ADVERTISING AS A MEANS OF COMMUNICATION

Advertising is the non-personal way of communication of information more

frequently than not paid proposed for and usually influential in nature about
products, services or ideas by renowned sponsors through the a variety of media.
It is a presentation of idea, manufactured goods, or organization, in order to
induce persons to approve, buy, or support of it. Advertising is also defined as
paid form of any promotion conveyed from side to side an accumulation medium
that viewers are more likely in the course of paying attention and consideration
in the subject matter of the advertising conceded through their selected medium
and it is explained to be part of the marketing mix in the promotional tools

The globalization of competition, saturation of markets, and development of

information technology have enhanced customer awareness and created a
situation where long-term success is no longer achieved through optimized
product price and qualities. Instead, companies build their success on a long-term
customer relationship. According to former studies, it can cost as much as six
times more to win a new customer than it does to keep an existing one. Hence,
the increase and retention of loyal customers has become a key factor for long-
term success of the companies. The main emphasis in marketing has shifted from
winning new customers to the retention of existing ones

The Von Restorff effect was identified by Hedwig von Restorff in 1933. She
conducted a set of memory experiments around isolated and distinctive items,
concluding that an isolated item, in a list of otherwise similar items, would be
better remembered than an item in the same relative position in a list where all
items were similar. There can also be a reverse effect here. You remember the
unique item, but the attention that it grabs from you is removed from other items
thus you may in fact remember less overall. Hedwig’s work relates to Gestalt,
where she related it to the Figure and Ground principles. Attention is usually
captured by salient, novel, surprising, or distinctive stimuli. These may be used
to enhance the von Restorff effect. In the ‘attention age’, when the plethora of
media around us is constantly battling for a moment of our time, advertisers make
much use of this principle, each vying with the other to stand out from the crowd
and hence be remembered by the target audience. The Von Restorff effect is also
called the Isolation Effect or the Distinctiveness Principle. The same principle
has also been described as prominence effects.

Traditionally there are two approaches to treating customer loyalty trough

advertising. Some researchers have investigated the nature of different levels of
loyalty through retention; others have explored the influence of individual factors
on loyalty. In this paper, both treatments are combined to investigate which
specific factors in the telecommunication sector influence the loyalty rate of the
various customers segmented by loyalty. The potential for establishing loyalty
depends on the object (i.e. product or vendor), on the subject (customer) or on the
environment (market, other suppliers, etc.).

In broader term, for both, customer and manufacturing products firms, a firm’s
ability to distinguish its products as of competitors and to build success brands is
critical for achievement. As a consequence, firms may use more on their
marketing infrastructure to raise the sales by attracting more consumers to the
product group as a whole as healthy as by convincing current consumers to switch
their purchases as of competitor’s products to the firm’s brand. Moreover, firms
by means of strong brand names may be clever to charge best prices based on the
additional worth of the brand which would too improve the firm’s profitability.
Therefore, firms that connect in heavy marketing communication activities in
advertising may show performance that is improved than those investing less
powerfully in marketing infrastructure.
In a bigger scenario the advertisement is treated from two viewpoints: as
advertisement specialists and customers. Advertisement specialists create
decisions incident to preparation, creation and transmission of the advertisement.
Customers on the other hand act in response to the advert which advertisement
specialists have produced and the presented them. Following incorporating these
two perspectives we be able to state that constant communication of advert and
customer is experiential in the advertisement procedure. As marketing specialists
move particular message to the customers while advertise incredible, the
advertisement might be called communication procedure

