Literature review on advertising and consumer behaviour
See our user agreement and privacy hare uses cookies to improve functionality and performance, and to provide you with relevant advertising. See our privacy policy and user agreement for tual review of the effects of advertising on consumer buying this document? If others are searching for it too , here' you sure you want message goes tual review of the effects of advertising on consumer buying 2309-0081 agwu, ikpefan, atuma & achugamonu (2014). 2 tual review of the effects of advertising on t lecturer and external dissertation supervisor for global mba students at man-chester , united kingdom and senior lecturer in strategic management and marketing, school ss, covenant university, ogun state, nigeria:Emails: edwinagwu@, @n, ochei ate professor, banking and finance, school of business, covenant university, ogun state, nigeria:Email: ochei_ikpefan@, n@er and coordinator, mba programmes, school of management sciences,Na-tional open university of nigeria, victoria island, lagos er, banking and finance, school of business, covenant university, ogun state, the years, advertising has become a regular strategy for positioning products, services and ideas market place. Yet an over dependence on advertising could be counter-productive and disdainful for ed audience who often regard excessive advertising as information overload. In spite of the isms about the effectiveness or otherwise of advertising, its relevance in contemporary ment is not in doubt. This exploratory study was structured to critically to examine the usefulness ising in persuading consumers to adopt a new or an existing product, with a special focus on a developing economy. The aim primarily was to examine the effect of advertising on consumer our within the nigerian context. The study focused on revealing the relationship either positively vely, between advertising and consumer buying behaviour. The findings indicate isements that are properly packaged will surely persuade consumers to experiment the t, and that such advertisement should be executed long enough to generate such curiosity that te consumers to buy. And the organisation as well as others, must endeavour tand the buying behaviour of its customers in order to identify the - what, why, where, when and how. They buy; otherwise, an unstructured advertising campaign will not yield positive word: consumers, behavior, advertisement, products, attitude, recent years, a bevy of marketing techniques have fought for global domination, with many boasting ive combination of well packaged advertising tools, communications features, websites, and 2309-0081 agwu, ikpefan, atuma & achugamonu (2014). Advertising makes mass marketing possible by making prospective of the availability and unique quality of specific goods and services. However, marketing production companies today faces a more complex and challenging environment than their are saddled with value added tax (vat), unrealistic exchange rates, decreasing sing power, rationalization of consumer purchases and ever increasing gap between the haves -nots this quickening pace of change, the rise in diversity and the increase in complexity are challenges in marketing particularly in the advertising field (ogechie 1997; kenneth and g tired of all adverting is very easy because we are so media saturated every day (agwu 2012); this e we all have and listen to televisions, radios, read various magazines, newspapers, outdoor signages,Direct mails and now new innovation by websites and text messages. Some of these have to filter out on because it serves a purpose for both the consumers and the providers. The advertising not only persuades the customer to buy only gives them the options that can be considered when they go to purchase to distinguish the many. Has been such a persuasive and intrusive socio-economic force in nigeria, as in other countries,That neither manufacturer nor consumers can ignore it (bardi 2010; agwu 2012). As a , advertising invades our streets, offices, villages and homes, pushing in messages about ts and services, ideas, persons (dead or alive) and institutions through various media outlet (ozoh.
