...European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.3 www.iiste.org Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining...
Words: 6082 - Pages: 25
...INTRODUCTION India is socially conservative and most of the people have a narrow mind set and advertisements like Anouk helps people to come out of the closet and conservative thoughts of the society. Homosexuality is always been a serious topic in our vast and diverse country even though the judiciary system has not given the LGBT community their entire rights as compared to the heterosexuals but however there are some people in our country who are ready to accept the new culture and involved in spreading the message that there is nothing wrong to be a homosexual. In United States the advertisements are common but in its illegal. Earlier the lower court in India declared LGBT as unconstitutional but supreme court two years ago restrained the ban. Myntra launched its new digital campaign which is called “Bold is Beautiful” for the ethnic brand Anouk. This TV commercial caught lot of attention and sparked controversies all over the country. Fastrack also has been airing many bold commercials from the beginning which tries to change the mindset of the people. Their latest commercial The Closet which shows two girls coming of the closet and this commercial coveys a message that one has to be brave and come out in the society and getting scared of the people of the society There are many other advertisements like FASTRACK,...
Words: 903 - Pages: 4
...Impact of MAC Layer on the Performance of ODMRP, Fisheye, AODV and DSR, Routing Protocols in Mobile Ad hoc Networks A. Sravani, G. Srinu, and A.Venkataramana Abstract— Mobile Ad hoc Network is an emerging area. Its standards are defined by IETF. MANET is a self generated, self organized and self handled network consisting of collection of independent nodes. MANETs Presents several desirable properties like dynamic topology, Easy of deployment and robustness, which are qualify them as an attractive topic for the research community. Providing QoS routing is a major issue in MANETs. Media Access Control layer plays crucial role in Ad hoc networks. Several routing protocols have already been proposed for MANETs. This paper describes the impact of MAC layer protocols like 802.11 and CSMA on the various routing protocols like AODV, DSR, ODMRP and Fisheye. Numbers of simulation scenarios were carried out by using Glomosim-2.03. The QoS parameters used are Throughput, Delay and PDR. Simulation results found that AODV performs better in 802.11 and CSMA, DSR and ODMRP performs better in only under 802.11. Keywords— MANET, AODV, DSR, FSR, GloMoSim, ODMRP I. INTRODUCTION Wireless communication networks are basically two types as shown in Fig.1. One is infrastructure based and other one is infrastructure less. Infrastructure based is cellular communications whereas infrastructure less is ad hoc networks. Fig.1 Classification of wireless communication networks A. Cellular...
Words: 2917 - Pages: 12
...Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Pavel Kireyev Koen Pauwels Sunil Gupta Working Paper 13-070 February 9, 2013 Copyright © 2013 by Pavel Kireyev, Koen Pauwels, and Sunil Gupta Working papers are in draft form. This working paper is distributed for purposes of comment and discussion only. It may not be reproduced without permission of the copyright holder. Copies of working papers are available from the author. Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Pavel Kireyev Koen Pauwels Sunil Gupta1 February 9, 2013 Pavel Kireyev is a Ph.D. student and Sunil Gupta is the Edward Carter Professor of Business Administration at the Harvard Business School, and Koen Pauwels is Professor at Ozyegin University, Istanbul, Turkey. 1 Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or underspend in others, leaving money on the table...
Words: 8156 - Pages: 33
...African Journal of Business Management Vol. 4(15), pp. 3315-3320, 4 November, 2010 Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233 ©2010 Academic Journals Full Length Research Paper The impact of information specificity in recruitment advertisements on the application pursuit process in Pakistan Farida Saleem Institute of Engineering and Management Sciences, Foundation University Rawalpindi, Islamabad, Pakistan. E-mail: farida-saleem@hotmail.com. Accepted 22 September, 2010 Recruitment ads play a very important role in generating pool of applications. The aim of all recruitment ads is to attract as many as possible applications for generating hiring options. This study investigates the impact of specificity of information on application pursuing process. Four recruitment ads were used (two general ads and two specific ads) to check their impacts on application pursuing process. The results showed that three variables including ad information, ad appropriateness and ad truthfulness have significant differences for specific job ads and general job ads, while application pursuing process is generally the same for both specific and general job ads. Key words: Specific recruitment ads, general recruitment ads, application pursuing process. INTRODUCTION Marketing is a communication of something which is specifically directed to some one. The target audience of any marketing activity can be its customers, competitors, employees or even potential employees...
Words: 1949 - Pages: 8
...Assignment 1 Nowadays, ads have a more important status about impact on consumers. It has both positive and negative impact on children. We should know how to distinguish ads that what have great influence on children’s behavior. In this essay, I will write about what are these impact and what should we do. Let’s start by taking a look at the positive impact of advertiments. First, ads can teach children how to express themselves and cultivate their imagination. Because ads always use some good ideas to get people’s attention, it can teach children how to think about something in other ways. Secondly, children can see the world’s changes in the ads; ads can make children easy to receptive a new thing. On the other hand, advertisements have negative impact too. Ads can make the children get hooked on expensive brand name. They will spend a lot of money to buy something that they don’t need; they will emphasize brand logo when they select goods. Maybe they will forget make a plan on how to spend money. In addition, ads also give the children a un healthy lifestyle. Every company never says their product is bad for people in their message. Children don’t have a good recognition capability to know what true is. They will like junk food, game console and luxury. These are bad for children grow up. In my opinion, we have to take some measures to protect our younger generation from being exploited. We should use more times to let they know what concept...
