Effects of Sales Promotions on Consumer Preferences and Brand Equity Perception: with specific reference to FMCG Products

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 20.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. newline Family income is one of the variables which should be considered while designing sales promotion schemes more specifically cash discount. There is significant difference between consumer preference of cash discount and free gift as sales promotion schemes. It is also very clear that consumers prefer cash discount as a sales promotion schemes compare to free gift as a sales promotion scheme. It is found that Consumer deal proneness differs according to marital status. Furthermore, it is also proved that married are more deal prone compare to Unmarried. Added to it Brand Equity perception differs according to employment categories. It is concluded that male prefers the newspaper and point of purchase material as a source to know sales promotion schemes over female. newline Overall, Sales promotion scheme on international brand, awareness spread out by word of mouth, Scheme is value added type with immediate benefit is preferred by the customer

Understanding Adolescent Intentions to Smoke: An Examination of Relationships Among Social Influence, Prior Trial Behavior, and Antitobacco Campaign Advertising

Telephone interviews were conducted with more than 900 adolescents aged 12 to 18 as part of a multimillion dollar, statewide, antitobacco advertising campaign. The interviews addressed two primary questions: (1) Do counter-advertising campaign attitudes directly affect antismoking beliefs and intent in a manner similar to those of conventional advertisements? and (2) Can advertising campaign attitudes have a stronger effect on beliefs and intent for adolescents with prior smoking behavior and for adolescents exposed to social influence (i.e., friends, siblings, or adult smoker in the home)? The authors\u27 findings show that advertising campaign attitudes, prior trial behavior, and social influence all directly affect antismoking beliefs and that advertising campaign attitudes interact with prior trial behavior to strengthen antismoking beliefs. The results indicate that attitudes related to the campaign, prior trial behavior, and social influence directly influence intent, and advertising campaign attitudes interact with social influence and prior trial behavior to attenuate adolescent intent to smoke. In addition, the effect of advertising campaign attitudes in attenuating social influence and prior trial behavior effects on adolescent intent to smoke persists even when the authors account for strongly held beliefs about smoking. The authors discuss implications for countermarketing communications and the design and understanding of future antismoking campaigns

A test of the hierarchy of advertising effects via a panel data set on email advertising

Advertising changes the consumer. Through advertising exposures, a consumer becomes aware of the advertised product, becomes interested in it, develops a desire, and makes a purchase decision (the hierarchy of effects model). However, despite a wide use of email advertising by advertisers, how email advertising persuades and how it changes the consumer have not been studied. This dissertation focuses on the measurement of email advertising effectiveness based on the hierarchy of effects (awareness – interest – desire – action, AIDA) model which highlights each email advertising recipient’s journey towards a purchasing decision. This dissertation investigates the following research questions: which factors influence the open rate of email advertising (study 1); which factors influence the click rate of email advertising (study 2); and which factors influence the overall purchase behavior (study 3; or company sales). First, study 1 analyzes the factors that influence the open rate of email advertising and identifies five factors including subject line with price discount promotion, subject line stated in a loss frame, utilitarian product attribute, subject line describing a company’s social responsibility and socially responsible actions, and subject line describing holiday celebration that have positive impacts on the email recipient’s opening rate. Also, study 1 finds out that the short interval between email sendings decreases the open rate. Study 2 investigates the effects of email advertising body contents and finds that body contents with price discount promotion, body contents stated in a loss frame, and body contents describing seasonal appeal increase the recipient’s click rate when they open the email advertising. Finally, study 3 examines which factors influence the overall purchase behavior and finds that one factor, body contents with price discount promotion, increases most the purchase rate. This dissertation contributes to the understanding of the effects of email advertising on consumer behaviors. Notably, the three studies in this dissertation examining the factors that influence on the email advertising recipient’s opening, clicking, and purchasing actions contribute to empirical testing of the hierarchy model of advertising effects. The findings of this dissertation can also help advertisers and marketers strategically plan their advertising to achieve their goalAdvertisin

2023-2024 Lynn University Academic Catalog

The 2023-2024 Academic Catalog initially published as a web-only document. The Department of Marketing and Communication created a PDF version, which is available for download here.https://spiral.lynn.edu/accatalogs/1052/thumbnail.jp

The end of stigma? Understanding the dynamics of legitimisation in the context of TV series consumption

This research contributes to prior work on stigmatisation by looking at stigmatisation and legitimisation as social processes in the context of TV series consumption. Using in-depth interviews, we show that the dynamics of legitimisation are complex and accompanied by the reproduction of existing stigmas and creation of new stigmas