Literature review on advertising and sales promotion
2007), defined advertising as a paid mediated form of communication from an identifiable source,Designed to persuade the receiver to take some action, now or in the future. But when we go into the depth; advertising serves the source to persuade or attract customer product to do a certain action which is usually to purchase a product (kenneth and donald 2010). Advertising helps in telling the consumer about any new product e or any new promotion on the existing product and service. Advertising helps to describe the characteristics of product or service in the visual form so that the customer can understand it easily. Is in the light of the above discussion that this study intends to critically examine the usefulness ising in persuading consumers to adopt new or existing products. This study intends further igate the important role advertising plays towards increasing sales volume with a view to drawing ion of others manufacturers to immense contribution of advertising to the realization of of related h and donald (2010) stressed that advertising is an important component of marketing strategy. The history of advertising, in baker (1996) observed that it is often assumed that advertising functions are of recent origin. According to okigbo (1997), advertising is a part of our life that it is usually taken for granted. Duckworth (1995) cited in tony (2006) stated that advertising, it works has become something of a holy grail for advertising analysts. Making it known that in make it work effectively, advertising has to impact on people‟s attitudes towards the brand in order the desired behavior. In order to differentiate brands from their competitors, the role of advertising give added value and secure consumer commitment towards the brand. 1996), argues that the evidence on consumer attitudes towards advertising shows that consumer ising that helps in decision making, providing information that differentiates a brand from itor tends to increase commercial recall, comprehension and persuasion (abernethy and frank,(1996). In order to objectives, the advertising provides the potential or existing customer base with information about t or services. In the majority of instances, such advertising seeks to reinforce existing attitudes ning how the product is appropriate to potential users‟ existing needs or lifestyle (tony, 2006). 2002), public perceptions of advertising have been a subject of study for decades,And findings shows that consumers‟ attitudes towards advertising as an institution are usually ble. Many consumers recognize not only the negative societal effects of advertising, but also ve economic impact of the advertising industry (osuagwu and eniola, 1998; li et al. The advertising practitioners nigeria (apcon) writing in „’the nigeria code of advertising practice, (2005) defines advertising as of communication through media about products, services, or ideas, paid for by an identified above definition exposes the following that advertisement must be paid for by an identified that the aim of advertising is to disseminate information and ideas about goods or services and de people to take action by patronizing the goods and services advertised. Daramola (2003), the objective of advertising is to induce immediate action, to create liking and preference for a organization, and to create awareness about a product or service.
According to ogbechie (1997), advertising is the act of conveying the most t or service message at the right time, in the right place, to the right person, at the lower cost. Its to foster favorable attitudes to a product or service by presenting the advantages defined by oning consumer benefits. Furthermore, terence, (2007), define advertising as a paid, mediated communication from an identifiable source, designed to persuade the receiver to take some action, in the future. The word “paid” in these definitions distinguished advertising from public relations s unpaid space or time in media due to the news value of the public relations content. Mediated communication” is designed to distinguish advertising, which typically is conveyed via print onic media, from person-to-person forms of communication including personal selling and word . Finally the definition emphasizes that advertising‟s purpose is to influence action, either in the future (terence, 2007). In general, advertising is valued because it is recognized ming critical communication functions such as: informing; influencing, reminding and ce, adding value and assisting other company efforts. While ferrel (1991) saw advertising as a paid form of non-personal communication transmitted through mass media such as television, radio, newspapers, magazines, direct mail, ort vehicles, bill boards, and outdoor displays. Summarily, advertising is paid for, it is a ction and it is that which distinguishes it from publicity. Advertising are identifiable with their sponsor or is not always the case with publicity or ives of , (1991) stressed that setting advertising objectives is the first step in developing an m. These objectives are usually based on past decisions about the target market, positioning, ing mix, which defines the job that advertising must do in the total marketing program (kenneth , 2010). When these elements are not aligned with the specific of market, advertising cannot help and an investment in communication activities wouldn‟t be ing to the marketing plan, the manager decides what problems of the company must , what opportunities and strengths can be emphasized, what weaknesses and threats can be , et al. 2007) stressed that an advertising objective is a specific communication task to lished with a specific target audience during a specific period of time. Informative advertising: this is used to inform consumers about a new product or feature or to build. Persuasive advertising: this is used to build selective demand for a brand by persuading it offers the best quality for their money. This form ising is more important for mature creating an advertising campaign to determine consumers to buy, they have to be informed ced by the benefits of the product. Advertising continuing issue facing advertising is deciding how many times a person must be exposed ising before it has an impact (kotler and armstrong 2010). Now many advertisers think res are not enough to create an impression in the consumer‟s mind, primarily because of the 2309-0081 agwu, ikpefan, atuma & achugamonu (2014).
