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
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Introduction Yum! is one of the world’s leading fast food service provider. KFC, which is one of its subsidiaries, not only specializes in fried chicken but is also the leading brand for it. KFC China, since its inception, has been growing at a very fast pace. It has taken astute strategic steps to establish itself in China. It had various key competitive advantages which permitted it to expand to more than 4000 outlets in China (Bell and Shelman, 2011). The company hired a managerial team from
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is to draw this much attention. What do consumers see in the iPhone? Is it about product viability, status enhancement or just another Apple product to tick off the list? “Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants (Shah, 2010).” There are six main types of consumers in society, each with different roles. It is vital to examine the various functions of each type of consumer with regard to the iPhone. Several factors
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taken to exaggeration such that consumers make significant sacrifices in time and in income not only to purchase that certain brand but to also actively support that certain luxury brand. Buying habits has become part of people’s daily lives especially in this modern civilization. People of this modern generation get influenced easily. Billboards, commercials and advertisements are connected to influencing people to buy. The advancement in technology causes consumers to extend their buying of the
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locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyze the key concepts of Toms Shoes Company
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willing to buy good quality toys which are really safe to their children. For example: the truck toys which the color will not fade easily as the child might accidently swallow the colors. Product In the exchange process, many benefits obtained by consumers that having a good services with a tangible and intangible attributes. Products in marketing mix are separate into two types. That is internal considerations and external considerations. Internal considerations are when we are producing the product
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MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and
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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
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where the cost and benefit must be positive values. We can express as the following equation: Value = Benefits / Cost The consumer's perceived value of a good or service affects the price that he or she is willing to pay for it. For the most part, consumers are unaware of the true cost of production for the products they buy. Instead, they simply have an internal feeling for how much certain products are worth to them. Thus, in order to obtain a higher price for their products, producers may pursue
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administrative support: Kathryn Angus and Aileen Paton. CONTENTS Page No 1.0 INTRODUCTION 1 2.0 MANAGEMENT SUMMARY 2 3.0 METHODOLOGY 4 4.0 RESULTS 7 4.1 Advertising 7 4.1.1 Econometric Studies 7 4.1.2 Consumer Studies 11 4.2 Other Forms of Marketing 15 4.3 Developing and Transitional Countries 21 REFERENCES 25 1.0 INTRODUCTION At the World Health Organization Ministerial Conference on Young People and Alcohol in Stockholm
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