Preview

AbhinavInternational Monthly Refereed Journal Of Research

Best Essays
Open Document
Open Document
2370 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
AbhinavInternational Monthly Refereed Journal Of Research
Abhinav
International Monthly Refereed Journal of Research In Management & Technology
Volume II, March’13

ISSN – 2320-0073

IMPACT OF TV ADVERTISEMENT ON YOUTH
PURCHASE DECISION - LITERATURE REVIEW
Swati Bisht
Associate Professor, IMS, Dehradun, India
Email: swatibisht@gmail.com

ABSTRACT
Advertising is the key for building, creating and sustaining brands. Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. Some products or brands will hold a stronger position in the mind of the customers compared to others from the same category. Position of a brand in the mind of the customer is always relative. When a brand’s name is recalled before others it is called top of the mind positioning of that brand. Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV
Advertisements have an impact of youth purchase decisions

Keywords: TV Advertisements, TOMA
INTRODUCTION
TV Advertising
Television remains the most effective medium for reaching today’s customers and it also is most efficient for introducing people to brands. Advertising through Television allows marketers to show and tell a wide audience your business, product, or service. It allows one to actually demonstrate the benefits of ownership. Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. Celebrity Endorsements
The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity



References: 1. Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects of Media Formats on Emotions & Impulse Buying Behavior 3. Bahram Ranjbarian (2010) ‘Celebrity Endorser Influence on Attitude Toward Advertisements and Brands’ European Journal of Social Sciences – Volume 13, Number 5. Bijmolt, T. H. A., Claassen, W. & Brus, B. (1998). Children are Understanding of TV Advertising: Effect of Age, Gender, and Parental Influence 6. Cant, M. & Machado, R. (2004) Marketing success stories. Fifth edition. Oxford University Press 7. Chan, K. (2001), “Children’s perceived truthfulness of television advertising and parental influence: a Hong Kong study”, in Gilly, M.C 8. Cooper, M.(1984). Can Celebrities Really Sell Products? Marketing and Media Decisions, 19(September), 64-65. 9. Dean, D.H. and Biswas, A. (2001). Third Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and 10. Elliot, M.T., & Speck, P.S. (1998). Consumer perceptions of advertising clutter and its impact across various media 11. Fox, R.F. (1996), Harvesting Minds: How TV Commercials Control Kids,New Haven, CT: Praeger. 12. Gentry, J.W. and Doering, M. (1977). Masculinity-Femininity Related to Consumer Choice 14. Kaur, H. and Kaur, R. (2002) “Fashion Awareness Among Rural and Urban Adolescents”, Journal of Social Research, Vol 15. Keller, L. K. (2006). Strategic Brand Management Process, in Prespective of Modern Brand management, Ed 16. Khatri, P. (2006), “Celebrity Endorsement: A Strategic Promotion Perspective”, Indian Media Studies Journal Vol.1 No.1 17. Kotwal Nidhi, Gupta Neelima and Devi Arjee (2008) “Impact of T.V Advertisements on Buying Pattern of Adolescent Girls”, Journal of Social Sciences, Vol 18. McCracken, G., (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, Volume 16 December, pp 20. Moschis, G. P. and Mitchell, L. G.(1986), “ Television Advertising and Interpersonal Influences on Teenagers Participation in Family Consumer Decisions”, Advances in 23. Schiffman, L.G. and Kanuk, L.L., 2004. Consumer Behavior (8th ed.). Upper Saddle River, NJ: Pearson. 24. Sharma Sandhir (2007), “Celebrities don’t affect consumer decision making, says study”, from www.indianmba.com/Faculty Column 25. Silvera, D. H. and Austad, B. (2004), “Factors predicting the effectiveness of celebrity endorsement advertisements”, European Journal of Marketing 38 (11/12): 1509–1526. 26. Smith, R. E. & Swinyard W. R. (1983). Attitude- Behavior Consistency: The Impact of Product Trial versus Advertising 27. Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26, 59-62. 28. Surana, R. (2008), “The Effectiveness of Celebrity Endorsement in India”, A dissertation presented in part consideration for the degree of MA in Marketing. 29. Vitz, P.C. and Johnston, D. (1965). Masculinity of Smokers and the Masculinity of Cigarette Images 30. Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites & their influence on advertising effectiveness

