There is a strong relation between advertising campaign and consumer action which includes been a subject of several studies and debates over the years. Questions such as, 'How does indeed advertisement effect consumer habit?" "How about the advertisement issues most in effecting consumer action?" or the most simple of them all, "How important is advertising campaign?" have been volleyed across marketing consultancy to marketer in attempt to reach the best way to get to a consumer's head. And precisely what is it that they (the marketers) want from the consumers? Well, to buy their products of course.
This paper is not only a research after consumer behavior but also the role advertisements content takes on in shaping it. To thin things down, in order to give a better and even more familiar demo, it focuses on the telecommunications advertising and determine exactly what part of those advertisements have the type of influence on the consumers brand desire.
In Pakistan, perhaps the most lively and competitive advertising is done in the telecommunications sector. Each company has their own special mixture of ad content and their own specific effect on the consumers. Through the slapstick humor found in Ufone advertising to the abundant and heavily movie star endorsed advertisement made by Mobilink, each company adopts a means of using certain elements in their advertising which pave method for a certain kind of consumer pursuing. This paper decides what type of ad content actually will effect consumer habit and in what way.
There are quantity of factors present in an ad that influences consumers' perception about a brand and finally change their brand preference. This research, however, targets five major factors that are: interest factor, subconscious relevance, financial relevance, logos & mascots and super star endorsement and their effect on changing consumers' choice for a mobile connection.
Background of the topic
Advertising is a form of communication proposed to persuade an audience (viewers, visitors or listeners) to buy or take some action after products, ideas, or services. It usually includes the name of a product or service and how that service or product could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. Commercial marketers, as regarding telecommunication sector, often intend to generate increased consumption of their products through branding, which involves the repetition of an image or product name in order to associate related features with the brand in the minds of consumers.
Historically, Out-of-home advertising and billboards are the oldest types of advertising. However, with the passage of time, as education became an essential need and people learned to read and write, marketers used print out Ads to reach out to its audience at a low cost. . Originally found in the creation of shop signs, advertisement needed a revolutionary at the onset of the 21st century, an time bursting with new technology (Max Web Design, May, 2008). With mediums like the radio, tv set and internet to be projected from, the merchandise were no more differentiated only by their characteristics but also by the benefits that they would share with the consumers. These benefits were made alert to by advertisements.
Advertisements used in today's world are creative and innovative. Marketers have began thinking from the package and are discovering new ideas to create an improved perception in imagination of the consumers and win over these to buy their products. Nowadays there is a very special focus on the content of the adverts. Advertising is content and content is advertising (Technology Dirt, 2008). There is absolutely no such thing as just 'advertising' nowadays. It needs to have content that will entice the potential consumers towards it, make them contemplate upon it, change their thoughts and eventually get them to help with a purchase purpose. The only way to capture the consumer's attention like this is to make the advertisement amusing, interesting and relevant.
The second area of the research targets consumers' buying habit and their brand preference in the telecommunication sector. Consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and get rid of products, services, experiences, or suggestions to satisfy needs and the impacts that these operations have on the consumer and modern culture". Consumer patterns is the analysis of when, why, how and where people do or do not buy something. It deals with mindset, sociology and economics and tries to understand the buyer decision making process both independently and in organizations. Consumer Brand Choice is the way of measuring brand loyalty when a consumer will choose a particular brand in occurrence of contending brands, but encourage substitutes if that brand is unavailable.
Importance of the analysis with respect to the world
Like mentioned earlier, advertising content has a significant effect on consumer behavior. Advertising content includes components varying from the logo or jingle to the perceived credibility of the organization or superstar endorser. A couple of many other parameters that fall in between, effecting consumer tendencies aspects such as consumer judgment, perceptual mapping, product evaluation and purchase purpose.
Although technology has helped marketers a lot in making the most ground breaking of advertising it brought with it some exterior problems. This gives marketers even more reason directly determine the perfect mixture of ad content to receive the attention of their appropriate consumers as inability to do so could cause the increased loss of potential consumers and large sums of investment property in advertisements that proven unsuccessful.
The managerial concerns for such a study are that it will help marketers know what part of ad content appeals most to their target audience. This is extremely important in responding to questions such as: Should we use humor or curiosity within an advertisement aimed at teenagers? Which kind of celebrity should we've endorsing our product? Would a mascot be effective in getting to our consumers or a catchy jingle? How frequently should we have our ad running to assure maximum viewership?