Words: 297 - Pages: 2
...study aimed to explore the influence of two types of television programs: narratives (dramas, comedies, and soap operas) versus nonnarratives (light entertainment, sports, documentaries, and news), on smokers’ reactions to antismoking advertisements. In preexposure interviews, daily smokers (n ¼ 779) were asked to watch a particular television program they usually watched. Postexposure interviews were conducted within 3 days of exposure. Results indicated that placing an antismoking ad within a program in which the viewer is focused on the narrative flow of a story may lead to reduced immediate cognitive and emotional impact of the ad and reduced intentions to quit, especially among those for whom the ad is most relevant, such as those preparing to quit smoking. Placing antismoking advertising in light entertainment, sports, documentaries, and news programs may make scarce public health dollars go further. In recent years there has been substantial focus on which types of antismoking advertisements (ads) may be most influential (Biener, 2002; Biener, McCallumKeeler, & Nyman, 2000; Goldman & Glantz, 1998; Pechmann, Zhao, Goldberg, & Reibling, 2003; Witte & Allen, 2000), with...
Words: 5135 - Pages: 21
...campaigns? Dynamic Logic has repeatedly demonstrated that creative quality is an important factor in the success of an online advertising campaign.1 But while many of the best practices for online creative hold true for mobile creative, the most successful mobile campaigns include additional important creative elements. Based on data from Dynamic Logic's MarketNorms, a leading digital ad effectiveness database made up of 6,000-plus online and 110-plus mobile campaigns, the research included in this report identifies several creative elements that advertisers and agencies can adopt to maximize the creative impact of their mobile campaigns. These elements are not intended to be a foolproof recipe for success – other factors such as targeting, technical execution, flight size and length, etc., also need to be in place to generate high performance. But we have found that the following creative elements and their underlying principles are associated with high performance in important branding measures such as ad awareness and purchase intent across campaigns from multiple industries. The Added Impact of Mobile Ads While mobile advertising is still in its infancy when compared to online campaigns, it has proven to be a very successful method for impacting the viewer. Dynamic Logic's mobile norms show that on average, mobile campaigns greatly outperform...
Words: 1473 - Pages: 6
...disease (AD) is a form of dementia that gradually gets worse overt time. It begins as dementia which affects memory impairment, decision-making, judgment, personality, language and behavior. There are concerns dealing with inconsistencies and the lack of focus on the care of patients with AD. Anyone caring for an AD patient should be trained on the disease itself as well as the impact of the person living with this disease and taught how to appropriately deal with the progression of this disease. Approximately fifty percent of people over 85 years of age have dementia. Most nurses recognize the challenges of treating a patient with AD and should be trained to deal with the impact on the environment; keeping it relaxing, homey and familiar as it has a great impact on the patients well being. Secondly; to keep barriers in place makes the patient feel both dehumanized and disempowered making it impossible for the nurse to provide true person centered care. Thirdly; not just medicating the behavior, but using psychosocial interventions which have a positive impact on the behavior problems. Rather than medicating; staff/caregivers can also use a more basic technique such as doll therapy, pet therapy, aromatherapy which can be less alarming to patients with AD. Staff/caregivers must be taught how to communicate as the disease continues to progress. Alzheimer’s disease (AD) is thought to include both genetic and environmental factors. However; since the cause of AD is not...
Words: 662 - Pages: 3
...investment will affect the UK’s economy both in short term (changes in AD) and long term (changes in productive possibility LRAS). Extract B line 8-10 suggested that ‘Weaker demand makes investment less profitable and uncertainty about the severity of the recession leads companies to delay spending on investment projects.’ This means that the decrease in investment is caused by the lack of confidence in the economy, if households confidence to consume decreased it will lead to a decrease in consumption and the willingness for firms to invest depend on the level of consumption, if level of consumption decreased , investment will also decrease. Extract B line 12-13 also suggested that ‘Confidence in the banking sector has been knocked so severely that banks are keeping very tight controls on their lending to companies.’ As the confidence in the banking sector decreased, this will limit the credit availability to the firms, many companies invest using loans from the bank, as the availability of credit decreased it will lead to a further decrease in investment. In the short term, investment is a positive component of AD and a fall in investment will lead to a leftward shift for AD curve. As AD move from AD to AD1 it will lead to a fall in output, shown as ‘R’ to ‘R1’ Extract B suggested ‘UK businesses are struggling in the economic downturn’ this means UK’s economy is already in recession (a negative output gap) the fall in AD will make the recession worse. Less investment and economic growth...
