Literature Review

The people how actually practice and research facts and figures about advertisement recognize that it is one of the
most effective way to influence consumer purchase behavior. (Clark et, al. 2009)

Advertisement is a process that is used to endorse ideas, products, information and services, mainly use a vast
majority sponsors to boost customer association using visual, written (text) and audio (spoken) information that is
being aired on different media. (Bovee, et al. 1995)

There are several ways that marketers use to disseminate information regarding their products, that can be done by
providing information to a specific niche or to a mass audience. Marketers utilize different mass media tools like
advertisement, sales preferments and public affairs to promote their product or send their message to their target
customers. One of the major benefit of reaching out to customers via mass media is a significant reduction in the
costs of advertisement and customer acquisition, but this benefit comes with a tradeoff of unprecedented advantage,
that is to sell products personally to each customer on their doorstep. (Etzel, Walker and Stanton 1997)

When we look at the formal definition of advertisement, it is known as the art and science of three different
processes, firstly social, then marketing or promoting, thirdly economic or financial process along with
communication, and persuasion method. Every individual advertisement effort comes with a specific concern in
mind, first to connect with the targeted customers/consumers (which we earlier defined as Social), then to improve
responsiveness (marketing aspect of advertisement process), and the lastly, gain a significant financial benefit for
the company or product. The prime objective is to collect information about our consumer segment then use that
information to communicate product benefits and value for the customer to the target audience. This communication
and consumer information later leads to significant enforcement on try different methods to persuade consumers by
providing for their needs, demand and want. (Arens 1996).

As discussed earlier, mass media of communication is one of the most beneficial media to promote product and
services, for that purpose television ads are used to reach out to larger consumer base. When we have a product that
serves a very generic need, there is no better media to promote your products and services than to promote them on
television, where a generic message can capture the spotlight. (Abideen1, farooq and latif 2011)

It is very hard to change consumer mind about something, this is where advertisement comes in, advertisements are
vitally important in changing consumer perception about products. Consumer behavior how consumers feel about a
certain product of a service. To win customers and their loyalties in a longer run, companies must understand what
and how consumers feel about their product – consumer behavior, which is one of the leading success factors for
companies in the age of rapid product changes. Main concerns of management while launching a product is how
customers are going to perceive their products. And to ease their decision-making process through the data
collection, is to recognize which consumer falls in which social class, what demographics do they have, what is their
main source of income, how they interact with their society etc, and to regulate and identify best suited marketing
mix. No one can deny the humongous power that consumer possesses when it comes to product design strategies
and selection of advertisement media. (Proctor and Stone. 1982)
There are few studies illustrated the impact of advertisements on behavior of consumers. Bolatito analyzed that how
advertisement effectiveness play role in brand selection and how consumers give preference to a particular brand in
telecommunication industry. Study used different firms of Nigeria. Researcher used quality, availability, advertising
and price variables affecting on brand preference. Findings showed that people prefer MTN telecom firm due to its
spending on ads as well as availability.both females and males are equally influenced by advertisements in that
research. Bolatito (2012)

Some reserchers conducted research on the topic of purchasing online compact disk (CD’s) and how people
influenced by online web formats to purchase CD’s. study describes that media site WWW pages are used to
demonstrate three formats as lyrics text, immobile images used for music and video music itself. Impulse and
motional buying bahaviors of customers for disks of music was analyzed which are affected by different media
formats. Findings revealed that displayed lyrics text had more effect on impulse buying attitude than others.so
various formats of media created emotional responses and motivated consumers to make online purchasing.
(ADELAAR, et al. 2003).

Studies are also conducted on bournvita food drinks.the intent of the study was that how cunsumers made their
puchases after watching advertisements and to what extent their intentions are influenced by ads.results revealed that
mostly people show likeness towards bournvita due to its avrtisements and buy its drinks. (Ayanwale., Alimi and
Ayanbimipe 2005).

Several authors analyzed the behaviour of consumers in telecom sector that is changed by effective advertising.
environmental and emtional respenses can alter customer’s purchased intensions after watching
ads. Results analysed that consumers are influenced by both of their variables but mostly make their decisions with
reespect to their feelings. (Abideen and saleem n.d.)

There are different factors affecting on consumer buying behavior but environmental and personal responses are
important detriments.