The educational concerns of such a study are that it could open room for further refined researches for the purpose of identifying how much advertisement content matters and what result will own it on consumer behavior. It will end up being helpful in the field of advertising and the as in the field of consumer tendencies.
Importance of analysis regarding Pakistan
Pakistan is recognized as an growing market; credited to fads of globalization, establishment of multi-national companies; advert has undergone radical changes in the recent years which has a great effect on the behaviour and beliefs of the buyer. With cut-throat competition among brands and drastic breakthroughs in technology, marketers need to think from the box and produce more ground breaking ways to attain out to consumers and grab their attention. Today, the non-traditional marketing and creative solutions may be appeared upon as a smaller form of marketing by both consumer and the ad agencies, but it is important for this frame of mind to change if they are to exploit the full range of opportunities open to build well round and successful brands in this significantly over crowded industry. Brands in the foreseeable future would need liberating, re-defining brand ideas, which would subject more than the proper execution where they seem.
For this reason, it is of great relevance for the marketers in Pakistan to really know what is it in an ad that would affect consumers' state of mind the most and steps to make an ad more interesting or attractive so that it remains in heads of consumers for longer time period and convince purchasers to choose their brand over others. The study helps in identifying how people relate with an advertising and what content they are most interested in.
Telecommunication sector in Pakistan is currently dealing with huge competition. Brands are discovering advertising on daily basis in response to each other's advertising campaigns. When one brand launches an ad with offering special deals, the other brands find a similar or different way of re-bounding by offering more benefits than that brand. When this happens, the study would help determine which brand uses what strategies in advertisings that shows as a key to its success and where will it lack.
Research Question
"The Impact of Advertising campaign Content on Consumer Brand Desire in Telecommunication Sector of Pakistan"
CHAPTER 2
LITERATURE REVIEW
The creators review several journal articles and books to establish what should be known about how advertising impacts the consumer and how it works. They first find out classification of models, discuss the theoretical key points of each class of models, and summarize their empirical results. Then they produce five generalizations about how precisely advertising works and suggest directions for even more research. Advertising results are categorized into intermediate results, for example, on consumer values and attitudes, and behavioral effects, which relate with purchasing patterns, for example, on brand choice (Vakratsas et al, 1999). The generalizations propose that there is certainly little support for just about any hierarchy, in the sense of temporal collection, of effects. The authors recommend that advertising effects should be researched at length, with affect, cognition, and experience as the three dimensions. Advertising's positioning in this space should be determined by perspective, that points out advertising's goal variety, product category, competition, other areas of mix, level of product life cycle, and marketplace.
The recent developments in technology and growing need for communication among people in the country has led to cut-throat competition in the telecommunication sector for increased market talk about among all mobile service companies. When competition is strong and the consumers are confronted with brand choice in the market, it becomes essential for the manufacturers to understand the major factors that can catch the attention of the interest of customers to his own brand. These then form the foundation for marketing panning and action. Ayanwale et al (2005) examined the role played by advertising in influencing consumer's inclination for Bournvita, which is one of the leading food refreshments in the Food and Beverage industry in Nigeria. Results uncovered that both male and female and different age ranges were equally inspired by advertising in their preference for the brand. The major known reasons for the choice are its appealing advertising (42. 62%) and rich quality (40. 16%). Television set advertising was most preferred by 71. 43% of the respondents of all media found in advertising Bournvita. The need for high desire to advertising is therefore highlighted for companies that want never to only keep your hands on their market but also take constructive steps to increase their market talk about.
Telecom companies lately have began using comparative advertising as a way of assuring consumers how their brand services are much better than those provided by others. Comparative advertising sometimes appears as a useful way of conveying the differentiating benefits of a brand. Many studies show that a major effect of comparative advertising is to lead consumers to connect the publicized brand with the competition brand identified within the advertisement: it seems that comparison generates identified similarity among brands instead of differentiation, by itself (Soscia et al. , 2010). The research investigates the relative success of comparative and non-comparative advertising in communicating the differentiating features of a brandname. A two unbiased group test was conducted. Two hundred and eighty participants were randomly assigned to 1 of two conditions in which they were exposed to a comparative or a non-comparative printing advertisement. Results show that comparative advertising's impact depends on consumers' perceived differentiation one of the brands and consumers' level of involvement with the specific product category. Conclusions disclose that high engagement consumers that understand low differentiation among brands signify the perfect focus on group for comparative advertising in the event the purpose of the marketing director is to identify a particular brand among others. This review provides information about the relevance of the two moderating factors: not all customers belonging to a product goal group perceive comparative advertising equivalently. As a result, marketers should apply the advertising strategy which is much more likely to be effective taking into consideration the characteristics of the primary target.
