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A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
Tiphaine dumartinet contribution research- impact of blogstdumartinet
By this study the objective is to demonstrate that Internet users have become an indisputable leverage in the
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Sustainable Brands, Eight Sustainability Platform, and other partners have joined together to launch the Framework for Action project, which is the first of its kind to explore the cutting-edge issues of sustainable consumer behavior change exclusively for the Brazilian market. The framework is a guide for marketing, communication, R&D and sustainability professionals, particularly at B2C companies, looking to promote environmentally and socially positive behavior through behavior change.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd. Today's Effort For A Better Tomorrow
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
Tiphaine dumartinet contribution research- impact of blogstdumartinet
By this study the objective is to demonstrate that Internet users have become an indisputable leverage in the
communication for beauty and healthcare companies. We will particularly focus our research on blogs that could
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Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd. Today's Effort For A Better Tomorrow
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
DRIVING PRODUCT SALES PERFORMANCE BY ANALYSING PRODUCT PRELAUNCH IN A LINGUIS...kevig
This paper uses a natural linguistics analytic approach, by studying product prelaunch events’ script, to investigate the determinants of driving the product sales based on customer values framework as well as “Nextopia” consumer psychology. This research contributes to the theoretical framework of identifying the customer values, which have impacts on the product sales. Moreover, we investigate how product sales be driven by the optimism attitude and affective forecasting feeling, which are vocal during product prelease events. Through the study of analysing the essential words, which represent the underlying customer values from the script of Apple Inc. product prelaunch events, we found that product functional and experiential/ hedonic of customer values drive product sales. Induced affective forecasting message negatively moderated the impact of cost/ sacrifices values on product sales. In addition to the theoretical contributions, this research provides practical guidelines of how to shape the product prelaunch speech to maximize the sales of the to-be-released products.
Utilization of “Word of Mouth” based on Unique Selling Point on Beauty Produc...AJHSSR Journal
ABSTRACT: The use of social media in this era is not just in the realm of long-distance communication or
virtual interaction, but also in the area of business people. With the rise of social media, a new career area has
emerged, known as Key Opinion Leader (KOL) or Social Media Influencer, in which individuals with a large
number of followers may have a significant impact on a company's promotional efforts. The way they promote
thebusiness is usually called as a Word of Mouth Marketing. This study aims to identify the characteristics that
promote good customer loyalty based on trust enhancement, which might be impacted by the use of KOLs and
Social Media Influencers especially in beauty industry. PT. Ardiya Dinara Indotrade, which has operated for
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for other business owner to follow and apply the result in their own business.
Keywords – Social Media, Unique Selling Point, Key Opinion Leaders, Beauty Industry, Word Of Mouth
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
People in the twenty-first century do not have the time to visit and engage with one another. Through social media, users may join to social networking sites and stay in touch even when they are far away. In addition, social media platforms like Facebook foster a devoted relationship between the fashionable product and the consumer also helps in influencing customers for buying motive, opening up significant advertising prospects. Similar to this, other social media platforms, such as blogs, offer a place for people to comment on events that require publicising and can be used as a marketing tool for both customer adoption and promotions of fashion industry. People are now finding your social media page for buying by following and subscribing to fashionable pages and blogs. Since there is a lag between the time a social event occurs and when it is transmitted, these media have an advantage over other widely used public media, such as television. This study focuses on the tactics that can expand the current viral marketing model outside the realm of traditional social media. Consequently, it can aid in forging a strong enough community to support initiative buying and efficient marketing.
Running head MARKETING COMMUNICATION AND BRAND STRATEGY 1MA.docxcowinhelen
Running head: MARKETING COMMUNICATION AND BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY 4
Marketing Communication and Brand Strategy
Victor J. Ayala
University of Phoenix
MKT/571
Patricia Estabrooks
June 5, 2017
Situational analysis
Introduction and objectives
The company intends to brand Ikea products to resonate with the expectation of the consumers. In the first step, the organization has to communicate its vision, which is excelling as a leader in the delivery of excellent products. Afterward, the team surcharged with branding the product will outline the objectives and values treasured in propelling the venture to greater heights of excellence.
