Literature review

In this paper, we will be talking about various theories and studies in the area of media vehicles,
how advertising is effective, and CB stages.
Advertising
Out of the total cost of a product, 34 percent is credited to advertising expenditures (Where have
you got this?) . This is vital because, through advertisements, marketers wish to attain a high top-
of-the-mind recall (Singh, 2012). Hence, advertisements are a dangerous part of the marketing
approach, especially in business-to-consumer situations. Kotler, Keller, Koshy, and Jha (2009)
stated that the consumer goes through numerous stages before making a final PUR. This was
described with the help of different models such as attention, INT, desire & action (AIDA),
attention, INT, desire, CON & action (AIDCA), the ladder of effects model, innovation
acceptance model, and information handling model. Ehrenberg (1992) speculated that an
advertisement first makes AWR and INT resulting in product PUR. The research done by Rai
(2013) created the effects of advertisements on attitude development and CB.
Define Advertisement

Situate Advertising within the Marketing Framework

Various Media Advertisements

Marketers use various media vehicles to send across an engaging message to the targeted
spectators. Ayanwale, Alimi, and Ayanbimipe (2005) confirmed that newspapers, magazines,
radio, TV, and outdoor are popular media among the dealers. However, Internet advertising is
the up-to-date style. It comprises many forms of commercial content, such as billboards, banner
advertisements, company websites, e-mail messages, collaborative games, and so on (Ducoffe,
1996). In 2004, the amount consumed for advertising on programs, cable TV and radio was 44
percent, which was slightly higher than newspapers and magazines. This is because of the
positive result of TV commercials and online advertisements on customers (Sadhasivam &
Nithya Priya, 2015; Sorce & Dewitz, 2007). In comparison, Nayak and Shah (2015) pronounced
that newspaper advertisements play an important role in creating a brand and it disturbs the
purchase decision (PURDEC). Raju and Devi (2012) did similar research and recognized that
press advertisements are counted as more trustworthy. Sorce and Dewitz (2007) found that
magazine advertisements are more operative than that of TV. Pongiannan and Chinnasamy
(2014) recognized first-hand evidence for print media being the favorite medium among the
supporters. However, challenging the usual ideas, Trivedi (2017a) suggested that viral
advertisements do not have a direct influence on consumers’ PI. Message method participation
and attitude towards the brand intermediate the relationship between viral advertisements and PI.
The abovementioned implications state that media affects CB on several purchasing levels. The
previous studies were limited to either the general impact of media (positive or negative) or
absorbed in measuring results on brand AWR and PURDEC. In the twenty-first-century media
rebellion, customers have more media options. Hence, more study needs to be done to measure
the effects of media advertisements on numerous stages of CB. This enables promoters to take
the right media mix decisions