There are several other reasons for a customer to respond absolutely to

advertising. Advertising has the apparently magical property that persons whose
tastes are most excellent served by a known brand are those most probable to
observe an ad intended for that brand. Advertisers decide the media in which they
advertise in fraction to maximize the purchase likelihood intended for their brand.
In result the producer distributes his advertisements among media so that the
communication is seen by persons who are most probable to repeat buy the
particular brand. Advertising efficiency depends on users’ receptivity towards an
ad and on their approach towards advertising. For turn out advertisement found
out, person’s respondents with more positive attitudes towards advertising
recalled a higher numeral of advertisements the day exposure”. In the internet, it
is recurrent that advertising is used with levels of forced contact than only static
banners whose level would contrast to print advertising of some type. Since
higher intrusiveness leads to ad evasion and irritation, a fewer favorable attitude
among customers advertising can be supposed. Presumptuous that the overall
approach towards internet advertising is fewer favorable than towards print
advertising, lower ad reminiscence can be expected. Customer Preference and
acceptance in optimistic conditions mean the identical obsession but it is positive
to keep the fad in mind with penchant notice to indicate choices between unbiased
or valued options with receipt representing a readiness to stand the condition or
less desirable options

Advertising is an imperative social phenomenon. It stimulates economic activity

models, consumption, life-styles and an assured value orientation. Customers are
confronted with daily amount of advertising in numerous media. With the
constant hit of different marketing media, it is presumable that it will have an
effect on society and individualism as a whole. Commercial advertisers often seek
to generate increased consumption of their products or services through branding,
which involves the repetition of an image or product name in an effort to associate
related qualities with the brand in the minds of consumers. Different types of
media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail; or new media
such as websites and text messages. Advertising may be placed by an advertising
agency on behalf of a company or other organization.

Companies understand that marketing has an important role in their overall

accomplishment. They recognize that if there are any functions near to customers
its either Marketing or Sales. Sales develop into a direct interface among products
of companies and customers, and on the other hand marketing is an indirect
function between company and customers. Most researchers have implicitly
assumed that a consumer uses the same criteria to evaluate all brands in a product
class in Von Restorff effect. This study views the consumer as a more flexible
information processor. The attributes an individual recalls or uses to evaluate a
brand in a product class may vary. To some extent, attributes may be influenced
by the advertisement the consumer sees for the brand.

There has been a strong support for the espousal of consumer retention in as one
of the key performance indicators in Von Restorff effect. It has found that there
is a high association between customer retention and the profit earn by the
industries. The fragmentation of media choices and the active nature of the
marketplace, tied with an enlarged number of additional demanding and
prosperous consumers, brought bigger challenges to marketing practitioners in
keeping hold of their regular customers. An advertisement may provide
information about a brand on several attributes. Attention getting services such
as bold type and arrows can draw attention to a particular attribute and away from
others. Advertisement induced recalls may or may not translate into product use
during a subsequent brand evaluation. Marketers have implicitly assumed that
people who see advertisements encouraging recall of specific brand attributes will
increase their use of that information for brand evaluation. One example of this
is using recall of a claim to test advertisement effectiveness. Yet research in social
cognition indicates that enhanced recall of an attribute does not necessarily imply
increased emphasis on that attribute during a subsequent brand evaluation in Von
Restorff effect.

In advertising, to get the attention of the packaging is the most important medium
of communication because it reaches almost all buyers in the category and is
present at the crucial moment when procurement decision is made; and buyers
are actively involved with packaging as they examine it to obtain the information
they need. A well suited packaging material works as an instrument to
differentiate a product from a wide range of other products having similar
qualities and helps customers to finalize his buying behavior. It can be claimed
that package performs a vital role in marketing connections and can be treated as
one of the most major feature to pursue consumer’s purchase judgment. In this
context, seeking to optimize the effectiveness of package in a buying place, the
researches of package, its elements and their impact on consumer’s buying
behaviour became a relevant issue.

Due to emergent self-service and altering customers’ standard of living, their life
style the awareness in package that includes size, quantity, color, shape as a
mechanism of sales advertising and stimulator of spontaneous purchasing
behavior is rising more and more. So package carries out an imperative role in
advertising communications, in particular in the spot of sale and it is treated as
the most significant features influence purchase decision of consumers. Earlier
study has shown that there is no agreement on categorization of package basics
as well as package impact on purchase decision of consumers.

