...product out of the market. If done through the right channel and in the right way, it attracts a large volume in a single shot. No business in present era can escape from such extensive influence of mass media and advertisements. Promotion can be done through various mediums such as print media, broadcasting and outdoor medium. AIDA (Attract, Interest, Desire, Achieve) concept brought into the marketing in late 19th century clearly indicates how effective advertisements play with human minds. When a potential customer sees any ad of a particular product, he gets attracted towards the product shown and his interest is created into the product. Regular advertisements make him desire for product and after a certain point he buys the product which is the final stage of this concept....
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...ad ‘Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor’. (Philip Kotler, et al., Principles of Marketing, 2002). So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. Dedicated advertising companies exist with enormous budgets running into millions of pounds which make advertisements for their clients. Advertising also plays an important role for the capitalist economies. ‘Advertising enables producers to expand their markets and therefore take advantage of economies of scale to reduce unit production costs’. (Chris Hackley, 2005, Advertising and Promotion). Through the use of advertising producers are able to sell large stocks of goods that they produce and create demand for new products and offers. Advertising benefits consumers since they enjoy lower prices and a better product quality, since the competition that advertising creates acts in the interests of the consumers. • Advertising has played a major role in consumer marketing, and has enabled companies...
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...Critique of: “Managed Hearts and Wallets: Ethical Issues in Emotional Influence By and Within Organizations” Molly Wagner November 29, 2012 Business Ethics: PL 311 Tuesday Thursday 12:30-1:45 The ethics of advertising and emotional appeals by businesses grows into a hotter topic as the United States falls deeper into a world completely pervaded by ads. While the pure inescapability of ads and appeals creates enough controversy, emotional aspects add further to the debate. In the past, most companies managed their advertising so that it reached the local people, and informed them that the company carried a product and the use of the product. Their advertising tended to be informational and, in general, inherently true. Now with a worldwide market, companies must employ emotional and associative ads and appeals to create a competitive advantage. Ingrid Smithey Fulmer and Bruce Berry discuss in their article, “Managed Hearts and Wallets: Ethical Issues in Emotional Influence By and Within Organizations,” the emotional appeals by businesses internally to employees and stakeholders, and externally to customers. A critical analysis of Fulmer and Barry’s article points out that, while the issues are many and not wholly backed up, they are logically believable and concisely argued. The article begins by defining important terms such as “mood” and “affect,” and describing the origins of emotion and logic. This provides a nice background to increase the understandability...
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... For instance, web assessment-measuring the effectiveness of electronic commerce site, Direct marketing, effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site, network marketing/ multi-level marketing, current trends, prospects and challenges in Indian retail industries, rural marketing, Indian marketing strategies for new product development, current marketing environment, value chain and corporate strategic planning, focus on consumer behavior, customer satisfaction etc….. Abstract:Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the unique combination of its inherent characteristics: electronic markets, technological platform, and marketing issues. In this context, electronic markets are the Framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for the customer. The Web Assessment model unites these constituting characteristics into one approach for the evaluation of commercial Web sites. The Web Assessment methodology has been developed over the last one and a half years. Direct Marketing is process by which a firm approaches its customer on one-to-one basis and markets its products directly to them. In conventional marketing, a firm...
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...Study of consumer perception about advertising in India - exploratory study on value derived by organizations from advertising Management Research Project Submitted to Prof. Subhadip Roy Submitted by 08BSHYD0035 Advait Sharma Table of Contents Project proposed 3 Objective of the project 3 Description of project in brief 3 Consumer perception perspective 3 Market perspective 5 Advertising perspective 5 Literature Review 6 Research Paper # 1 6 Research Paper # 2 6 Research Paper # 3 7 Research Paper # 4 8 Research Paper # 5 9 Research Paper # 6 10 Research Paper #7 11 Research Paper#8 11 Methodology 13 Findings and observations 16 The roles of advertising as perceived by the Public 16 The misinterpreted wide eyed view of Indian Consumers about Advertising 17 Advertising is an indicator of business health 17 Advertising size matters 18 Likely future of advertising in India 19 “Gyaan” of Advertising 20 How effective was an ad in pushing you towards first buying and then consuming a product? 20 Recommendations 22 References 25 Project proposed Study of consumer perception about advertising in India- exploratory study on value derived by organizations from advertising. Objective of the project To determine the factors that affect consumers’ perception about advertisements in the Indian context and to suggest variable approaches towards improving communicative capability of advertisements...
