Advertisements Currently Appearing in the Market Environment of the UK - Assignment Example

Introduction Human behaviour is the population of conducts displayed by human beings and it is life factors such as traditions, emotions, morals, authority, genetics and values. The way people acts in an organization or society are based on the common activities among the residents, some of these activities may be unusual, acceptable and others beyond the beyond the acceptable limits (Paton, 2008). Advertisement in United Kingdom can be viewed as the behaviour of the residents. This is considered as a form of communicating necessary information with the main intention of persuading the audience or consumers to make more purchases or take any other necessary action toward the products. Most of them are commercial adverts and they often seek to produce increased consumption of products and services. The study below considers some of the commercial advertisements which are commonly used in UK between September to December 2010 and their effects in the market environment. Advertisements currently appearing in the market environment of UK Honda CB1300 owners wanted Published: 01:25PM October 7th , 2010 By: Grainger Ian The big one from Basildon – Ford 8210 Published: 10:03AM November 9th , 2010 By: Editor Web The first Chinese luxury brand, NE Tiger is the global leader in haute couture for furs, for production of wedding clothes and evening gowns. It holds many studios across Italy, United States, France and Russia. Consumer electronics brand Haier; in 2008 it recorded sales of more than USD 17.8 billion across all divisions. The company has exceeded Whirlpool as the leading refrigerator producer and achieved a global market share of 6.8%. Commenced in May 2010, the Umeox, a solar powered, shockproof, waterproof and dustproof mobile phone. Differences between high and low involvement buying Consumer behaviour in the market environment is considered as the actions which the consumers display in the cause of their activities such as purchasing, evaluation and disposing of the unwanted products; whether goods or services with the intention of satisfying their needs and wants. This includes the thoughts they hold or their mental decisions and the physical action which may involve the decision to buy the products or reject them. The theory of "hierarchy of needs" by Abraham Maslow’s considers the higher-order requirements involving the ego needs and those that are self- actualising and the lower-order needs are concern about mental feelings or psychological security and the social needs. Both the low and the high involvement purchases are mainly aimed to satisfy the needs of the consumers (Marieke, 2009). High involvement of the buyers is experienced when dealing with the products which are bearing high capital value of goods and services especially those that are psychologically important to the buyer because of their capability to satisfy the ego and social needs thus they are able to bear both the psychological and social risks. The buyer of these commodities takes time to carefully select of analyse the available products so as to come up with the most suitable commodity to satisfy the needs. These products are a bit expensive compared to the others hence the advertisements should be well formulated and published so as to capture the attention of the consumers and convince them to prefer buying the commodity; this is focused especially on the emotional and visual appeals. Low involvement buying involves commodities which are frequently required and bought by the consumers. Purchasing them requires minimum thoughts and efforts because they are not of fundamental concern and no great impacts on the lifestyles. The buyer is used to buying them thus he does not have a chance of associating them with any risk while buying them. The prices of these commodities are relatively low and the role of the advertisers is to inform people of availability of more commodities which can be substitutes thus increase their market competition. This brings about the emergency of tactical approaches such as: coupons and discounts for the promotion of the commodity (Stone & Desmond, 2007). The above advertisements reflect these differences. Honda CB1300motor bike, Umeox phone, `Haier-consumer electronics’ and the big one from Basildon are under the category of the products which are under high purchasing involvement. Although they are essential in satisfying the needs and requirements of the consumers, they are expensive and less basic compared to the others. These commodities are highly bought by the residents of UK because of their well-developed economic status and their high living standards. NE Tiger is the leading adverts of the evening gowns and wedding clothes and it belongs to the class of the low involvement buying because clothing is a basic need and the consumers buy them irrespective of the prices and the competition from the others. The prices of the clothes are relatively low compared to those of the other like motorbikes. These gowns are being advertised to increase competition to the other fashions of dresses (Elliott & Stuart, 2010). Market segments These are sub-set of advertisement made up of commodities and their characteristics which cause them to demand similar services or products depending on the qualities of them like purpose or price. These segments are meant to distinguish commodities from the others, each commodity is homogenous within the segment thus they can be classified as a group. Segmentation can also be used to refer to a group of consumers who have identical needs or wants that they can be charged equally. These segments are mostly divided into: gender, age, interests and prices thus the consumers decides where they belong. The advertisements above are segmented by their functions and the targeted groups of the consumers. The motorbike and the tractor can be put in the same segment because although their services are different, their target audiences and necessity are similar thus they belong to the high involvement buying category. The advertisements plays the role of not only meant to inform the buyers of the existence of the commodities but also to convince them to buy not worrying about their prices. The electronics and the mobile phones can also be put in the same market segments, they mostly satisfy the ego needs thus when setting the prices of these commodities, one does not consider the interests of the whole organization of people but of various individuals; no external factors are considered. The gowns belong to their own market segment because their targeted group is distinct and their interests are also unique. Their main targets are the young people and their interests are to look attractive and unique in the dress. The prices of these