This website uses cookies to ensure you have the best experience. Learn more

The Influence Of Tv Advertising On Consumer Brand Preference

2544 words - 10 pages

Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).
In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers. As competition is increasing, the need for effective marketing communication is growing and marketers are finding new ways to break through the clutter and generate response and action from potential consumers.
According to the a survey of Gallup Pakistan, spending on TV advertisement increased throughout year 2009. The top 10 brands advertised on TV made up 22% of total advertising share in October 2009. The annual TV advertisement expenditure estimated by Gallop Pakistan and Aurora were 14.80 bn and 13.31 bn Rupees respectively. The Telecom sector was the most advertised product category having value share of 28%. These reports evidently illustrate that companies in Pakistan specifically the telecom sector are spending a huge amount of their budget on advertising and brand management to capture the maximum potential consumers and to increase their market share.
Mobile phones have become the basic need of every individual during past 15 years. The development of mobile phones has brought the market into a state where the fundamental need of communication has actually extended to new means of interaction and personal digital assistance (Karjaluoto et al., 2005). According to (Kamran, 2010), Pakistani youth has also swiftly adopted the mobile phones and that teenagers and youth are recognized as one of the biggest, attractive and most productive segment of mobile phone market. According to a report issued in December 2009, mobile penetration has reached 58.2%, and total mobile subscribers reached 94.3 million with more than 90% of the country having access to mobile services. However, the 98% subscription remained with prepaid connections whereas only 2% with postpaid (Mehran 2009).
Currently, five Mobile Phone Service providing companies are operating in Pakistan. These companies are investing heavily in TV advertisement to promote their new offerings and packages to attract potential consumers which has lead to intense competition between these companies. Most of the prepaid packages of these companies are targeted towards youth because of their heavy mobile usage (Kamran, 2010). Telenor is the leading company among the five mobile phone service companies having 22% of the market share. Like its competitors, Telenor also offers youth oriented prepaid packages particularly Djuice...


The influence of advertising on the creation of brand meaning, looking specificlly at Coca-Cola and Nike

2679 words - 11 pages In discussing the influence of advertising on the creation of brand meaning, it is first necessary to define advertising and brand meaning. In this particular study, advertising can be seen as 'any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor.' (Kotler, Armstrong, Saunders and Wong 2002) Focus will be on television, radio, billboard, sponsorship, celebrity endorsements and public forms

What are the History, Laws, Profitability and Social Responabilites to the Consumer of Advertising Hard Liquor on TV in the U.S

2383 words - 10 pages 8 page essay single spaced, nicely organized,table of contents and bibliography! -WHAT ARE THE HISTORY, LAWS, PROFITABILITY, AND RESPONSIBILITES TO THE CONSUMER OF ADVERTISING HARD LIQUOR ON TV IN THE UNITED STATES?INTRODUCTIONPurposeThe goal of this report is to inform the reader of the recent events that prompted hard liquor advertising on TV. In addition, the laws associated with advertising across this media, as well as recent legislative

The Impact of Advertising on Consumer Purchase

1019 words - 4 pages delved into the research of consumer behaviour as a response of branding advertising. “Impact of Brand Image and Advertisement on Consumer Buying Behaviour” is a paper from the ‘World Applied Science Journal’ published in June 2013. This article establishes the stance that our modern society is so consumed in profile and personal status that we buy not based on quality but as a result of a brands status. It also suggests that the war between

The influence of alcohol advertising on teenagers

5752 words - 23 pages , said: "It is right that irresponsible advertising should be banned, but it already is banned under the strict code of practice. If Professor Gilmore thinks there is any advertisement out there that is in breach of these laws he can complain to the ASA."Put to him that advertising was designed to encourage drinking, he said: "The main effect of advertising, as all studies will show, is that it generally impacts on brand preference. I don't see

The Degenerative Influence of Advertising on Society

1453 words - 6 pages Nation of Rebels: Why Counterculture became Consumer Culture, advertising is seen as an “awareness institution” (Heath and Potter xix), a powerful organization in this country, even more powerful than some political establishments. Its repetition and ubiquity help impress its message upon the public. Hence advertising takes on a type of communication, replacing deep communication once found within communities. Authors Heath and Potter agree with

