Effectiveness of Advertising

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  • Topic: Advertising, Small appliance, Washing machine
  • Pages : 19 (4259 words )
  • Download(s) : 301
  • Published : February 19, 2013
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CHAPTER-I
INTRODUCTION
       1.1 DEFINITION, MEANING, AND CONCEPT

DEFINITION:
Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. MEANING:

Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Advertising messages are usually paid for by sponsors and viewed via various traditional including mass media such as newspaper, magazines, television, radio, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.  CONCEPT:              

 The word advertising is derived from the Latin word, "adverto"  "ad" meaning towards and "verto" means to turn. Literally it means turning people’s attention to a particular or specific thing. Advertisements are sometimes spoken of as the nervous system of the business world. As nervous system is very important in human body so it is vital in business world. Advertising is multidimensional. It can be viewed as a form of communication, as a component of an economic system, and as a means of financing the mass media Different kinds of businesses use advertising to motivate different kinds of markets toward different kinds of responses ADVERTISING EFFECTIVENESS

The main “actors” related to the effectiveness in the advertising activities are consumer, advertisement, product/service, medium, and environment. The advertising effectiveness can be studied from the different manifestations of these actors. * Consumers are audience of the advertisement and potential purchasers of the product or service. Many models of consumer behaviour have been developed to measure the advertising effectiveness. For example, in the attitude model in the effects of advertising on consumers can be described as a sequence of stages or steps that begins with an awareness of the existence of what is being advertised, through the knowledge on what the product or service has to offer, favourable attitudes, preference over all other possibilities, and the conviction that the purchase would be wise, and finally culminates in the actual purchase of the product or service. * Advertisement in a traditional sense can influence the consumer behaviour. In new media advertising on the Internet, the advertisement can be influenced by the consumer behaviour as well to manifest the effectiveness. For example, click through rates of banner advertising on the web can be used to measure its effectiveness. * Product/service represents the motivation of the advertising. Advertising is often used to try to increase sales of a product or the use of a service, to improve the firm’s “corporate image”: to persuade people that the company is benevolent and trustworthy, or to change people’s behaviour such as anti-smoking. So the advertising effectiveness can be also measured through the achievements of the motivation, such as the profit and the brand value. * Medium is the carrier of the advertising message. The principal media may be classified as newspapers, magazines, radio, TV, direct mail, Internet, outdoor and so on. The first criterion for effectiveness is that sufficient numbers of the target audience should get to see or hear the advertisement, which is mostly decided by the nature of the medium.

1.2 PURPOSE OF THE STUDY
PREMIER HOME APPLIANCES wanted to know the effectiveness of their advertisement on their customers in order to improvise their advertising strategies. 1.3 PROBLEM DEFINITION
To study the effectiveness of advertisement of premier home appliances 1.4 OBJECTIVES OF THE STUDY
* To find the advertising effectiveness of premier home appliances * To evaluate the influence made by the advertisement on the customers purchase decision. * To find whether the advertisement has reached...
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