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... to individuals; it is therefore non-‐personal or mass communication. 3. Most advertising is paid for by sponsors except those public service announcements that are carried at no charge because of their nonprofit status. 4. Advertising is intended to be persuasive—to win converts to a product, service or idea—and used to promote tangible goods, publicize intangible services, advocate a wide variety of idea. 5. Advertising reaches consumers through a channel of communication...
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...THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris A Dissertation Presented in Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy Capella University June 2006 © Sandra Morris, 2006 THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris has been approved June 2006 APPROVED: JIM MIRABELLA, DBA, Faculty Mentor and Chair RICHARD MURPHY, DBA, Committee Member ELAINE GUERRAZZI, Ph.D., Committee Member ACCEPTED AND SIGNED: __________________________________________ JIM MIRABELLA, DBA. __________________________________________ Kurt Linberg, Ph.D. Dean, School of Business & Technology ABSTRACT The purpose of this study is to determine whether there is truth in the notion that sex sells to women better than more conservative advertisements that focus on skills and services when salon. advertising The study will for an also upscale look at full-service whether female consumers are honest with themselves about how they respond to advertisements. Two advertisements were produced for an upscale salon, one with sex appeal and one without. A survey was conducted at that salon which determined whether women would patronize the salon based on the sexy advertisement. The two different advertisements were then handed out to a target market of women with different variables such as age and marital status. responsiveness The results of this...
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...‘dependence effect’ and F.A.Hayek’s response. Nowadays, the media’s power is indisputable and it is not accidental that it is called the fourth estate. That power represents the possibility to exert influence on people’s behavior. Nowadays one very hot and disputed issue is the advertisement effect on the consumers’ buying behavior. Well prepared campaign can influence consumer decisions and make them buy certain product. The modern world is a world of overproduction. We are surrounded by all kinds of goods- some urgent and some not so much. Certain goods are sold quickly while others remain on the shelves. Every company seeks to put on the market such a product that will grab the consumers’ attention, and make them feel incomplete if they do not have it. But among the abundance of goods, a product may remain unnoticed. That is why corporations rely heavily on advertising to sell their production. They have realized that not the quality of the product, but the advertising sells it. Advertising companies strive to convince the consumers that the product is extremely urgent and without it a person’s would be less happy than others who have it. There are different strategies that companies use in order to touch the consumers’ subconsciousness- they play with customers’ emotions, they rely on celebrities to advertise the goods, and they target the deceivable children. Advertising is the most powerful medium for creating artificial wants and desires. It is not the consumer who motivates/rules...
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...The isolation effect happens when a designer has a neutral color as the background with another color that stands out against it to draw the eyes into the subject of the picture (Gerrit). The isolation effect brings more attention to the contrasting color. During a study done by Porter, a computer specialist used different color buttons for a download to test which colors people would click. The button that was colored using the isolation effect saw a greater use than those who did not. The same concept can be applied to advertising. Instead of download buttons, the subject of the isolation effect is the product in the middle of the...
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...in our technology based society. The founder of Geek Squad Robert Stephens wanted to figure out a way to keep up with the fast pact advancement that our society is facing with technology in fact he called it “chaos”. When you think about it he has a good point. In our society now everything is technology based and with that being the case there are ways things that needs fixing or installed or something to that nature. Which is in fact why he created Geek Squad, he wanted to find away to off set the chaos caused by innovation. With innovation comes change and that effects not only is but our environment also. There are several environmental changes that helped open the door for Geek Squad to arise such as : the rise in broadband usage, viruses, maintenance management, social factors(demographics and culture), limited competition, the rise of our economy (more discretionary income) and many more. The changes in patterns in all consumers has had very big effect on why Best Buy wanted buy Greek Squad and also the impact of women purchasing patterns also made it a must do deal for Best Buy. According to the text total overall spending of consumers on electronics has continued to sky rocket in every aspect such as the for example “ consumers purchased 2 million 3D Tv’s in 2010, and sales of all total electronics exceeded 180 Billion”. (Pg. 89) The text also talks about how women have consumed more electronic then in previous years. According to Consumer Electronics...