Analysis
An exploration of the markets suggests that the demand for technological gadgets is on the rise. Ikea, therefore, has a greater reputation when it comes to addressing the needs of the consumer. The process can commence with evaluating the product using a SWOT analysis. The market comprises of competitors capable of producing similar technologies at a lower cost. The taxation by governments among other policies affects trading. Those demanding exemplary products outnumber those needing traditional merchandise.
The trend is the use of digital media is guiding communication in the markets. The creation of elaborate distribution channels is a complex process. Additional dynamics is that the number of younger shoppers is on the rise with the demand for sophisticated merchandises exceeding the need for traditional brands. Another dynamics is that incomes and age affect decision-making. Lastly, the use of technology in improving product quality is critical in accomplishing success in the markets.
Products
SWOT analysis
The adoption of a SWOT analysis indicates that the brand has a long tradition of guaranteeing satisfaction. Therefore, in making the decision to brand, the team must communicate to consumers the positive history of the brand. They should adopt techniques that resonate with the expectation of consumers such as the use of simple and definite language. According to Pickton & Broderick (2001), the opportunities available in making the decision are that the global demand for technological products is on the rise. The use of technology also creates an opportunity to reach wider audiences. Hence, Ikea can capitalize on the opportunity in reaching consumers. The company can also leverage on its expertise in marketing
The challenges to the process of branding are that the company faces competition from other reputable brands. The penetration of new markets comprising of conservative consumers is also a daunting task considering that other players have tried exploiting the strategies. The weakness of the company is that it undertakes most of its duties in-house yet there are immense opportunities in outsourcing some of the operations. The marketing team also confronts the challenges of adopting a global strategy at the expense of maintaining the local identity o ...
Handoo, v tamu 2015, influence of product packaging on consumer preferenceVanshaj Handoo
This is a literature review paper for summarizing the influence of product packaging on consumer preferences in selecting a product. Key attributes of packaging such as color, shape and imagery is discussed and a conclusion based on the literature review is provided along with the scope for future research
Following are the essential parts of the product innovation process: Identifying gaps and blue oceans in the market, and Collecting data needed for Product Innovation.
For more details, visit : https://mitidinnovation.com/recreation/introduction-to-product-innovation-process/
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
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Media Innovations and its Impact on Brand awareness & Consideration
1. IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 11 .Ver. II (Nov. 2015), PP 132-136
www.iosrjournals.org
DOI: 10.9790/487X-17122132136 www.iosrjournals.org 132 | Page
Media Innovations and its Impact on Brand awareness &
Consideration
Amit Roy1
, Ranu Gupta2
1
Marketing Head – Patrika Group, Indore, India
2
Research Scholar, D.A.V.V Indore, India
Abstract : The constantly evolving world of marketing ensures each successful idea, concept or technique is
ephemeral in nature, what was relevant yesterday can no longer assure success tomorrow. The rapid
advancement of technology and fast pace of economic development resulted in a continuous change in the
buying patterns of the consumers. Customers became more aware & demanding. Whether it is related to
product designing, advertising or use of the product, companies which understands the changing needs of the
customers are succesful. Along with fulfilling the requirements of their customers it is equally important for the
companies to succesfully deliever their intentions to its customers. Thatswhy marketers are using the media
more skillfully to converse with their customers. In today’s world media and marketing go hand in hand. This
research sheds light on some succesful media innovations done by few famous companies and studies its impact
on consumer’s brand awareness & consideration. It also summarizes the role of media innovations in brand
image building process of these companies through case study research.