Advertising of Hard Liquor on TV in The United States

2179 words - 9 pages What Are The History, Laws, Profitability, and Responsibilities To The Consumer Of Advertising Hard Liquor on TV In The United States? INTRODUCTION Purpose The goal of this report is to inform the reader of the recent events that prompted hard liquor advertising on TV. In addition, the laws associated with advertising across this media, as well as recent legislative endeavors to control such advertising. Furthermore, the report also focuses

The Influence of Advertising

999 words - 4 pages . Common sightings of this form of advertisement are the cheesy as seen on TV commercials. Although they seem unsuccessful, they include problems that the audience wants solved. Where there is a problem, there is a solution, if that solution can be solved and salesmen of the product can display it through advertising, the product will fly off the shelf. It is subconsciously realized that most ads involve a very unrealistic setting or set of

The Influence of Personality and Attitude on Consumer Behaviour

1077 words - 5 pages actions needed by the model. The attitude-toward-the-ad models influence the consumer’s attitude towards a brand (Shiffman & Kanuk, 2010:255), thus the attitude-toward-the-ad model will influence a consumer’s buying behaviour and how a consumer will react towards a product or services advertisement. Conclusion After research has been done on personality and attitude, a conclusion can be made, that there are no set definition for personality and

The Impact of TV Commercials Towards the College Students’ Buying Preference

1711 words - 7 pages consumers to know about information of a product is advertising. (Imgarale Peipa, 2013) Impact of advertisements on purchase decision of youth over reference to consumer goods). Although there are many adversaries in the market, they are still using the same strategy to advertise their product. This is to use TV commercials as their way to promote their products. Also, an article mentioned that advertising is almost all about brand recognition. This is


2688 words - 11 pages . Therefore, advertisers use AMTHELLAH by cut and paradigm.Example2:2.2 ADVERTISING AND DRAMAUsually TV advertising comes as drama, where there are action, actors and conversation. Drama here is representation for product name. Most Arab TV focus in this drama on discourage parallel, where we can see and hear first actor and the second is hiding but we hear his or her voice talking to first one. Usually the influence of this kind of advertising

Using Two Or Three Brands, Discuss The Influence Of Sponsorship On The Creation Of Brand Meaning

2763 words - 12 pages Using two or three Brands, Discuss the Influence of Sponsorship on the creation of Brand Meaning.Sponsorship is one of the means open to a company to bring itself or its products to the attention of consumers and present them in a favourable light. Advertising is the most frequently used marketing tool and speaks to a consumer in a direct way. It announces the availability of a product and creates an image for a brand. It can also provide

Similar Essays

The Influence Of Tv Advertising On Gender Identity

3015 words - 12 pages anytime soon. Sex appeal through men and, especially, women is what is popular in today's society and as long as it stays popular and helps products sell, it will not be stopped. TV commercials have a negative influence not only on grown-ups, but also on children, who are particularly vulnerable to stereotyping. Such influence plays a significant role in the formation of gender identity, and this role is certainly not a positive one.Bibliography1

The Influence Of Mass Media Advertising On Consumer Behavior

1542 words - 6 pages several persuasion strategies to entice consumer. Tracy Tuten mentioned that based on the psychological influence, research has identified six major factors that help determine consumer to decide: Social Proof Consumer decide by observing what those around them do in similar situations. When consumer see one option is being selected by the public, they interpret the popular option as the right one. Society has a set of standard and expectations

The Influence Of Television Advertising On Consumer Choices

955 words - 4 pages influencing consumer choice on television advertising. This goes back to the idea of television presenting great advertising among consumers. “Increasingly, marketers are finding that consumers are influenced by the purchasing decisions of other consumers” (Consumer Influence). In a sense, television becomes the consumers main priority and they are simply doing as they see in terms of other people. Communication can be increased by either

The Influence Of Mass Media Advertising On Consumer Behavior

987 words - 4 pages The advertising industry is a multi-billion dollar industry in the United States. Companies compete against each other and allocate billion of dollars to improve and promote advertisements that will influence consumer’s preferences toward their brand or product. Advertising constructs a sense of synonymy to brands and products, along with impairing our attitudes and preferences of our needs. It changes our settled way of thinking or feeling