Effectiveness of Advertisement on Consumers - Literature review Example

Name of the author] [Name of professor] [Unit name] [Due date] Effectiveness of advertisement on consumers Advertisement refers to a way of communication with an intention of convincing or persuading the buyers or the audience to take a decision to purchase a product or service in order to maximize the organisation’s profit. The elements of advertising include reaching a large consumer group using mass communication, making possible the mass production, it is a type of non-personal communication, it is a commercial communication as it assures the advertiser long profitable sales. The elements also include speedy and economical communication to deliver the message in short time at low cost. The basic objectives of a program for advertising include stimulation of sales among consumers with consideration of a decision on the media to use, communication with consumers, retaining of former and present consumers’ loyalty, increasing support and projecting the firm’s image. In measurement of the effectiveness of advertising, it should be put into consideration that efforts in advertising are directed to the achievement of marketing, advertising and marketing objectives. That is, towards increasing of sales turn over thus, marketing the maximum profit. As there are costs associated with advertisement, there is a need to measure the effectiveness of the process of advertisement (Shabbir et al 114). This is essential in order to decide whether the desired results in terms of the change of the behaviour of the consumers has favoured the profitability of the sales. It is also important to look at how effective the advertisement is among consumers and how it shapes their behaviour in their normal lives. Shabbir et al (115) conducted a research on the consumers’ attitudinal behaviour in different buying behaviour. The study showed that advertisement is based on the main aim of impacting the behaviour of buying and in addition, this impact on the brand strengthen or changed people’s memory frequently. The effect of advertising exposure leads to cognition of the brand and the advert which in turn leads towards the brand and the advert until one intends to purchase. The advertiser creates adverts that have messages and emotional values. Thus, the advertiser creates a positive attitude on the brand and advert in the consumers mind. The advertiser predicts the behaviour from the attitude of the consumer as the customer buys the brand. The consumer behaviour is created by emotional response and is created by the following factors; pleasure, arousal and dominance. Shabbir et al (115) also noted that when a consumer watches an advertised brand, he or she develops the brand likeness and then this creates the actual buying behaviour of the consumer which is the real sense to purchase. Thus, advertisement is made effective through emotional response of the consumer as the awareness of the brand helps the consumer to recall the advert making the product competitive over other brands that are not easily recalled. This means that an advert with a positive attitude provides the consumer with the ability to recall the advert thus, making advertising effective. Emotional advertising becomes the most effective advertising tool as the consumer will give emotional response in regard to the product. Thus, emotional response is positively related to verbal, visual and text intensity of the media. Therefore, the research concluded that the behaviour of the consumers on purchasing of the product is driven by emotional response (Shabbir et al 118). Brown (2) studied the effectiveness of advertisement using magazine on improvement of brand health measures in Australia. The aim of the study was development of new approach of the impact of magazine on brand health measures that are essential to the brand performance. From the results Brown (5) concluded that the magazines contributed effectively to the improvement of awareness of brand communication through the following ways; increase in awareness or total brand communication, increase in consideration of the brand, increase in brand trial and increase in frequency of purchase. He observed that the total awareness of the brand using advertisement recorded a higher percentage which was clear evidence that the activity of the magazine played a critical role in raising the brand awareness. The results also showed higher percentage on serious consideration of the brand on among the consumers that were aware about the advertisement using magazines. For consumers that were aware of the campaigns through the magazines, the trial of the brand trail was higher which showed a direct to investment return. Brown (6) also concluded that brand trial and consideration was high for those using magazine advertisements and the frequency of purchasers of the brand was higher to those aware of the advertisements on the magazines. Finally, Brown (9) concluded that magazines have profound effects on measures of brand health especially the consideration and trial of the brand. In addition, the advertisement on magazines contributed successfully to the media mix by improvement in communication awareness and assisting on the appeal of the brand. Finally there were quantifiable improvements in the measures of brand health among the consumers that were exposed to the advertisements on magazines. Haque et al (39) conducted research on the impact of advertisement on consumers in Malaysia in fast food restaurants. The research focused on various techniques of advertisement in fast food restaurant that included internet advertisings, print media and commercial advertisings. The research was meant for understanding of consumers in order