Keywords: Brand awareness, Brand consideration, Brand image, Consumer behavior, Media Innovation
I. Introduction
Media has always been an integral part of marketing. Cutthroat competition in the marketplace is
resulting in a diminishing product differentiation. To be unique in its approach and getting an edge over the
competitors the role of media cannot be undermined. Media propagates the ideas, concepts and information
helpful for the customers in taking the buying decision. To keep pace with their customer‟s changing demands
marketers are experimenting with the product‟s design, its functionality and even usability. But along-with that
it is equally important that any message related to the brand & product should reach to a large number of
customers and that too effectively. Here media plays a vital role. Trends shows that if this tool is used
innovatively & intelligently it could produce phenomenal results and huge impact on the target population. It
creates awareness about the brand and help the customers in recalling and recognizing the brand and the
product. Statistical evidences shows that media plays a significant role in the brand building process too.
According to Park et al. (1986), the construction and maintenance of the brand image is prerequisite to the brand
management [1]. A positive brand image is an asset for the company. Keller (1993), suggested that positive
brand image could be established by connecting the unique and strong brand association with consumers‟
memories about the brand through marketing campaigns [2]. Traditional advertising no longer clicks the
customers, as the shopping means and ways are changing. Consumers find internet referrals as more feasible
and attractive. To decode the changed consumer buying behavior and fulfill consumer expectations marketers
are looking towards new media marketing, which is at par with the rapid change.
1.1 Consumer behavior and Media Innovation
The basis of the traditional perspectives of consumer behavior is that consumer behavior is controlled
by forces which operate largely beyond the control of consumers themselves (Anderson 1983) [3]. Accordingly,
change is not something which consumers do for themselves, rather it is a result of something that is done to
them by some internal (e.g., trait) or external (environmental) force over which they have little or no control
(O‟Shaughnessy 1985) [4]. For example, the behavioural perspective suggests that consumer behaviour is
largely determined, or conditioned, by external environmental stimuli (Bagozzi 1975) [5]. With an
understanding of these perspectives of consumer behavior marketing campaigns with media innovations can be
initialized to win the customers.
1.2 Brand Awareness
According to Rossiter and Prey (1987), brand awareness precedes all other steps in the buying process
[6]. A brand attitude cannot be performed, unless a consumer is aware of the brand. In memory theory, brand
awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand
in memory (Stokes, 1985) [7]. Use of innovative methods while marketing a product can result in better brand
awareness and recall at the time of purchase decisions.
2. Media Innovations and its Impact on Brand awareness & Consideration
DOI: 10.9790/487X-17122132136 www.iosrjournals.org 133 | Page
1.3 Brand Image
Creating and maintaining image of the brand is an important part of a firm's marketing program (Roth,
1995) [8] and branding strategy (Keller, 1993; Aaker, 1991) [9, 10]. The right brand image impacts the bottom
line on a number of levels. It provides guidance and direction to the entire organization. For the positive brand
image building it is very necessary that consumers have a strong awareness about the brand and they consider
the brand while taking their purchase decisions. Understanding the varied importance of brand image building,
companies are using innovative methods to enhance their brand image in the market place. There are many
companies which work tirelessly to innovate, to offer something new & better to their customers. This study
reviews the case study of few such companies and helps in understanding the impact of such media innovations
on the brand awareness, consideration and thereby the brand image. Earlier studies on brand image did not took
in consideration the role of media innovation. This study tries to fill this gap and thereby highlighting the
importance of media innovation in the brand image building process.
II. Research Methodology
This study is a descriptive and conceptual research. In this study secondary data is collected through
case studies to gain information about the innovations done by some famous companies. And thereby
understanding their innovative techniques and how their brand image got a boost through the process.
III. Objectives
a) To study the innovative approaches used by various companies to market their product.
b) To study the impact of media innovations on brand awareness and consideration.
c) To study the importance of media innovation in the ever changing marketing world.
IV. Analysis & Interpretation
Companies which wants to sustain not only for years but for decades always tries to innovate their
products, services, promotion ways and sometimes distribution too. Most of the companies use the traditional
visual appeal to advertise their products but now the trend is changing and marketers are also using sound, smell
& touch feel to make such advertisements which involves their customers more. Here we are discussing the
examples of some companies which used different media innovations to attract their customers and broke the
clutter.
