Tag Archives: Advertising

Impact of Advertising on the Alcohol Consumption pattern of University Students: The Case of University for Development Studies, Wa Campus (Published)

Objectives: Advertisement plays an important role in the marketing of products including alcohol. This tries to paper is to establish whether advertisement of alcoholic products, especially the use of celebrities in those advertisements, had and impact of the alcohol consumption pattern of university students. Methods: A mixed method research was used. 200 students of the University for Development Studies, Wa campus were selected by means of a snowball sampling technique. Data was collected through the use of questionnaire. Findings: Advertisement of alcoholic products especially the use of celebrities in those adverts has an impact on the alcohol consumption pattern of university student. Practical implications: Considering the harm that alcohol causes to under aged drinkers, it is very important that the guidelines on advertisement of alcohol be strictly adhered to. It is also very important to emphasise the dangers involved in the consumption of alcohol during these advertisements.

Keywords: Advertising, Alcohol Consumption, University students, Wa Campus

Do Firm Vary the Frequency of Advertising in an Offline and Online Environment? An analytical approach (Published)

There have been countless developments in the field of communication and information. Marketers have been quick to capitalise on these advancements. In this regard, the interactive advertising has slowly been gaining prominence globally, and many companies now have online presence enabling them to gain recognition not only locally but also globally. This study has been an attempt at analysing the variations in the frequency of both the online and the offline medium of advertising, through the analysis of the companies’ reports of two brands- Camden food co and The Pasty Shop.  It was discovered that the common perception that exists is that online web-sites are expensive to maintain after initial implementation. The method of advertising is chiefly dependent on the marketing policy of a firm, which is actually a product of the nature of the firm itself. Hence, since both Camden Food Co and The Pasty Shop cater to people who are commuting and have a bite on the go, the key advertising strategy has been to invest in and maintain offline advertising.

Keywords: Advertising, Camden Food, Firms, Pasty Shop, offline, online

Factors Influencing Voice Message Service Acceptance among Mobile Phone Users in Nigeria (Published)

The aim of this study is to empirically establish a framework of consumers’ attitude and intention towards mobile advertising in Nigeria with particular focus on Voice Message Service (VMS). This study became necessary given that context specific studies conducted in the area of voice message service based mobile advertising since the advent of Global System for Mobile Communication (GSM) in Nigeria are lacking. The study replicated and extended a Chinese-based research model to a different context, namely Nigeria. We adapted constructs from the IDT, TAM, TRA, and by extension the TPB to under-pin the study’s conceptual framework. The unit of analysis comprised active mobile phone users in Nigeria. Two-stage multiple regression analysis was used in the modeling. The result from a convenience sample of 2,509 respondents in six geopolitical zones of Nigeria show that the three key factors affecting consumers’ attitude towards voice message service based mobile advertisements are compatibility, trialability and image. On the other hand, the study also revealed that the behavioral intentions of mobile phone users in Nigeria towards voice message service are as a result of attitude and perceived behavioral control. Interestingly, the voice message service based mobile advertising acceptance model was posited by the study. Overall, the study concludes that service providers and advertisers in Nigeria may need to revise their business models in line with these findings to reach out to their teeming VMS based mobile advertising consumers. A key recommendation is that the regulator in the telecom industry in Nigeria should mandate service providers to profile mobile phone users that subscribed to their network to be able to send them targeted VMS ads.

Keywords: Advertising, Compatibility, Message, Trialability, Voice, image

Marketing and Advertising Ethical Stance toward Customers (Published)

Marketing ethics is a well-established area of marketing research. Following the marketing ethics is important and a key factor for a firm to survive and succeed.  Research has shown that it is critical to focus on the accuracy of promotional messages provided to the customers. Giving the customer inaccurate information is known as misleading advertisements. This action is unethical due to leading the customer to buy a product which the customer thinks like what has been sawed in the Ad. Unfortunately, unethical advertisements are not directed just towered adult, however, children involved too. Moreover, many studies state that there is a growing number of marketers who are attracting the customers to buy unneeded products by using psychological and emotional appeals. I believe these appeals are the driving force would excite quick responses from the customers.  This study aims to identify marketing ethics by reviewing past studies and discover some unethical practices in marketing.

Keywords: Advertising, Appeals., Customers, Deceptive Advertisements, Ethics, Marketing

Analysis of the Use of Social Media Advertising among Selected Online Businesses in Nigeria (Published)

This study sought to analyse the use of social media advertising among selected online businesses in Nigeria. It studies the frequency of use of SMA/SMM (social media advertising/marketing) among businesses in Nigeria, the most preferred social media platform as well as the benefits and challenges inherent in the adoption of SMA by online businesses in Nigeria. This was done using the Survey method, surveying a total of hundred (100) businesses and the study was hinged on Technological determinism and diffusion of innovation theories. Findings revealed that online businesses in Nigeria have embraced social media advertising. It was also revealed that a number of challenges militate against the adoption of SMA by online businesses in Nigeria, salient among them is Lack of technical know how. Based on the findings, it was recommended that businesses embrace Social media advertising as it has come to stay, furthermore a model “the RIAER” was proposed to serve as a guide in implementing social media ad campaigns.

