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建立人际资源圈Marketing advertising analysis---Essay代写范文
2016-08-22 来源: 51Due教员组 类别: Essay范文
Essay代写范文：Marketing advertising analysis这篇Essay范文写了广告在市场营销中的短期效果，广告的目的是建立广告产品的知名度，来提高自己的品牌价值，并提供协助消费者作出购买，但影响消费者做出购买决策的信息。广告在创造产品需求和市场份额至关重要的作用，企业必须保持竞争优势，企业高度的压力，生产更好的产品优势给客户。
Ayanwale, Alimi and Ayanbimipe (2005) stated that advertising, sales promotion and public relations are mass communication tools available to marketers. They define advertising as a communication process, a marketing process, an economic and social process, a public relations process or information and persuasion process. Advertising consist of all the behavior involved on presenting to an audience a non personal, sponsor identified, paid for message about a product or organization. The purpose of advertising is to create awareness of the advertised product and provide information that will assist the consumer to make purchase but to influence consumer to make purchase decision.
The relevance of advertising as a promotional strategy, therefore, depends on its ability to influence consumer not only to purchase but to continue to repurchase and eventually develop brand loyalty. Brands are used to differentiate products from their competitors. They facilitate recognition and where have built up positive feature towards the product, may speed the individual buyers through the purchase decision process individual purchases will filter out critical or unknown brands and the continued purchase of the branded product will reinforce the brand loyal behavior. Without brands, consumer couldn’t tell one product from another.
Hussain, Sweeney Mort (2004) stated that frequency of advertisement exposure is an important determinant of advertising, effectiveness is traditional mass communication such as broadcast and print because most media decisions are based on advertising frequency. One way of measuring advertising effectiveness is through brand awareness, which is essential first step for a communication process to begin without brand awareness, no other communication effects can occur. That is, at the brand level, brand attitude cannot be formed and purchase intention cannot be made unless consumers are aware of the brand. Therefore brand awareness is deemed an essential communication objective for every advertising campaign. One way to measure brand awareness is brand recall. Advertising appeal is important because emotional and balanced appeals draw out different consumer responses. One message is conveyed the recipient does not need to pay attention to subsequent exposures, thus high levels of advertising frequency decrease brand recall. A rational advertisement is direct and clear in its message, once the message is passed the job of advertising is usually done and a higher number of recurrence is not required.
Vieceli, Sharp (1992) stated that salience has been defined as the importance or level of establishment of a brand in memory. To make a brand name fully salient is to give it top of mind awareness where it will be the first brand brought to mind by the consumers in a search of internal memory when cued to recall information. Theoretical and empirical work has suggested that this may be a primary role of repetitive image advertising and other marketing communication. The simple act of recall itself heightens a brands salience as it strengths the links in memory to that brand causes the brand to reach the entry of recovery more easily. A salient brand would then continue to be recalled to the prohibiting of other brands, including competitor’s brands in the consumers recovery set. Using a brand as a cue facilitates brand recovery through both a direct and indirect effect. Priming a minor brand in a minor category increased the probability of retrieval of the major brand in that minor category. The provision of a brand name prior to recall could facilitate brand recall if the brand name cues an unrecovered category, but slow down brand recall easy to get to categories. The impact of extremely heightened salience rather than simply the effect of being presented with a cue prior to recall and found the inhibition effect of high salience.
Doganoglu & Klappe (2000) stated that Advertising is influential, that is, firms try to increase their brand value by means of advertising. As standard in the literature, this effect is induced by a goodwill stock. Advertising activity affects the level of goodwill stock which in turn shifts the consumer demand. It is presumable that firms base their advertising policies on their goodwill levels among other factors. Goodwill is not directly observable representation an analysis of the relation between advertising behavior and goodwill complicated. Advertising increases the value of a brand via a goodwill stock. In the absence of advertising, the goodwill stock depreciates but can be stock up by advertising. In many consumer goods markets, observed television advertising policies follow interesting patterns, especially at a weekly level. Firms tend to advertise for a certain number of weeks, cease advertising activity for a few months and then start again. The high frequency patterns in advertising activity suggest that firms may be following more involved strategies. Most consumer goods manufacturers spend a large share of their marketing budget on advertising, especially on TV-advertisements, to build brand equity and to influence customer preferences.