1. Abideen, Zain-Ul-, and Salman Saleem. "Effective advertising and its influence on consumer buying bahavior."
European Journal of Business and Management Vol 3, No.3: 55-65.
2. Abideen1, Zain-Ul, Waqas Farooq, and Abdul Latif. "how urban children process advertising message:special
reference totelevision advertising in pakistan." African Journal of Business Management, May 2011: 3962-
3974.
3. Adelaar, Thomas, Susan Chang, Karen M. Lancendorfer, Byoungkwan Lee, and MARIKO MORIMOTO.
"Effects of media formats on emotions and impulse buying intent." Journal of Information Technology, 2003:
247–266.
4. Arens, Williams F. "Contemporary Advertising. USA: Richard D. Irwin, A." Times Mirror Higher Education
Group, 1996.
5. Ayanwale., , A, , T Alimi, and M. A Ayanbimipe. "The Influence of Advertising on Consumer Brand preference."
Journal of Social Science 10(1) (2005): 9-16.
6. Bolatito, Ojenike. "Effects of advertising on consumer preference for telecommunication in nigera." New Media
and Mass Communication, 2012: 1-5.
7. Bovee, , L. C., V. J Thill, , G. P. Dovel, and , M. B. Wood. "Advertising Excellence. McGraw Hill." 1995.
8. Bovee, L. C., Thill, V. J., Dovel, G. P. & Wood, M. B. "Advertising Excellence. McGraw Hill." 1995.
9. Clark et, al. "The effect of advertising on brand awareness and perceived quality: An empirical investigation
using
panel data. Quant Mark Econ." 2009: 207–236.
10. Etzel, , M.J, B. J Walker, and W. J Stanton. "Marketing. USA: Irwin/Mc-Graw Hill." 1997.
11. Greenely, G, and G. Foxall. "Consumer’s Emotional Response to Service Environments, working paper no.
RP9717, Aston Business School, Aston University, Brimingham, UK." 1997.
12. Heberlein, T. A, and , M Wisconsin. "Environnemental Attitudes." ZfU, 1998: 241-270.
13. Hussainy, S. K, K Riaz, A. K Kazi, and G. M Herani. "Advertising Styles Impact on Attention in Pakistan."
KASBIT Business Journal, 1(1) (2008): 28-38.
14. Kappas, Arvid. "What is Emotion?" 2002.
15. Lafferty, B. A, and R. E Goldsmith. "Consumer response to websites & their influence on advertising
effectiveness.Internet research." Journal of Electronic Networking Application and Policy 12(4) (2002): 318-
328.
16. Proctor, R, and M. A Stone. "Marketing Research. Great Britain: Macdonald and Evans Ltd." 1982.
17. Smith, R. E, and W. R Swinyard. "Attitude- Behavior Consistency: The Impact of Product Trial versus
Advertising." Journal of Marketing Research, 1983: 257-267.
According to Khasawneh and Hasouneh [1] Customers realize the importance of brand while in their purchasing decisions
and customers’ demographic characteristics have no significant relation and effect on brand awareness. People prefer the
branded products with higher prices because they consider that branded items have more quality then non branded
products. Brand preference is also a symbol of status.

Nepalia [2] summed up that to manage the brand means to apply marketing tools for a brand or particular product or
series. If brand will be managed effectively product value and brand loyalty will also be enhanced in customers’ mind.
Marketers consider a brand as a promise with consumers that product quality will be same in future and due to this
promise sales enhance.

Furthermore Saad Hussain et al. [3] said that sometimes companies’ socially responsible activities affect positively to
customer’ brand choice. Brand attitude and image affects positively, and environmental issues affects negatively to
customer buying behavior.

In addition, Del Rio et al. [4] explained that customers recognize the value of any brand with respect to its different
functions like guarantee, social and personal identification, and status symbol. These factors have positive effects on
customers’ brand loyalty and willingness to accept extension in brands. Brand association has a positive relation with
buyer purchasing attentions.

As mentioned by Tamm [5] that brand is considered as valuable asset and attractive tool to capture customers for
particular products. Consumer behavior can be examined on the basis of brand awareness, association and loyalty. Chinese
people have negative behavior for their own produced brands while in UK brand development is better than China.