How advertising practices should adjust and alter in order to effectively engage new media consumers? Recently, brand name content has fascinated a great deal of attention as an designed strategy that is probably well matched up to nationally and internationally identified brands (Donaton 2004). Spurgeon (2005) considers 'conversational' connection with consumers as another strategy that has been effectively used to market new media consumption, most notably to drive consumer adoption of cellular phone data services. It also shows the international significance of the mobile phone as an immensely popular new advertising system, but one which includes generally developed "under the radar" (Connection 1998) of much educational and trade literature.
Different advertising results on purchase habit of consumers of differing brand commitment are investigated. In the frequently purchased product course, consumers of high commitment increase brand and product purchase when advertising for this brand rises. Little switching occurs from competitive brands into the publicized brand. At low loyalties there exists little impact. Effects of increased advertising carry over for a couple of months after advertising is reduced back to normal levels.
Would regular users of proven brands be susceptible to the impact of adverts that are repeated more than the competition, even if they have noticed the advertising before? The writers conducted an test to find out. They paid attention to ecological validity and correct preference measurement, designing an test to measure the incremental effect of advertising repetition on recognition, desire shifts, and brand choice. They discuss the results of the experiment in conditions of implications for managers, further research on advertising repetition, and theory development.
Perhaps the most obvious factor affecting consumer action is the attention grabbing element of the ad itself. In a day and time where zipping and zapping is becoming somewhat of your recurring hazard for the marketers, it is critical to make an ad that will probably be worth the consumer's time. Factors such as laughter, curiosity component, pleasure, novelty, delight, and uncertainty had a great impact on the advertising viewing time (T. Olpey, M. Holbrook, R. Batra, 1991). Maximum attention was paid when novelty, wonder and uncertainty were involved (T. Olpey, M. Holbrook, R. Batra, 1991). These factors, among others, play a role in influencing the recall of advertisement (R. Goldsmith, B. Lafferty, S. Newell, 2000).
'Ad content that portrays peripheral brand associations such as program logo, shade or mascot depicts a comparatively superficial basis of fit'(V. Lane, 2000). Logos and Mascots are two most crucial types of peripheral brand organizations and play an important role in influencing extension attitudes through heuristic or conditioning procedures in a way similar to that of other peripheral cues in advertising (V. Lane, 2000).
Another very commonly applied tactic by advertisers is the utilization of celebrities within their advertisements. Celebrities tend to be used as endorsers or spokespersons to influence consumers' attitudes and purchase intentions (R. Goldsmith, B. Lafferty and S. Newell, 2000). And why wouldn't they? People look up to stars as the perfect humans, idol or even demi-gods in some cases. But the thing that really results the consumers is the recognized trustworthiness of the endorser (R. Goldsmith, B. Lafferty and S. Newell, 2000). Endorser trustworthiness is one thing, another is corporate and business reliability which is the reputation of the company itself because of its honesty and experience (R. Goldsmith, B. Lafferty and S. Newell, 2000).
Overall, the results conclude that advertising performs a very significant role in changing consumers' brand inclination for a mobile connection. This content and information in the advert leave an impact on the imagination of the consumers and persuade them to buy that one product.
The two articles in an advertising campaign that affects consumers' brand inclination the the majority are Interest Factor and Celebrity Endorsement. This means that if an Advertising is interesting enough to seize consumers' attention through laughter or element of interest or surprise, it is likely that the brand will be successful in persuading people to buy its product. However, laughter is definitely the most significant factor in making an Advertising interesting, more than curiosity or surprise. Advertising that have gorgeous celebrities in it could also attract consumers and impact their buying patterns. It is because people are usually motivated and influenced by famous personalities plus they research to them. Therefore, they would believe them more and may possibly buy a brand only for their favorite stars.
People might or might not buy a brand if its Ad has mental health or economical relevance. Emotional, nostalgic, logical and intellectual advertising do impact people psychologically but that does not indicate that it could change or have an effect on their buying habit. Similarly, special offers and price of the brand shown in Advertising do add economical factor compared to that brand for consumers but it might or might not impact their buying decision of your mobile connection.
Lastly, logos & mascots are helpful in recalling or recognizing a brandname but it does not necessarily means that the identification would make consumers buy that brand eventually.
