GROUP MEMBERS:

Amosura, Celedones
De Castro, Khristine Jane H.
Medina, Margrete Mariae

01 Application 1 - ARG
Research Title: Influence of Creative Marketing towards the Buying Intention of Customers:
Basis for Establishing Brand Loyalty

STATEMENT OF THE PROBLEM:

1. What are the demographic profiles of the respondents based on:
1.1 sex
1.2 age
1.3 years of existence

2. What is the degree of effect of creative marketing on the buying intention of customers when
it comes to the following factors:
2.1 Purchasing Decisions
2.2 Consumer Engagement
2.3 Customer Satisfaction
3. What creative marketing tool influences customers buying intention?
4. What promotional activities can we engage in using creative marketing as a basis for
establishing brand loyalty?

ARTICLES
1. INFLUENCE OF EFFECTUAL AND CREATIVE ADVERTISING ON BRANDS&
PURCHASE BEHAVIOR OF CONSUMERS

Advertisement is an imperative tool of promotion and to create awareness about the brand
among customers. Basically it is used for communicating information to the present and potential
customers and to mould customers in such way for taking final purchase decision. The main
purpose of advertising is to promote idea about the product and services of a business. Moreover,
Advertising educates the people about new products and their respective uses. on other hand,
advertiser now focuses not only on advertisement but”

creative advertisement” which leaves footprint. At present there are large number of national as
well international brands are available in India, more than 80% people focuses on branded
products. Brand name gives the product a distinguishing mark which differentiates it from the
competitors. Brands build up an unique status for its owner which facilitate new product
introduction in a market. Advertisement can be best presented through different media including
different themes to influence the impulse of different kind of people.

2. Impact of Advertisement on Brand Loyalty

Advertisement is an important part in creating consuming reactions in the
customers and causes purchase repetition and loyalty to brand. Since advertisement affects
expectations from products and service quality, its role should be associated to the brand
loyalty.
Advertising spending has a direct effect on brand loyalty. Advertising spending has
an indirect effect on brand loyalty with store image, perceived quality and satisfaction
playing mediating role.

3. Marketing Customer Satisfaction

Customer satisfaction helps your business achieve business success and a
competitive edge over competitors. Satisfied customers are loyal customers and often
provide repeat business, referrals and word-of-mouth advertising. Higher satisfaction
levels increase customer loyalty, reduce churn and the cost of acquiring new customers.

Gainsight’s customer success management solution gathers information from

multiple sources online to create a holistic view of customer’s usage and their expectations
about the product. These insights enable you to effectively market the most relevant
products and services to them.
 A high level of satisfaction delivers many benefits, including:

1. Loyalty
2. Makes repeat purchase
3. Provides referrals
4. Less likely to churn
5. Cost of acquisition is less
6. Ready to buy product at premium prices

4. Social Media Advertising

Social media advertising is a type of digital marketing that utilizes social networks such as
Facebook, Twitter, and Instagram to deliver paid ads to your target audience. Social media ads are
a quick and effective way to connect with your consumers and boost your marketing campaigns.

By leveraging various data sources, advertisers are able to hyper-target their audiences and
deliver personalized content based on demographics and user behavior. When an audience is
introduced to a brand on social media, advertisers may see more interactions and conversions.
Social media ads are also cost-effective, offering the potential for high rates of return.

Social advertising is a must if you want to quickly reach new target markets. More and more
companies —including the world’s top-performing brands utilize social media ads to grow their
companies and reach out to new consumers. To keep up with the competition, it’s important to
learn how these ads work and how they can benefit your company.

5. The use of Architecture to influence customers

Architecture by nature is people driven endeavour, yet when considered through the lens
of marketing, it has the opportunity to engage consumers on a deeper, experience-rich level
through the similar storytelling process architects use to define architectural concepts.
Marketing helps these stories come to life through designing full brand concepts that define
all levels of customer experience and engagement.
The right ambience will allow customers to look around and enjoy themselves, be able to
socialize (acoustics are important), feel good and maybe even stay longer than they
planned, simply because they want to soak in the atmosphere of the place.