The Advertising And Psychology

Published Date: 02 Nov 2017

The thesis has been prepared to unleash the positive & negative impacts of Advertising & Promotion on Business Development. Referring to which I have selected my dissertation question – ‘Advertising and Promotion, a negative or positive impact on Business Development?’

1.2 Justification of the Problem

The problem discusses about the existing strategies of Business Development through advertising & promotion. We are not unaware of the fact that that how important these two key facts – ‘advertising’ & ‘promotion’ are for the uplifting of a brand.

Behind every successful established business, there are many triumphant stories of how the brands stood out of the crowd of millions. Without the power of advertising and promotion, a business would never have been able to reach out to the world or communicate to their target audience. Yet, everyday newer ideas are being generated and developed for better Business Development.

Chapter 2:

Literature Review

2.1 Literature Review

Advertising and Psychology

Although advertising has a very long history, serious study of advertising and its effects on consumers did not begin until early in the twentieth century. Psychologists began to recognize that advertising was an important form of communication and began to apply the theories and methods of psychology to its study. Individuals such as Harlow Gale began to conduct experiments designed to determine the power of individual advertisements to attract attention and persuade consumers to buy. Walter Dill Scott of Northwestern University wrote the book The Theory of Advertising (1903), which sought to build a theoretical understanding of advertising based on the principals of psychological science. Scott suggested that advertisers should develop certain fundamental principles on which to construct a "rational theory of advertising." The work of these psychologists was noted by such advertising professionals as Stanley Resor of the J. Walter Thompson Agency, who, in 1912, commissioned a study of the demographics and purchasing patterns of consumers to understand better both what motivated consumers to buy and how to persuade better those same consumers. Since this early work, psychologists and other social scientists have played an important role in both the study and practice of advertising.

The application of psychological theories to advertising provides an understanding of how consumers process advertising messages and make purchase decisions. Theories of attention, information processing, attitude formation, and decision making all have relevance to understanding how advertising affects consumers. Another important application of psychological principals is to develop an understanding of consumer needs so that products can be developed, designed, and communicated in a manner that reflects the relevant and important needs of consumers.

Advertising & promotion is a complex business and an ever-changing science. They work side by side in order to give an advanced dimension to the business. As we look back at time, we have always seen businesses being developed through different advertising mediums or different promotional methods. In this age of machinery, new things are produced in daily life. Market is created for these things through advertisement and it is through advertisement that people begin to feel a need for those goods of which they had never heard before. Advertisement creates demand as it is the backbone of commerce and industry. Even on today’s date, we see new advertising and promotional methods need assessing and comparison with traditional available methods as to which it is more or less cost-effective for different purposes.

Advertising has a very long history. It existed in ancient times in the form of signs that advertised wares in markets. In Europe and colonial America, criers were often employed by shopkeepers to shout a message throughout a town. Medicine shows, in which there was a combination of entertainment and an effort to sell a product, usually a patent medicine or elixir, presaged modern advertising by creating an entertainment context in which advertising was embedded. Advertising became especially important in the second half of the nineteenth century as retailers began to advertise products and prices that would bring customers to their stores. Advertising for patent medicines also played a prominent role in the development of advertising, and by the end of the nineteenth century, the firms that would become advertising agencies had already begun to form.

For some years some subtle changes in the practice of advertising have been reshaping the society people live in. The force of advertising reaches out and touches everyone living and working in the modern world today. Advertising is claimed by its practitioners to be largely responsible for the good things in life and is criticized by its opponents as the cause of unpleasant things (Lee & Johnson, 1999). The impact of advertising on the society is a fiercely debated topic, and has been ever since the conception of advertising in its most basic form. There are negative and positive social impacts upon society from advertising in its various forms. For instance, advertising promoting public welfare has a positive social impact upon society, whereas advertising portraying women as sex objects has negative social impacts.

The purpose of this report is to discuss the role of advertising in today's society and how it impacts the society, people live in. Therefore it is essential to discuss the fundamental role of advertising. It is also important to examine different types of advertising. As the world is progressing, so the means of advertisement are also increasing. A good advertisement must have certain qualities. First, it should be based on human-psychology. Goods for different income groups should be advertised, taking into consideration their purchasing power. Secondly, advertisements should be attractive as it is an essential point. People look towards an advertisement only if it is eye – catching. Good, interesting pictures are very effective from this point of view. Advertisements are not concerned the quality of goods.

