CHAPTER
ONE
INTRODUCTION
1.1 Background to the Study
Advertising is a form of communication proposed to persuade
an audience (viewers, readers or listeners) to buy or take some action upon
products, ideas, or services. It usually includes the name of a product or
service and how that product or service could benefit the consumer to purchase
that particular brand Arens, W.F. (2002). Advertisers often intend to generate
increased consumption of their products or services through branding, which
involves the repetition of an image or product name in an effort to associate
related qualities with the brand in the minds of consumers.
Historically, out-of-home advertising and billboards are the
oldest forms of advertising. However, with the passage of time, marketers used
print Ads to reach out to its audience at a low cost. Originally used in the creation of shop signs,
advertisement took a revolutionary at the onset of the 21st century, an age bursting
with new technologies Max Web Design, (2008).
With mediums such as the radio, television and internet to be
projected from, the products were no longer differentiated only by their
attributes but also by the benefits that they would give to the consumers - these
benefits were made aware of by advertisements Nwaizugbo I.C. (2004) .
Advertisements used in today's world are creative and
innovative. Marketers have started thinking out of the box and are coming up
with new ideas to create a better perception in minds of the consumers and
impress them to buy their products. Nowadays there is a very special emphasis
on the content of the advertisements. Advertising is content and content is
advertising Tech Dirt, (2008).
There is no such thing as just 'advertising' anymore. It
needs to have content that will attract the potential consumers towards it,
make them contemplate upon it, change their opinions and eventually make them
put forth a purchase. The only way to capture the consumer's attention like
this is to make the advertisement entertaining, interesting and relevant.
Consumer behavior is the study of when, why, how and where
people do or do not buy a product. It deals with psychology, sociology and economics
and attempts to understand the buyer decision making process both individually
and in groups Shimp T.A. (2000).
Consumer Brand Preference is the measure of brand loyalty in
which a consumer will choose or select a
particular brand in presence of competing brands. The importance of advertising on consumer
brand selection is expedient for organizations as it can influence consumers’
decision to purchase its products Armstrong, G. and
Kotler, P. (2000).
Advertising is a subset of promotion mix which is one of the
Four ’P’s in the marketing mix i.e. product, price, place and promotion. As a
promotional strategy, advertising serve as a major tool in creating product
awareness and condition the mind of a potential consumer to take eventual
purchase decision or selection Belch, G.E. and M.
A. Belch. (2005).
Consumer satisfaction
depends on their perception and brand preference or selection of the particular
brand. In brand preference, advertising plays a major role. Nearly everyone in
the modern world is influenced to some degree by advertising. Organizations in
both public and private sectors have learned that the ability to communicate
effectively and efficiently with their target audiences is important to their
success Clow, K.E. and R. Back. (2002).
In today’s world, there
are a myriad of media outlets-print, radio, and television are competing for
consumers’ attention. There are number of creative and attractive
advertisements we can see and hear in television, Radio, newspapers and in
magazines. Within these media, television advertisements are more attractive
and interestingly watched by mass audience. However, organizations want to
identify the impact of advertising on consumers brand selection Nwaizugbo I.C.
(2004).
Everyone in the society
prefers a particular brand. We can see frequent advertisements. Companies spend
much on their advertisements to attract more customers. So it is very important
to study its’ impact on consumer brand selection O'Guinn,
C.T, C.T. Allen and R.J. Semenik. (2000).
For complete academic
research materials, visit www.researchshelf.com
and note also that our mobile app will soon be launched where you can download
it and view all our academic research materials including past questions and
answers, assignments, e-books etc..
No comments:
Post a Comment