4.1 Volkswagen
One of the companies which thought out of the box and came up with a unique way of launching its
product is Volkswagen. In 2010 company came up with a campaign named „world‟s first talking newspaper
with Volkswagen Vento‟ to launch its entry level sedan “Vento”. Companies idea was to converse with their
customers directly about the new product with a widespread and effective media i.e. newspaper. Company has
pasted a voice recorded device on two famous English daily newspaper in few major cities across the India and
surprised its customers when they opened the paper in the morning. The ad shows a Volkswagen engineer
crying looking at a finished Vento and the audio says, “The best in class German engineering is here. The new
Volkswagen Vento. Built with great care and highly innovative features. Perhaps that‟s why it breaks the hearts
of our engineers to watch it drive away. The new Volkswagen Vento crafted with so much passion it‟s hard to
let it go”. Soon this ad became the talk of the town. Through this ad company wants to connect emotionally with
its customers as per the statements given by the company executives. But nobody can ignore the fact that with
this idea company was successful in creating a buzz among its customers.
4.1.1 The cart off
In the highly competitive automobile market Volkwagen definitely came in the eyes of its target
customers with its one day talking newspaper campaign. It is not necessary that customers will buy the product
just because of an ad but the company definitely made its brand aware to its target customers and that too very
effectively. According to Dodds, Monroe and Grewal (1991) higher level of brand awareness can influence the
purchase decision of the consumers [11]. Macdonald and Sharp (2000) suggested that despite consumers are
familiar and willing to buy the product, another factor that still influences the purchase decision is brand
awareness[12]. Brand awareness creates a great association in memory about a particular brand (Stokes, 1985)
[13]. Creating a strong brand image in the consumer‟s mind depends on create an optimistic brand assessment,
reachable brand approach, and a reliable brand representation (Farquhar, 1989) [14]. Taking in consideration the
ideas of researchers, the significance of brand awareness is understood. Through this media innovation
Volkswagen is definitely able to made consumers aware of its new automobile very well. And if only the
consumers are aware of a company‟s brand they will keep it into their consideration set. Baker W,J, &
3. Media Innovations and its Impact on Brand awareness & Consideration
DOI: 10.9790/487X-17122132136 www.iosrjournals.org 134 | Page
Nedungadi (1986) opined that there must be a consideration of brand while making a decision to purchase a
product or service, if there is nothing to be considered the probability is that there is nothing to be chosen.[15]
4.2 Coca Cola
Another company which is a master of media innovation is Coca cola. Coca cola often initiates some
cool ideas to refresh its image for its customers. Though the customers are very much aware of the coca cola
brand, company wants to emotionally reconnect with its customers and strengthen this relationship. To associate
its customers with its global campaign „Open Happiness‟ which was launched in 2009 company came up with
the idea of a new innovative campaign named „Small world machines‟ in 2013, which was a marketing
innovation of coke that tried to spread peace and harmony between citizens of two companies that are India &
Pakistan. The “Small World Machines” was actually a vending machine which was placed in two famous malls
of Delhi & Lahore. Coke used a 3D touchscreen technology with a webcam and a large touch screen monitor.
Through this people from both the countries can engage in some simple tasks like wave, touch hands, dance and
likewise and can offer each other a free coca cola. According to the company‟s statement the idea behind it is to
spread happiness through this simple yet effective initiative. Customers were definitely moved by their favourite
company‟s efforts to build relationships.
4.2.1 The cart off
For the new companies and products, to create brand awareness is a crucial step to initialize the buying
process for the customers. But for the companies like Coca cola which has already established itself in the
market need to take a step further in brand awareness programme and i.e. the maintaining of brand awareness,
letting its customers feel its constant presence in the market. And this job is done very well by initializing many
such campaigns like „Small world machines‟. This may be the one reason for Coca cola‟s success that, its
customers associate themselves with the company very well. Stokes (1985) found that for a low involvement
product familiarity had a greater magnitude of effect on the quality perception of a brand than either price or
packaging. And further, that familiarity had a significant effect on purchase intention whereas price and package
design did not [16]. Wilson (1981) & Woodside & Wilson (1985) confirmed the importance of top-of-mind
awareness in a study which found that the higher the position of the brand in the consumer's mind measured by
unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. And Coca
cola is successful in building top of mind awareness with such media innovations [17, 18]. This company is also
brilliant in fulfilling its corporate social responsibilities.