Planning is to establish and clarify advertising goals which are derived from the firm‟s ication objectives. The following are advertising goals according to kenneth and donald (2010):Building brand image: one of the most important advertising goals is building brand and . Advertising is a critical component of building brand sful brand processes two characteristics that is the top of the mind and the customers‟ top customers are asked to identify brand that quickly comes to mind from a product category, one brands are nearly always mentioned. This is the first on second pick when a customer reviews her evoked set of possible purchasing ing information: apart from building brand recognition and equity, advertising serves other ising is often used to provide information to both customers and business buyers. For business-to-business situations, information from some various members of the buying center to consider a particular company as they examine their sion: advertising can convince customers that a particular brand is superior. Chasing consumer attitudes ding them to consider a new purchasing choice is a challenging task. Persuasion techniques are frequently in broadcasting media such as television and radio rather than in ting marketing effort: advertising can be used to support other marketing cturers use advertising to support trade and consumer promotions such as theme pack aging aging action: many firms set behavioral goals for advertising programs. A television encourage viewers to take action by dialing a toll-free number to make a quick purchase is an rcials and home shopping network programmed heavily rely on immediate purchasing -oriented advertising is likely to be used in the business-to-business sector. Many business advertisements provide web addresses or telephone numbers can use to request more information or more easily make a 5 advertising goals of building image, providing information, being persuasive, supporting ing effects and encouraging action are not separate ideas. The key advertising management objective is to emphasize one t forgetting the 2309-0081 agwu, ikpefan, atuma & achugamonu (2014). To buttress the above assertion, ogbodoh (1990), stated that advertising in nigeria is said begun naturally with one of the earliest forms of mass communication town crying. He further stated that hawking and displays were known methods of advertising in nigeria in the earliest times and still practiced till this day (agwu. These types of display advertising were equally used by palm wine tappers, palm oil and s as well as other sellers of various types of consumer h (1990) stressed that the advent of the printing press in 1450 affected advertising a great deal. Reverend in abeokuta in december 1859 changed the face of advertising in yi (1999) pointed out that the newspaper was titled: “iwe irohin fun awon ara egba ati yoruba”,Meaning “newspaper for the egba speaking people and yorubas”. Bel-molokwu further propounds that:The first formal media advertisement ever carried in nigeria was in iwe irohin and was in the form ation on shipping movement and cargo; it was a classified category advertising (bal-molokwu,2000). From then on, other sorts of advertisements began to appear in the newspapers, while growth ng saw the emergence of well-printed black-and-white posters which led to the birth of r advertising as we know it today (apcon, 2000). As a result of the expansion of advertising businesses in y, there was the need to establish an outdoor arm. Structure of ing to the advertising practitioners council of nigeria (2005) four groups make up the ry: advertisers, agencies, media and collateral services.
2 goods to marketing requirements, propaganda to expose buyers favorably to the products or are used as outlets to play advertisements to consumers‟, and collateral services on the other limited risks rendered by specialized buyers merchandising and media services, and the functions ising as stated by the aida formula. This finally leads to implies acquiring the product or services by potential ising and its role in ing to ozoh (1998) marketing function recognizes the strategic value of advertising as an element promotional mix that most firms use in selling their goods and services, which is the bridge between iser and the target market. Moreover, onunkwo (1997) observed that advertising as an element ing, involves advertising strategy and operation of advertisement, planning media, schedules,Monitoring and controlling expenditure in line with the budget. If by mean ”the announcement through appropriate media that certain goods and services are not ble but are the best in meeting the needs our target market” then it is obvious that advertising must be. Bakers (1996) pointed advertising is just but one variable in marketing mix, and because of its importance, it is difficult te its contribution from that of other mix elements. Osuagwu and achumba, (1994) stressed that several relevant concepts that merge the role of advertising to other concepts in order to appreciate of advertising in marketing. Advertising will accordingly position products adequately to satisfy the needs and wants of market prospects. Advertising is used to reach the segments that special exist, such as specialized journals; marketing is possible to reach particular market. Therefore, marketing communications are es that deal with buyers and sellers o (1997) added that marketing communication encompasses all the marketing activities that e to the consumer and are intended to have effect on his buying behavior. Kotler (1997) was of view with onunkwo by stating that communication is the management of consumer buying time during the pre-selling, selling, consuming and post-consuming stages. Of nigeria (apcon) also stated that consumers‟ make decisions whether to buy a product or the basis of brand image, the picture or likeness of the brand that exists in the consumers mind. Advertising and sales promotion which carry the burden of spreading news and features of and trying to make trying to make image of the brand appealing to ing and advertising in the nigerian ms (1998) postulated that uncertainties which have plagued the economy for the better part of the have continued unabated into 1990s. These have led to an unprecedented level of uncertainty and unpredictability in nigeria ations to marketing and advertising ing to william (1997):A) during independent decades of 1960s and 1970s, the nigerian economy was largely agrarian ndence, with agriculture providing employment for majority of labour force. Because the industrialization was low and much of what existed was controlled by government, there was for the appreciation of marketing and advertising practice. Most consumer goods ed in manageable proportions that did not pose any appreciable threat to the 1960s as they uently. Nevertheless, the broad-base marketing and advertising as we know it today commenced in 1970‟s with the orientation of multinationals towards brand marketing company such as nigeria breweries plc, lever brothers,Guinness, cadbury and nestle foods plc all commenced the recruitment of brand or rs and signed up the few established advertising agencies to handle their marketing. This was due to se in the world oil market and neglect ion of rmore, bardi (2010) stated that structural adjustment programme (sap) was introduced in 1986 aim of obtaining a realistic exchange rate for naira, the liberalization of both external and internal trade,The reduction of subsidies and general rationalization of the public sector to free the economy sive state of control and the deregulation of financial and product market through in the removal st rates and price had a far-reaching effect on marketing and advertising which include:Issn 2309-0081 agwu, ikpefan, atuma & achugamonu (2014). The whole issue of fake or adulterated products highlighted an external responsibility for tion or consumerism.