The effects of prominent information in an advertisement may be mediated by

several individual and situational factors that may mediate the relationship
between prominence in an ad and the evaluative criteria used. Advertisements are
read both by consumers who are interested in evaluating the advertised brands
(brand processing) and by those who are not (non brand processing). Attribute
information in an advertisement may be processed differently under brand
processing and under non brand processing conditions.

Color is one of the most important non verbal signs. The impact of colors for the
marketers through advertisement is very well recognized. When it is about
products, it is become aware as one of the foreseeable signs of the whole look of
products that also have an impact on the sales success of a product. Nowadays, it
is fairly clear that products must not be designed just in order to meet up the
functional needs of the customers but at the same time it must be attractive and
eye catching as well. That is the main reason design is accentuate as a key
marketing element. Conversely, colors do not merely lie in the aesthetics as it is
strained that colors have two additional essential functions from a marketing
viewpoint. The first use, it is suggested that colors draw attention to themselves
by implying that color is the most necessary visual element in advertising. The
subsequent purpose of colors that is highlighted is the position of colors as a way
of communication. Hence, it is declared that colors have the skill to express
meanings predominantly while it comes to such marketing phenomenon as
advertising and packaging.
The graphics are any lines, metaphors, symbols, snaps, and text that narrate to the
brand name. The most ordinary graphics in advertising are applications of
figurative representation and abstract symbolization with the exclusion that make
use of design drawings the most. Characteristics of design fundamentals may be
grouped as functional and visual elements. Visual include form, text, pictures,
colors and decorations and functional elements comprise structural designs (store,
protect, reclose and open), material designs (display value and emotional appeal),
volume designs (economy). Advertisement must also draw customer attention
with visual elements that please consumer psychosomatic desires other than their
main functionalities

Consumer attitude is a blend of perceptions, values and attitude. The customer

must initial distinguish the product and then focus beliefs and values on top of
the product and make a choice and then decide to purchase or not. Beliefs are
more susceptible to marketing than values for the reason that beliefs are subject
matter to emotion and knowledge.

Self perceptions of familiarity may affect the individual’s use of stored product
class knowledge to interpret and integrate new brand information. This approach
to familiarity is phenomenological; it focuses on the individual’s subjective
perceptions rather than on an objectively verifiable reality. There is evidence that
self perceptions of familiarity are not equivalent to objective measures of
expertise or knowledge and that these self perceptions affect processing. If
prominence directs subjects’ attention to a key attribute, it may direct attention
away from other, non prominent attributes in the ad and this may, in turn, decrease
recall of non prominent attributes.

An individual’s evaluation task while viewing an advertisement may affect the

processing that occurs during exposure. Brand and non brand tasks may involve
different processes, but both may facilitate the use of prominent information.
Prominent information may greatly affect processing for those using a brand
processing strategy. If prominent aspects of a stimulus are weighted more heavily
in evaluations because they receive more attention during exposure, they might
be used more by consumers who are focusing on the brand and its attributes-in
other words, those processing for brand evaluation. Work in political science has
found that people who are interested in politics and must decide for whom to vote
are more likely than other people to be affected by the agenda-setting ability of
mass media

Prominence may direct attention to particular stimuli or to particular aspects of

stimuli. Under some circumstances, prominent stimuli may affect evaluations by
directing processing. Researchers in political science provide some evidence by
examining the agenda-setting role of the media during elections. The press may
not be successful much of the time in telling people what to think, but it is
stunningly successful in telling its readers what to think about. Numerous
empirical studies demonstrate that readers’ perceptions of issue importance-as
measured by self-report rating scales and open-ended elicitations reflect the
emphasis these issues have received in the media to which they have been
exposed. This does not mean that the media have affected voters’ priorities;
perhaps people seek out media that concentrate on issues they feel are important.
In addition to uncertainty about the direction of causal influence, we must also
as-certain the strength of the link between issues people say are important and
those they actually use to evaluate and elect candidates. Evidence shows that this
link may be rather strong. If this is so, the agenda setting function of the media
may provide an example of prominence affecting the degree to which some issues
affect attitudes although, of course, media effects may also be due to direct
arguments asserting that particular issues in news stories are the important ones.