4.3 Unilever
The next company which we are discussing here is Unilever‟s Lifebuoy brand. In 2013 company came
up with a unique and cost effective idea to market its soap brand Lifebuoy. Kumbh mela is one of the largest
gathering of people in the world. Unilever has decided to market its brand lifebuoy at the restaurants & food
joints near the mela site in Allahabad. They had coordinated with about 100 food joints near the mela site and
started a „Roti campaign‟. The company‟s idea is to educate and remind people about the importance of
handwashing before a meal. For this campaign company had created a special heat stamp with the word
“Lifebuoy se haath dhoya kya” which means did you washed your hands with lifebuoy? Every first roti of a
food order is heat stamped with these words to remind people of washing their hands just before the meal.
About 2.5 billion such heat stamped rotis were prepared and eaten during a month long campaign during the
Kumbh mela at Allahabad. Company also appointed about 100 promoters and kept lifebuoy hand wash in the
toilets of these food joints. Through this campaign Lifebuoy brand got a good exposure at cost effective rate.
The idea was to promote itself as a company that encourages good hand wash habits. This campaign was able to
touch more than 2.5 billion customers. As per one estimate the brand received sales of 40 dollars for every one
dollar spent in the campaign.
Kumbh mela also saw brilliant brand placement by Vodafone. Vodafone used earmuffs to make their
presence felt. Kumbh being organised in the month of February the very cold climate saw the temperature as
low as 4 degrees and an earmuff was a real need at the mela. Vodafone supplied earmuff with speakers which
played devotional music on the press of a button. The idea was to popularize its value added services one of
them being music offerings, and reach to a large target audience. In sync with the devotional mood of the
festival earmuffs got a fantastic response. This was a brilliant way of utilizing the essential product for brand
placement and popularizing a new tool.
4.3.1 The cart off
Brand awareness is very important because if there will be no brand awareness no communication and
no transaction will occur (Percy, 1987) [19]. The Unilever‟s initiative to promote the lifebuoy brands at such a
platform where it get exposed to a billion customers is noteworthy and that too in a very cost effective manner.
4. Media Innovations and its Impact on Brand awareness & Consideration
DOI: 10.9790/487X-17122132136 www.iosrjournals.org 135 | Page
Such campaigns gives the much needed exposure to the brand and helps in enhancing the brand awareness.
Along with it company enables to build its image by highlighting the product benefit successfully. According to
Keller (1993), positive brand image could be established by connecting the unique and strong brand association
with consumers‟ memories about the brand through marketing campaigns [20]. Unilever through this marketing
campaign made an effort to connect with its customers with a unique message. On the other hand Vodafone
made its presence felt by taping the need of the customers and made its brand aware to its target customers.
4.4 Fevicol
One of the most iconic brands of all time Fevicol used the Fevicol “Free store” campaign to
communicate the product advantage in a very strong way. For more than last 2 decades Fevicol has become a
genric name in adhesive segment. Company always used Print and TV media to communicate the product
benefits to its customers. Challenged with this scenario brand and the team behind it, decided to break the clutter
by making people experience the Fevicol's claim that its bonds are really unbreakable. Fevicol had set a “free
store” where everything is free. But all the items in this free store were pasted by Fevicol. The dilemma was
multi fold here as task was to made breaking the bond look achievable, but at the same time to take care of the
public shame when people are not able to break the bond. The plan was implemented at mall in Mumbai and the
campaign met with a resounding success. Attracted by the fancy items like artistic wooden bowls, decorative
clocks and other items hordes of enthusiast shoppers tried to pick up the „free‟ items - but every effort was
useless as everything was glued down by Fevicol.
