IMPACT OF ADVERTISING ON SALES PERFORMANCE OF A BREWERY COMPANY
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IMPACT OF ADVERTISING ON SALES PERFORMANCE OF A BREWERY COMPANY
Chapter two.
Literature Review
This chapter offers readers with an insight into the theoretical perspective of the topic under consideration. In line with the study’s purpose, the chapter discusses Informative, Persuasive Reminder, Advertising, and Sales Performance.
In addition, this chapter includes several difficulties. This chapter concludes with a study on advertising and the conceptual framework.
2.1 Conceptual Review
2.1.1 The concept of advertising
The definition of advertising is ambiguous since it signifies different things to different individuals based on how they perceive it. Kotler (2019) defines advertising as any non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor.
Advertisers include not only businesses, but also museums, charitable organisations, and government bodies that send messages to their target audience. Advertising is also described as any sponsored non-personal communication about an organisation, products, services, or ideas by a specific sponsor (Bennet, 2016).
Advertising is defined as any sponsored message delivered by an identifiable source via various media such as television, radio, magazines, newspapers, or billboards.
Sandage and Rotzoll (2002) suggest that advertising is a cost-effective means to transmit messages, such as building brand preference for a product, educating people about government policies, or discouraging the use of hard drugs.
Companies use advertising to not only sell and promote their products, but also to establish effective defence against competitors. Frank (2015) saw advertising as an attempt to persuade people to buy.
Modern advertising is a product of the twentieth century; yet, communication has been an element of the selling process since people first exchanged things (Kazimi, 2015). Modern commercial advertising is a persuasive force that seeks to change client behaviours.
This is significant because customer preferences and requirements evolve as their economic circumstances improve as they progress through several stages. Advertisers should periodically examine the impact of advertisements on product performance (Kotler, 2019).
Shimp (2017), citing Richards and Curran (2002), described advertising as a paid, mediated form of communication from an identifiable source intended to convince the receiver to take action, either now or in the future.
Convenience, economy, health, sensory benefits, quality, performance, comfort, reliability, durability, efficiency, efficacy, and other rational motives can all be used to persuade consumers to buy a product (Duncan, 2002).
According to Giles (1974), as mentioned in Adewale (2014), advertising is a non-personal communication directed at a specific audience using multiple media to offer and promote products, services, and ideas.
According to Hancock and Holloway (2002), advertising refers to marketing activities other than personal selling, publicity, and public relations that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, and other non-recurring selling efforts that are not part of the ordinary routine.
Wright (2019) defined advertising as a short-term incentive for traders or customers to purchase a thing. According to Engel (2019), advertising informs clients about products while also selling them.
All of the aforementioned concepts make modest attempts to define advertising. However, one or two flaws can be found in some definitions.
The analysis found Bennet’s (2016) definition of advertising as any paid non-personal communication about an organisation, products, services, or ideas by an identified sponsor to be a superior one, thus it was adopted.
The definition appears to be suitable for the aim of the study, as it includes all of the main aspects of advertising, such as product, awareness, and sales, among others.
2.1.2 Goals of Advertising
Previously, many individuals believed that advertising could be carried out without any goals. According to research, this is a mistaken belief. For advertising to be considered as having aims and objectives, it must include some of the following characteristics:
Tellis (2019). Opined that advertising encourages purchases by temporarily increasing the value of a brand. The primary goal of advertising is to convert positive attitudes into actual purchases, increase attitudes towards a company, and foster brand loyalty at all times.
Donald (2019) argued that regardless of the specific strategy used, advertising should strive to fulfil four basic tasks:
Advertising objectives should be relevant to overall marketing and clearly measurable. To be effective, promotional strategies should clearly define the goal, use advertising techniques to supplement sales, attract attention, and persuade the target audience to make a purchase. There must be a clear link between the marketing and the desire to acquire the specific goods.
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