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, p. 1).
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). Advertisements are an excellent strategy for luring customers and convincing them to buy a product (Niazi et al. 2012). According to Naizi et al., advertising is a compelling marketing approach used to capture people’s attention for a specific product or service.
It is a subsection of the promotion mix, which is one of the four P’s of the marketing mix: product, pricing, placement, and promotion. Advertisements, as a promotional strategy, play an important role in raising product awareness in the minds of potential customers before they make a purchase choice.
Anandet al. (2009) stated in their analysis that every advertisement approach has two focus points that direct and educate the advertisement. The information is mostly distributed to the intended audience through the company’s selected advertising channel.
Researchers have identified six critical pillars on which advertising might be based: raising awareness, gaining attention, creating and maintaining that awareness, developing desire, inciting action, and establishing good will (Shahid, 1999).
After selecting a good approach and deciding on the advertisement’s goals and objectives, the next critical consideration is medium selection. The media serves as the transmission mechanism for information.
Magazines, radio, newspapers, television, direct mail and mail order, outdoor displays, and transportation are all important advertising outlets (Wells et al., 2000).
Television advertisement
According to Udochi (2013), television advertisements are typically regarded as the most active mass market commercial, as seen by the high cost television networks demand for airtime advertising, particularly during popular televised events. Television advertisements appear between programming, but they also interrupt the programmes at regular intervals.
This strategy to running advertisements is intended to capture the attention of the television audience and keep them focused on the shows so that they do not switch channels. Instead, they’ll view the advertisement while waiting for the performance to continue.
This is a suspense approach in which the viewer waits for the show to resume during the commercial break. TV is the most effective medium for communicating with customers today, as well as the most prudent manner of introducing them to businesses.
Advertising on television is liked by both literates and illiterates, making it distinct from other advertising mediums (Swati 2013). Several research works in various countries throughout the world have proved that television has the greatest influence on viewers and persuades them to buy a product.
Television offers three distinct benefits over other advertising media. It initially effects consumer taste and perception, and it is widespread. It can also reach a big number of people in a cost-effective manner. Its nature (music and moving visuals) leaves a lasting impression on the audience (Ramalingam et al., 2006).
Over time, televisions have become a popular item in high and middle-class households, and they are easily found in lower-class and poorer countries. TV has also become a frequent commodity in rural communities, demonstrating its importance in current advertising (Lalitha, 2013).
TV advertising affect everyone, including children and adults, and Priyaet al. (2009) discovered that television advertisements have a significant impact on children’s behaviour and subsequent purchasing decisions. Henley (2009) explored the impact of TV shows on parenting approaches and parental attitudes.
The findings revealed that 75% of respondents frequently watch TV shows for educational purposes, and that TV shows have a substantial impact on their life. According to Udochi (2013), television advertisements have several advantages,
including the following: goods can be successfully illustrated to the receiver’s comprehension; deaf people can see and probably appreciate T.V advertisements; they can reach both literate and illiterate people; they are timed and are shown mostly in the evenings; and they can simply capture the viewer’s attention.
Concepts of Consumer Purchasing Behaviour
According to Solomon et al. (2008), consumer behaviour refers to the activities that a customer engages in when considering goods and/or services to meet his requirements or desires. It comprises assessing, locating, using, and positioning the product or service, as well as related decision-making processes.
Also, Riyadh (1993) stated in his work that the decision-making process can be done by an individual without influence from anyone or by more than one person, as in the case of a family. The procedure includes both mental and physical exercises. Consumer behaviour is often goal-oriented, rather than random or inadvertent.
Every consumer has a goal of being satisfied. When the principles associated with this behaviour are grasped, it is possible to comprehend the complex consumer purchasing behaviour. Consumer purchasing decisions are mostly driven by reasons and inducements.
While reasons are internal variables that cause the customer to react in the way he does, inducements are external factors that indicate the advantages the consumer expects from purchasing the products. Consumer purchasing behaviour is recognised to follow three primary stages: pre-purchase decision, purchase decision, and post-purchase decision (Al-Haaj et al, 1990).
Consumer purchasing behaviour is complex. This is because there are several elements that influence a customer’s behaviour, and each consumer is expected to respond differently than others due to individual differences. Furthermore, because human behaviour varies with lifestyle, it is difficult to forecast exactly what happens in the consumers’ minds.
Models (traditional or micro methods and comprehensive or macro approaches) have been created over time to identify the factors in the purchasing decision-making processes (Al-Hinnawi and Salih, 1984).
Traditional models that typically begin from a specific aspect include the economic model (Al-Jeraisy, 2003), the Pavlov model (Al-Musa’id&Zaki Khaleel, 1997), the Fruit model (Al-Obaidi, 1996), and the Fiblin model (Askar, 1987).
