This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
Mobile marketing involves using mobile devices like smartphones and tablets to advertise products and services. It uses platforms like mobile apps, websites, social media, and advertisements on the devices. Some common forms of mobile marketing are app marketing, QR codes, mobile search ads, SMS marketing which involves sending promotional texts to opt-in customers, and location-based marketing. Near-field communication technology allows short-range wireless connectivity between devices brought close together.
What is an integrated marketing communications program?Sameer Mathur
An integrated marketing communications program coordinates various communication tools such as advertising, sales promotions, public relations, direct marketing, and online communications channels to reinforce marketing messages and achieve marketing objectives. By combining personal and non-personal channels, companies can increase their message reach and impact. For example, including web addresses in advertisements allows customers to explore a company's products online. To implement an integrated marketing communications program successfully, companies should acquire promotional agencies, public relations firms, website developers, and direct mail houses that can coordinate both online and offline communications activities.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
Unit 3:
Media planning: Developing Media plan, Problems encountered, Media Evaluation-
Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
Mobile marketing involves using mobile devices like smartphones and tablets to advertise products and services. It uses platforms like mobile apps, websites, social media, and advertisements on the devices. Some common forms of mobile marketing are app marketing, QR codes, mobile search ads, SMS marketing which involves sending promotional texts to opt-in customers, and location-based marketing. Near-field communication technology allows short-range wireless connectivity between devices brought close together.
What is an integrated marketing communications program?Sameer Mathur
An integrated marketing communications program coordinates various communication tools such as advertising, sales promotions, public relations, direct marketing, and online communications channels to reinforce marketing messages and achieve marketing objectives. By combining personal and non-personal channels, companies can increase their message reach and impact. For example, including web addresses in advertisements allows customers to explore a company's products online. To implement an integrated marketing communications program successfully, companies should acquire promotional agencies, public relations firms, website developers, and direct mail houses that can coordinate both online and offline communications activities.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
Unit 3:
Media planning: Developing Media plan, Problems encountered, Media Evaluation-
Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
Direct mail marketing involves delivering promotional printed materials through mail services to target audiences. It can include brochures, catalogs, postcards, newsletters and sales letters. Direct mail is effective for personalizing messages, measuring results, and informing customers while building brand loyalty. For a multinational personal care company, direct mail can improve marketing by finding new customers, targeting likely buyers, communicating with existing customers, and advertising specific products and offers in a cost effective manner.
The document discusses customer lifetime value (CLV), including:
1. CLV is the predicted net profit attributed to the entire future relationship with a customer.
2. CLV is an important metric because the best customers account for the majority of sales, and retaining existing customers is often cheaper than acquiring new ones.
3. Companies can use CLV to inform customer acquisition and relationship management strategies, such as spending more to acquire or retain the most valuable customers.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The document discusses the growth of internet advertising from 1994 to 2006, with internet advertising reaching $10 billion in 2005 and $16.9 billion in 2006. It then covers various forms of internet advertising like banners, interstitials, push technologies, sponsorships, pop-ups, paid search, contextual ads, behavioral targeting, rich media, online commercials, video on demand, podcasting, RSS feeds, blogs and their uses. The document also discusses how internet can be integrated with other marketing communication tools like advertising, sales promotions, personal selling, public relations, direct marketing and how their effectiveness can be measured.
The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.
Online consumer decision making involves a multi-step process where consumers use the internet to research products and services, compare options, and make purchases. Key factors that influence online shopping behavior include convenience, available information and reviews, and price selection. However, disadvantages like security concerns, lack of hands-on inspection, and incomplete cost disclosure can dissuade some consumers. In India, the growing internet user base and increased social media usage indicates many consumers are becoming accustomed to using the internet and researching products online as part of their decision making process.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
This document discusses different types of brands, including product brands, service brands, and other categories such as e-brands, media brands, nation brands, and organization brands. It provides characteristics and examples for each brand type. The key differences between brands relate to factors such as how the product/service is purchased and used, the frequency of purchase, the amount of research involved, and the ability to customize. All brands aim to enhance perceived value. Global brands in particular must think globally but act locally to be successful.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
The document discusses models of the communication process including:
- The basic communication process involving a sender, receiver, message, channel, and feedback.