Words: 1028 - Pages: 5
...result of a change in currency prices on the UK economy Price Level A change in the price of currency will have many impacts upon the economy such as upon Balance of Payments, a change in real GDP, employment and inflation. rGDP AD2 AD1 AS Assuming demand is relatively elastic, an appreciation of the currency results in a lower AD, shown by AD1 decreasing to AD2, as lower export demand and greater spending on imports causing a fall in domestic AD. This reduces economic growth, shown by a decrease of Y1 to Y2. Furthermore we would see lower inflation, shown by P1 decreasing to P2 as import prices are cheaper, as well as lower AD leading to lower demand pull inflation and manufacturers having greater incentives to cut costs to remain competitive. This is assuming demand is relatively elastic - if the demand was more inelastic, the result will be vastly different - there will be less of a decrease in economic growth and inflation. Assuming demand is elastic, an appreciation of the currency price would worsen the current account position. As exports are more expensive and imports are cheaper, we see a decrease and an increase in both respectively. This will cause a bigger deficit on the current account, having negative implications upon the economy such as becoming uncompetitive and leading to a further decrease in export led economic growth. However, the impact on the current account isn't certain - an appreciation will tend to reduce inflation, making UK goods more competitive...
Words: 611 - Pages: 3
...question paper inside the booklet. Non-programmable calculators are allowed. Dictionaries are not allowed. 1 1. [17 points] Consider a closed economy. Suppose that there is an increase in business confidence. a. Using the IS-LM framework and AD-AS model show graphically the impact of the above event on output, interest rates, unemployment rate, and price level in the short run. Assume that the economy starts at the natural level of output. Please label the initial equilibrium with the letter A, and the short run equilibrium with the letter B. b. If the Bank of Canada wants to restore full-employment output, will the Bank of Canada increase or decrease the nominal money supply? Using the IS-LM framework and AD-AS model show graphically the impact of the Bank of Canada’s immediate intervention to restore full-employment on output, interest rates, unemployment rate, and price level in the short run. Please label the equilibrium with the letter C. c. Now suppose that the Bank of Canada decides not to intervene. However, the Ministry of Finance wants to restore full-employment output. Will the Ministry of Finance increase or decrease government spending? Using the IS-LM framework and AD-AS model show graphically the impact of the Ministry of Finance’s immediate intervention to restore full-employment on equilibrium output, interest rates, unemployment rate, and price level in the...
Words: 1220 - Pages: 5
...Impact of advertisement on consumers purchasing behaviour – Case study of Black Berry phone advertisement "They are the Black Berry boys" Index 1. Impact of advertisement on consumers purchasing behaviour 2. Case study of Black Berry phone advertisement "They are the Black Berry boys" 3. Conclusion 1. Impact of advertisement on consumers purchasing behaviour Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of which is spent on making ads and this creates an influence on the consumer. Getting an iconic celeb like Amitabh Bachchan to speak about a product like Navratna Hair Oil, it seems like a piece of cake nowadays. But, to how much extent does these ads actually affect the consumers? Do they actually buy a product just because their favourite film-star is endorsing it? Is it possible that a product can change its image on the consumers overnight, just because of the flashy ads they just released? As being incorporated or associated with the Marketing process, advertising finds its position in every organization. Advertising can be defined as another strategy as an approach towards competitive advantage. Various advertising concepts are in the stream of the media and papers but still there is a little evidence that advertising can significantly help the organization boosts its performance. In terms of sales, it is true that the application of the marketing...
Words: 877 - Pages: 4
... sportsmen politician etc.However its their skills ,attitude and attribute in order to convince prospects to buy the product .There are number of well known example of celebrity endorsement such as ,lux by sharukh khan,Suzuki hayate by Salman Khan ,bournvita by sachin tendulkar,revital,navratan ,horlicks ,airtel etc are few good examples of celebrity endorsements.Endorsements is a brand communication in which a celeb act as a spokesperson for a brand ,in such a competitive atmosphere celeb ads. Are considered to be distinct differentiation . Animated advertisement is not a new technique but it gradually affected the way and trend of selling a good earlier it was pretended that when a person goes low with the budget they can use cell animation in order to sell product which is now changed as due o advancement of technology people are getting attracted towards animation as there are more possibilities of projecting a creativity .In fact many ads made a difference for example Zoo-zoo ads of Vodafone, big bubble ,fanta song Cadbury ,sunfeast,Axe chocolate,kitkat etc .Due to boom in computer industry we hope...
Words: 1364 - Pages: 6
...Branded content harks back to the days where radio shows were sponsored by detergent manufacturers and the like, hence the term “soap opera.” Listeners received free entertainment produced with an advertiser’s funds; in exchange, they had to listen to the occasional sponsored message by the soap manufacturer. Not a bad deal, and pretty much everyone walked away a winner. Today, branded content is a bit of a renaissance on the web, and for good reasons. According to marketingcharts.com,(下面那張圖) sites with branded content totally kick butt, outperforming in 41 out of 43 advertising metrics. Those figures should make a content marketer sit up and pay attention. Here are some of the ways branded content, even its traditional forms, might make an impact in future online marketing: On the web, the parallel would be to provide informative or entertaining content and slap your name on the video itself, in its title, or on the webpage where this great content is found. Any advertiser that makes repeat visits to...
Words: 765 - Pages: 4
