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank Mr. Kuldip Kawatra for giving me the opportunity to participate in this interesting research project, that helped me gain insights into the Internet World. He has supported me with his guidance, insights, encouragement and many a fruitful discussion on Internet Marketing. I am grateful to him to have spared his time and showing the patience to our answer our queries. The kindness shown by him, in spite of him being so busy with his work, is highly appreciated. I would also like...
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...Chapter 1 Topic: The impact of new advertising media technologies on company performance. Author: Tendai T Chigwada (R10651V) 1.0 Introduction The researcher will carry out a research on the impact of new media technologies on company performance using Econet Wireless Zimbabwe as the case study to the topic under study. In this research proposal, the researcher is going to highlight the activities to be followed in coming up with this research. The researcher will briefly explain the background to the study, statement to the problem, research objectives and questions, significance to the study. Not be left out are the delimitations, limitations, review of the literature, research methodology, data presentation and the budget to be allocated for the entire research. 1.1 Background to the study Econet Wireless Zimbabwe is Zimbabwe's largest provider of telecommunications services, providing solutions in mobile and fixed wireless telephony, public payphones, internet access and payment solutions. Econet launched its network on the 10th of July 1998 and listed on 17th September 1998. It is one of the largest companies on the Zimbabwe Stock Exchange in terms of market capitalization. The company continues to upgrade its network to carry more subscribers, and further widen its geographical coverage, which is already the most extensive in Zimbabwe. www.econet.co.zw. The reason which motivated me to study this topic is that ,marketing problems often have far reaching effects...
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...Rust and Oliver stated in the Journal of Advertising, “Advertising is on its deathbed, having contracted a fatal disease of new technology”. However, after almost 19 years, advertising survived the new media onslaught unscathed. So in my opinion, new media is actually a new opportunity for advertising instead of being a threat. 2.First of all, what is advertising? Advertising is any form of known communication that uses media or any other platforms that can encourage or persuade the audience to achieve the marketer’s goal in the most cost efficient manner. 3.The first stage of advertising is print. Daniel Starch, an American marketing researcher suggested,"The simplest definition of advertising is that advertising is selling in print." The reference to “print”, of course, reflected to the media of the time. Examples of print media are newspapers, magazines, posters, etc. 4.Then the emergence of broadcast in the form of radio and television pushes the advertising into the second stage. They enable advertisers to more effectively reach their target audience in new and innovative ways. It became a tremendous homogenizing cultural force, as majority of consumers would be reached efficiently. 5.Rust and Oliver stated that technology, again, is the key factor of driving down the signs of advertising. As the mass media could no longer deliver a mass audience. 6.However, I think technology has a positive impact on advertising instead of a negative one. In the past, advertisements...
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...nowadays and its impact on Tradition Marketing .Give some solutions for Marketing activities Over the past decade, the explosion of Internet has significant impact on marketing activities as well as building company brand and product in the competitive market. ". Internet can create strong brand recognition ever and increase number of people who know the brand very quickly. Along with the constant increasing of online marketing activities, the Internet can also bring risks for new brands in the industry. For Vietnam, e-commerce has many impact on the way companies marketing to sell their product as well as do research about their customers. Back to the day when there was no Internet or e-commerce, when you want to buy something, you have to go to the stores, markets or supermarkets to get what you want. However no matter how big these places can be, you may not find the things you need because the bigger these places are the harder it get to find what you need. If you want to buy a product that is common for everyone then it will be displayed at a visible place, but if you want an unpopular product you may not find it. Moreover you may have to go to two or three different places to buy all the things you need. That’s why when E-commerce showed up, it open a new era of buying and selling online as well as other activities, caused severe damage to the old markets, stores, supermarkets … In order to survive, most of these places started to use the Internet for marketing, we...
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...Executive Summary Advertising is a form of communication used especially to sell the products and services in highly competitive market. The type of messages it communicates includes introducing the product in the market and informing how that product benefits its user. Advertising typically attempts to persuade the potential consumers to purchase a particular brand of product. Advertising is principally a tool of brand competition and it is a brand competition that puts consumers in charge and renders businesses entirely vulnerable to the consumer’s preferences. Thus to stand in the competition, the upsurge of celebrities endorsing brands has been steadily increasing over the past few decades. Marketers acknowledge the power of celebrity in influencing consumer’s purchase decision. Millions of dollars are spent as the celebrity endorsement can bestow unique features upon a product that it may have lacked otherwise. Not lacking behind, Soft Drink companies are also advertising their product through various media and spending millions of dollars on celebrities to endorse their product. Around 35% of the total cost is spent by the Soft Drink Company especially in Advertising. Various Movie Actors and Sports Players are hired to endorse the Soft drink Brand. Therefore, I took this opportunity to study the Impact of Advertisement on Brand Preferences towards Soft Drinks. This research is a Descriptive Research where Primary data was collected from 80 respondents by using...
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...Internet Has Impact on International Marketing of Companies and Consumers Student name: Chuqian Ma Word count: 1457 Date submitted: August 26, 2015 Abstract Companies and customers in international marketing have been changed by internet. The internet influences on companies in three aspects in this article, place, price and promotion, which are elements of Four Ps of marketing mix. The place and price are focus on the cost and supply chain, examples of Zara and Walmart are provided to prove the statements. The promotion of international marketing is focus on advertising channel and communication. Three main things of time, space, efficiency are used to identify the influence on the supply side by internet. Some negative effect such as information explosion and viral campaign are mentioned. As to the demand side, consumers are able to access various information and get more options in purchasing. Buyer behaviors changes along with online shopping. In such competitive marketing environment, companies have to improve their products and services that meet customers’ need for profit gained. The high level adoption of internationalization nowadays offers great opportunities in international marketing activities. As Internet has grown dramatically, more and more companies have realized its unlimited possibilities of development and have been involved in e-business. The purpose of this essay is to illustrate how internet can change the nature of the relationship...