In our country, the art of advertising is in its infancy whereas in progressive countries like USA or considering big business concerns have specialists and experts for this purpose. They keep massive budgets for advertisement. Nowadays, competitions are also becoming cut-throat more and more, so companies focus on advertising to take a head of rivals and keep their position which is at risk. Therefore, there is no doubt that the tidal wave of advertisements impacts deeply customers because new approach which companies chooses for advertising.

Everywhere we look, whether it is on television, magazines, the internet or billboards, there are dozens of products or services that are pushed onto consumers. The firms that are responsible for creating these advertisements are paid to persuade the consumer that he or she needs the product being advertised. The techniques used in the advertising industry usually focus on the benefits that will be brought to the consumer than on the actual product itself, giving people false hope for a better life if they buy their products.

Advertising Effects - How Advertising Works, Getting Attention, Processing Information, Information Evaluation

Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver.

The word "advertise" originates from the Latin advertere, which means to turn toward or to take note of. Certainly, the visual and verbal commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event sponsors. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note.

An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.

The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. One famous example of this is found in the long-running advertising for Ivory Soap. In the late 1800s, a soap maker at Procter and Gamble left his machine running during his lunch period and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalize on this mistake by advertising Ivory Soap with the phrase "It Floats." This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap.

The information function of advertising can also be found in advertising for Ivory Soap. For more than one hundred years, advertisements for Ivory Soap have focused on such product characteristics as purity of ingredients, child care, and soft skin. These characteristics, in turn, were often related to key benefits that could be obtained from using Ivory Soap. Thus, various advertisements emphasized "That Ivory Look," which focused on the relationships between product characteristics and the benefits of obtaining a fresh and healthy appearance.

The third and most important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product.

How It Works

Advertising is a form of communication. Like all forms of communication, it has many different effects and these effects are often related to one another. The message in an advertisement, no matter how strong and persuasive, will have no effect if the consumer does not see the advertisement or pay attention to it. One useful framework for understanding these multiple effects and their interrelationships is called the hierarchy of effects model. The hierarchy of effects model identifies different stages in the communication process. Effective communication must begin by obtaining the attention of the consumer. Then, the consumer must process the information carried in the advertisement. Such processing of information may be followed by an evaluation of the information, the source of the information, and ultimately the desirability of any actions suggested by the communication. This evaluation process may, in turn, give rise to the formation of attitudes, the development of intentions for future action, and, eventually, an action. Different characteristics of an advertisement have effects at different points in this hierarchy.

Getting Attention

In the context of advertising, the first hurdle for an advertiser is to obtain the attention of the consumer. This involves two important actions. First, it is important for the advertiser to know where a communication should be place to increase the odds of reaching a particular type of consumer; this is the media decision. Careful analysis of the consumer use of various media (e.g., what television shows they watch, what route they take to work, and what magazines they read) allows the advertisers to identify those media to which target consumers are most likely to be exposed. Placing an advertisement in a place where relevant consumers are unlikely to see it assures that the advertising will be ineffective. However, just because a consumer happens to view a television show or read a magazine in which an advertisement is placed does not a guarantee that the consumer will see the advertisement. The consumer may have left the room when the television commercial aired or may not have read the particular part of the magazine in which the advertisement appeared. Advertisers solve this problem by repeating advertising in the same and in different media in order to increase the probability that a given consumer will actually be exposed to the advertising. Thus, a key task for the advertiser is to identify those media to which relevant consumers regularly attend and develop a schedule of repetition for the advertisement that maximizes the number of consumers who will be exposed to the advertising message. This is typically the responsibility of the media department in an advertising agency.

Exposure to an advertisement still does not mean that a consumer will attend to it. A consumer may simply turn the page of a magazine, look away from the television, or click on a banner advertisement on the Internet to make it go away without ever paying attention to the advertisement. Thus, obtaining the attention of consumers who are, in fact, exposed to an advertisement is a significant challenge for advertisers. Various characteristics of advertisements have been found to increase the likelihood that consumers will attend to an advertisement. Advertisements that include relevant information for the consumer, such as a product benefit that is important to the consumer, are especially likely to attract attention. Information that is new to the consumer is also likely to obtain the attention of the consumer. Various creative devices such as the use of humor, a well-known celebrity, or an especially entertaining presentation also tend to attract attention. The latter devices must be used carefully; if they are not well integrated with the primary message of the advertiser, the consumer may attend to the advertisement, but only focus on the creative device (the humor, the identity of the celebrity) rather the intended message of the advertiser. Advertisers often refer to characteristics of advertisements that gain attention but distract the viewer from the primary message as "creative clutter."