Keywords: Advertising, Online Businesses, Social Media Advertising, Social media

Impact of Advertising on the Alcohol Consumption Pattern of University Students: The Case of University for Development Studies, Wa Campus (Published)

Objectives: Advertisement plays an important role in the marketing of products including alcohol. This tries to paper is to establish whether advertisement of alcoholic products, especially the use of celebrities in those advertisements, had and impact of the alcohol consumption pattern of university students. Methods: A mixed method research was used. 200 students of the University for Development Studies, Wa campus were selected by means of a snowball sampling technique. Data was collected through the use of questionnaire. Findings: Advertisement of alcoholic products especially the use of celebrities in those adverts has an impact on the alcohol consumption pattern of university student. Practical implications: Considering the harm that alcohol causes to under aged drinkers, it is very important that the guidelines on advertisement of alcohol be strictly adhered to. It is also very important to emphasise the dangers involved in the consumption of alcohol during these advertisements.

Keywords: Advertising, Alcohol Consumption, Alcoholic Products, University students

Impact of Advertising on the Alcohol Consumption Pattern of University Students: The Case of University for Development Studies, Wa Campus (Published)

Objectives: Advertisement plays an important role in the marketing of products including alcohol. This tries to paper is to establish whether advertisement of alcoholic products, especially the use of celebrities in those advertisements, had and impact of the alcohol consumption pattern of university students. Methods: A mixed method research was used. 200 students of the University for Development Studies, Wa campus were selected by means of a snowball sampling technique. Data was collected through the use of questionnaire. Findings: Advertisement of alcoholic products especially the use of celebrities in those adverts has an impact on the alcohol consumption pattern of university student. Practical implications: Considering the harm that alcohol causes to under aged drinkers, it is very important that the guidelines on advertisement of alcohol be strictly adhered to. It is also very important to emphasise the dangers involved in the consumption of alcohol during these advertisements

Keywords: Advertising, Alcohol Consumption, University students, Wa Campus

Reliability Statistics for Factors Affecting Brand Advertising Effectiveness: A Case of Lac Hong University (Published)

Branding and advertising are different facets of a comprehensive marketing strategy. Lac Hong University (LHU) uses branding to create a look, feel and message for themselves that will be remembered by students. Advertising is used to convey that brand directly to students through various media, such as purchasing radio or television broadcast time, newspaper or magazine space, or online advertisements… The purpose of this study is to identify the reliability statistics for factors affecting brand advertising effectiveness of the Lac Hong University. The study results showed that there were 400 students of LHU who interviewed and answered about 17 questions. Data collected from June 2016 to March 2017 for students of LHU. This study had been analyzed Cronbach’s Alpha testing and the result of Cronbach’s Alpha used for the next research. Students’ responses measured through an adapted questionnaire on a 5-point Likert scale (Conventions: 1: Completely disagree, 2: Disagree, 3: Normal; 4: Agree; 5: completely agree). Hard copy and online questionnaire distributed among 4.000 students of LHU. Besides, the result of Cronbach’s Alpha is very high reliability statistics. All of variables surveyed Corrected Item-Total Correlation greater than 0.3 and Cronbach’s Alpha if Item deleted greater than 0.6 and Cronbach’s Alpha is very reliability with significance level 5 percent.. In addition, all of three factors of the brand advertising effectiveness at Lac Hong University with significance level 5 percent. The research results processed from SPSS 20.0 software.

Keywords: Advertising, Brand name and LHU, Media, Website

Advertising Decision Making in Cameroon as a Cultural Framework (Published)

The principal objective of this study is to investigate the impact of consumer culture on advertising decisions in Cameroon. The cultural variables used include: language, religion, individualism/collectivism, beliefs, values, customs, and pride. We collected primary data from the towns of Douala and Yaounde through the use of questionnaire, calculated Cronbach`s alpha for each of our measuring instruments to ensure their reliability. This data is analysed through Chi square analysis test, multiple correspondence analysis, the test of T student, poison regression analysis, and Spearman correlation test. We found out that prominent values influencing  advertising  decisions  are;  pride,  face  to  face  contact  in  business  negotiation,  elastic  time concept, long term orientation, and high social tides. Our results showed that consumer culture has a strong impact on advertising in all the regions with the exception of the centre and south regions. It is represented in the products we buy through design. Lastly, local models have a strong positive impact than foreign models, we recommend enterprises advertising in Cameroon to practice ethno advertising, and more so new products should first be advertised in the rest of the regions and gradually to the Centre and south Regions.