Customer satisfaction and retention are the key elements for the planning of the
marketing in view of the fact that satisfaction does sway customer’s intention to
re-patronage the restaurant. Therefore, marketers are supposed to look into the
issues that would have an effect on customer satisfaction intensity. Besides, as
customer prospect are altering over time and it is advised to determine the
customer satisfaction and expectation on regular basis and grip complaints timely
and effectively.

An individual’s evaluation task while viewing an advertisement may affect the

pro-cessing that occurs during exposure. Brand and non brand tasks may involve
different processes, but both may facilitate the use of prominent information.
Prominent information may greatly affect processing for those using a brand
processing strategy. If prominent aspects of a stimulus are weighted more heavily
in evaluations because they receive more attention during exposure, they might
be used more by consumers who are focusing on the brand and its attributes-in
other words, those processing for brand evaluation. Work in political science has
found that people who are interested in politics and must decide for whom to vote
are more likely than other people to be affected by the agenda-setting ability of
mass media. Prominent information may also greatly affect processing for those
using a non brand processing strategy. Someone called upon to evaluate a brand
after processing the ad with such a strategy may simply use whatever information
about the advertised brand “pops into his head first”-that is, whatever is most
easily recalled. In such a case, if prominence affects the attributes recalled, it may
affect the criteria used to form attitudes as under low involvement, advertising
influences brand choice by changing the salient attributes of the advertised brand.

Self perceptions of familiarity may affect the individual’s use of stored product
class knowledge to interpret and integrate new brand information. This approach
to familiarity is phenomenological; it focuses on the individual’s subjective
perceptions rather than on an objectively verifiable reality. There is evidence that
self-perceptions of familiarity are not equivalent to objective measures of
expertise or knowledge and that these self perceptions affect processing. Those
who consider themselves familiar with a product (high subjective familiarity)
may feel they have stored criteria for brand evaluation. They are aware of their
stored product knowledge and may use it to interpret and integrate attribute
information presented in an advertisement. In contrast, consumers who consider
themselves unfamiliar with a product (low subjective familiarity) may feel they
lack stored evaluative criteria. Such consumer may not attempt to use whatever
knowledge they do have when presented with data about a new brand, feeling that
it is useless to try to evaluate such information. Product specific attributes may
seem confusing and meaningless; instead, they may use information in the
advertisement that is not product-specific. In some cases, they may use
information about attributes that are normally used to evaluate objects in a more
general class of products to which the unfamiliar product belongs or is related.
For example, a consumer who feels s/he doesn’t know anything about shaving
cream might use attributes appropriate for evaluating toiletries in general-such as
scent-or those frequently found useful in evaluating products in general, such as
price. In other cases s/he may, consciously or unconsciously, base brand attitude
on evaluation of the advertisement itself.

Thus self-perceptions of familiarity may affect the use of attribute information in

an advertisement, and consumers who consider themselves unfamiliar with a
product may be relatively unaffected by prominence. They may find all product-
specific attributes too confusing and meaningless to use, regardless of
accessibility. In contrast, consumers who consider themselves familiar with a
product may be affected by prominence; they may find it easy to integrate a new
piece of information with stored data and may have the confidence to do so. If
prominence affects the accessibility of this information, it may affect its use by
this group.

A brand’s advertising can affect both the brand attributes recalled and those used
for subsequent evaluations. In addition, advertisement induced recall due to an
attention focusing tactic does not necessarily imply increased emphasis on that
attribute during a subsequent brand evaluation. This suggests that it is useful for
marketers to distinguish between processing which leads to recall and that which
leads to attitude formation. The results imply that availability and use in attitude
formation are not equivalent; elicitation procedures may not be appropriate
techniques for obtaining the attributes used to evaluate brands.