This campaign helped the customers to experience themselves the benefits of Fevicol in a real life
situation and that too in a humorous way. The customers loved this innovation by Fevicol and enjoyed the
campaign to its fullest. The video of this campaign was put up on YouTube and it attracted a large number of
viewers. The strength of the campaign can be gauged by the fact that in twenty four hours the video of this
campaign has become one of YouTube India‟s top trending videos. It had created the much expected media
hype and with a very low investment of INR 1 lakh Fevicol got a tremendous publicity.
4.4.1 The cart off
Fevicol involved its customers through a fun activity and also communicated the product benefit in a
very simplistic yet effective manner. Although Fevicol always come up with interesting advertising messages
for its customers but the idea of involving the customers and giving them a chance to experience the product
benefit themselves is an admirable concept. This campaign helped customers to be more familiar with the brand.
According to Kamins & Marks (1991) consumers will have a higher purchase intention with a familiar brand
[21]. Alba and Hutchinson defined brand familiarity as the number of brand-related experiences that a consumer
has built up [22]. Researches had already proved that customers are more likely to choose the brand they are
familiar with. Rather than just listening or watching about a brand, to experience it, will definitely made a
greater impact on consumers. Fransen and Lodder (2010) have empirically examined the effects of experience
marketing communication tools on consumer responses, and identified a positive influence on brand attitude and
brand relation [23].
V. Conclusion
In today‟s world, consumers have lots of choices to take their buying decision. Whether we talk about
FMCG (Fast moving consumer goods) durables or automobile industry. Every day the market is flooded with
new products in every category. Companies are using latest features, technology and new marketing ways to
make their product stand out of the brand herd. Though companies are giving due importance to the product
features and technology sometimes they are unable to communicate these features and benefits of their product
and brand to their target customers. Many times the product quality and features are at par with the customer‟s
demand but the inefficient marketing of the product fails to make a place in the customer‟s consideration set.
This research highlighted the significance of media innovations and the importance of effective communication
of the brand message to the target customers. The study of different marketing campaigns helped to understand
that always the traditional ways of marketing do not work. It also focuses on the significance of developing the
brand awareness among consumers as well as the maintenance of brand awareness through innovative ways. To
differentiate its brand, companies need to come up with effective methods to reach their target customers.
Highlighting the product features is not always enough but sometimes the emotional connect is necessary.
Sometimes the customers are not aware of the product benefits and its usage. Marketing campaigns helps in
enhancing this awareness. And to a step further, like Lifebuoy along with promoting the usage of soap & its
benefits in different marketing campaigns also stresses on its usage frequency with the message of washing
hands with lifebuoy five times a day.
5. Media Innovations and its Impact on Brand awareness & Consideration
DOI: 10.9790/487X-17122132136 www.iosrjournals.org 136 | Page
Through the study of famous media innovations it can be concluded that one of the reasons of success of a
marketing campaign is its ability to involve its customers. The coca cola company which already enjoys customer loyalty
always do innovative campaigns to engage its customers with the company‟s brand image. Whereas Lifebuoy is working
hard on its campaigns to bring a behavioural change in the customers by promoting hygienic habits and has also associated
these campaigns with social welfare. Thus adding value to its brand image. But the other factors should also be taken in
consideration like in case of a high involvement product or low involvement product, strategy could differ because of the
difference in time and efforts taken by the consumer to take the buying decision. The life cycle stage of the product should
also be taken in consideration to make the campaign effective. Other aspects like who are the target customers, where the
campaign should be done, for effective reach, as well as the cost involved with it should be considered. Choice of media is
equally important. Innovative strategies can sometimes fail to produce desired results but they are necessary, therefore to
avoid losses marketers should manage the risk effectively. To create a strong brand image it is very necessary that
customers should be very much aware and familiar with the brand and its values. Aaker and Keller (1990) mentioned that a
brand with high awareness and good image can promote brand loyalty to consumers, and the higher the brand awareness is,
the higher brand trust and purchase intention are to consumers [24]. These findings suggests that brand awareness is an asset
to the brand image of a company. As consumers become very adaptive to the traditional marketing ways, innovative media
campaigns can be the revitalizing tool for the brands.
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