The advertising communication profession is undergoing segmentation in a way that has never enced before, the inevitable more towards specialization of services, product etc and r specialization in such area as banking, detergent, and pharmaceuticals etc. All these phenomena developing and globalizing a new marketing and economic ing and effective communication is the only answer to this growing mass production and itive world economy of the 1990‟a (1996) defined consumer behavior as the activities of people engaged in actual or potentials market items whether products, services, information or ideas. It is the consumer tely makes the final decision on the products and brands to be purchased and it is the consumer‟or that determines the success or failure of the marketing company. It includes the study of what consumers buy, why they buy it,Where they buy it and how often they buy rmore, osuagwu and eniola (1998) pointed out that consumer behavior is the behavior customers ers display in searching for, buying, using evaluation and disposing of products, services and they expect will satisfy their needs and wants. Thus the field of consumer s how individuals, groups and organizations select, buy, use and dispose goods, services, ideas, ences to satisfy their needs and ntly, it is worthy to note that there is not one best definition that can be postulated to really consumer behaviour is all about, thus different scholars will always have different views of tion of consumer behaviour. However, it is pertinent to appreciate that consumer behaviour g customers are never simple (agwu and murray 2014). They d to influence that change their mind at the last consumer buying decision us and van doorn (2007) suggest that customers go through a five-stage decision-making process purchase. Impact of international advertising on corporate advertising business has become such an important factor in the economy of many countries, nigeria, that it also changes the economy itself, society, culture, and the political system (agwu 2012). Advertisements and reflect the values of the consumer, but on a global level, firms are faced with the task of projecting tent message. Advertisers need to consider the marketability of t when choosing the actual medium of the advertising, whether it is print media such as a layout in ne or a billboard, or audio media such as a radio commercial or visual media such as a cial (goldsmith and lafferty 2002; zinkhan 2011). It tells the consumers that sing products makes you happy and therefore people compare each other on their belongings. Operation and level of development of advertising in operation and level of development of advertising in nigeria can be demonstrated through ulty of ascertaining the role of the mass media including advertising on a nation‟s social, national development and modernization. On the other hand,The problems deal with its ability to promote unfair competition, consumerism, lack of interest in s, and immoral attitudes, which could distort the economy or undermine traditional values al economy. Advertising remains an important vehicle for the of nigerian government to use for promoting their services and for explaining national issues in promote national integration and the social welfare of the masses (osuagwu and achumba, 1994). This type ch methodology can also employ multiple variables for analysis (if needed); on the other hand it other methodology in that it requires only one variable, and in the present study the variable er behaviour (churchill 1995, agwu 2012). And advent of advertisement has proven to be a veritable factor in the sales and merchandising of services in the consumer industries. This study have assisted in the understand that only the urban area dwellers are ng the benefits of advertising because of their ability to read and write by understanding e an advert convey to them. Avers that advertising is the presentation of information about goods and services which ment marketing which is the anticipation of demand for goods and services with provisions ng the demand structure with adequate supply structures.