Kaul and Wittink (1994) stated that advertising apart from its numerous direct effects, also has an effect on the price sensitivity of consumers and on the prices of goods in a market. Advertising for brands leads to product differentiation, thus creating brand loyalty and lowering sensitivity to price as a factor in brand choices. The advertising by providing information about brands can increase consideration set and lead to higher price sensitivity among consumers. Higher price should result in lower prices charged by the firm. Empirical generalization means results that hold when duplication occurs under very different conditions. The kind of advertising which is primarily geared toward brand positioning and the communication of unique brand characteristics are known as nonprice advertising. The type of advertising that informs consumers about the price and availability of a brand is known as pricing advertising. The main point of difference between nonprice and price advertising is in the content of advertising i.e. is the price being communicated or not. To a large extent, local advertising is price advertising and national advertising is nonprice advertising. A change in consumer price sensitivity is usually measured either by the interaction between price and advertising in a sales response function or by a change in the estimated price elasticity of demand.
Sun, Tan, Shih (2006) stated that brand equity has been identified as a valuable source of competitive advantage for many organizations. Brand equity is defined as a set of assets and liabilities linked to the brand, which add value to or subtract value from a product in its relationship with customers. the value of brand equity came from five brand equity assets(brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets), in which perceived quality and brand associations were two most important assets. All these brand equity assets could bring value for the enterprise and customer. The brand loyalty based on client can defend the attack of competitor’s marketing, and the effect of competitive manufacturer’s marketing efforts to attract the loyal customer of other brand is always unsatisfactory. Brand awareness can provide the familiarity to a brand and the signal of substantiality and promise if the customer knows the brand, while it will influence the consideration of customer to brand and further influence the selection of customer on brand when the brand is memorized. The perceived quality can influence the purchase decision and brand loyalty directly, especially when the customer has not been stimulated by inducement or can’t make detailed analysis. Brand association can assist customer to deal with or memorize information and become the base of product difference and product extension, which will provide a purchase reason for customer and arise positive feeling.
Selim (2007) states that advertising plays vital role in creating product demand and market share. It also impacts the social welfare of the society. Advertising connects the consumers by highlighting the resourceful characteristics of the products that consumers may not know them before. Media and advertising create an urge for the products and consumers are virtually on the search for such products until they can actually consume and test them. Advertising the products and services through media and information technology is as innovative as industrial revolution in the past. The impact of technological revolution in media and advertising contributed a great success in boosting the demand for both traditional and non-traditional goods and services, including travel and tourism, education, medical treatments, entertainment and a host of other goods and services.
Khatri (2006) stated that strategic positioning and effective communication are the two most important words in guiding brand success in today’s competitive marketing environment. Corporate are ensuring all possible efforts to promote their brands and to grab the customer’s mind share. The force is on attracting the customer’s attention and developing positive associations not just to influence recall but also to induce trial and eventually effect purchase decisions. In a market where advertising plays a vital role in coordinating consumer purchases, it becomes relevant for companies to induct all possible measures to influence motivate and instill desire to purchase, in the customer through an effective advertising campaign.
Anselmi (2000) stated that in today’s environment of increasing pressure for marketing productivity and brand profitability, packaged-goods manufacturers are seeking direction in their advertising and promotion share decisions in order to gain market share. For packaged-goods manufacturers, trade promotions can offer the benefits of short-term sales increases, merchandising and shelf space advantages, economies of scale and carrying cost reductions.