Female consumers’ buying behavior is highly and positively affects by branding status, attitude toward a brand, Self-
Concepts and with others’ opinions. People are now more conscious and involved in branded fashion clothing. Different
factor have significant influence on female buying behavior.[6].

Furthermore Prince [7] summed up that brand name and product packaging affects individual buying behavior. Packaging
attributes of a product attract consumers. Product experience, brand awareness and buyer confidence have relatively few
influence on college students’ buying behavior in consumer products as compared to packaging.

Dastoor et al. [8] mentioned that brand equity has different dimensions like brand image, brand awareness, brand identity
and perceived quality. Brand equity of low mental conflict products with respect to these dimensions has a direct and
positive effect on consumer buying intentions.
Mentioned by Dastoor et al. [9] that brand is implied device that helps out to companies to enjoy competitive benefits.
Brand asset is multidimensional structure with consumer point of view. Brand assets with perceived quality and price of
dairy products have a positive and direct relationship with consumer buying behavior. Rubini

[10] said that brand is an intangible thing but it has a great influence on consumer buying attention. Brand loyalty can be
behavioral or attitudinal so we can say that brand loyalty can be coincident. Knowledge regarding a brand has influence on
customer buying behavior when customers are brand oriented.

In addition Niazi et al. [11] said that advertising is an effective tool to attract people and to divert their attitude positively
toward product. There is a moderate relationship between consumer purchase attention, environmental factors and
emotional factors. If consumer is emotionally attached with the product he/she will prefer to purchase that product.
According to Rasool et al.

[12] sometimes people change their brands just to test the other brands. Purchase attention of people also changed with
change in income level and male mostly prefer the advertisements than female. In expensive products advertisement and
repetition in ads not positively affect consumer buying behavior. Zain-ul-Abideen and Saleem

[13] said that advertising is a marketing promotional strategy to catch the people’s attraction for specific action for
product or service. Consumer purchase behavior positively affects by emotional responses. People mostly prefer those
brands with which they are emotionally attached.

Similarly, Ayanwale et al. [14] described that when there is number of competitors and consumers have different brand
choices than manufacturer needs to understand the factors that can gain the attraction of buyers. Male and female both
equally influenced by advertising for brand choices. TV ads are most preferred by people. Companies should give proper
attention for advertising their products to increase their market share.

Bishnoi and Sharma [15] concluded that teenagers in rural areas are more influenced by advertisings rather than urban
areas. TV ads play a vital to role to enhance the involvement of people in product selection and purchase decision. The ads
of those brands which are not required to urban teenagers have no greater influence on them. They positively react for
those products ads which they consider that benefits of product will be more than expectations.

Advertisement convinces the people to use product at least once in their lives. Celebrities used in ads have greater
positive influence on people. Most of the times people rely on advertisements rather than other sources like family,
friends and reference groups opinions regarding product. Advertisement can affect people with any income level but it
has no greater influence on expensive products. [16].

In current scenario advertisers want to make internet ads rather than television with a view to additional worth of
interactivity in ads. Interactivity in ads lead to more people involvement and this interaction will drive to create brand
loyalty. In online advertising feedback is effective tool for effective strategic planning. [17].

According to Pughazhendi et al. [18] in emerging markets advertisers use dominant celebrities in ads to promote their
product image. Single and multiple celebrity involvement in ads affect buying behavior in different ways. This study
shows that consumer behavior and attitude regarding brand, ads and purchase decision are positively affects by multiple
celebrities’ ads but just in low involvement products and in more involvement products there is no major difference in
single or multiple celebrities’ ads.

Consequently Jakstien et al. [19] said advertising has a vital role in modern age because it’s a mechanism to build
the behaviors of society regarding products. With the help of ads people can enjoy information and make decisions
regarding product. People emotional, psychological, and behavioral aspects play a crucial role during buying decision.
There is a significant positive relationship between television ads and Consumer Buying

Behavior. Due to television ads canned food demand as well as price increased. Television ads play a crucial role to
change consumers purchase attention and increase consumer’s new patterns about canned foods. [20].

Furthermore, Ghani and Jan [21] described that demographic factors have significant relationship with consumer buying
desire trend. An age factor has negative relation with customers buying desire and gender and income are not significantly
attached with it. All demographic variables indirectly deal with consumer buying behavior tendency.

