Media Impact on Consumer Buying Behavior

In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has to be persuasive and convincing in order to sell or secure favorable consideration. The advertiser has to communicate facts and ideas to the public in such a way that the information fits the needs, wants, and interests of the public (Crisostomo 4).

Imagine you are part of a strategic planning group at a large corporation that is considering developing a new proposed product. The marketing director has asked your team to do a competitive market analysis to determine the product’s potential success. The analysis will focus on your primary competitor in the product’s market.

Review the requirements of advertising brief and organisational business requirements, outline target audience characteristics and prepare a detailed consumer profile report by covering the demographics factors such as age, sex, education, marital status, occupation, nationality, first language, children and income level.

1. Advertising is providing information, calling attention to, and making known something that you want to sell or promote.

The advertisement and marketing campaigns have evolved into a complex science. Companies choose to show advertisements at specific times of the day in order to capture the targeted audience in the selected target market. The target market comprises off geographic location, demographics, psychographics, behavioral and product-related segmentations. The targeted audience is composed of individuals from a specific gender, age group, marital status or a combination of factors.

Advertising:- a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future

DEFINITION - Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media.

Advertisements are public marketing announcements in the form of television commercials, radio broadcasts, or printed posters with the objective of selling a product or service. (“Advertising,” n.d., para. 2) Advertisements can change the way you feel about anything including yourself. As a child when you were watching TV and a commercial for the “coolest” new toy came on, you immediately wanted to go to the store and buy that new toy essentially because the commercial had fun music, flashy colours and it showed other kids playing with it and having fun and enjoying it.

Advertising, defined by http://www.entrepreneur.com/ is, To call the public's attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print or broadcast notices. Advertising can come in several shapes and sizes. It can be auditory or visual. However, any good advertising company must use a variety of mediums for promotion. The Croswell Opera House is a great example of this. Recently, The Croswell Opera House presented the Croswell Christmas Spectacular. They used four different types of advertising.

Analyses market factor to determine the reach and frequency required for each of the advertising media suggested in the brief.

The effectiveness/ineffectiveness of advertisements depends on many factors, one being; how the target market

The Competitive Analysis section of this marketing strategy plan is devoted to investigating the competition—both current and potential competitors who might enter the market.

LO 2- Planning We learned planning of the advertising components to be extremely important to be ultimately productive on the business. Integration of tactics in a disciplined approach does cause advertising to be affective to a greater degree. Everything has some degree of value, to achieve a greater degree of success you must sort out the activities that produce the greatest degree of value. We began to analyze our activities to discern the achievers of desired results as compared

Competition has became evident and essential in the market of the world’s most important companies. It has allowed consumers to receive ultimate value from the goods and services that they are seeking. In my case study this competition is between two companies that produce ponchos for the fashion industry. The company that we are introduced with is named Tela and their running mate, Saira, is the Goliath of this market. Tela is trying to stay afloat and gain more customers as the underdog. Their plan to reach out to prospective customers is to introduce their new marketing strategy. This strategy includes Tela’s new mission statement which would make consumers aware of their core values and advantages over the Saira. Tela is owned by

In order to do that, we have based effective advertising on three categories (environment, message strategy and media strategy) and, inside these categories, we will explain five factors that influence greatly the effectiveness of advertising. These factors are: