EFFECT OF TELEVISION ADVERTISEMENT ON CONSUMER’S BRAND CHOICE
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EFFECT OF TELEVISION ADVERTISEMENT ON CONSUMER’S BRAND CHOICE
INTRODUCTION
Given how quickly customers’ attention shift from one brand to another, and their demands from one product to another, communicating via advertising looks to be an easy, straightforward, and huge approach to keep the market informed about corporate offerings.
For this objective (Michael J. Phillips, 1997), advertising establishes a direct relationship between consumer demands and company offers. Most of the time, no one is aware of the most recent version or item on the market, let alone how to utilise a product or where to get it. All information linked to such scenarios is basic consumer requirements and is typically included in a marketing plan.
We can see here that the worth and impact of advertising are incalculable, and that long-term results can be both beneficial and detrimental. Everything now depends on how the market accepts, appreciates, and responds to what is presented to him.
The success of such a corporate policy is due to effective marketing, particularly good communication, which considers all aspects of the company’s interaction with the market.
The results of advertising cannot be observed once a product is on the market for all goods since, for some of them, the target market need a little more time to become familiar with this or those new ones, check them independently, and form their own opinions about them. (Manendra Mohan, 1989) Advertising is a simple way to communicate about a new product.
However, he notes that as a result of that commercial message, the expenses associated with the R&D of that new product can be covered by sales. Furthermore, he emphasises that advertising does not guarantee the success of all new items.
Finally, regardless of the research, analysis, or study conducted on advertising, the final decision stays with the customer. (Manendra Mohan, 1989) The express function of advertising is to make the potential market aware of the product’s reality or presence in the market.
Making an advertising message credible is difficult; nonetheless, it is typically sufficient to pique the consumer’s interest enough to test the product. Such inquiry is commonly referred to as interested disbelief. (Manendra Mohan, 1989)
Advertising exposure is less expensive than other marketing tools, such as personal selling. Instead of travelling from one door to another to explain and sell your items, you can reach a huge audience with a single commercial communication.
However, advertising and personal selling are complementary. (Arch G. Woodside, 1996) Exposure happens whenever people encounter a commercial image in a magazine or newspaper.
In this case, whether she reads or does not read the message accompanying that image has little effect on the advertising campaign because the image itself has already had a significant impact on that person. According to (Christopher J. Ferguson et al, 2012), exposure to media such as television alone cannot cause weight gain. ”
The relationship between a customer and a firm exists because of mutual expectations built on trust, good faith, and fair dealing in their interaction” (O.C.Ferrell, 2004); also, That relationship between a company and a consumer in the market place follows a simple process that allows each one to well understand the other through required information from the consumer side and market analysis from the company side by using repetitively for a company same images for different advertising campaigns
it can lead to these campaigns failing and, above all, give a wrong understanding of the message of the product that the company wants the market to take into consideration.
As a result, advertising allows us to gain a thorough understanding of the complex relationship between the consumer, the firm, the brand, and the company’s offerings or products.
In that relationship, the corporation may gain more by becoming more well-known in the public and establishing a form of partnership with his target audience (C. B. Bhattacharya & Sankar Sen, 2003).
Advertising as a company’s communication tool is one of the most powerful ways to directly affect the market (Xiaoli Nan and Ronald J. Faber, 2004). Advertising has the ability to alter the perception of a product (Max Sutherland, 2008).
(Max Sutherland, 2008) emphasises in his studies that images in advertising cause progressive modifications in our minds as consumers with specific traits we can have when looking at a business.
So, through the repeating process, he illustrates how we can quickly distinguish between two challenging brands, two organisations. The message is a very significant part of business communication.
According to Roxanne Hovland and Joyce M. Wolburg (2010), the goal of the message in this area is to provide information, persuade, and develop a strong relationship with the market. (Robert E. Smith and Xiaojing Yang, 2004) emphasise in their reflection that creativity, which most of the time comes from the human mind, is a key asset of advertising and contributes significantly to its success.
Definition and Concept of Advertising
Advertisement is described as a device that attracts and motivates people to purchase a product (Laver, 2004). Anthony (2007) supports this by stating that advertising is a marketing tactic used to attract prospective clients to a company’s product or services. It is also a type of communication that aims to persuade its audience to take a specific action (Diamond 2013).
According to Chirs (2005). Advertisements might be personal or non-personal. Non-personal advertising is the promotion of a product or service via a media channel (Christ, 2005). Though the role of advertising marketing has evolved throughout time (Ryverson, 2011), its primary goal remains.
The goal of advertising is to raise awareness of a product, persuade people to accept and patronise a product, differentiate a product or service from competitors, and establish a positive image and goodwill for a firm (Ryverson, 2011).
Advertising, more than any other marketing technique, is known for its long-term impact on viewer attitudes. It has a much greater consumer exposure (Katke, 2007).
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