You May Also Find These Documents Helpful

  • Good Essays

    Cocoa Puffs Case Study

    • 1165 Words
    • 5 Pages

    Many factors influence the choice of a company’s product line up over a competitor’s. Whether it is the association (use) of a product, the lifestyle it perceives, or the catchy commercials, companies invest heavily into the market to establish brand…

    • 1165 Words
    • 5 Pages
    Good Essays
  • Better Essays

    By being able to reach their target consumers and retain their products or brand into their mind in an effective and positive way, consumers are more likely to be loyal to the brand and continue…

    • 1514 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    awareness and brand recall in most of its key markets where it operates which gives it a distinct…

    • 2848 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Audi Case Study

    • 1387 Words
    • 4 Pages

    The appropriate celebrity when used aptly can become a powerful branding device. The more obvious benefit for using celebrities is that their popularity can build brand awareness and entice new consumers. Also, their likeability can significantly impact consumers’ emotional responses positively, in terms of enjoyment. Thirdly, source credibility theory mentions that consumers are likely to be persuaded when the source presents itself as credible (Hovland, Janis and Kelley 2001). These behaviors support a research showing consumers who recognized the famous endorser showed greater purchase intent. Next, celebrity endorsements can also help challenge and manipulate preconceived notion of the brand, and help in brand repositioning (Crutchfield 2010).…

    • 1387 Words
    • 4 Pages
    Powerful Essays
  • Best Essays

    Importance of branding

    • 2546 Words
    • 11 Pages

    When consumers are shopping, subconsciously they will form a list with their favourite brands who are top of mind, based on what they have heard, seen or experienced. Therefore branding has become almost critical in the competitive market of today.…

    • 2546 Words
    • 11 Pages
    Best Essays
  • Good Essays

    Nano Case Study

    • 1131 Words
    • 5 Pages

    The primary goal of the case is to illustrate the choices made in developing a strong brand positioning and the interrelationship between these choices. Students select a target and an appropriate competitive frame of reference and point of difference for that target and summarize these elements in a positioning statement. The case also highlights importance of making promotion and distribution decisions that are consistent with the positioning.…

    • 1131 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p341.…

    • 2190 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Self Introduction

    • 361 Words
    • 2 Pages

    5.) Brand recognition, Brand preference, and Brand insistence. Brand insistence is important because at this point the brand will be looked for in other markets meaning more buyers.…

    • 361 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Influence on Celebrity

    • 425 Words
    • 2 Pages

    Again, celebrities do serve the purpose of attracting significant attention to a new product launch or…

    • 425 Words
    • 2 Pages
    Good Essays
  • Good Essays

    The tendency of the consumer to link the specific brand by memory through various cues such as color, style or the size of the packaging or product among others, allows marketers to increase the amount of people who think of their brand and the number of times said brand appeals as an option to purchase.…

    • 2001 Words
    • 9 Pages
    Good Essays
  • Good Essays

    Crucial to the development of a lengthy, profitable business is brand building. And key to brand building is…

    • 748 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Impulsive Buying Behavior

    • 7908 Words
    • 32 Pages

    Parboteeah, D, V. Valacich,J.S., Wells, J. D. (2009) “The influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively”. Informations Systems Research. Vol. 20 No.1…

    • 7908 Words
    • 32 Pages
    Powerful Essays
  • Good Essays

    Soap Industry

    • 1149 Words
    • 5 Pages

    branding, which ultimately helps to position the product in the buyers‘ mind as the best quality…

    • 1149 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Brand War

    • 1080 Words
    • 5 Pages

    determined when the brand replaces the name of the product in general terms. As is the case…

    • 1080 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Marketing

    • 1276 Words
    • 6 Pages

    Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares.…

    • 1276 Words
    • 6 Pages
    Powerful Essays