Advertising Effectiveness
Advertising effectiveness is described as the consumers’ taste of commercials resulting in PUR
behavior (Rimoldi, 2008). Advertising effectiveness is one of the serious factors to examine PI.
Calder Malthouse and Schaedel (2009) proved that consumers’ commitment to media positively
disturbs advertising effectiveness. Mehta (2000) indicated that advertising effectiveness varies
on many factors like choice of media and consumers’ participation with the media. Nysveen and
Breivik (2005) suggested that advertisement content and quality of media have an important
influence on the effectiveness of the commercial. Bishnoi and Sharma (2009) found that TV
advertisements disturb more to rural teenagers as compared than urban teenagers. Madhavi and
Rajakumar (2004) specified that Internet advertisement effectiveness could be certainly be
examined. Mehta (2000) found that Internet advertisements are less real as users have more
control over them in contrast to print advertisements. Numberger and Schwaiger (2003)
recommended that advertising effectiveness is the best when the Internet and print media are
used simultaneously. However, apart from advertisement effectiveness, AWR and purpose also
disturb PURDEC (Bendixen, 1993; Siegel & Ziff-Levine, 1990).
Avoid using ACRONYMS
Theory of Reasoned
Action Ajzen and Fishbein (1980) suggested the philosophy of reasoned action. Explain
According to this philosophy, attitude towards behavior is one of the main interpreters of
behavioral intention. Attitude is described as ‘an internal assessment of an object such as a
brand-named product’. Lutz (1985) proved that consumer attitude towards the advertisement
disturbs consumer experience, attention, and reaction to the person advertisement through a
range of reasoning and effective procedures. In CB research, attitude towards the advertisement,
attitude towards the brand, and PI have normally used concepts for forecasting the effectiveness
of marketing communications on multiple media (Trivedi, 2017b).
CB Stages (Explain each model)
Important models like AIDA (Lewis, 1898), AIDCA (Bedell, 1940; Kitson, 1921), and Lavidge
and Steiner (1961) have examined the steps included in consumers’ buying behavior. Most of the
research has taken AIDA, AIDCA, and Steiner model as a related variable (Chudzian, 2014;
Rajagopal, 2011; Ranjbarian et al., 2011; Ugonna et al., 2017; Vihonen, 2013). Also, Ugonna et
al. (2017) verified the AIDCA model from the modern-day advertising viewpoint and showed
that the AIDCA model is valuable to map the effectiveness of media advertisements on CB. In
this study, the Lavidge and Steiner (1961) model was used to evaluate the effects of media
posters on multiple stages of CB such as AWR, INT, CON, PUR, and PPUR
Awareness
Aaker and Equity (1991) described AWR as the consumers’ awareness about the particular
brand. Rowley (1998) revealed that customers should be made familiar with the product during
this stage. Baca, Holguin Jr, and Stratemeyer (2005) suggested that at this stage, the aim of
promoters should be to communicate about the product’s features and benefits. Rossiter, Percy,
and Donovan (1991) 58 Journal of Creative Communications 14(1) proved that brand AWR is
the requirement for making PI. Numerous researchers have proved a strong connection between
buyer’s behavior and brand AWR (Hoyer, 1984; Nedungadi, 1990). Thus, to build more AWR in
the market, publicists should give a continuous update of existing products and info about new
products to consumers (Meyrick, 2006)
Interest
Creatively showcasing product advantages and features can create INT of consumers in the
advertisement. Sachdeva (2015) proved that related advertisements as per the viewer’s INT
disturb the level of INT in advertisements. Farooq, Shafique, Khurshid, and Ahmad (2015)
recognized the connection between TV advertisements and INT. Similar studies were performed
by Tang and Chan (2017) about an online advertisement. They determined that generation Y
pays more attention to those advertisements, which are in line with their INT in contrast to the
need for a product. Rajagopal (2010) signaled that entertaining radio advertisements are stronger
in making consumers’ INT. Companies participate in multiple marketing activities to produce
consumers’ PI (Baca et al., 2005; Broeckelmann, 2010; Rowley, 1998).
Conviction
Rajasekhar and Makesh (2013) described CON as an active element, which is disturbed by the
emotions and assertiveness of consumers. Potential customers feel positive about an offering if
the product is cheap and addresses their needs (Bradley, 2003). Accurate and reasonable
information leads to CON resulting in PURDEC (Callen-Marchione & Ownbey, 2008). A
commercial by Oppo phone (a mobile phone brand) described Amy Jackson taking a selfie thus
stimulating the desire among the customers to buy the phone. In this research, the researcher has
concentrated on five media and their outcomes on CB stages. Hence, the following theories are
suggested:
H1: TV advertisements have an important effect on AWR, INT, and CON stages of CB.
H2: Radio advertisements have an important effect on AWR, INT, and CON stages of CB.
H3: Newspaper advertisements have an important effect on AWR, INT, and CON stages of CB.
H4: Magazine advertisements have an important effect on AWR, INT, and CON stages of CB.
H5: Internet advertisements have an important effect on AWR, INT, and CON stages of CB.
Purchase
Ajzen and Fishbein (1980) proved that the PUR behavior of the customers could be anticipated
by knowing their PI. Ducoffe (1995) suggested that the reliable source of info has a more
significant influence on PURDEC. This info comprises a brand image and AWR, which
considerably affects PURDEC (Farris, Bendle, Pfeifer, & Reibstein, 2010). Advertisements build
an emotional response, and it has an important effect on PURDEC (Saleem & Abideen, 2011).
The use of brand relations in advertisements can have a significant effect on the PURDEC
(Heath, 2000). Similarly, Romaniuk and Sharp (2003) specified that thought related to the brand
name disturbs the set of replacements and PURDEC. However, Mendelson and Bolls (2002)
proved that a positive Sama 59 attitude towards the advertisement hints at PURDEC. McGuire
(1978) proved that PUR behavior of the promoted brand is disturbed by attention, retaining, and
effectiveness of advertising message. Hence, it is prived that various media advertisements have
a different effects on PURDEC
Post-purchase Behaviour
PPUR behavior is happiness or displeasure that customers get after the PUR of the product
(Kotler & Keller, 2012). In the PPUR stage, the customers compare the performance of a product
with apparent prospects. This assessment adds in experience and learning of customers, which in
turn disturbs future PUR (Schiffman & Kanuk, 2009). The PPUR intentions were described as
customer possibility of repeat buying from the same shop and sharing the positive word of mouth
among friends and relatives (Cronin, Brady, & Hult in 2000; Wang, Lo, & Yang in 2004;
Zeithaml, Berry, & Parasuraman in 1996). The repeat PUR is considerably disturbed by brand
AWR (Macdonald & Sharp, 2000). However, Kotler and Keller (2007) declared that it is the
happiness with the product that hints to repeat PUR. Chaffrey and Smith (2008) found that good
after-sales service hints at happiness, which then disturbs PPUR behavior. Reddy (2016)
specified that Internet media proposes a platform for customers to state their PPUR opinion
about the products. Based on the above literature, the following theories are suggested:
H6: TV advertisements have an important effect on the PUR and PPUR behavior of consumers.
H7: Radio advertisements have an important effect on the PUR and PPUR behavior of
consumers.
H8: Newspaper advertisements have an important effect on the PUR and PPUR behavior of
consumers.
H9: Magazine advertisements have an important effect on the PUR and PPUR behavior of
consumers.

H10: Internet advertisements have an important effect on the PUR and PPUR behavior of
consumers

References

 Sama1, R., 2019. Impact of Media Advertisements on Consumer Behaviour. Journal of Creative
Communications, pp. 56-59.
Acronyms
CB - Consumer Behavior
INT - Intention
PUR - Purchase
AIDA - Attention, Interest, Desire and Action Model
INT - Intention
CON - Consequence
AIDCA - Awareness, Interest, Desire, Conviction and Action
AWR - Awareness
PI - Purchasing Intention
PURDEC - Purchasing Decision
PPUR - Post Purchase