commodities can be set based on the interests of the whole group (Elliott & Stuart, 2010). Why advertisement should be effective The advertisements should be effective on their goals and objectives because they are able to sell the intended message, product and company to the relevant consumers. These adverts can easily reach their target audiences. They are well designed for easily reaching the targeted groups of people, for example the picture of young people in gowns will attract the attention of the other young people as they want to look attractive like the ones in the advert. The Advertisements also highlights their competitive advantage thus the commodities being advertised may be considered over the others. The companies owing the advertisements take it as a chance to accentuate the advantages of their organizations over the others. They also establish an image of thus it becomes easier to identify the company by just looking at the advertisement. This entails the packaging style, brand and the logo; the consumers will be attracted to consume the goods of some of these companies because of the image that they get concerning them. These adverts although spends a lot of money but has an advantage in that they bring back more money through the increase of sales after convincing the consumers to buy more commodities. The advertisements are published in the right places; they are printed in the magazines depending on the interests of the targeted consumers. The advertisers first carry on a research so as to know the best print outs for various groups of people, for example, the young people are reached in the magazines concerning the lifestyles and the farmers who are the target group for the tractor are reached through the business magazines. The Advertisements considers the diversity aspect in terms of prices and potential rates. Most of these commodities requires higher prices to buy, the residents of UK are well developed economically thus they can be able to buy the commodities being advertised. Creating awareness of an existence of a commodity improves the investing rate because the economic status is not the same in all areas as well as the purchasing abilities (Reynolds & Williams, 2002). The pictures on the advertisements are able to communicate all the intended information thus the audiences get all the information concerning the products by only studying the picture; these pictures are also attractive to the eyes of the viewers thus they take time to study them. The other advantage is that they are published through print media thus the audiences will have time to study the advertisements hence understand fully all the information and relate them with the other. Motivation theory to explain what the marketers seem to think is motivating consumers to buy Hierarchy of needs is one of the motivating theories by Abraham Maslow that gained a lot of attention regarding the level of the needs of the consumers and the ways of satisfying them. This theory argues that individual consumers are motivated to satisfy their various needs and wants depending on their level of interests. This theory is applicable to the advertisers because they are able to understand the power of the commodities that they are dealing with; some of the commodities are more powerful that the others thus they may include the psychological jargon thus they are considered to be more pressing than the others. The theorist argues that until all the pressing wants are catered for the others have little effects on the behaviour of the individuals. This should be the ladder to be followed when satisfying the needs of the individuals starting with the most pressing to the list; the other needs loom up as motivators of the individual behaviour. Maslow gives a guideline for the advertisers to consider when identifying level of the needs of the target consumers as shown in the hierarchy below. According to him the needs with the psychological effects should given the first priority (Maslow, 2003). Physiological referring to emotions and feelings such as hunger, sex, thirst Safety in terms of physical and psychological Belonging meaning affiliation or a feeling of being part of something Esteem or respect for the others, ones personality and self recognition Self-actualisation meaning to reach maximum potential or doing the best The advertisers should be keen on the commodities which are likely to satisfy the psychological needs of their targeted audiences and provide all the necessary information concerning them that they easily and comfortably purchase them. The advertisers should also understand that all their target individuals do not understand one type of need at a time but mostly experiences all the needs at once only that it applies at different levels. For example the seasons are different at various parts of the world that the needs for tractors differs depending on the season and those of the gowns depends on the time for example, their demands are high when there are celebrations than when there is none. This knowledge may also be necessary to the producers because they will be able to know when to produce most based on the needs and wants in the society (Colvin, 2009). The hierarchy does not apply to all individuals because some people may have the most powerful need during the esteem or other levels, therefore the advertisers should take time to study their target groups (Maslow, 2003). Conclusion Advertisement is the most commonly used tool of marketing in UK and many of the other parts of the world. This is necessary when reaching important information to the public concerning various commodities in the market. This is based on the needs and wants of these people as well as the behaviours of the individuals in the society. The advertisements should be based on their relevant market segments that they easily and effectively achieve their goals and objectives. Bibliography Paton, S., 2008, Human behavior: in relation to the study of educational, social, and ethical problems, University of Michigan, Michigan. Colvin, S., 2009, Human Behavior: A First Book in Psychology for Teachers, BiblioBazaar, LLC, New York. Marieke, K., 2009, Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE, London. Stone, M. & Desmond, J., 2007, Fundamentals of marketing, Taylor & Francis, New York. Elliott, Stuart, 2010,. "Do-It-Yourself Super Ads". New York Times. Retrieved, November 18, 2010 from http://www.nytimes.com/2010/02/09/business/media/09adco.html. Reynolds, F. & Williams, R., 2002, "Why the Midi Failed." Journal of Advertising Research, (12) 7: 39-44. Summers, John O., 2000, "The Identity of Women's Clothing Fashion Opinion Leaders." Journal of Marketing Research, 7 (2000), 178-185. Maslow, A., 2003, A Theory of Human Motivation, Psychological Review 50(4) (2003):370-96. Read More