CORPORATE SOCIAL RESPONSIBILITY IN ROMANIA

The purpose of this paper is to identify the main opportunities and limitations of corporate social responsibility (CSR). The survey was defined with the aim to involve the highest possible number of relevant CSR topics and give the issue a more wholesome perspective. It provides a basis for further comprehension and deeper analyses of specific CSR areas. The conditions determining the success of CSR in Romania have been defined in the paper on the basis of the previously cumulative knowledge as well as the results of various researches. This paper provides knowledge which may be useful in the programs promoting CSR.Corporate social responsibility, Supportive policies, Romania

Standardization, compromise, or specialization: a content analysis of magazine advertisements in America and Taiwan

When researchers studied standardization and specialization of advertising, most of them only focused on comparisons of the cultural influences of the advertisements across the different nations. McCarty (1994) studied the general role in cross-cultural research and international marketing and advertising of several different cultural values, such as individualism versus collectivism: masculinity versus femininity; time orientation, activity orientation and humans’ relationship with nature. Kahle, Beatty and Mager (1994) studied implications of social values for European community communications. Astroff (1994) (1994) studied the language culture use of women in advertising. Huang (1995) studied the different cultural factors, such as norms and ethics, between American and Taiwan’s television commercials. Caillat and Muller studied the cultural influences on American and British beer advertising in 1996. Cheng and Schweitzer (1996) computed cultural values, such as tradition versus modernity, reflected in American and British beer advertising. Although many of the international studies were carried out comparing the differences among cultures it will be of more practical value to study advertising messages because the results might be able to provide guidelines for the international marketers and international advertisers to sell their products across countries. Researchers, such as Ramaprased and Hasegawa (1992 & 1992), who have been focusing on international advertising from the standpoint of creative development rather than cultural influence view advertising standardization, compromise, specialization as creative strategies. Douglas and Dubois (1977) studied how the cultural environment impacts market and advertising strategies across countries. In 1981, Kaynak and Mitchell analyzed marketing and advertising strategies used in Turkey, Britain and Canada. Kanso (1992) studied the significant differences of the cultures in international advertising. Killough (1978) researched the transfer of international advertising. Colvin, Heeler and Thorpe (1980) researched advertising strategies in three European countries: United Kingdom, France and Sweden. Dowling (1980) studied American and Australian use of informational cues in different product categories on television. Hornik (1980) compared the evaluations of international and national advertising strategies. In 1988, Hite and Fraser studied international advertising strategies of multinational corporations. Keown, Jacobs, Schmidt and Ghymn (1992) studied different information cues used in America, Japanese, South Korean and Chinese television, radio, magazine, and newspaper advertisements. Duncan and Ramaprasad (1995) studied international advertising strategy, execution, and language differences. This study is designed to separate one aspect from other various influences in advertising and to focus on advertising creative strategies in international markets by following these researchers’ guidelines

Manufacturing the Digital Advertising Audience

How does a new medium create its audience? This study takes the business model of commercial media as its starting point and identifies industrial audience measurement as a constitutive operation in creating the sellable asset of advertising- funded companies. The study employs a qualitative case study design to analyse how a mobile virtual network operator (MVNO) company harnesses digital behavioural records generated by computational network infrastructure to turn network subscribers into an advertising audience product. The empirical evidence is based on a three-months intensive fieldwork at the company office. The analysis reveals comprehensiveness, openness and granularity as the historically new attributes of computational data vis-à-vis traditional audience measurement arrangements. These attributes are then juxtaposed with four kinds of business analytical operations (automatic data aggregation procedures, the use of software reporting tools, organizational reporting practices and custom analyses) observed at the research site to assess how does computational media environment rule key audiencemaking practices. Finally, the implications of this analytical infrastructure are reflected upon three sets of organizational practices. The theoretical framework for the analysis is composed by critically assessing constructivist approaches (SCOT, ANT and sociomateriality) for studying technology and by discussing an approach inspired by critical realism to overcome their limitations with respect to the objectives of the study. The findings contribute toward innovating new digital services, information systems (IS) theory and the study of media audiences. The case opens up considerable complexity involved in establishing a new kind of advertising audience and, more generally, a platform business. Sending out advertisements is easy compared to demonstrating that somebody is actually receiving them. The three computational attributes both extend and provide summative validity for mid-range theorizing on how computational objects mediate organizational practices and processes. Finally, the analysis reveals an interactive nature of digital audience stemming from the direct and immediate behavioural feedback in an audiencemaking cycle

Lander magazine for alumni & friends of the university

Lander University publishes the Lander Magazine for students, faculty, staff, and alumni of the school with information about events, sports, statistics, news, and other highlights