The net result is an integrated gy, epitomized by advertising planning which is a subset of the overarching marketing plan. Ive is to present a company and its products or services to prospective customers by ing the needs satisfying attribute of these product and services and presenting same as the on to consumers‟ problem. According to agwu (2012), advertising may often be the most , it is used only to achieved a pre-determined objective or objectives within the context of a of the conclusions drawn from the exploration are summarized as follows:The nigerian government as well as native-owned enterprises and public corporations do not ising adequately to promote their goods and services. Eveloped nature is clearly demonstrated because the majority of consumer products and ised in nigeria are of foreign origin and mostly non-essential. Finally, the financial the most dominant products and services of nigerian origin because they promoted more products es that the average nigerian could use of advertising to promote socio-economic development could be achieved by adopting. It could assist nigerians to adopt useful modernization models of consumer behavior make us to understand the way consumers react to advertising, onships between firms and how it influence consumer decision making. When advertising is convened clearly to ers in a language they understand, it arouse their curiosity to purchase a product. Consumers appreciate products that are advertised than those ones that they do not have ation on. The ed that advertisements that are properly packed will persuade consumer to try that particular so, the advertisements must equally be run continuously in order to elicit such curiosity that te consumers to try the product. The review showed that consumers learn about a product ed into the market through television, radio or print media. This study further found that when isement suggests that the product is relevant to consumer‟s need, such advert is more likely to er‟s curiosity to know more about the products and a subsequent purchase of the product. The that not all advert messages are always believed by the consumers, consequently some of ered advertisements as being deceptive. Ly concerns the consumers are the benefits in term of value based on individual preference. Above situations, group influence and advertising do not form the basis for final decisions by er. Advertisements must be properly timed, since consumers watch television and listen to onally especially in the evenings. Product that are facing keen competition in an organizations must ensure that they understand the buying behavior of consumers in order er when they buy and how they buy. This will acts as a guild towards formulating an e that will arouse the curiosity of consumers and eventually persuades them to buy. This that is will be unwise for any organization to embark on advertising alone at the expense of ional mix elements which include sales promotion, personal selling, publicity and public rmore, organizations of all shapes and sizes should try as much as possible to differentiate al contribution of each promotional mix in order to determine the effectiveness of advertising.
Done, firms can really appreciate the impact of advertising on revenue generation for the company. It recommended for advertisements to be run along enough for consumers to gain awareness of services. This is because consumers have a particular time they watch television and listen to ering the target audience, firms should consider and be aware of appropriate time the advert is on order to elicit desired study has raised some more salient questions than it has answered. The effect of advertising on consumer buying explored with specific emphasis on the nigerian organizations and the aim was the understanding 2309-0081 agwu, ikpefan, atuma & achugamonu (2014). 2 consumers in nigeria preferred products that are advertised through television, radio and print ally when faced with two or more competing products. In contrast with previous work that has er behavior, various models of consumers‟ behavior were presented in order to understand er‟s reaction on a product and how their instinct convinced them to buy the product. Therefore,Future research directions for related works could dwell on the explorative understanding of the rs and right type of adverts to be placed for their consumption and action and case study of one organizations and the impact of advertising on their th, a. 12, no ising practitioners council of nigeria (apcon), (2000), advertising annual ising practitioners council of nigeria (apcon), (1997). 2007), consumer perceptions of advertising standardization: ‐country study of different advertising categories, international management review, pg. Advertising practice in nigeria: development, new trends, challenges and l of theatre and media arts, vol. Journal of advertising research, 38(4), n and jones, (1972), formal models of consumer behavior: a conceptional overview. The impact of web site image and consumer personality on our, international journal of management, vol. Consequences for global marketing and advertising,Sage publications, isbn 978-1-4129-7990-0, thousand oaks, , n. 2000), „handbook of qualitative research‟, 2nd edition, london: -kollat, (1995), consumer behavior new york: holt rimebank and , p. Emotions, advertising and consumer choice, copenhagen press, isbn 978-87-630-0198-4, copenhagen, n, o. 2007), cultural values reflected in arab and american television l of current issues & research in advertising, 29(1), 15‐h e. 1997), advertising in nigeria: some fundamental issues, lagos: an amanda o, (1997), advertising in nigeria: some fundamental issues, lagos. Advertising research: the internet, consumer behavior and strategy, marketing , isbn 978-1-6131-1271-7, decatur, , m.
1073902778 accessed on 02/02/ng powerpoint course - linkedin ng techniques: creating multimedia course - linkedin oint for teachers: creating interactive course - linkedin iveness of tv advertisement on consumer behaviour. Now customize the name of a clipboard to store your can see my hare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 1073902778 accessed on 02/02/ing learning course - linkedin ng online: synchronous course - linkedin ng techniques: classroom course - linkedin iveness of tv advertisement on consumer behaviour.