In Modern age people make shopping for social status, self-esteem, and mental satisfaction. Consumer buying behavior
significant positive relation with social status and brand loyalty. Income has no moderate relation among brand loyalty and
consumer purchase attention. [22]

1. Khasawneh, K. and A.B.I. Hasouneh, 2010. The effect of familiar brand names on consumer behaviour: A Jordanian
Perspective. International Research Journal of Finance and Economics, 43: 33-57.

2. Nepalia. 2011. Brand management and its impact on consumer buying behavior. International Referred Reseach
Journal, 1(17): 113-114.
3. Shah, S.S.H., J. Aziz, A. Raza Jaffari, S. Waris, W. Ejaz, M. Fatima and S.K. Sherazi, 2012. The Impact of Brands
on Consumer Consumer Buying Behavior. Asian Journal of Business Management, 4(2): 105-110.

4. Del Rio, A.B., R. Vazquez and V. Iglesias, 2001. The effects of brand associations on consumer

response. Journal of Consumer Marketing, 18(5): 410-425.

5. Tam, K.K., 2007. Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between
China and the UK’s Consumers (Doctoral dissertation, University of Nottingham)

6. Hareem Zeb, K.R., 2011. Influence of Brands on Female Consumer's Buying Behavior in Pakistan. International
Journal of Trade, Economics and Finance, 2(3): 225-231.

7. Price, Albert, E., 2010. "How Brand Name and Packaging Quality Affect the Consumer Choice Process" Graduate
Thesis Collection, pp: 232.
8. Doostar, M., M.K.I. Abadi and R.K.I. Abadi, 2012. Impact of Brand Equity on Purchase Decision of Final
Consumer Focusing on Products with Low Mental Conflict. Journal of Basic Applied Scientific Research, 2(10):
10137-10144.
9. Mohammad Doostar, Esmaeil Malek Akhlagh and Maryam Kazemi iman abadi, 2012. Analysis of the Impact of
Brand Assets on the Buying Decisions of Final Consumers. Journal of Basic and Applied Scientific Research, 2(9):
8824-8832.
10. Rubini, A., 2010. Role of Brand in Consumer Behavior: case How Sneakers Have Turned into Status Symbols.
Thesis, pp: 48.

11. Niazi, G.S.K., J. Siddiqui, B.A. Shah and A.I. Hunjra, 2012. Effective advertising and its influence on consumer
buying behavior. Information Management and Business Review, 4(3): 114-119.
Advertising
Companies use advertisement as a pull effect to pull potential customers from the
market and below are worth mentioning features of an advertisement.
Reach – as mentioned earlier, advertisements use mass media to convey and
communicate company message to their potential customer. This mass reach media not
only help companies attract larger customer base but also gives a reminder about
specific ongoing promotion. For example, a simple message aired on BBC news reach
to millions of viewers in a matter of seconds.
Choice – advertisements present numerous choices to marketers to reach out to their
potential customers. They can choose from a wide variety of choices like print,
broadcast or digital media to convey their message.
Legitimacy – mass advertisement helps brands increase their legitimacy in front of their
customers. It is at the very heart of the human nature that we tend to believe what is
being told openly and on mass media. For example, is there is a product that is being
promoted on print media and then there is a product that is being promoted by single
person via one-on-one selling. The later gets very low customer attention and trust,
hence seen as low on the scale of legitimacy.

BENEFITS OF ADVERTISING
Enormous human and material resources are devoted to advertising. Advertising is
everywhere in today’s world, so that, as Pope Paul VI remarked, “No one can escape the
influence of advertising”. Even people who are not themselves exposed to
particular forms of advertising confront a society, a culture -other people-affected for
good or ill by advertising messages and techniques of every sort. Some critics view
this state of affairs in unrelieved negative terms. They condemn advertising as a waste
of time, talent and money- an essentially parasitic activity. In this view, not only does
advertising have no value of its own, but also its influence is entirely harmful and
corrupting for individuals and society. We do not agree. The truth to the criticism, and
we shall make criticisms of our own. But advertising also has magnificent potential for
good, and sometimes it is realized. Here are some of the ways that happens.

