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Advertisement in consumer culture
Analysis of advertisement
Analysis of advertisement
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Recommended: Advertisement in consumer culture
Review of Related Literature
Nowadays, mobile phone advertising is becoming the mainstream and a new avenues that offers endless possibilities as digital innovations in all types of digital media including mobile phones or cellphones, cellular-enabled PC or tablets and another brees of hand-held device which transform and totally changed the game on how marketers advertise through mobile advertising and that is the advent of smartphones or highly advanced form of mobile phones.
According to Dr. Preeta H. Vyas (2011), mobile phone at large is growing at exponential rate. This marketing medium of advertising provides interesting and promising opportunities to a marketer and the marketing industry as a whole. Though opportunity exists to advertise on mobile phones, it is essential for a marketer to understand the perceptions of mobile phone advertising and preference thereof. Different researches account indicates several international study which have attempted to study mobile phone advertising such as mobile advertising attitudes by Tsang et. al., 2009), Pernission-based Advertising by Barwise and Strong, 2004, Efficacy of Location based Advertising by Banerjee and Dholakia, 2008, Consumers Perception towards SMS Advertising in New Zealand by Caroll et. al.,2007, Relationship between Mobile Media Usage and Attitudes towards Mobile Phone Advertising by Drossos et. al.,2008, How Incentives Offered to College Students will enhance Mobile Advertising among them by Hanley, Becker and Martinson, 2008, Study on Consumers Attitudes towards Mobile Phone Advertising in emerging market by Chowdhury et. al., 2006, Impact of Personalization on Consumer Attitudes towards Mobile Advertising in China by Xu, 2006, Factors affecting Consumer intent...
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...ser’s Gratification Theory
This theory was supported by Peters et al. (2007) and O’Donohoe (2009) which explains on how consumers actively make decision on their certain needs and what motivates them to do so using the influence of media use. Katz et al. (2008) conduct a study under this theory and he further exclaimed on what causes consumers to link their gratification needs based on their media choice. In his study he found out that consumers use of media as a source of information to satisfy their gratification needs for the following reasons such as entertainment and information.
In addition, according to McQuail et al. (2009) stressed out that escapism is a common motivation for users of mass media. He also emphasized that most consumers seeks to satisfy their needs in order to express their personal identity and build relationship through the use of media.
In this century, there are too many new technologies such as cars, televisions, computers, video games; and many more are coming before we can catch up. As you can see, advertisers have their way to announce and present their advertising to make you want to tryout and want to own one of their products.
Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.
Society is built upon and run by media, and the people who live in it have adapted to a lifestyle of constant consumption. Following the trend is not bad, however it is important not to be mindless consumers. Advertising industries will constantly bombard people with their crafty advertisements and commercials, although unavoidable, people can take a step back and analyze their surroundings and how it affect them.
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
The author believe that the out-of-home advertising is the most poplar method, especially the big companies. Moreover, we can find it in everywhere such as public transportations, pedestrians or station platforms. Increased frequency of consumer exposure, Builds company reputation and product image are the reasons why companies like using advertising to promote their products. However, stationary mode of advertisings, limited information also are the disadvantages of it. Whatever digital billboards or normal billboard also exist these problems. Billboards can help the companies become more popular, but they cannot make sure that costumers would interested in
For new media, the creative goods are very diverse, having a wide range of products for consumers to choose from. Video games serve as good example, as they are further categorized into action game, adventure game, board game, puzzle game, to name but a few. Even in the game itself, players or users can choose different modes to play, and customize their games as they are allowed to choose different themes or create their own Sims. Such property allows the consumers to have infinite choices and hence, infinite consumption. Also, by having all kinds of products available to them, they can enjoy the privilege, as there are higher chances for them to find the products that suit them the most.
The theme of advertising can be seen in many different parts of our daily lives and has a large effect on what we chose to buy and who we support forum a retail standpoint. There are many ways advertisers attempting to influence us in all types of consuming media, magazines, newspapers, video games, social media, movies and the list goes on. All these different forms of media are used to go after and push the viewer into some understanding of the product and convince them of something. Exploring one of theses disciplines of media, we will find this overarching theme just as, predominantly, personalised website advertisements are a good example to use for this. The use of this highly targeted media is done in such a way that is always compliments whatever you are looking at or might wish to look at and every ad company uses
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
More specifically, it aims to increase understanding and enjoyment of how the media work, how they produce meaning, how they are organized, and how they construct reality. It teaches us to understand the enjoyment people derive from texts and how audiences may be manipulated and deluded by stereotypical material.
THE NEXT ITERATION Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9th April 2007
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
In the business market, the main and principal key to get profit is by the active consume of a product in the marketplace. Nevertheless, firms have taken advantage of that and have created false needs to consumers. According to Leiss, “The only true need, it would appear, are for nourishment, clothing, and housing.” In other words, he states that people can live without television, internet, IPod, and so forth. But the impact of commercials have made people feel the necessity of something else than food and shelter.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
With the growth of technology in everyday life, businesses turn to digital marketing in hopes of expanding their product or service to potential consumers. In an infographic describing overall marketing investments in the last five years, the data shows that digital marketing spending has gone up, while traditional marketing spending declined (Allen). The increased investment in digital marketing is likely due to the low costs necessary to release a large amount of information. Another reason for this could be that within the last couple decades, consumer attention led to a shift in the devices used to attain information, from televisions to mobile phones. Traditional methods such as newspaper ads and television commercials vary in cost depending on the quality and design of the advertisement(McQuerrey). In contrast, digital methods often cost little, or virtually nothing, for businesses to share their brand with consumers. In an infographic showing the cost to reach 2000 consumers, the lowest cost of a traditional method is $150, while the highest cost of a digital method costs $75 (Mercer). The data shows a significant price difference; the highest cost of digital media is much less than the lowest cost for traditional marketing. The low cost alternative of using digital marketing is appealing to many businesses,