Advertisers must always be on the lookout for new techniques or approaches to

adequately disseminate their messages, and brand placement is becoming a more
widely used form of communication. This practice has been a standard in the film
and television industry and is now making its mark in the video game industry.
Traditional media are losing speed, and thus the use of non-traditional media as
a form of communication is becoming much more interesting for advertisers. To
compete, it is almost becoming a must for advertisers to be present in these new
forms of media and entertainment. Young adults are watching television less and
less. This phenomenon is due to the emergence of new technologies such as
personal video recorders (PVR), leading people to watch their favourite TV
channels off line. Once viewers have recorded these programs, they can watch
them without any advertising breaks. The audience fragmentation resulting from
the emergence of specialized channels has also complicated the task of any
advertisers attempting to reach mass numbers of people. Brand placement is
defined as the inclusion, for promotion purposes, of a product, brand or company
name within a film or television program content. The objective of this strategy
is to increase brand recognition, and ultimately lead to a positive impact on
purchase preference or intent. Most research on brand placement has focused on
two major themes, namely placement effectiveness with four identified criteria
that prominence, clarity, integration within scenario, location on screen.

For year’s advertisers and consumer behaviour researchers have studied the
effects of advertisement on recall, attitude, and other evaluations related to the ad
and the brand. This includes cognitive responses, such as attention, recall, brand
preference, and brand evaluation. These areas of research reflect the growing
convictions of many advertisers that consumers liking and disliking of an ad can
influence its effectiveness regarding attention, recall, brand evaluations, other
cognitive related responses, and reactions. For decision alternatives, consumers
consistently acquire product information on product brand attributes available to
them. Such information in marketing communications is often conveyed either in
numerical and verbal modes or both. Results from past studies on information
mode showed that judgments of numerical estimates and verbal expressions vary
considerably across subjects. Despite the increasing importance of numerical
information in marketing, the marketing and advertising literature is scant on the
effects of numerical attribute information on consumer evaluation of products. In
addition, research on the relationship between presentation forms and information
mode has not been reviewed in the past, despite the growing importance of
numerical attribute information and the persuasive nature of vividness in
advertising. Hence, the importance of vividness in terms of ad evaluation is of
interest. Although the effects of presentation form, vividness, in terms of its
persuasive communication has yielded mixed results, this research attempts to
examine and discuss the role of vividness and the mode of information used with
the inclusion of a moderator, consumer knowledge, as a determinant of how
consumers respond to product advertisement.

Consumers’ product knowledge is likely to affect product attribute information

evaluations and recall in ways that are not entirely predictable. For example,
consumers’ make judgments and decisions about products and services under
conditions of uncertainty and only rarely complete information is available for all
important features and benefits of a given product for them to make a decision.
Studies have shown that the general interpretation of knowledge depends on
individuals currently active knowledge structures. In the knowledge literature,
accessibility of attribute information guides the interpretation of that information
about the possible relationships among elements of product class. Furthermore,
highly accessible attributes related to product information in the ad are likely to
guide the encoding of the information.

Different consumers use different skills and strategies to evaluate information

implying that variables such as individual difference in knowledge may be
important moderators in information processing. Individuals might differ in their
responses to arguments the message contains, with some people analyzing and
reacting to each argument and others reacting mainly to the communication’s
overall point rather than to the argumentation. It is hardly surprising that reactions
to communications are highly variable, because individuals differ in disposition
and in prior experiences they have had in relationships to the attributes in the ads,
product category, and overall presentation contexts in which influence is exerted.
This can affect their attitude and responsiveness to advertising. Possibly, a reason
attributed to this responsiveness is that a consumer’s decision-making approach
is made via different patterns as they gain knowledge through experience with a
product. The moderating effects of consumer knowledge on processing and
evaluation of numerical and verbal product attributes, and their interaction with
vivid and non-vivid attribute information in advertising have also, until now,
received little attention in the consumer behaviour literature. The effects of
vividly presented information, for instance, vivid verbal or vivid numerical in an
advertisement in general may be moderated by several individual and situational
factors.

