Advertising employees or shareholders that a company is viable

Advertising is a form of communication for marketing
and used to encourage, persuade, or manipulate the viewers, readers or
listeners or a specific group to continue or to take some new action. Most
commonly, the desired result is to drive consumer behavior with respect to a
commercial offering, although political and ideological advertising is also
common. The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media including
mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertisement or direct mail ; or new media such as
blog, website or text messages.

Commercial advertisers often seek to generate
increased consumption of their product and services through “Branding”, which
involves associating a product name or image with certain qualities in the
minds of consumers. Non- commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties,
interest group, religious organizations and govt. agencies. Non-Profitable
organizations may rely on free modes of persuasions, such as public service
Announcement (PSA).

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Present economic situation has escorted the companies
to the worst competitive era, so in this scenario, the focus of the consumer
goods manufacturing companies is on customer purchase intension for capturing
the major chunk of consumer market. The aim of the study is to explore the
factors affecting the customer purchase intention. The main focus of the study
is to measure the mediating effect of customer perceived value between three
independent variables (Customer Knowledge about product, Celebrity endorsement
and Product packaging / Design) & Customer purchase intention. This is a
quantitative study. A questionnaire was used to connect data. A pilot study was
conducted for finalizing the questionnaire. Sample size of the study was 100.
Finding of the study show that customer knowledge, celebrity endorsement and
product packaging/ design has significant relationship with purchase intention
while the mediating role of perceived value was not found significant.  

The study of purchasing process is a complicated
study. In the purchasing process, buyer decides to purchase a particular
product. Several factors effect buyer purchasing decision to buy a particular
product such as knowledge about product quality of Product, price, Packaging/Design,
celebrity endorsement, Fashion, Family relation with the Product when he plans
to purchase a product for the first time.

The importance of the present study is very great
because the present study is about the purchase intention in which the relationship
of customer knowledge, product Packaging, and celebrity advertisement leads to
the purchase intention. In other word, Perceived value is playing a meditating
role between the three independent variables; customer knowledge, celebrity
endorsement and product packaging; and the dependent variable, purchase
intention.

 

The
role of “Communication Mix”

Once it has been determined that a key problem or opportunity
for the brand involves its communication with consumers, it should not be
immediately concluded that more money needs to be spent on advertising.
Advertising is only one part of the communication mix: a firm can also
communicate with its consumers through the sales force, through publicity or
public relations, and through various consumers and trade promotions.

Within this mix, advertising has various strengths and
weaknesses. Unlike the high cost of as sales call, which by some estimates now
exceeds. Advertising is a much cheaper way to reach target consumers, since it
uses mass media and, again unlike sales calls advertising can use complex
visual and emotional devices to increase the persuasiveness of the message.
However sales people can often communicate more complex information better than
advertising can, can tailor the nature of the message much more closely to the
message recipient, and are more likely to close the sale by getting an order.
Thus, direct marketing may be needed to target certain prospects with a more
customized message. Provide them with detailed information and induce them to
act.

Advertising is notorious for this inability to
actually get the sale: while the effects of advertising in increasing brand
awareness and favorable attitudes for the brand are easily documented effects
on sales are harder to find. It is thus often useful, after advertising creates
awareness of a brand to supplement advertising with sales promotions which are
often more effective in actually getting consumers to try the brand. Such sales
promotions may be especially required if research shows, during the situation analysis
that target consumers are aware of the brand and think it has the features they
are looking for but have not gotten around to trying it.

Finally advertising is also weak in another respect:
it is widely perceived as biased. Many consumers often do not trust advertising
and are skeptical about its claims. In such situations, it is often useful for
a marketer to try to communicate his message to consumers often do not trust
advertising and are skeptical about its claims. In such situations, it is often
useful for a marketer to try to communicate his message to consumers through
media that are perceived as more credible and unbiased, such as editorial
endorsements obtained through publicity and public relations (PR) campaigns.

An integral part of the advertising planning and
decision-making process is an assessment of the role that advertising is meant
to play as one part of a firms communication mix and as one part of the total
marketing mix. Once communication plan in which the different elements
complement each other in increasing the sales for the brand. Although this
paper deals mostly with advertising management, we cannot emphasize enough that
an advertising plan can only be developed in the context of a total marketing
and communications plan for the brand.

To help place advertising in the context of this total
communications mix, there is an important role of non-advertising elements such
as direct marketing, sales promotions and Public relations as we all know some
more specialized, action oriented types of advertising, then we will address
some of the conceptual, strategic, and tactical issues involved in integrating
all these elements.

 

Direct
Marketing

Direct marketing includes not just direct mail, but
also telemarketing and direct response advertising on TV and radio and other
media, in which the AD aims to generate an action response. Direct marketing
has two key advantages that differentiate it from regular, mass advertising
which its ability to target specific individual consumers and the other is the
ability to measure response directly

For example: the
script used by a telemarketer can be tailored to what is known about the person
being called. The response can then be entered into a computerized database so
that the next marketing effort aimed at this individual can be customized to
whatever the direct marketer knows about this specific individual