Keywords: Acculturation, Advertising, Collectivism, Face to face contact, Language, Long term orientation, Religion., and Elastic time concept, pride

Ngos’ Advertising in South Africa and Implications for Ngos in China (Published)

In this paper, we discuss NGOs (Non-Governmental Organizations) and NPOs (Non-Profit Organizations) in general and focus on the advertising strategy NGOs should undertake. More specifically, we compare and contrast the NGO history in South Africa and China, its corresponding past advertising, and implications for advertising strategy for Chinese NGOs going forward.

 

Keywords: Advertising, China, NGOs, NPOs, South Africa.

Persuasive Methods in Television Advertising and Its Impact on the Promotion of Consumer Goods (Published)

TV commercials use a lot of persuasive methods in order to reach to persuade consumers to purchase and the acquisition of this item, the research aims to illustrate the importance of television advertising and its role in providing information to the consumer, and identify persuasive methods used by television advertising in the promotion of consumer goods, and determine the types of persuasive methods used by Television advertising in the promotion of consumer goods, the analysis of the content of a sample of 26 different and diverse television advertisement in terms of form and content taken from the research community mbc satellite channel, has been using content analysis consists of (12) category include persuasive methods used by advertising form TV to promote consumer goods and consumer convince Bagtnaiha, and the results of the analysis showed that television advertising persuasive use different methods in the provision of goods to the consumer and convince him out, the mismatch emotional and logical methods and diversity in the provision of subjects.

Keywords: Advertising, Persuasion., TV, and consumer., goods

Marketing Strategy and Innovation at Michelin (Published)

The great management guru, Peter F. Drucker, once made a very profound observation that, “Because the purpose of business is to create customers, a business enterprise has two and only two basic functions – marketing and innovation. Marketing and innovation produce results; all the rest are costs” (Drucker, 1995). In this paper, we focus on the marketing strategies and innovation strengths at the France based company, Michelin. The company simply produces tires made of rubber, but still has a multi-billion dollar empire and is a leader in the tire industry, and continues to generate new plans for advancing its business. Indeed, Michelin has one of the most recognizable logo in the world (see above). We delve into the history of Michelin, its association with French culture, and seek to deduce what are the factors resulting in its marketing and innovation models that contribute to its huge success over the last 125+ years. The central scope of the paper is to understand the marketing strategy of Michelin in the global marketplace, and, at the same time, to analyze how Michelin has been successful in being able to innovate and maintain a stronghold in this sector in terms of market share. With respect to innovation, we note key disruptions that Michelin has been producing in its research labs and with respect to its marketing. We dig deeply into the strategic-branding approach at Michelin and analyze topics such as brand positioning, brand image and equity, advertising, market segmentation, and targeting, all in the aforementioned global setting.

Keywords: Advertising, Brand Image, Innovation, Marketing, Michelin, Strategy

Language Use in Political Advertising- A Rhetorical Discourse on “See Who Wants to Be President of Nigeria” (Published)

Effective communication is essential in consensus building and public opinion. Language as the vehicle for thought expression generates feelings which are exploited for political gains in an electioneering campaign. It means that word choice and their purposes are explored in political communication to secure a berthe for asserting justifications in a political context. This discourse, therefore, analyses how “See who wants to be President of Nigeria,” was used, through political advertisement, to expose incompetence and ignorance as unacceptable in a decent and democratic society, like Nigeria. It is an exercise in political communication, using language and word choice as the becon for the rejection of a candidate in Nigeria’s presidential election of April, 2015.

Keywords: Advertising, Discourse, Language use, rhetoric

THE INFLUENCE OF BRAND IMAGE AND PROMOTIONAL MIX ON CONSUMER BUYING DECISION- A STUDY OF BEVERAGE CONSUMERS IN LAGOS STATE, NIGERIA (Published)

The objective of the study was to evaluate the influence of brand image and promotional mix on consumer buying decision. Descriptive survey research design was adopted as the study guide. Judgemental and purposive sampling techniques were used in which four hundred (400) copies of the research instrument were administered to beverage consumers in Lagos State, Nigeria, out of which three hundred and eighty four (384) copies of the questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from the respondents. The findings revealed that brand image, advertising, sales promotion and personal selling have significant influence on consumer buying decision at .01 level (2-tailed). The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others.

Keywords: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.

INTERTEMPORAL EFFECTS OF ONLINE ADVERTISING CHANNELS ON CUSTOMERS (Published)

Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA.

Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect

Intertemporal Effects of Online Advertising Channels on Customers (Review Completed - Accepted)

Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA

Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect