communication to influence the targeted consumers in effective and efficient manner towards specific products and services (Haron,Queshi and Nisar 2010) It should be observed that for any promotional activity to be called advertisement, it must be paid for. In the real sense, it is the method used by companies to create awareness of their products, as well as making new products known to the new and potential consumers (Sivanesan, 2014). More so, advertising as a promotional tool also tends to remind
dehumanized, and most importantly sexualized through images and advertising. Pop culture has set the standard of beauty and has come to define the ideal women as thin, white, large breasted, and young. Not only is this “ideal” women presented over and over again in mass media, but she is typically depicted in extremely sexual situations and poses. Seldom do we see women of other body types exploited in such a sexual way in advertising, not that we should. But the constant exposure to this “ideal”
question that we come across while assessing brand consciousness. As Observed from inside the limits of the ruling of marketing, this powerful new drive is incomprehensible. Marketing related to academics hypothesizes away fights between marketing and consumers occur. Such struggles become the consequence of the situation when companies join to their interior benefits instead of seeking to know and fulfill what
2007). Advertising is a subset of the promotional mix, which is one of the 4P’s in the marketing mix product, price, place and promotion. In the promotional strategy advertising is a key tool in creating awareness of the product in the potential consumer to make a purchase decision. Advertising through all means of influence on the masses, but TV is one of the most powerful advertising medium because of
media coverage, political debate and through targeted advertising and marketing. Targeting homosexuality is not a new phenomenon, it stems back to the industrialized Revolution, which triggered development (D’Emilio, 1983), Branchik (2002). However, it has always been challenging to determine an accurate size of the homosexual population and it continues to be difficult to determine (Gates, 2011). Likewise, in a society where biasness and culture of shame are extensively being used, it is highly probable
As the world became a small village, the markets of this era differed from previous times. This difference created great new opportunities and challenges for marketing, for different cultures, languages, religions, tastes, needs, values, and more importantly the different means of consumer access and the intensity of competition between companies. I will discuss here the impact of globalization on the ethical responsibility of practices Integrated marketing communications and the The American Marketing
personality has three basic proportions, the id, the ego and the super ego.The consumer behaviour is a function of these three systems. Here the id urges an enjoyable act, the super ego present the moral issues involved and the ego acts as determining where to continue or not.This has lead to motivational research and proved helpful in analyzing buyer’s behaviour. This has contributed in some helpful insights in the advertising and packaging
Consumer Preferences The factors influencing consumer behavior: There are many factors that influence consumer preferences. In order for businesses to be successful, they need to understand what drives consumers to what they buy and what influences them. Businesses need to educate themselves when it comes to this as it will help them meet consumers’ expectations and improve their marketing strategy. (Perreau, 2014) Below is a table summarizing what influences consumer behavior and preferences.
1.1.6 Tourism and leisure advertising Todays, tourism has become a multinational business of global importance. This of course is due to today‟s Worldwide Web, a new era in social interaction and culture solely built around this medium, triggered in [Moradkhani, 2014]. Tourism is one of the most profitable and lucrative industries, which create a bastion of economical (fiscal growth), private business, and human resources available to any country‟s economy, not mention the worldwide popularity of
(2009) show a model of consumer behavior (see Figure 1), as the first part of this procedure in the whole process, acting as a reaching and communicating point, marketing stimuli have an important function. Many elements can influence the purchase decision-making process such as customer culture, customer characteristics, etc. The ‘wheel of consumer analysis’ also illustrates that there are interactive effects between either two of consumer behaviors, consumer environment and consumer affect and cognition