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Submitted to:
Professors, Dr. Dapeng LIang
School of Management
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Theoretical Background to the Problem:
All marketing tools, Advertising are the major influence on the minds
of the audience, as their risk is high (Katke, 2007). Four subsets of the
marketing mix, i.e. product, price, place, and promotion and
advertising is a part of the mixture, the decision to purchase goods and
services to create awareness is utilized. Marketer applies these
instruments for the purpose of communication. Develop advertising
date back in olden times. Several societies apply different indications
to attract customers and promote goods and services. While promoting
their images were used to a limited area. In modernization period, ads
have been major method to enhance goods and services for
communication purposes. Any organization cannot be a market leader
in investment until they spend more in investment objectives
(Hussainy et al., 2008). The main objective of advertising is to push up
the buying attitude; while the effect of changing the brand or lot of
strong memories. Memories about the brand in the minds of the
consumer groups are concerned with brand names. Consider the
impact of brand perception, evaluation, and eventually buy (Romaniuk
& Sharp, 2004). Many organizations are investigating the consumer
behavior. Doing the analysis of consumer behavior is main purpose to
make strong decisions about the components which consumers behave
in specific conditions, just like in economics aspect (Ayanwale et al.,
2005). Consumer purchase behavior analysis in various conditions for
advertisers to understand consumer behavior is useful. Traditional
hierarchy of effects model, advertising influences the risk of brand and
advertising cognition about cognition leads, that so long as their
purchase intent and brand attitude towards the ad (Mendel son & Bolls,
2002).
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market. Adelaar et al. (2003) collected research online compact disc
(CD) emotional purchase through advertising on consumer behavior.
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create the brand awareness for customer, how convenient is it for the
all customers and ease of use that it can be communicated anywhere
upon the availability of ads and how advertisement is modern &
effective tool.
Literature review
While, advertising does not only present goods or services to public but
also specific products and services that already exist to serve as a
warning. Advertising features, advantages and benefits that are
proposed as a mass market promotes (Francis, 2009). Advertising in
the United States is proper and special source of system in the world
which has spread the highest standards of living. William et al, (2004)
cited by McCarthy and Howard (2003) Advertising costs account for
about 3 % of a progressed countrys Gross national product in 2002
and U.S. $ 543.8 per capita spending rates often happens with
". William et al, (2004) also cited by Carey, (1989), "Advertising is a
strong economic and the United States is an important bill. In the
opinion of Grullon et al, (2004), It has been known to the economists
said that advertising can affect market demand for the product but
there is no clear identification was made by either academic
researchers or business professionals As a firm's ability to provide
advertising and stock market as a market impact could be significant.
Advertising can produce a uniquely person for a product and that is the
main to shining customers want. Finally all ads can be utilized for
selling to minimize costing (Yeshin, 1998). Suppose, lot of organizations
are famous in producing their own being brand loyal because of its
quality, taste and specifically advertising (Brierley, 2002). An
advertiser is trying to talk properly and safely for customer. Advertising
is utilized basically by the organizations to reach at targeted sales by
alerting the customers about modern or developed goods or services
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(Tellis, 2005). Further, Ilango, (2009) also explained that it is the realty
which organizations present to sell goods and services for profit to
people. There are many ideas that have been described in ads which
as explained by Piana, (2005) as: advertisement keep short brand list
in the mind of customer, user will reply with most of the
advertisements identified, brands which they know, Not only are
advertising products and
Services to increase sales of the brand are rich with symbolic values.
For information, a group of people is the sole purpose of advertising as
people, workers, married people, students, (Theren & Theren, 2010).
Research objectives:
Nature of Research:
Variables To Be Used:
There are one independent & two dependent variables:
Sources of Information:
Procurement experts, Social Network websites & Research Articles
(Survey is included but it depends upon on time)
Sample Size:
The sample would consist of 100 people having Apple smart phone.
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Secondary data: Secondary data is information that is already
available somewhere, whether it be in journals, on the internet, in a
company's records or, on a larger scale, in corporate or governmental
archives
References:
Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects of Media
Formats on Emotions & Impulse Buying Behavior. Journal of Information Technology, 18, 247
266.
Bezijian, A. A., Calder, B. & Iacobucci, D. (2008). New Media Interactive Advertising vs.
Traditional advertising. Journal of Advertising Research, 38(4), 23-32.
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Bovee, L. C., Thill, V. J., Dovel, G. P. & Wood, M. B. (1995). Advertising Excellence. McGraw
Hill.
Brassington, F. & Pettitt, S. (2001). Principles of Marketing, 3rd Edition, Pearson Education,
Prentice Hall.
Dittmar, H., Long, K. & Meek, R. (2004). Buying on the Internet: Gender Differences in On-line
and Conventional Buying Motivations. Journal of Sex Roles, 50(5/6).
Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites & their influence on
advertising effectiveness. Internet research. Journal of Electronic Networking Application and
Policy, 12(4), 318-328.
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