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...10 Advantages of Online Advertising. Retrieved from: www.georgescifo.com/2010/05/10-advantages-of-online-advertising Amy Martinez (2012) Amazon to begin collecting sales tax in Texas. Retrieved from: http://seattletimes.com/html/businesstechnology/2018564432_amazon30.html Online Sales: Possible impact: Bill Siwicki (2012) Sales from mobile devices double in December. Retrieved from: http://www.internetretailer.com/2012/01/10/sales-mobile-devices-double-december Clark Fredrickson (2012) Apparel Drives US Retail Ecommerce Sales Growth. Retrieved from: http://www.emarketer.com/newsroom/index.php/apparel-drives-retail-ecommerce-sales-growth/ Phil Wahba (2011) EBay forecast pleases as PayPal, auctions gain users. Retrieved from: http://www.reuters.com/article/2011/04/27/us-ebay-idUSTRE73Q7Z920110427 Don Davis (2012) Amazon’s North American sales rise 36% in Q2. Retrieved from: http://www.internetretailer.com/2012/07/26/amazons-north-american-sales-rise-36-q2 Online Sales: Different requirements for online marketing Rebecca Gill (2011) Successful Internet Marketing Begin With Goals. Retrieved from: http://www.web-savvy-marketing.com/2011/01/successful-internet-marketing- campaigns-begin-with-goals/ Biana Babinsky (2009) Make Marketing Easier – Define Your Target Market. Retrieved from: http://www.avocadoconsulting.com/articles/c1/easy-marketing.html Brian Benson (2012) Learn More About Internet Marketing. Retrieved from:...
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...Nike’s Inimitability throughout the Internet Advertising Field With the increased use of the World Wide Web in the last ten years, marketing became a non-excludable factor for every kind of business. Since the consumer remains the main focus of every successful marketing strategy, the internet opened up endless opportunities for efficient advertising because potential customers would expose themselves towards the Internet constantly. Especially, the technology-savvy generation nowadays emphasized the movement of everyday life actions towards the Internet. Companies realized the development and took advantage of the shift by paying more attention towards e-commerce. This automatically indicated the evolution of online marketing throughout the last five years. Since marketers solved the problem about where to market efficiently, another controversial question emerged: “How to reach the consumer most efficiently?” Recent statistics record an already expected, radical growth in this section, which drastically changes the online advertising environment. Although this change opens up various opportunities for advertisers, they still remain skeptic since no concrete formula for the measurement of various types of online advertising exists. However, a high percentage of marketers believe that effective marketing consists out of building up brand awareness which indicates sales. The Internet offers the capability to enforce those two factors. So, companies that are willing to adapt...
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...Advertising to Consumers On July 1, 1941, the first commercial advertisement aired on television and drastically changed the way consumers view advertising. In present times, consumers are confronted with advertisements not just on television, but also in magazines, on the internet, and, of course, the most common form, word of mouth. Companies spend millions of dollars each year on advertisements targeted to increase their brand awareness through marketing campaigns. Through advertisements, consumers are educated about the price of products or services and possible differences in quality, allowing them to find a solution that best fits their needs. Advertising is not just a way to promote items; it is also commonly used as a public service to bring attention to issues such as domestic violence, cancer awareness, or available job opportunities. How advertising is used is largely dependent upon the goals of the company, taking into account such factors as what target they want to obtain, the amount of money they’re willing to spend, and they’re target demographic. TV advertising is one of the most popular forms of advertising and, in many ways, also the most effective. In 2008, about seventy billion dollars were spent on the creation of television advertisements. Some of the most prominent advantages of this form of advertising are that it can reach to millions of viewers while, at the same time, being selective in its target audience. Although television advertising can...
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...Unit 11: Advertising and Direct Marketing Advertising: Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform or persuade members of a particular audience. For many, advertising is the most familiar and visible element of the promotion mix. Because it can convey rich and dynamic images, advertising can establish and reinforce a distinctive brand identity. This helps marketers bond with customers and boost sales. Advertising is useful in communicating factual information about the product or reminding consumers to buy their favorite brand. Advertising sometimes suffers from a credibility problem because cynical consumers tune out messages they think are biased or are intended to sell them something they don’t need. Advertising can be expensive; therefore, firms need to take great care to ensure their messages are effective. Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing products using the same promotional messages to large audiences. Types of Advertising: Product Advertising Product advertising is an advertising message that focuses on a specific product. This is the type of advertising the average person usually thinks of when talking about most promotional activities. Institutional Advertising Institutional advertising is an advertising message that promotes the activities, personality, or...
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...strategic to marketing goods and services online? What is the impact, if any, on consumer privacy? A few years ago, the combination of technology and marketing was not a common term. Even a very successful marketing model that was followed by software giant Microsoft, was neglected in many top ranking business schools. According to them what Microsoft was doing was a fad. But time has proved that they were wrong. Marketing guru Kotler has agreed that traditional marketing is not working any more. The economic power has shifted from marketers to customers. This shift happens in the market place due to the technology. Today customers have the access to information that lets them make much more informed decisions. Customers are increasingly telling companies what type of product or services they want and when, where and how they want to buy them. Before purchase a product or service, they compare each of the competitors' product and their pricing, availability and value for money. So customers are now in control. Customer's action and their demands are profoundly impacting every industry in the market. The use of technologies such as cookies is paramount to the implementation of such marketing practices, which ultimately benefit both the retailer and the consumer. Without these, retailers would not be able to fine-tune their marketing strategies and focus, and consumers would not be able to provide, through their actions online, valuable feedback to retailers. These...
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