1. Economic Benefits of Advertising:

2. Advertising can play an important role in the process by which an economic system
guided by morals norms and responsive to the common good contributes to human
development. It is a necessary part of the functioning of modern market economies,
which today either exist or are emerging in many parts of the world and which
currently seem to be “the most efficient instrument for utilizing resources and
 effectively responding to needs of a socio-economic kind. In such a system,
advertising can be useful tool for sustaining honest and ethically responsible
competition that contributes to economic growth in the service of authentic human
development. “The Church looks with favor on the growth of man’s productive
capacity, and also on the ever widening network of relationships and exchanges
between persons and social groups…From this point of view she encourages
advertising, which can become a wholesome and efficacious instrument for
reciprocal help among men”. Advertising does this, among other ways, by informing
people about the availability of rationally desirable products and services and
improvements in existing ones, helping them to make informed, prudent consumer
decisions, contributing to efficiency and the lowering of prices, and stimulating
economic progress through the expansion of business and trade. All of this can
contribute to the creation of new jobs, higher incomes and a more decent and
humane way of life for all. It also helps pay for the publications, programming and
productions.
3.

2. Benefits of Political Advertising:

Political advertising can make a contribution to democracy analogous to its contribution
to economic wellbeing in a market system guided by moral norms. As free and
responsible media in a democratic system help to counteract tendencies toward the
monopolization of power on the part of oligarchies and special interests, so political
advertising can make its contribution by informing people about the ideas and policy
proposals of parties an d candidates, including new candidates not previously known to
public.

3. Cultural Benefits of Advertising:

Because of the impact advertising has on media that depend on it for revenue,
advertisers have an opportunity to extent a positive influence on decisions about media
content. This they do by supporting material of excellent in view, and particularly by
encouraging and making possible media presentations, which are oriented to minorities
whose needs might otherwise go unnerved. Moreover, advertising can itself contribute
to the betterment of society by uplifting and inspiring people and motivating them to act
in ways that benefit themselves and others. Advertising can brighten lives simply being
witty, tasteful and entertaining. Some advertisers are instances of popular art, with a
vivacity and élan all their own.

4. Moral and Religious Benefits of Advertising:

In many cases, benevolent social institutions, including those of a religious nature, use
advertising to communicate their messages-messages of faith, of patriotism, of
tolerance, compassion and neighborly service, of charity toward the needy, messages
concerning health and education, constructive and helpful messages that educate and
motivate people in variety of beneficial ways.

OBJECTIONS TO ADVERTISING
Is advertising a Social Waste? Advertising is often criticized as a wasteful activity and
an unnecessary evil. Its critics offer the following arguments to prove their contention:

1. Multiplication Of Needs:
Advertising multiplies the needs of the people by inducing them to buy even those
things, which are not required by them. Since an advertisement is continuously
repeated, it creates a desire in the mind of people to buy the advertised product. Some
critics have also pointed out that advertising promotes materialistic values when it
creates a desire among people to produce luxurious goods.

2. Burden on The Buyers:

the amount of money spent by an advertiser on his product’s advertisement is added to
the distribution cost of the product. Thus, the customers have to pay more for the
product advertised.

3. Creation Of Confusion:
The confused when they are exposed to excessive advertising of certain products. For
instance, different models of TVs of a large number of brands are advertised which
makes it difficult for a buyer to make a choice of the right T.V. Similarly, there are so
many brands of beauty soaps, detergents, tooth- pastes etc.

4. Creation Of Monopoly:
Advertising may lead to monopoly of a brand. It is argue end that the big
manufacturers who can afford large amount of money on advertising can create brand
monopoly and eliminate the small producers. Advertising may lead to other
malpractices such as sale of inferior and dubious products. Innocent people act on
advertisement thinking them to be true, but the reality is different.

5. Wasteful Expenditure:
Advertising does not always increase the demand of the product. When the demand is
inelastic, advertising shifts demand from one product to another. That means a large
amount of money spend on advertising by the manufacturers goes waste. It has also
been observed that a large number of advertisements either escape the attention of the
people or are ignored by them.

6. Socially Undesirable:
Sometimes, advertising undermines ethical and aesthetic values. It may make the people
start bothering for appearance and design of the product rather than the physical utility.
Some advertisers also use indecent language and photographs to advertise their products
which are highly objectionable from the society’s point of view.