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...psychology studies- measures the behavior and cognition of individuals Payne Fund studies: Marketing research- surveys on consumer buying habits * connecting cocooning: happy affluent family on the eastern coast, all having their own private media bubble today, the family would have ereaders or IPADS, ambient connectivity visions of the future digital home clip 1: vacuuming the house clip 2: a day made of glass the digital home expensive, the good life average person consumes 34G’s a day information abundance “wealth of information creates a poverty of attention” – Herbet Alexander Simon we can only read about 1-2 pages and then we bounce glance theory- we only glance at channels, ads, status updates and then move on hierarchy of digital distractions – least=work, middle=facebook, twiiter, high=romantic email, top= digital pain like dropping a phone, screen crash “once I was a scuba drive, and now I am a jet ski” selective retention theory: how we read weed through the information abundance, read some, then bounce. Communication fatigue- tamagotchi trend in social networking… basically you need to all update your facebook, twitter others people think you have dropped of the earth Agenda setting: mass media does not tell us what to think but it tells us what to think about think magazine covers, suddle effects Direct effects theory (hypo dermic needle)- power media impacting weak audiences media messages just get shot into you used to fuel moral...
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...create ads with false products or price related statements. The agency will not use poorly supported product claims or distorted information from experts. Finally, the agency will not provide ads that offend public decency or minority groups(American Association of Advertising Agency). Ethics have always been an important aspect of every business activity, although the term has meant different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising cannot ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businesses attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is very powerful and most commonly used tool. The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited in Bergadaa, 2007). Every industry has its own guidelines for the ethical requirements. However, the principal four requirements for marketing communications are to be legal, decent, honest and truthful. Unfortunately, in a society where...
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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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...money and that money comes from you - the consumer. When you buy a product, you pay for the product itself, which means its packaging, costs of the development, the machinery, the facility where the product has been made in, etc. But what you probably don’t know is that by buying some product, you also pay for that its advertising as well. While it’s logical to pay objective costs, such as package or production, it’s not understandable why pay company to tell us about the product we already bought. 2. Lying to Customers Advertisers know that they cannot outright make false claims, because any claim they make must be supported by some kind of statistic, according to the law. However, advertisers can and often do bend and curve the truth for their own benefit and in order to promote and advertise own product. Company can exaggerate certain features of their products or they can make vague and ambiguous claims that sound good. Of course any negative features of the product won’t be mentioned. Advertisements can be deceitful, especially for younger population who spends days in front of TV screen and watch aggressive and false advertising in between popular shows. 3. Conditioning and False Trendsetting But, in order to hypnotize mass population, companies need to create trends that customers will follow. This is the true purpose of advertising today. Advertisers have found out that if they make a product, and make customers believe that their product will make them...
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...have when making purchases. If advertising were consistent in its standards of use, (delivering only useful information with only words and no other image appeal) then there would be no predicament to its ethical framework. The fact remains that advertising can often be manipulative create false desires and the power advertising agencies exert over the general public is not being used responsibly. Essentially, advertising is trying to accomplish four objectives: first, advertisements are meant to create awareness, second they strive to establish a brand’s name and identity, third advertisements seek to provide information to the public in a way that is memorable and lastly, and controversially, advertisements are used to convince the consumer that he or she will be better off with their product. (Business Ethics: Truth in Advertising, film) Some advertisements have been accused of more egregious violations of ethical behavior, in particular advertisements for alcohol and tobacco. While the use of most products will not directly kill you, if alcohol and tobacco are used as instructed they will lead to death; these products have no redeeming value. Alcohol related...
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