1. INTRODUCTION
Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).
In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers. As competition is increasing, the need for effective marketing communication is growing and marketers are finding new ways to break through the clutter and generate response and action from potential consumers.
According to the a survey of Gallup Pakistan, spending on TV advertisement increased throughout year 2009. The top 10 brands advertised on TV made up 22% of total advertising share in October 2009. The annual TV advertisement expenditure estimated by Gallop Pakistan and Aurora were 14.80 bn and 13.31 bn Rupees respectively. The Telecom sector was the most advertised product category having value share of 28%. These reports evidently illustrate that companies in Pakistan specifically the telecom sector are spending a huge amount of their budget on advertising and brand management to capture the maximum potential consumers and to increase their market share.
Mobile phones have become the basic need of every individual during past 15 years. The development of mobile phones has brought the market into a state where the fundamental need of communication has actuall...
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...dle River, NJ: Pearson Education.
Kotler, P. & Keller, K.L. (2006). Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education.
Mehran, A.K. (2009) Telecom Sector shows 20% Revenue Growth in year 2008-09. Website: http://www.pta.gov.pk/index.php?option=com_content&task=view&id=1332&catid=92&Itemid=301 (December 23, 2009)
Saffer, H., & Chakoupka, F. (2000). The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics, 19 (2000) 1117-1137
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Tian, K. (2008). What Appeals to the Chinese Customers? Content Analysis of Chinese Advertisements in Newspaper and on TV. School of Arts of Sciences, University of Pittsburgh.
Mobile is the first order priority device for access because people are connecting with others, finding entertainment, and doing business—all with smart phones. The prices of mobile phones are never over $1,000 in today’s world. They are affordable and accessible. As the result of the changes the worldwide and national business environment has undergone, people own 1-2 cell phones on average. However, the mobile markets in US seems to have been saturated.
Advertisement over the years have been very relentless with a few inventories for its expansion. It can be a very persuasive tool towards getting a result. GM uses a tradigital marketing strategy type of advertising which combines both the traditional way of advertising and the new age way of advertising which is computer based also known as digital. However, there’s always room for improvement. According to John Wanamaker, he stated that “I know that half of my advertising dollars are wasted…I just don’t know which half” (Rosenblum, 2011). It is known for years as an accepted truth that 50% of every advertisement dollar is wasted. Is it because we are doing too much or too little to convince our potential buyers? This is a questionable factor that need answers. I recommend changing the key performance indicators from a marketing to a business focus, create a superior experience that at the end of the day simplify consumer’s lives and create an educational platform.
We use products and other displays of material wealth as the means of leveraging social capital against one. It is important that we look at advertisements critically because we, as a culture, create the meanings and definitions of the objects that comprise our collective realities.
Advertising is an effective and important tool for companies to bring awareness to their product. According to the Advertising Education Foundation, on average, a normal person is flooded with over 3,000 advertising messages a day (Boykin, n.d.). Advertising can be defined in multiple ways, one being that its main purpose is to solve problems without entertaining or potentially inspiring its audience. In some instances this definition may be appropriate; however, overall, I respectively disagree with this. Advertising is used to creatively persuade its consumers by using rhetorical strategies such as pathos, logos, and ethos.
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.
Resnik, A., & Bruce, S. L. (1997). An Analysis of Information Content in Television Advertising. The Journal of Marketing , 41 (1), 50-53.
In today's society, we as consumers are exposed to media on a daily basis. Beginning the day with a glance at the daily newspaper and finishing the evening with a television program, the average person cannot escape the clutches of the media in its seemingly endless forms. Along with presenting objective information that includes local news, weather, and sports, a main function of modern media is advertising.
A concept that surfaced in the early 1920’s, advertising is a tactic that has been used to influence and persuade the people to participate in consumerism. Advertising in the 1950’s was mainly displayed by the use of the television, newspapers, billboards, and the radio. At the turn of the twenty-first century, advertisers began to rely more on the Internet and technology to share and provide information based on their products. Many relied on the usage of electronic billboards, sporting events, and even video
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Traditional advertising is finding it difficult to reach their desired consumers or prospective buyers. People general channel hop, take on phone, busy with their PlayStation during commercial breaks. They hardly see any advertisements. Therefore marketers have to come up with innovative ideas of brand promotion to the
Kilbourne, Jean. “Beauty…and the Beast of Advertising.” Media & Values Winter 1990. Center for Media Literacy. Issue 49. 3 March 2004. .
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...