...essential role in people's lives. People get much information through advertisements, especially television advertisements as well as print ad also. Therefore, many advertisers create a lot of techniques in television advertising to deliver the message that they want to deliver. Humor is one of the most popular and frequently used techniques in television advertising. More and more television advertisements are using humor, and many marketing researchers say that humor arrests people's attention, increases advertisement memorability, overcomes sales resistance, and enhances message persuasiveness (Duncan 286). Role of humor in advertising: In today’s time role of humor in television advertising has reached to a great significance, especially on a particular issue such as brand image shaping, and provide useful information to the advertisers to help them decide whether they should invest in the use of humor in television advertising or should change direction to another technique. In addition, consumer and mass communication researchers would find the addition of such a study to the body of media knowledge worthwhile for generating idea and assumptions for future studies and research (Yilin Fang (2011), Humor and Brand Image-Shaping ). Using humor in television advertising to add value to the company’s brand image, to find out the role of humor in television advertisements. Effective in delivering marketing messages: Humor as an advertisement appeal is getting popular in many...
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...of wireless Internet technology, mobile Internet media market has shown an amazing boom in China. To differentiate the similarities and differences between mobile Internet media market in China and overseas, I collect data in terms of market scale, mobile ad target industry and mobile Internet media. The result shows that there is still a huge gap for Chinese mobile Internet advertising market to cover. Although the future of Chinese mobile Internet ad is bright and promising, it is still facing a major problem which is lack of marketing. I find that the percentage of time people spent on mobile devices is disproportionately larger than that of the money advertisers invest in mobile Internet advertising. In order to solve this problem, two ways are recommended. First, the advertisers should pay attention to the surge of this new media and invest more in mobile ad. Second, the advertiser should utilize the special characters of mobile Internet and create new and efficient ways of marketing which can only be effective in this upcoming mobile Internet age. Key Words: Mobile Internet Advertising Mobile Internet Marketing II 诚信保证 我通过自己的签名保证：我的论文是独立完成的，无他人代笔，所有从出版物中的 引用（包括图表等）均注明了出处；除了注明的文献之外，没有使用其他文献。 签名： 日期： III 目 录 第一章...
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...A M o d e l fo r P r e d ic tin g A d v e rtis in g Q u a lity A s a K ey to D riv in g S a le s G ro w th How Television Advertising Quality Affected McDonald’s Sales Growth Over Six Years CHARLES YOUNG Ameritest chuck@ameritest.net The current research used McDonald’s data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald’s sales ADAM PAGE growth could be explained by variables related to advertising quality. Specifically, the study Ameritest adam@ameritest.net found that factors such as sales momentum, the introduction of calorie content on to quick-service restaurant (QSR, i.e., fast-food) menus, and variables related to key research metrics— and, importantly, the right messaging strategy— can be effective in linking advertising to variation in sales. INTRODUCTION An ongoing challenge to advertising researchers is how to validate predictions about real-world sales performance based on pre-testing metrics. Such validations are important for three reasons: • quantifying the contribution advertising can make to return on investment (ROI), • confirming the general construct of how adver tising "quality" works can be implemented as a quality-control step in the creative process— something once lamented as a "dream that will never come to be" (Metzger, 2013), and • • providing...
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...Regan Redner MKTG 4900 Dr. Aubrey R. Fowler III 10 March 2016 As the world of advertising and promotions endures extensive changes in their industries, businesses and companies must keep up with the new trends on how and where customers want to obtain information and learn about those company’s brands. You see advertising everyday, whether it’s a banner inviting you to a local store opening or the company logo you noticed engraved on a pen you borrowed. You may not even notice when you see it, but advertising serves so many different purposes it’s just about everywhere. Marketers started grasping the concept of integrated marketing communication (IMC) in 1990, it’s defined as the process of using a wide range of promotional tools working together to create widespread brand exposure. With IMC becoming the next best thing in effective marketing communication, many traditional forms of advertising and promotions; for instances print ads, are losing their stance to the newer media trends. Because of this, it allows marketers to see the positive effectiveness of promotional products and the opportunities the products will bring to their companies. The decision makers of marketing and promotions with in a business often face the issue of determining how to wisely spend their promotional dollars. Research by Promotional Products Association International (PPAI) states, “Promotional products enhance impressions about both the brand and product, and also contribute to consumer intent...
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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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...My sister does market research for the government, and I am an advertising student at the Art Institute. Market research is the gathering and evaluation of data regarding consumers' preferences for products and services. Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. When I asked my sister if I could get a job working for the government after I graduate; she took me to her job only to find out that market research is not advertising. Though advertising does do market research some companies feel a business marketing degree is better for their services. However, I can take some business classes, and become an intern. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product...
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...Response to SMS Advertising Kyle Jamieson This thesis is presented for the degree of the Master’s of Philosophy of Curtin University 1 March 2012 DECLARATION To the best of my knowledge and belief this thesis contains no material previously published by any other person except where due acknowledgement has been made. This thesis contains no material which has been accepted for the award of any other degree or diploma in any university. Signed 25/03/2011 2 ABSTRACT The rising market penetration of the mobile phone and rapid increase in wireless technology represent significant opportunities for advertisers to reach consumers. Mobile phone advertising has emerged as one of the fastest growing advertising mediums in recent times, and this rise is being led by Short Message Service (SMS) advertising. Despite the growing number of worldwide companies adopting SMS advertising, very little is understood about consumer reactions to this medium. In particular, little academic research has been conducted on consumers’ acceptance of this medium and their behavioural responses to advertising messages. In addition, researchers have thus far been unable to identify the impact of culture on acceptance and response to SMS advertising. This research aims to bridge the gap between academic knowledge and advertising practice by testing five potential drivers of consumer acceptance of SMS advertising as well as...