Effects of advertising have been examined in the past, although, the influence of
numerical versus verbal information content in advertising has not been
examined. Studies in the area of information mode have primarily compared
numerical information to verbal information with respect to information
processing, memory, preference, and comparative judgments. Although studies
have examined various aspects of advertising message content and format, none
of the studies in the literature cited has made an attempt to measure subjects’
attitude toward to ad, and recall tested for all verbal and all numerical modes. On
the other hand, some studies have compared the differences between visual and
verbal information and their effects on brand attitude prior to the studies focusing
on the comparison of verbal and numerical information. Other researchers have
examined the differences between verbal message format and visual formats in
terms of their effects on information processing, memory and evaluations
concerning the product.

Advertisers are aware that consumers are exposed to numerous amounts’ of

uncertain information and that they must also use this information for making
decisions irrespective of just choosing a specific mode of communication. It is
therefore reasonable to expect that preferences for a particular mode of
information will influence how the information is encoded, retrieved, and then
processed during decision-making situations. Online marketing is altering the
way advertising is conducted and provides firms with a new lay of capabilities.
This is able to be attributed to online advertising no longer seen as an optional
component for business, other than a strategic platform. Therefore, businesses
should aspire for online marketing to be an integral fraction of the business
disadvantaged. The presence and accessibility to a web site is middle to online
marketing. Though, as the number of companies exploiting online advertising and
the use of explore engine marketing grows, it is flattering more hard for
businesses to attract web site traffic

The availability heuristic estimates frequency or probability by the ease with

which instances or associations could be brought to mind.” Some of this may be
relatively easy to access, although other information is less accessible. This
accessibility or ease of recall is termed as “availability”. If one can easily retrieve
examples from memory, one infers that the event must be fairly frequent or
common and/or well rehearsed. In order to make evaluations one needs to recall
relevant information from memory. Information that is more available in memory
will be utilized more in making the evaluation than information that is not readily
available. In the areas of social cognition and evaluative processes the availability
of information in memory has been seen to influence estimates and judgments.

Accordingly the techniques devised for assessing efficiency tend to be leaning to

the way TV advertising is thought to effort. But there is evidence of effective
advertising in turn out media like newspaper, magazines, pamphlets , bills also,
and this account summarises a small of it . There is to apply more extensively to
bills or any print advertising campaigns the disciplines of monitoring next to pre-
strong-minded objectives. This applies both to periodical campaigns and too
mixed-media campaigns which characteristic magazines as a substantial fraction
of the mix. Furthermore in certain compliments the techniques of monitoring and
of pre-difficult need to be modified to the distinctive method magazines work,
than simply adopting the assumptions applied to TV. The variation in the
efficiency of encoding and retention of information will certainly depend on the
combined efficiency of a large amount of different complex processes. However,
when opportunities arise for recall of the processed information, the availability
of the information is emphasized. How then, might such properties and memory
efficiency be related to other cognitive abilities? Is comprehension or
interpretational ability just one aspect of general learning and memory? The issue
of what, if any, relation exists between expertise and the ability to comprehend
information for recall and evaluation is a complex one, to which relatively little
research attention has been given. The objective is to detect the ability to
manipulate information, perceived relations, and extract it from the memory for
judgment. Consumers are aware of their stored product knowledge and may use
it to integrate a new piece of information and properly retrieve them to interpret
attribute information presented in the ad. On the contrary, consumers who are
novices may lack the stored evaluative standard, and they may not use whatever
knowledge they have when presented with a new piece of information about the
product. They may feel it is useless to exert any kind of effort to process and
evaluate the new information. Therefore novices use ad specific cues that are not
product attribute oriented information because product attribute information may
seem confusing and meaningless to them Customer satisfaction is defined as the
consumer’s fulfillment response. Customer satisfaction leads to the customer
loyalty