- Factors that can impact effective communication such as noise, encoding/decoding symbols, and the level of common experiences between the sender and receiver.
- Models of how consumers respond to advertising messages including the AIDA model, hierarchy of effects model, and innovation adoption model.
- Factors involved in measuring the effectiveness of communication including exposure, attention, comprehension, retention, and purchase behavior.
The document discusses different elements of a promotional mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. It provides information on each element, such as defining them, their objectives and roles, characteristics, and examples of techniques used. The document also discusses factors to consider when setting an optimal promotional mix, such as the target audience and product life cycle stage.
The document discusses e-marketing and provides details about the topic. It defines e-marketing as using electronic technology to market products and determine consumer markets. It outlines the core issues that will be covered such as marketing, features of e-marketing, how it is better than traditional marketing, and statistics. The presentation also discusses the objectives, tools, advantages, and limitations of e-marketing. It concludes by stating that online marketing will continue growing and more households will use the internet and search engines.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
The document discusses brand equity and how it is viewed from the perspectives of consumers and manufacturers. It defines brand equity as the added value endowed to products and services through positive consumer perception and experience with the brand over time. This value is reflected in consumer behavior and financial performance for the brand. The document also examines several models for measuring and evaluating brand equity, including brand assets, awareness, loyalty, and consumer perceptions that contribute to brand value. It explores approaches for reinforcing, tracking, and sustaining brand equity over the long run.
Brand equity refers to the added value provided to products and services by a brand. It is measured by how consumers think, feel and act towards the brand and is reflected in prices, market share and profits. David Aaker views brand equity as consisting of brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets. Marketers build brand equity by choosing memorable and meaningful brand elements, designing holistic marketing activities, and creating the right brand knowledge structures with consumers. Managing brand equity requires reinforcing, revitalizing or addressing crises to change brand knowledge over the long term. Brand portfolios introduce multiple brands to attract varied customers while minimizing overlap between brands.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
The document discusses the key determinants and processes involved in consumer buying behavior. It defines buying behavior and identifies the main factors that influence it, including cultural, social, personal and psychological factors. It then outlines the five main stages in the buying behavior process: perceived want or desire, information search, evaluation of alternatives, purchase decision, and post-purchase experience and behavior. The document concludes that understanding this buying behavior process is important for marketing management.
This document discusses sales promotion strategies. It defines sales promotion as direct inducements that offer extra value or incentives to consumers, salespeople or distributors to create immediate sales. The document outlines different types of sales promotions like sampling, coupons, premiums, contests and price discounts. It discusses the advantages and limitations of these approaches and how they can be used to different marketing objectives like boosting trials or building brand loyalty.
A company may expand its product line in an up-market or down-market direction for various strategic reasons. Up-market expansion allows a company to enter the luxury segment for higher growth, margins, or prestige. Down-market expansion provides access to value-oriented customers, blocks competitors, or offsets a stagnating core market. However, down-market moves risk cannibalizing the core brand if not carefully executed with proper segmentation, as demonstrated by Kodak's unsuccessful lower-priced film launch.
A study on impact of Online Advertising on consumer buying behaviour for mobi...Roshan Shanbhag
This document discusses a study on the impact of online advertising on consumer buying behavior for mobile phones. It begins with an acknowledgement and introduction sections. The objectives are to identify factors affecting online purchase behavior and study consumer attitudes, perceptions, and factors considered when buying mobile phones online. A literature review covers advantages and disadvantages of online shopping. The methodology section describes an exploratory research design using an online questionnaire with 100 respondents. Data analysis of the responses is also provided.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
Direct mail marketing involves delivering promotional printed materials through mail services to target audiences. It can include brochures, catalogs, postcards, newsletters and sales letters. Direct mail is effective for personalizing messages, measuring results, and informing customers while building brand loyalty. For a multinational personal care company, direct mail can improve marketing by finding new customers, targeting likely buyers, communicating with existing customers, and advertising specific products and offers in a cost effective manner.