to assist the management in reaching market targets. Print media was considered as one of the effective tools for advertising as it is always everywhere at any time. As it is widely spread, it gave opportunities for effectiveness to influence the customers, as they were able to get the print media everywhere. In addition to playing an effective role in consumer information, Haque et al (41) observed that it shapes the consumers’ attitude. Commercial advertising such as radio and TV also created high levels of advertising in fast foods. The television has the ability to appeal to hearing and watching and strengthening interest in full colour realism and movement dimensions. Given that, fast foods require visual advertisements, this technique also proved very effective in food industry. Haque et al (42) concluded that the consumers in Malaysia have positive perceptions towards the advertisements through internet. In the move to create advertisements that focusing on brand preference, awareness and selection, internet advertising proved to be more effective as the consumers like to share, interact and communicate information available on the internet. Thus, internet advertising proved to be effective on consumers in the food restaurants as it also served as a way of entertainment. Aitken et al. (279) studied the effectiveness of advertising from a perspective of a consumer. On their research on the working of advertisement on consumers, they focused on the message of advertisement or the strategy of execution and this was moderated with concepts that include motivation, intentionality and involvement. From their research, it suggested that the consumers will actively concentrate on the adverts that coincide with certain purchase needs and they respond to product or product information in relation to adverts’ effective or cognitive appeals. Thus, they concluded that the advertisements are effective and successful in influencing of the behaviour of the consumer given that they lead the consumers through various stages which are cognitive, conative and affective and hierarchical in nature in some times. Thus, Aitken et al (281) concluded that if a message is delivered effectively and is clear its interpretation by consumers will be appropriate. Smith (2) stated that internet has proved to be an effective model of advertising that is very effective in sensing the changes in the behaviour of the consumers. Smith states that the effectiveness of the internet advertisement is enhanced through target audience engagement. With audience fragmentation, adoption of new approach through internet advertisement is a way of reaching and communicating with consumers. The effectiveness of internet advertisement is enhanced through delivering a content that is to the consumers that are receptive instead of mass communication. Consumers see the effectiveness of internet advertisement as a speedy one serving as a favourite source of information for consumers. Smith (4) also states that internet advertisement has led to embracement of technology by many consumers. This technology has made the consumers to change their lifestyles from normal ones to digital lifestyles and work styles. Through these changes in work and lifestyles, the advertisers find opportunities to engage more consumers through reaching new ones. This has changed the lifestyles of consumers through use of email, digital cameras and other devices. These devices are integrated into the normal life of the consumers where they integrate between offline and online life in daily life without the realisation of the consumers. Conclusion The study showed that advertisement is based on the main aim of impacting the behaviour of buying and the brand strengthen or changed the frequency of people’s memory. From the research, effectiveness of advertisement in consumers is influenced by their attitudinal behaviour in different buying behaviour. It also contributes effectively to the improvement of awareness of brand, increase in consideration of the brand, and increase in frequency of purchase. The advertisements are effective and successful in influencing of the behaviour of the consumer given that they lead the consumers through cognitive, conative and affective stages. Internet is considered the most effective tool of advertising. The effectiveness of internet advertisement is enhanced through delivering a content that is to the consumers that are receptive instead of mass communication. Internet technology has made the consumers to change their lifestyles from normal ones to digital lifestyles and work styles. Through these changes in work and lifestyles, the advertisers find opportunities to engage more consumers through reaching new ones through devices that are integrated into the normal life of the consumers where they integrate between offline and online life in daily life without the realisation of the consumers. Works Cited Aitken, Robert, Gray Brendan and Robert Lawson. ‘Advertising effectiveness from a consumer perspective’, International Journal of Advertising, 27(2), 2008: 279–297. Brown, M. ‘The Effectiveness of Magazine Advertising’, Magazine of Publishers of Australia (MPA), 2005: 1-9. Haque, Ahasanul, Rahman, Sabbir, Yasmin, Farzana, Ahmed Ismail and Almas Asri. ‘Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia’. Business Management Dynamics, 1(2), 2011: 39-53. Shabbir,Ghulam, Javaria Siddiqui., Burhan Ali Shah and Hunjra, Ahmed. ‘Effective Advertising and its Influence on Consumer Buying Behaviour’, Information Management and Business Review, 4(3), 2012: 114-119. Smith, Julian. ‘The Consumer in Control: A study into the world of media models and their evolving communication with the consumer’ Windows live. 2008: 1-9. Read More