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...pp. 100-123. Reichert, T 2002, ‘Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising’, Annual Review of Sex Research, vol. 13, no. 1, pp. 241-273. Lass, P & Hart, S 2004, ‘National cultures, values and lifestyles influencing consumers' perception towards sexual imagery in alcohol advertising: An exploratory study in the UK, Germany and Italy’, Journal of Marketing Management, vol. 20, no. 5-6, pp. 607-623. Reichert, T, Childers, CC & Reid, LN 2012, ‘How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising’, Journal of Current Issues & Research in Advertising, vol. 33, no. 1, pp. 1-19. Pathak, S 2011, ‘Clean your balls’ with Axe’s Aaron Calloway’, Fins Sales and Marketing: Your Industry, Your Career. Gould, SJ 1994, ‘Sexuality and ethics in advertising: A research agenda and policy guideline perspective’, Journal of Advertising, vol. 23, no. 3, pp. 73-80. LaTour, MS & Henthorne, TL 1994, ‘Ethical judgments of sexual appeals in print advertising’, Journal of Advertising, pp. 81-90. Pollay, RW 2000, ‘The distorted mirror: Reflections on the unintended consequences of advertising’, Advertising & Society Review, vol. 1, no. 1. Dahl, DW, Sengupta, J & Vohs, KD 2009, ‘Sex in advertising: Gender differences and the role of relationship commitment’, Journal of Consumer Research, vol. 36, no. 2, pp. 215-231. Reichert,...
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...INTRODUCTION Research Title and Brief This research work will study on the impact of advertising campaign of Coca cola on buying behaviour of consumers in Malaysia Problem Statement This research aims to find out the different ways and forms of advertising and to try to assess or measure how advertising in different ways can lead to impact on customer buying behaviour. Coca-Cola has reasonable Advertising techniques and various types of adverting, like TV adverting, radio adverting, and billboard adverting, so the target consumers can aware of the products and acquire more knowledge, this is the importance of adverting. The Advertising strategy can affect the consumers, make the consumers like their products, and then from preference to conviction about their products, all of the feelings are the foundation of consumer’s purchasing behaviour. Geographical Location of This Study Various shopping like GIANT, TESCO, and JUSCO etc. In around negeri simbilan –seremban 2.2Review of Literature “Advertising is the non-personal communication of information of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media.”(Melewar, 2004) . “Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually...
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...An Overview of Advertising Chapter 1 1.1 Introduction If we look up the word ‘advertise' in the New Shorter Oxford English Dictionary (1990) we find the following definition: ‘Make an announcement in a public place; describe or present goods publicly with a view to promoting sales.'; Right after that we find advertisement defined as: ‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)' It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided...
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...The article I found was in the International Journal of Advertising titled, On the Need for Advertising and Public Policy Research by Charles R. Taylor. Charles Taylor is a Professor of Marketing at Villanova University in Villanova, Philadelphia. Charles Taylor’s main point and concern in this article is the need for Advertising scholars to perform impartial research in the public policy area. Taylor begins his editorial with examples of advertising regulation and affects of advertising on society with the topic of the obesity epidemic and advertising’s role in it. Taylor’s first reference is from an article written in The Australian which states, “Restricting television advertisements for junk food aimed at children would be one of the most cost-effective public health measures governments could make, yielding huge savings from preventing fat kids turning into sickly adults.” Another article that supports this claim is referenced is in the Journal of Obesity by authors who are on the Faculty of Health, Medicine, Nursing and Behavioral Sciences at Deakin University. A study done by Anne Magnus and Michelle Haby show that a range of “21 to 57% of all childhood obesity is being caused by junk food advertising in the U.S.” (Taylor, 601). Taylor then gets to his main point and states how all of these articles may be produced by intelligent doctors, researchers for the public health and so forth, but not one of these articles and/or estimates produced were from a “doctor-ally...
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...Int. J. Electronic Finance, Vol. 5, No. 1, 2011 15 Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness Justin Beneke School of Management Studies, University of Cape Town, South Africa E-mail: Justin.Beneke@uct.ac.za Abstract: This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer’s attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it. Keywords: mobile advertising; attitude; attention; involvement; purchase intention; e-finance; South Africa. Reference to this paper should be made as follows: Beneke, J. (2011) ‘Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness’, Int. J. Electronic Finance, Vol. 5, No. 1, pp.15–31. Biographical notes: Justin Beneke is a Lecturer in the Marketing Section of the School of Management Studies at the University of Cape Town (UCT). His fields of interest...
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...THE IMPACT OF ADVERTISING ON CONSUMER PURCHASE DECISION. (A study of GIJ students) E. K. BONNEY 2014 TABLE OF CONTENT TABLE OF CONTENT ........................................................................................................................... i LIST OF TABLES, PLATES AND FIGURE ....................................................................................... iii ABBREVIATIONS ............................................................................................................................... iv ACKNOWLEDGEMENTS AND DEDICATION ................................................................................. v ABSTRACT........................................................................................................................................... vi CHAPTER ONE ..................................................................................................................................... 1 1. INTRODUCTION .......................................................................................................................... 1 1.1. BACKGROUND STATEMENT ............................................................................................ 1 1.2. PROBLEM STATEMENT ..................................................................................................... 9 1.3. RESEARCH OBJECTIVES / AIMS .................................................................................... 10 1...
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...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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...McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase...
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