The document discusses customer lifetime value (CLV), including:
1. CLV is the predicted net profit attributed to the entire future relationship with a customer.
2. CLV is an important metric because the best customers account for the majority of sales, and retaining existing customers is often cheaper than acquiring new ones.
3. Companies can use CLV to inform customer acquisition and relationship management strategies, such as spending more to acquire or retain the most valuable customers.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The document discusses the growth of internet advertising from 1994 to 2006, with internet advertising reaching $10 billion in 2005 and $16.9 billion in 2006. It then covers various forms of internet advertising like banners, interstitials, push technologies, sponsorships, pop-ups, paid search, contextual ads, behavioral targeting, rich media, online commercials, video on demand, podcasting, RSS feeds, blogs and their uses. The document also discusses how internet can be integrated with other marketing communication tools like advertising, sales promotions, personal selling, public relations, direct marketing and how their effectiveness can be measured.
The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.
Online consumer decision making involves a multi-step process where consumers use the internet to research products and services, compare options, and make purchases. Key factors that influence online shopping behavior include convenience, available information and reviews, and price selection. However, disadvantages like security concerns, lack of hands-on inspection, and incomplete cost disclosure can dissuade some consumers. In India, the growing internet user base and increased social media usage indicates many consumers are becoming accustomed to using the internet and researching products online as part of their decision making process.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
This document discusses different types of brands, including product brands, service brands, and other categories such as e-brands, media brands, nation brands, and organization brands. It provides characteristics and examples for each brand type. The key differences between brands relate to factors such as how the product/service is purchased and used, the frequency of purchase, the amount of research involved, and the ability to customize. All brands aim to enhance perceived value. Global brands in particular must think globally but act locally to be successful.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
The document discusses models of the communication process including:
- The basic communication process involving a sender, receiver, message, channel, and feedback.
- Factors that can impact effective communication such as noise, encoding/decoding symbols, and the level of common experiences between the sender and receiver.
- Models of how consumers respond to advertising messages including the AIDA model, hierarchy of effects model, and innovation adoption model.
- Factors involved in measuring the effectiveness of communication including exposure, attention, comprehension, retention, and purchase behavior.
The document discusses different elements of a promotional mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. It provides information on each element, such as defining them, their objectives and roles, characteristics, and examples of techniques used. The document also discusses factors to consider when setting an optimal promotional mix, such as the target audience and product life cycle stage.
The document discusses e-marketing and provides details about the topic. It defines e-marketing as using electronic technology to market products and determine consumer markets. It outlines the core issues that will be covered such as marketing, features of e-marketing, how it is better than traditional marketing, and statistics. The presentation also discusses the objectives, tools, advantages, and limitations of e-marketing. It concludes by stating that online marketing will continue growing and more households will use the internet and search engines.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
The document discusses brand equity and how it is viewed from the perspectives of consumers and manufacturers. It defines brand equity as the added value endowed to products and services through positive consumer perception and experience with the brand over time. This value is reflected in consumer behavior and financial performance for the brand. The document also examines several models for measuring and evaluating brand equity, including brand assets, awareness, loyalty, and consumer perceptions that contribute to brand value. It explores approaches for reinforcing, tracking, and sustaining brand equity over the long run.
Brand equity refers to the added value provided to products and services by a brand. It is measured by how consumers think, feel and act towards the brand and is reflected in prices, market share and profits. David Aaker views brand equity as consisting of brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets. Marketers build brand equity by choosing memorable and meaningful brand elements, designing holistic marketing activities, and creating the right brand knowledge structures with consumers. Managing brand equity requires reinforcing, revitalizing or addressing crises to change brand knowledge over the long term. Brand portfolios introduce multiple brands to attract varied customers while minimizing overlap between brands.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
The document discusses the key determinants and processes involved in consumer buying behavior. It defines buying behavior and identifies the main factors that influence it, including cultural, social, personal and psychological factors. It then outlines the five main stages in the buying behavior process: perceived want or desire, information search, evaluation of alternatives, purchase decision, and post-purchase experience and behavior. The document concludes that understanding this buying behavior process is important for marketing management.
