Marketing ActivitiesEssay Preview: Marketing ActivitiesReport this essayMarketing ActivitiesMarketing activities such as promotions contribute to about half of the budget of consumer goods manufacturing (Progressive Grocer, 1995). The years 1985-1990 saw an evident increase in the expenses relating to trade promotions (Forbes 1991). Brand loyalty among consumers has dropped down from 77% in 1975 to 62% in 1990, which is why there has been more emphasis on trade promotions than advertising (Business Week 1991).
Study of the issues, relating to changes in marketing activities over time from will allow us to comprehend the changes in consumer purchase decisions.
(CARL F et.al.,2010)Mela, C., Gupta, S., Lehmann, D.. (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.. Journal of Marketing Research (JMR);. Vol. 34 (14p), p248-261.
Stimulating a consumer to purchase a product through confidence can be achieved through an effective advertisement which creates vigilance and knowledge by providing information, details etc. and also tend to change their mind-set and approach. (Lavidge & Steiner 1961)
In addition Callcott and Phillips (1996) stated that many researchers have implied that the advertisement with the most likeable cause has tremendously boosted the awareness of the ad and has resulted of an optimistic feelings towards the brand, which later converts into a purchasing behavior (Callcott & Phillips 1996)
Yilmaz, C., Telci, E., Bodur, M., Iscioglu, T. (2011). Source characteristics and advertising effectiveness. International Journal of Advertising;. Vol. 30 Issue 5, (26p), p889-914.
Two conflicting theories on impacts of advertising on consumer purchase decisions are suggestedThrough advertising, product differentiation is achieved and this makes consumers less price sensitive in nature (Comanor and Wilson, 1974).However, by advertising consumers become more aware of the different products and its pricings and in turn makes them price sensitive (Nelson, 1974).A prominent investigation also states that depending on whether the consumer belongs to a brand loyal (reliable) or brand unreliable segment, the effect of advertising will differ. For example, a brand loyal consumer will hardly have an effect of advertising in terms of purchase behavior whereas a consumer belonging to the brand unreliable segment will be price sensitive and make changes in his purchase decisions (Krishnamurti
) and make purchases to the consumer with a price of ‘0’. In this way a consumer can decide for herself which brand he or she will buy, and this may affect his or her decisions.As such it is a possibility to observe that a brand loyalty consumer will pay more to a brand unreliable consumer and spend more on buying and re-buying the same product in a similar manner.As a result these brands will become less price sensitive and may sell their products more frequently, which may cause consumers a perceived discount in prices.This may also impact consumers’ purchases towards products for particular use cases, such as smartphones/laptops, which may drive prices down.As such, advertising may affect the price of products that already have price discrimination because of the strong appeal, popularity, or quality of the product.In a similar way advertisements as social networks in general are often a key determinant which affect the performance (Krishnamurti&Comanor, 1974).Therefore, even if consumers do not know whether their ad or product is selling well, they may be less than effective at advertising (Krishnamurti&Comanor, 1974).Moreover, consumers are more than willing to make changes to the products that they purchase because of their sense of personal taste preferences or perceived quality (Krishnamurti&Comanor, 1974).It is only when consumers realize that a product has become more ‘marketable’ than an ad that will they begin to spend money on the product instead of purchasing the more expensive items (Krishnamurti&Comanor, 1974).In a sense, the consumer’s desire to spend on a product can also mean that consumers do not desire its price.The use case of advertising is one such reason for the lack of an effective cost effectiveness campaign.Another key finding is the amount of money (and time spent on actual advertising, which has been made relatively constant over the past decade). In a way, advertisers may have an indirect role in influencing and influencing consumer behavior.A similar question has arisen about our influence to consumers on our advertising budget. According to several studies, advertisers often seek products that sell effectively in their local area.Some studies have found that their brand loyalty may be the most influential factor in the consumer decision-making (Krishnamurti&Comanor, 1974). In these studies, most studies were conducted locally.In general, these studies did not reveal any direct impact of advertising in the consumer choice over the first three to six months of the consumer’s life (Comanor & Nelson, 1974a–b). Instead, these studies simply assessed a small portion of products to gauge their value (Krishnamurti&Comanor, 1974b).In this way consumers are able to make their final judgement on the product based on how they perceive their personal tastes (Krishnamurti&Comanor, 1974b).Moreover, at times in most studies, ads have been shown to influence the consumer’s choice of product (Comanor & Nelson, 1974).However, most studies have been only slightly focused on product preference or marketing.The most obvious factor influencing the consumer decisions concerning consumer choice is, of course, the ability to use this information. In a study by Newman, for instance, many readers reported
) and make purchases to the consumer with a price of ‘0’. In this way a consumer can decide for herself which brand he or she will buy, and this may affect his or her decisions.As such it is a possibility to observe that a brand loyalty consumer will pay more to a brand unreliable consumer and spend more on buying and re-buying the same product in a similar manner.As a result these brands will become less price sensitive and may sell their products more frequently, which may cause consumers a perceived discount in prices.This may also impact consumers’ purchases towards products for particular use cases, such as smartphones/laptops, which may drive prices down.As such, advertising may affect the price of products that already have price discrimination because of the strong appeal, popularity, or quality of the product.In a similar way advertisements as social networks in general are often a key determinant which affect the performance (Krishnamurti&Comanor, 1974).Therefore, even if consumers do not know whether their ad or product is selling well, they may be less than effective at advertising (Krishnamurti&Comanor, 1974).Moreover, consumers are more than willing to make changes to the products that they purchase because of their sense of personal taste preferences or perceived quality (Krishnamurti&Comanor, 1974).It is only when consumers realize that a product has become more ‘marketable’ than an ad that will they begin to spend money on the product instead of purchasing the more expensive items (Krishnamurti&Comanor, 1974).In a sense, the consumer’s desire to spend on a product can also mean that consumers do not desire its price.The use case of advertising is one such reason for the lack of an effective cost effectiveness campaign.Another key finding is the amount of money (and time spent on actual advertising, which has been made relatively constant over the past decade). In a way, advertisers may have an indirect role in influencing and influencing consumer behavior.A similar question has arisen about our influence to consumers on our advertising budget. According to several studies, advertisers often seek products that sell effectively in their local area.Some studies have found that their brand loyalty may be the most influential factor in the consumer decision-making (Krishnamurti&Comanor, 1974). In these studies, most studies were conducted locally.In general, these studies did not reveal any direct impact of advertising in the consumer choice over the first three to six months of the consumer’s life (Comanor & Nelson, 1974a–b). Instead, these studies simply assessed a small portion of products to gauge their value (Krishnamurti&Comanor, 1974b).In this way consumers are able to make their final judgement on the product based on how they perceive their personal tastes (Krishnamurti&Comanor, 1974b).Moreover, at times in most studies, ads have been shown to influence the consumer’s choice of product (Comanor & Nelson, 1974).However, most studies have been only slightly focused on product preference or marketing.The most obvious factor influencing the consumer decisions concerning consumer choice is, of course, the ability to use this information. In a study by Newman, for instance, many readers reported