The Impact of Brand Endorsements on Consumer Behaviour in Mtn
THE IMPACT OF BRAND ENDORSEMENTS ON CONSUMER BEHAVIOUR IN MTN. 1.0 INTRODUCTION 2.1 Background of the Study
According to the American Marketing Association, marketing is the process of planning and executing the conception, pricing, promoting and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives. Thus, for companies and organizations to achieve their objectives, it is of essence that the marketing tools of product, price, promotion and place are very much coordinated. Not forgetting the extended marketing mix of people, process, and physical evidence in the case of service delivery.
Companies should also take into consideration generic consumer expectations such as quality and timely delivery of goods and services.
The promotional tools of advertising, public relations, personal selling, direct marketing and sales promotions can all be used to affect consumer behavior. However, the most common used is advertising.
Advertising is defined as the use of paid mass media, by an identified sponsor, to deliver communications to target audiences.(David Pickton, Amanda Broderick) Advertising further has the three main objectives of informing, persuading and reminding customers about the existence or otherwise of products and services.
Through this promotional effort, potential customers are first informed of the availability, nature and other features of products.
Once these customers have been informed, there is the need for the marketer to persuade them to purchase the products or services. This is done through the communicating the key and unique features the product has in relation to competition. Afterwards, marketers remind actual and potential customers of the products through various means such as the radio, newspapers and billboards.
Notwithstanding the above, marketing oriented companies use various marketing and competitive tactics and strategies to owe customers and outwit
According to the American Marketing Association, marketing is the process of planning and executing the conception, pricing, promoting and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives. Thus, for companies and organizations to achieve their objectives, it is of essence that the marketing tools of product, price, promotion and place are very much coordinated. Not forgetting the extended marketing mix of people, process, and physical evidence in the case of service delivery.
Companies should also take into consideration generic consumer expectations such as quality and timely delivery of goods and services.
The promotional tools of advertising, public relations, personal selling, direct marketing and sales promotions can all be used to affect consumer behavior. However, the most common used is advertising.
Advertising is defined as the use of paid mass media, by an identified sponsor, to deliver communications to target audiences.(David Pickton, Amanda Broderick) Advertising further has the three main objectives of informing, persuading and reminding customers about the existence or otherwise of products and services.
Through this promotional effort, potential customers are first informed of the availability, nature and other features of products.
Once these customers have been informed, there is the need for the marketer to persuade them to purchase the products or services. This is done through the communicating the key and unique features the product has in relation to competition. Afterwards, marketers remind actual and potential customers of the products through various means such as the radio, newspapers and billboards.
Notwithstanding the above, marketing oriented companies use various marketing and competitive tactics and strategies to owe customers and outwit
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