This document discusses sales promotion strategies. It defines sales promotion as direct inducements that offer extra value or incentives to consumers, salespeople or distributors to create immediate sales. The document outlines different types of sales promotions like sampling, coupons, premiums, contests and price discounts. It discusses the advantages and limitations of these approaches and how they can be used to different marketing objectives like boosting trials or building brand loyalty.
A company may expand its product line in an up-market or down-market direction for various strategic reasons. Up-market expansion allows a company to enter the luxury segment for higher growth, margins, or prestige. Down-market expansion provides access to value-oriented customers, blocks competitors, or offsets a stagnating core market. However, down-market moves risk cannibalizing the core brand if not carefully executed with proper segmentation, as demonstrated by Kodak's unsuccessful lower-priced film launch.
A study on impact of Online Advertising on consumer buying behaviour for mobi...Roshan Shanbhag
This document discusses a study on the impact of online advertising on consumer buying behavior for mobile phones. It begins with an acknowledgement and introduction sections. The objectives are to identify factors affecting online purchase behavior and study consumer attitudes, perceptions, and factors considered when buying mobile phones online. A literature review covers advantages and disadvantages of online shopping. The methodology section describes an exploratory research design using an online questionnaire with 100 respondents. Data analysis of the responses is also provided.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
This document contains a questionnaire about customer brand loyalty and purchasing decisions. It asks respondents questions about which brand attributes are most important to them, what influences their decisions to purchase certain brands over others, and how much brand name, quality, price, features, family/peer opinions, and advertisements impact their choices. It also collects demographic information about respondents like their name, address, education, occupation, age, and monthly income.
The document outlines 5 pillars for building brand loyalty through advertising: 1) Know Your Audience, 2) Know Where They Get Their Information, 3) Make Your Creative Fit the Medium, 4) Establish Brand Consistency, and 5) Measure and Adjust. It provides examples for casino gamers and how their media preferences have changed over time. Consistency in branding is important, which brand books and graphic standards can help achieve. Data should be analyzed to see where business comes from and how to potentially expand reach.
This chapter outlines the research design and methodology used in the study. It establishes hypotheses to test relationships between fundamental ratios (liquidity, profitability, activity, financial leverage, shareholder ratios) and stock prices. A conceptual framework is presented and data on 50 public companies from 2007-2009 will be collected from annual reports and stock prices to calculate ratios and conduct correlation analysis using MATLAB. Descriptive, reliability, and correlation analyses will be used to analyze the data and relationships.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
This document discusses the impact of television advertising on consumer buying behavior. It begins with an abstract stating that TV is an effective advertising medium due to its combination of visual and audio. The document then provides an introduction on advertising in general and the advantages of TV advertising specifically. It discusses how TV advertising can influence consumers of all ages, from children to teenagers to adults. The document also reviews literature on studies that have examined the behavioral and psychological impact of TV ads on consumers. The overall purpose is to analyze the factors influencing consumer buying behavior through TV advertising.
Term project on consumer behaviour towards solar powerIMRAN KHAN
This document is a major project report submitted by Imran Khan for the award of an Executive MBA degree. It includes declarations signed by the student and certification signed by the guiding professor. It also includes an acknowledgements section, abstract, table of contents, and 5 chapters on the introduction to the solar power industry and consumer perceptions toward solar power products in India.
This document discusses conducting research to determine the correlation between time spent reading English books and student achievement on the English language portion of standardized tests. It proposes collecting reading time data from students over half a year and administering an English test to analyze the relationship. If a positive correlation is found, the document suggests schools may consider designating more mandatory reading time for students, such as an after-school reading lesson. It notes reading is one of several factors that can improve English and does not account for the difficulty level of books students read.
In this presentation, we will discuss about the concept of promotion and sales promotion, importance of sales promotion and its tools. We will also talk about the objectives of trade promotions and its tools.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. It is influenced by cultural, social, psychological, and personal factors. Marketers must understand consumer behavior to effectively target, position, and appeal to consumers. Advertising plays an important role in influencing consumer behavior by creating brand awareness, image, and loyalty. For advertising to be effective, it must understand consumer needs, target the appropriate audience, and convey the right message about a product's benefits.