Andras and Srinivasan (2003) stated that to stay ahead of competition and to deliver better value to stakeholders, management constantly seeks to improve the unique competencies of the firm and to acquire new competitive advantage. Firms must selectively choose their markets and organize their resources to create an edge and to attain competitive advantage. Firms compete, given the opportunities available, while neutralizing threats and avoiding weaknesses and they do so based on the value their products offer and the relative cost of delivering them to their customers. Thus, to be successful as competition heats up, there is heightened pressure on firms to produce better products and to effectively communicate their product’s advantages to customers, all while decreasing cost. To stay ahead of competition and to deliver better value to stakeholders, management constantly seeks to improve the distinctive competencies of the firm and to acquire new competitive advantages.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
Ayanwale, Alimi and Ayanbimipe (2005) stated that advertising, sales promotion and public relations are mass communication tools available to marketers. They define advertising as a communication process, a marketing process, an economic and social process, a public relations process or information and persuasion process. Advertising consist of all the behavior involved on presenting to an audience a non personal, sponsor identified, paid for message about a product or organization. The purpose of advertising is to create awareness of the advertised product and provide information that will assist the consumer to make purchase but to influence consumer to make purchase decision.
The relevance of advertising as a promotional strategy, therefore, depends on its ability to influence consumer not only to purchase but to continue to repurchase and eventually develop brand loyalty. Brands are used to differentiate products from their competitors. They facilitate recognition and where have built up positive feature towards the product, may speed the individual buyers through the purchase decision process individual purchases will filter out critical or unknown brands and the continued purchase of the branded product will reinforce the brand loyal behavior. Without brands, consumer couldn’t tell one product from another.
Hussain, Sweeney Mort (2004) stated that frequency of advertisement exposure is an important determinant of advertising, effectiveness is traditional mass communication such as broadcast and print because most media decisions are based on advertising frequency. One way of measuring advertising effectiveness is through brand awareness, which is essential first step for a communication process to begin without brand awareness, no other communication effects can occur. That is, at the brand level, brand attitude cannot be formed and purchase intention cannot be made unless consumers are aware of the brand. Therefore brand awareness is deemed an essential communication objective for every advertising campaign. One way to measure brand awareness is brand recall. Advertising appeal is important because emotional and balanced appeals draw out different consumer responses. One message is conveyed the recipient does not need to pay attention to subsequent exposures, thus high levels of advertising frequency decrease brand recall. A rational advertisement is direct and clear in its message, once the message is passed the job of advertising is usually done and a higher number of recurrence is not required.
Vieceli, Sharp (1992) stated that salience has been defined as the importance or level of establishment of a brand in memory. To make a brand name fully salient is to give it top of mind awareness where it will be the first brand brought to mind by the consumers in a search of internal memory when cued to recall information. Theoretical and empirical work has suggested that this may be a primary role of repetitive image advertising and other marketing communication. The simple act of recall itself heightens a brands salience as it strengths the links in memory to that brand causes the brand to reach the entry of recovery more easily. A salient brand would then continue to be recalled to the prohibiting of other brands, including competitor’s brands in the consumers recovery set. Using a brand as a cue facilitates brand recovery through both a direct and indirect effect. Priming a minor brand in a minor category increased the probability of retrieval of the major brand in that minor category. The provision of a brand name prior to recall could facilitate brand recall if the brand name cues an unrecovered category, but slow down brand recall easy to get to categories. The impact of extremely heightened salience rather than simply the effect of being presented with a cue prior to recall and found the inhibition effect of high salience.
Doganoglu & Klappe (2000) stated that Advertising is influential, that is, firms try to increase their brand value by means of advertising. As standard in the literature, this effect is induced by a goodwill stock. Advertising activity affects the level of goodwill stock which in turn shifts the consumer demand. It is presumable that firms base their advertising policies on their goodwill levels among other factors. Goodwill is not directly observable representation an analysis of the relation between advertising behavior and goodwill complicated. Advertising increases the value of a brand via a goodwill stock. In the absence of advertising, the goodwill stock depreciates but can be stock up by advertising. In many consumer goods markets, observed television advertising policies follow interesting patterns, especially at a weekly level. Firms tend to advertise for a certain number of weeks, cease advertising activity for a few months and then start again. The high frequency patterns in advertising activity suggest that firms may be following more involved strategies. Most consumer goods manufacturers spend a large share of their marketing budget on advertising, especially on TV-advertisements, to build brand equity and to influence customer preferences.
