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Attitude-toward-the-ad Models
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion."Lutz. R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects; Theory, research and application. Hillsdale, NJ: Lawrence Erlbaum Associate. After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other measures of advertising effectiveness become a main study stream.Brown, P. S. & Stayman, M. D. (1992). Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research, 19 (1), 34-51. In the causal relationship, Aad usually acts a moderator, and it influences on brand attitude (Ab) and intention to purchase the brand (purchase intention, PI). Based ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Instinct
Instinct is the inherent inclination of a living organism towards a particular complex behaviour, containing both innate (inborn) and learned elements. The simplest example of an instinctive behaviour is a fixed action pattern (FAP), in which a very short to medium length sequence of actions, without variation, are carried out in response to a corresponding clearly defined stimulus. Any behaviour is instinctive if it is performed without being based upon prior experience (that is, in the absence of learning), and is therefore an expression of innate biological factors. Sea turtles, newly hatched on a beach, will instinctively move toward the ocean. A marsupial climbs into its mother's pouch upon being born. Other examples include animal fighting, animal courtship behaviour, internal escape functions, and the building of nests. Though an instinct is defined by its invariant innate characteristics, details of its performance can be changed by experience; for example, a dog can imp ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Recognition
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in Consumer Behaviour, consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light. Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components oper ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Causal Relationships
Causality (also referred to as causation, or cause and effect) is influence by which one event, process, state, or object (''a'' ''cause'') contributes to the production of another event, process, state, or object (an ''effect'') where the cause is partly responsible for the effect, and the effect is partly dependent on the cause. In general, a process has many causes, which are also said to be ''causal factors'' for it, and all lie in its past. An effect can in turn be a cause of, or causal factor for, many other effects, which all lie in its future. Some writers have held that causality is metaphysically prior to notions of time and space. Causality is an abstraction that indicates how the world progresses. As such a basic concept, it is more apt as an explanation of other concepts of progression than as something to be explained by others more basic. The concept is like those of agency and efficacy. For this reason, a leap of intuition may be needed to grasp it. Accordingly, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AIDA (marketing)
The AIDA model is just one of a class of models known as ''hierarchy of effects'' models or ''hierarchical models'', all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural (doing e.g. purchase or trial) stage. Steps proposed by the AIDA model The steps proposed by the AIDA model are as follows: ::* Attention – The consumer becomes aware of a category, product or brand (usually through advertising) :::::::↓ ::* Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle :::::::↓ ::* Desire – The consumer develops a favorable disposition towards the brand :::::::↓ ::* Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase Some ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AISDALSLove
AISDALSLove (standing for ''Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate''), is a hierarchy of effects model in advertising adapted from AIDA's hierarchy of effects model (Lewis, 1900; Strong, 1925) which has been used by many researchers, both academicians and practitioners, to measure the effect of an advertisement. This concept of AISDALSLove model was introduced by Bambang Sukma Wijaya in the International Seminar on Scientific Issues and Trends (ISSIT) in 2011 and published in the '' International Research Journal of Business Studies'' (''IRJBS'') in 2012, titled "The Development of Hierarchy of Effects Model in Advertising". The hierarchy of effects model AISDALSLove can be described as 'A' for Attention (the stage where the consumer audience firstly pay attention to the ad), 'I' for Interest (stage at which the consumer audience then become interested in that ad), 'S' for Search (the stage where the consumer audience will seek for informa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Management
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product. Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Co ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Research
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign. History The highlighted events of the history of advertising research include: 1879 - N. W. Ayer conducts custom research in an attempt to win the advertising business of Nichols-Shepard Co., a manufacturer of agricultural machinery.Honomichl p.173 1895 - Harlow Gale of the University of Minnesota mails questionnaires to gather opinions about advertising from the public. 1900s - George B. Waldron conducts qualitative research for Mahin’s Advertising Agency. 1910s - 1911 can be considered the year marketing research becomes an industry. That year, J. George Frederick leaves his position as editor of ''Printer’s Ink'' to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Awareness
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light. Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamentall ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Behaviour
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics). The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from social g ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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