A Research on Impact of Television Commercial on the Youth upon purchasing be...Hardik Shah
This document appears to be a research paper submitted by Hardik J. Shah to Prof. Kalika Bansal at Somlalit Collage of Management Studies in Ahmadabad, India. The paper examines the impact of television commercials on the purchasing behavior of youth in Ahmadabad. It includes an introduction outlining the topic, literature review citing several sources, proposed research methodology, plans for data analysis, and expected conclusion. The paper will analyze survey data collected from youth to understand how television commercials influence their purchasing decisions.
1) The document provides information on entrepreneurs Deepinder Goyal and Sundar Pichai. It discusses Goyal founding the restaurant search platform Zomato and Pichai's role in launching the Google Chrome browser as an intrapreneur at Google.
2) Both individuals have had very successful careers - Goyal as the CEO of Zomato, which operates in multiple countries, and Pichai rising to become the CEO of Google after overseeing the development and success of Chrome.
3) The document highlights their educational backgrounds and roles in creating innovative products and platforms that have seen widespread adoption.
Ppt on impact of celebrity endorsement on consumer buying decisionmolisca
This document analyzes the impact of celebrity endorsements on consumer buying decisions in the fast-moving consumer goods (FMCG) sector. It outlines the objectives to identify influential factors and pros/cons of celebrity endorsements. The methodology included a survey of 150 consumers in Indore, India measuring factors like expertise, trustworthiness, and match between celebrity and product. The results showed celebrity endorsements have a strong impact, with expertise and familiarity being most influential. Both advantages like credibility and disadvantages like negative celebrity images were discussed. The conclusion is that celebrity endorsements generally have a favorable impact if the right celebrity is chosen flexibly as a means to promote the brand.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
Chapter 19 sales promotions budget and evaluation sales and distribution mana...jasween23
This document discusses sales promotion budgeting and evaluation. It covers four basic ways sales can be affected by promotions: brand switching, repeat buying, purchasing more/accelerating timing, and increasing category consumption. Key aspects of sales promotion design discussed include objectives, promotion type, product and market selection, timing, and testing promotions before and after implementation. Guidelines are provided for effective planning, including situation analysis, budget allocation, promotion design issues, and factors to consider like promotion choice, product, markets, timing, and protection from competition.
This document is a summer internship project report submitted by Dinesh Kumar Taparia, a student of MBA - Retail Management at Amity Business School. The report analyzes the marketing activities and catchment area of Big Bazaar, located in Wazirpur, New Delhi. It includes an introduction to the Indian retail industry and Future Group, the parent company of Big Bazaar. The report then analyzes Big Bazaar's marketing mix, including its products, pricing, placement, and various promotional strategies. It also includes data collected from customer surveys about shopping preferences at Big Bazaar locations. The report concludes with findings from the analysis and provides recommendations.
This document summarizes a research paper that investigated the relationship between environmental response, emotional response, and consumer buying behavior in Pakistan. The study found that emotional response has a strong association with consumer buying behavior, as people are more likely to purchase brands they feel an emotional attachment to. The mobile sector in Pakistan has grown significantly in recent years, with cellular subscribers increasing from 3.29% of the population in 2004 to 64.8% in 2011, representing a huge potential market for advertisers.
Perceptions of Market Orientation from a Consumer and Retailer PerspectiveTony Kynes
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
The document outlines 7 key consumer trends for 2010, including:
1) Expectation Economy - Consumers will have higher expectations for branded goods and services.
2) (F)LUXURY - Luxury is redefined as experiences of time, escape, and balanced consumption rather than overt excess.
3) Get Real! - Consumers want more honest, edgy, and real conversations from brands on social media.
It provides public relations implications for each trend, such as highlighting value, engaging influencers online, and co-creating with fans. The document is meant to inspire new communication ideas for clients by understanding shifting consumer behavior.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
The document discusses consumer behavior and the shampoo market in India. It provides context on Procter & Gamble's focus on understanding consumers and segmentation strategies used in the shampoo market. It also summarizes findings from a study on consumer perceptions of shampoo brands and the impact of factors like price, packaging, and advertising on sales. The study aimed to analyze the relationship between brands and buying behavior and the influence of advertising on purchases.
This document discusses how using memorable characters can help increase brand awareness in the digital age, focusing on price comparison websites in the UK. It provides context on the history of branding and how the role of brands has changed over time. Brands now must form deeper connections with audiences and engage them on a personal level. Price comparison sites like Compare the Market have adopted characters to differentiate themselves in a competitive market. The document will analyze the marketing strategies of these sites and their characters to understand how they increase awareness.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
Impact Of Advertisement In The Promotion Of Retail Outletpraveenkumar2421
Here are the key findings from the survey:
- Big Bazaar was the most frequently visited retail outlet, with 35% of respondents saying they visit it often. Vishal Megamart and Reliance Fresh were also popular, each getting around 20% of the votes.
- When asked what influences their choice of retail outlet, over 50% of respondents said promotional offers and discounts were the top factor. Store ambiance and availability of products were also important factors according to around 30% of people.
- Television advertising had the highest reach among respondents, with 85% saying they have seen ads for retail outlets on TV. Print ads were also effective, with 70% noticing ads in newspapers/magazines. Outdoor ads and
The document discusses the impact of advertising on consumer behavior. It begins by stating that marketers use various media platforms to influence consumer behavior and maintain loyalty. It then outlines the objectives of the study, which are to analyze consumer buying behavior and examine the effect of advertisements on consumer decisions. The literature review covers previous research on how advertising shapes consumer perceptions and purchasing. The methodology uses secondary data collection. Key topics covered include definitions of advertising and consumer behavior, factors influencing consumer behavior, objectives of advertising, types of advertising, and the impact of advertising in building brand familiarity, trust, and motivating purchases. The conclusion is that advertising helps create awareness to influence consumer opinions and decisions.
This document discusses the changing marketing environment and the need for marketers to adapt their strategies. It notes that factors like the explosion of consumer touchpoints through new technology, the increased power of word-of-mouth, partnerships between brands, and the importance of customer experience are driving changes. Marketers need to identify bottlenecks preventing brand growth, explore a diverse set of marketing vehicles, understand brand dynamics, invest optimally, and put an effective strategy together. The fundamentals of having customers and delivering value don't change, but how brands reach customers and what media they use may evolve. Marketers who stay visible during downturns tend to perform better.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
This document provides an overview of the Indian shampoo market and consumer behavior related to shampoo purchases. It discusses how shampoo manufacturers like Procter & Gamble and Hindustan Unilever segment the market and position different brands based on benefits. The aggressive marketing of new brands and line extensions in India has led to rapid market growth. The document also examines factors like pricing, advertising, and consumer perceptions that influence shampoo sales. Finally, it outlines the objectives and methodology of a study analyzing brand preferences and the impact of advertising on consumer buying behavior in the Indian shampoo market.
Analyzing the Rise of Influencers and Their Impact on Consumer BehaviorUKInsightss
Influencer marketing has emerged as a powerful strategy for brands to connect with their target audiences. Influencers, individuals who have amassed a significant following on social media platforms, have become instrumental in shaping consumer behavior.
Branding in Omni-Channel Environment: Fashion Industry of BangladeshAhsanul Kabir Palash
Omni channel marketing offers marketers and retailers a holistic approach to reaching consumers with a more integrated message, through any channel and at any point in their path to purchase.
Interaction with brands has become nonlinear and shaped by many interactions across several touch points. The interconnectivity between these touch points is called omni-channel.
The Next Modern Commerce Disruption: A Blueprint to Win in the Age of Persona...Brian Solis
Beyond driving for revenues, modern businesses must consider the human quotient in all they do. This means
a human-centered engagement infrastructure that
builds relationships with customers digitally through meaningful value, connections, and communications. Smart technology engagement platforms combined with customer-first mindsets can re-imagine customer journeys not only to compete for the future, but also relevance
in every moment that matters to customers. That’s the important aspect about the human quotient—it plugs brands into the exact moments that matter to custom- ers. Highly personal touch points are instrumental in guiding the next steps of customers closer to, or further away from, a brand now and forever. These meaningful moments require modern forms of engagement that prioritize one-to-one personalization, context consider- ation, cross-channel communication, and right time/right place/right message delivery at scale. Just because your brand is winning today doesn’t mean that future shock isn’t on the horizon. Plan for it. The clock is ticking.