Kaul and Wittink (1994) stated that advertising apart from its numerous direct effects, also has an effect on the price sensitivity of consumers and on the prices of goods in a market. Advertising for brands leads to product differentiation, thus creating brand loyalty and lowering sensitivity to price as a factor in brand choices. The advertising by providing information about brands can increase consideration set and lead to higher price sensitivity among consumers. Higher price should result in lower prices charged by the firm. Empirical generalization means results that hold when duplication occurs under very different conditions. The kind of advertising which is primarily geared toward brand positioning and the communication of unique brand characteristics are known as nonprice advertising. The type of advertising that informs consumers about the price and availability of a brand is known as pricing advertising. The main point of difference between nonprice and price advertising is in the content of advertising i.e. is the price being communicated or not. To a large extent, local advertising is price advertising and national advertising is nonprice advertising. A change in consumer price sensitivity is usually measured either by the interaction between price and advertising in a sales response function or by a change in the estimated price elasticity of demand.
Sun, Tan, Shih (2006) stated that brand equity has been identified as a valuable source of competitive advantage for many organizations. Brand equity is defined as a set of assets and liabilities linked to the brand, which add value to or subtract value from a product in its relationship with customers. the value of brand equity came from five brand equity assets(brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets), in which perceived quality and brand associations were two most important assets. All these brand equity assets could bring value for the enterprise and customer. The brand loyalty based on client can defend the attack of competitor’s marketing, and the effect of competitive manufacturer’s marketing efforts to attract the loyal customer of other brand is always unsatisfactory. Brand awareness can provide the familiarity to a brand and the signal of substantiality and promise if the customer knows the brand, while it will influence the consideration of customer to brand and further influence the selection of customer on brand when the brand is memorized. The perceived quality can influence the purchase decision and brand loyalty directly, especially when the customer has not been stimulated by inducement or can’t make detailed analysis. Brand association can assist customer to deal with or memorize information and become the base of product difference and product extension, which will provide a purchase reason for customer and arise positive feeling.
Selim (2007) states that advertising plays vital role in creating product demand and market share. It also impacts the social welfare of the society. Advertising connects the consumers by highlighting the resourceful characteristics of the products that consumers may not know them before. Media and advertising create an urge for the products and consumers are virtually on the search for such products until they can actually consume and test them. Advertising the products and services through media and information technology is as innovative as industrial revolution in the past. The impact of technological revolution in media and advertising contributed a great success in boosting the demand for both traditional and non-traditional goods and services, including travel and tourism, education, medical treatments, entertainment and a host of other goods and services.
Khatri (2006) stated that strategic positioning and effective communication are the two most important words in guiding brand success in today’s competitive marketing environment. Corporate are ensuring all possible efforts to promote their brands and to grab the customer’s mind share. The force is on attracting the customer’s attention and developing positive associations not just to influence recall but also to induce trial and eventually effect purchase decisions. In a market where advertising plays a vital role in coordinating consumer purchases, it becomes relevant for companies to induct all possible measures to influence motivate and instill desire to purchase, in the customer through an effective advertising campaign.
Anselmi (2000) stated that in today’s environment of increasing pressure for marketing productivity and brand profitability, packaged-goods manufacturers are seeking direction in their advertising and promotion share decisions in order to gain market share. For packaged-goods manufacturers, trade promotions can offer the benefits of short-term sales increases, merchandising and shelf space advantages, economies of scale and carrying cost reductions.
Andras and Srinivasan (2003) stated that to stay ahead of competition and to deliver better value to stakeholders, management constantly seeks to improve the unique competencies of the firm and to acquire new competitive advantage. Firms must selectively choose their markets and organize their resources to create an edge and to attain competitive advantage. Firms compete, given the opportunities available, while neutralizing threats and avoiding weaknesses and they do so based on the value their products offer and the relative cost of delivering them to their customers. Thus, to be successful as competition heats up, there is heightened pressure on firms to produce better products and to effectively communicate their product’s advantages to customers, all while decreasing cost. To stay ahead of competition and to deliver better value to stakeholders, management constantly seeks to improve the distinctive competencies of the firm and to acquire new competitive advantages.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