Factors Influencing Consumer Buying Behaviour
The study based on Kotler (2003) examined the numerous elements that influence consumer purchasing behaviour.
Personal Influence.
Personal characteristics include age, educational attainment, and sex, as well as economic aspects such as occupation and income level. Consumers’ purchasing habits change with age (Dorota, 2013). Age influences one’s taste for consumer products such as food, clothing, and baby diapers. People’s desires vary as they mature (Salomon et al., 2008).
Older adults have greater buying experience than younger people. Older adults analyse the diverse possibilities for items based on their experience over time. However, Vasquesz and Xu (2009) found that young people are exposed to a wide range of commodities through technology, particularly the internet.
Young people are exposed to current technologies, such as the internet, to search for information on accessible consumer products, therefore they are exposed to a wider range of products than older folks (Monsuwe et al., 2004).
Older people are resistant to modern technology, and the Internet in particular is viewed as a harmful environment by older adults since they have less understanding about it and are accustomed to insisting on trying items before purchasing.
Income: Occupation is another element that determines consumer spending habits. Occupation is a proxy for income, which is a key element in consumers’ purchasing decisions. Dorota (2013) observes that income is a better predictor of purchase behaviour. Income influences a consumer’s lifestyle and attitude.
People with high incomes buy expensive products, whereas those with low incomes prefer to buy products at a cheaper price. Consumers with lower incomes shop for baby diapers more attentively and are more sensitive to price changes. Parents with higher incomes would be more likely to buy infant diapers than parents with lower incomes.
Parents with higher incomes are more likely to buy infant diapers than parents with lower incomes (Lohse et al., 2000). Junaid et al. (2013) discovered in their study of female cosmetic product purchasing behaviour in New Delhi and the National Capital Region that when female income rises, so does their purchase of cosmetics.
Gender: Gender influences consumer buying behaviour, particularly the purchase of baby diapers. According to Dorota (2013), men and women have different responsibilities at home and have different preferences for specific consumer products. Gender influences consumer behaviour.
According to Dorota (2013), men and women play various roles in every family; they have different desires for specific products, and they behave differently during the consumption process. Women are more likely than men to care for their babies and change their diapers (Hasan, 2010).
Hernandez et al. (2011) discovered that this disparity has begun to narrow, with an increasing number of men purchasing baby diapers. As a result of this marketing strategy, gender buying behaviour is differentiated, with females being more emotional and easily attracted to commercials than males.
Another study found that women have more baby nappy shopping experience than men (Irini 2012). However, Global PL-Trand (2010) found that gender had no substantial influence on consumer purchasing behaviour.
Cultural Influence
Culture has been shown to have a significant impact on consumer attitudes towards a product. People’s cultural backgrounds can influence their buying choices. This factor is considered when meeting the needs of a specific community.
Traditions, values, ethics, socioeconomic status, and subculture all have a significant impact on an individual’s views, preferences, and product selection. In today’s society, how consumers think and act, as well as what they represent, is heavily influenced by their culture (Kardes et al., 2008).
Social classes are groupings that are ranked against one another based on some form of social hierarchy. Each social class has its own set of values, lifestyle, interests, and behaviours that distinguish it from the others. Smith and Rupp (2003) observed that different socioeconomic classes produce diverse behaviours.
For example, consumers from lower socioeconomic classes are less likely to purchase luxury items such as infant diapers. Kotler and Armstrong (2010) found a set of values and beliefs that consumers are exposed to at a young age, which influence their want and need.
Every civilization has some type of social class, which is crucial in the marketing of consumer goods like newborn diapers. Marketers aim to target their efforts to various social classes. According to authors such as Dorota (2013), societal perception of a brand or retailer influences consumer behaviour and purchase decisions.
Furthermore, consumer purchasing behaviour may vary depending on social class. A lower-income consumer will be more price-sensitive. A shopper from the upper class will be more interested in quality, features, and even social benefits (Rani, 2014). Sub-culture: A society is made up of multiple subcultures with which people can identify.
Subcultures are groupings of people who share ideals based on a common experience or lifestyle. Each civilization has its own subculture, which includes faiths, ethnicities, geographic locations, racial groups, and so on. Marketers can utilise these groupings to divide the market into smaller segments.
For example, in recent years, the segment of ethnic cosmetics has grown significantly. These are goods that are more suited to non-Caucasian populations and skin pigmentation types, such as African, Arab, and Indian populations.
It’s a genuine brand strategy with a well-defined goal in an industry that previously solely supplied makeup items to Caucasian consumers (with the exception of niche companies) and was criticised by consumers of other ethnicities.
Brands frequently communicate in a variety of ways, and they may even design various products (sometimes with no substantial fundamental difference) for the same sort of product in order to precisely target an age group, gender, or subculture. Consumers are usually more open to products and marketing methods that are especially tailored to them.
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