Similar to impact of advertising on brand loyalty with the moderation of consumer buying behaviour (20)
The document discusses prostitution, including its definition as providing sexual services in exchange for payment. It notes prostitution is one of the oldest professions and that its legal status varies by country. It outlines different types of prostitution like brothels, escort services, and street work. It also discusses related topics like pimps, traffickers, and sex tourism. The document examines prostitution in Pakistan specifically and perspectives on prostitution from sociological frameworks like radical feminism, liberal feminism, Marxist feminism, and socialist feminism. In conclusion, it suggests prostitution will likely continue regardless of legal status due to individual motivations.
The document discusses service quality gaps and how to close them. It identifies four types of gaps: between customer expectations and management perceptions, service design and delivery, delivery and communications, and expectations and performance. For each gap, it provides reasons for the gap and strategies for closing the gap, such as improving marketing research, service standards, employee training, and managing customer expectations.
Metro Cash & Carry is a German wholesaler that has been operating since 1964. It now has a presence in 29 countries with over 100,000 employees worldwide. In Pakistan, Metro Cash & Carry operates 5 stores in major cities, providing a one-stop shopping experience for national infrastructure and an excellent supply chain. The company aims to satisfy customers and stakeholders through high quality products and services.
The document discusses the meaning of life from different perspectives. It outlines that Aamna Abbasi will discuss the purpose of life, Ali Awan will discuss a meaningful life, and Ali Muslim will discuss a valuable life. It explores life as a deep philosophical question with no agreed upon answer and different views among individuals. Finally, it examines perspectives that the purpose of life is to worship God or achieve happiness, and that finding meaning involves living presently and removing obstacles for others.
An agreement that restricts a person's lawful profession or business is considered a restraint of trade and is void. Any agreement that restricts a party's right to enforce a contract through the usual legal proceedings is also void. An agreement between parties A and B to not go to court in the case of a breach of contract is void. Wagering agreements related to betting on future uncertain events are considered void and unenforceable by law.
Th starategic objectives for restructuring hr & significance of strategic rol...Aamna Shakeel
The document discusses the importance of restructuring human resource departments and functions to help organizations adapt, grow, and gain a competitive advantage. It outlines several key steps for effective restructuring, including developing loyal employees, aligning compensation with external markets, linking performance to organizational goals, and providing training and development opportunities. The role of human resource development and strategic leadership is also emphasized for cultivating future leaders, enhancing skills, and supporting career development. Overall, the document argues that restructuring HR and developing employees is critical for organizational success.
This document discusses the history and positioning of a brand. It seeks to portray an image that is elegant, stylish, practical, high-quality, prestigious, ever-lasting, luxurious and desirable to consumers. The brand aims to have an aura of prestige and convey a sense that its products are luxurious and long-lasting.
Effectiveness of leadership, performance & employee involvement for producing...Aamna Shakeel
This document discusses the importance of leadership, employee involvement, and performance management for implementing total quality management (TQM) and achieving competitive advantage. It argues that effective leadership from top management is needed to set strategic goals and motivate employees. Performance management is also vital for measuring employee performance against organizational goals. Additionally, involving employees in decision making enhances their motivation and improves task performance. The paper contends that focusing on these three areas - leadership, employee involvement, and performance management - is key for successful TQM implementation and gaining a competitive edge.
Determinants of customer satisfaction in hotel industryAamna Shakeel
This document summarizes a research study that examined determinants of customer satisfaction in the hotel industry of Pakistan. The study investigated the relationship between service quality, service features, and customer satisfaction on future intentions. A survey was administered to customers of major hotels in Pakistan. The results of the study found that improved service quality and superior service features increased customer satisfaction. Additionally, satisfied customers were more likely to return and recommend the hotel in the future. Thus, the study concluded that enhancing service quality and features leads to greater customer satisfaction and future intentions.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.