The effectiveness of advertisement terminologies

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consumer product importance. The effectiveness of advertisement terminologies depends on the levels of consumer product knowledge. Understanding the consumer-level variables of target markets before making advertisement decision is very critical. Techniques of data-mining and psychographics benefit advertisement managers to better realize the targeted consumers. Originality/Value .This is one of the pioneering studies to examine the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. Additionally, most of the prior studies on advertisement effects associated with the use of advertisement terminology ignored the influence of consumer product knowledge. The present study helps us to understand the influence of consumer product knowledge in advertisement effects and provides evidence for the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. (S. CHIEH CHUANG, 2009) 4
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CHAPTER NO 4 THEORATICAL FRAMWORK In our study we are researching on the impact of advertisement on customers. The dependent variable is customers which is the main variable for purchasing a product. Advertisement is the independent variable that leaves an impact on the customers buying habits. Explanation of variables: Customers: The most important variable for companies is customers, as the buying behavior is strongly influenced by image of the product which is built by the advertisers. A creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer Impact of advertisement: For the image building of the product and better market share the advertiser should have to keep the following things in mind. First of all the advertisements should be based on variety and reality of benefits and incentives offered by the company, it should be based on creativity to attract customers and also be a describer of social responsibility towards customers. Operationalization: As advertisement is subjective variable so we will describe its observable characteristics (impacts) in order to measure the concept This impact is explained by following objective independent elements: (1) Creativity (2) Social responsibility (3) Presentation of truth (4) Level of information 4
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(5) Product benefits. (6) Perquisites Companies have to exactly know where, when and how to post their message, and for this purpose they use different medias. In order to attract as many customers as they can, companies offer incentives like buy one get one free offers. Customers tend to get attracted to such offers and rush towards these products. Companies in their advertisements offer benefits to their customers. They, in their advertisements tell the customers that the product holds personal benefits for them. These benefits can be health related or may also give financial benefits.
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