An especially challenging dimension of advertising revolves around balancing the repetition of an advertisement, which is intended to increase the probability of a consumer being exposed to it, with the likelihood the consumer will attend to the advertisement when exposed. Consumers are less likely to attend to advertisements they have already seen, and the more often an individual consumer has seen an advertisement previously the less likely they are to pay attention to it when exposed again. This phenomenon is referred to as "advertising wearout." Wearout can be a particular problem when advertising in markets where the likelihood of advertising exposure varies considerably across consumers. The number of repetitions of the advertisement needed to reach some consumers may be so great that the advertisement wears out among other consumers who are more readily exposed to the advertisement. To combat such wearout, advertisers will often use multiple advertisements that vary in terms of execution or presentation but carry similar messages. Such variation tends to reduce advertising wearout by providing something new to the consumer that serves as the basis for attracting attention.

To sum up, people these days are affected by advertisements, which try to persuade customers to buy goods by conveying this illusion that these product can make them look happy and successful. For instance if we ask, Why are people so easily influenced by advertising? One only needs to turn on their television to see why people are tempted to buy the latest and greatest gadgets on the market. Some credit can be given to the king of infomercials - Ronco. Everyday, a different product is being peddled which promises to lighten the load while working in the kitchen or cleaning the house. Sometimes, these products look miraculous and even too good to be true, but people buy them anyway. They are repeatedly promised and even guaranteed by actual user testimony that the product works. For example, Oxy-Clean guarantee to get all kinds of stains out of fabric and carpets. Then there is the mop that can get into the toughest spots with no problem.

Some of the leading Companies/Brands who have been successfully driven into the limelight with the help of advertising and promotion and a quick brief are as follows:

HSBC: It is known as the world’s leading bank. The HSBC Group has been an international pedigree which is unique. They have been successful internationally for many years now and their achievements have been many. Their integrated campaigning for their bank has bonded them to their clients and therefore this has led them where they are standing today. They used many theme based advertisements which conveyed messages to the target group regarding their banking strategies in very simple visualisation and on the other hand they have been always on the top in promotional activities for their brand. Every year, they produce large amount of gift items such as calendars, pens, mugs, diaries, etc for their corporate clients in order to make them feel the bank is always close to them at all times. Other than this, they also sponsor in sports as this is also considered to as one of the ways of promoting brand. Some examples of the best campaigns are shown below:hsbc

hsbc1

Campaign for HSBC.

Nokia: The name Nokia gives us the image of mobile phones but this was originally a paper mill established in the mid 1800s in the western Finland and later merged with a cable company and started producing electronics. And here they are today in 2010, being the leading mobile phone manufacturers and recognized to be the 5th most valued brand in the world. It has always blended along with the trends and created advertisements according to the target group and always has been successful. They have been designing phones for every group of people starting from the working class to the business class. And their sales have been always at peak for their outstanding market strategies and promotional ideas and also their services.

Nokia_Electronica

Today, we can see that how campaigning and promotion has emerged itself into business development. For instance, we can consider the brands mentioned above and we can evaluate how a few simple visuals or texts can be combined together to convey the message of existence of a brand. At today’s date, every other company is at pace to reach the top and it does not only take good business concepts or marketing strategies but a business also needs some good back up for showing the target group what they selling or producing for them and this is where we need advertising and promotion to come in. Looking back into the history, we can see that branding concepts or promotion has been there in practice since the early 1800s. It has been a medium of communication, marketing or we can say psychological phenomenon between the mass group of people and the brand. It has been and still is important as this concept of advertising and promoting helps create, manage and maintain brands. There might be many ways of producing an advertisement but the key goal is to present what you are selling to the target group. Referring to the discussion mentioned above, I have also included a brief on what advertising and promotion really means and how they connect in business development.

Advertising: is a form of communication intended to motivate a target group to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. The role advertising plays in relation to branding are:

Creating need for the product.

Increasing awareness.

Generating or influencing an attitude.

Inform the clients about the availability of the product and where to purchase.

Promotion: is another strategy that is commonly used in marketing in order to increase customer loyalty, awareness of products, and sales. Instead of focusing on a specific product or products, a company instead tries to focus on the promotion of its brand. This strategy has been proven to be very effective in marketing, and many companies currently employ it. The role of promotion in business development in collaboration with advertising is to provide examples of their advertising, corporate image, printed material, editorial etc.

2.2 Objective of the study

With the help of this thesis, I will try to find out about how advertising and promotional activities work together as one to make a business or brand successful.

Does advertising and promotion leave a positive impact or a negative impact on business development?

What is the role of advertising & promotion in brand development & how does it play a vital role?

Key features to make a brand successful:

Who? - Youth-minded consumers who have a new global mind-set.

What? - A brand that find newer and better ways to inspire their consumers.

Why? -  Brand that forms an emotional connection with the consumer.

Intentions and Behavior

Ultimately, the success of advertising rests on whether it influences behavior. Product advertisers want consumers to buy their product; political advertisers want voters to vote for their candidate; and sponsors of public-service announcements related to the harmful effects of smoking want the incidence of smoking to decline. While such effects are of primary interest for understanding the influence of advertising, advertising is only one of many factors that influence such behaviors. A consumer might want to buy an advertiser’s product, but may not find it in the store, or another less-desirable product is so much less-expensive that the consumer chooses it instead. It is possible, in some cases, to identify the direct effects of advertising on behavior, but in most cases, there are simply too many other factors that can influence behavior to isolate the effects of advertising. It is for this reason that most advertising research focuses on other effects in the hierarchy of effects. When measuring the direct effect of advertising on behavior is of interest, it is necessary to design carefully controlled experiments to control for all factors other than advertising.

What Advertising Does Not Do

Some writers have argued that advertising can create needs and stimulate unconscious and deep-seated motives. This view has led some critics of advertising to argue that advertising is a persuasive tool with the dangerous potential to create consumer needs. John Kenneth Galbraith, in The New Industrial State (1985), suggests that the central function of advertising is to create desires—to bring into being wants that previously did not exist. It is certainly true that people frequently want things when they become aware that they exist and advertising does contribute to such awareness. It is also the case that people sometimes do not realize that they have a need until they become aware of a solution that meets this need. Advertising is not able to create needs that did not already exist, however. Indeed, advertising is a relatively weak persuasive tool. The evidence of this weakness is abundant and unambiguous. First, the failure rate for new products is very high (approximately 90%). This fact is not consistent with the claim that advertisers can actually mold people’s needs. If advertisers could create needs, they should then be able to compel consumers to buy their products. Second, experts argue that advertising works best when it is working with, rather than counter to, the existing interests of the consumers. For example, for many years, low-calorie beer had not been able to find a consumer need to address and the product had limited sales. When the Miller Brewing Company introduced its Lite brand of beer and positioned it as the beer with fewer calories (which "makes it less filling"), it became an instant success.

2.3 Main Objective/Specific Objective

The key objective of the case study is to understand the value of advertising and how it works as a bridge between the consumer and the brand. As formulating successful advertisements is a great challenge in today’s date as there is so much competition. Not all branding ends up being successful. It’s about understanding how new products could be presented to the consumers and make them feel the need for it. There are about thousands of companies producing the same products. In such cases, the companies should produce visually strong advertisements that must convince the consumers to buy that particular brand. As my subject refers to business development, I have tried to remain focused on how it works and also tried to show all other possible comparisons in relation to the topic. With the help of this study, I have revealed how important advertising and promotion is to business development as it affects the sales of a product.

Examples of advertising & promotion techniques in relation to business development:

Fido Dido : Fido Dido is a cartoon character created by Joanna Ferrone and Sue Rose. Rose first developed the character in 1985 on a napkin in a restaurant. Fido Dido was licensed to PepsiCo in around 1988, but the character did not receive much attention or popularity until the early 1990s on numerous products, particularly stationeries. Later, he was replaced with Cool Spot as the brand mascot. Fido Dido reappeared in the 2000s and is still, as of 2010, used in advertising campaigns for 7 Up in countries worldwide from six different continents. Its recognition is still same but the company stopped using the image for some time but failed in establishing a successful image as Fido Dido so they transformed it into 3D and returned with some more new visual ideas for their campaign.

Blue Ocean-7 Up Fido Dido

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Fido Dido : 7up advert

M&M’s: M&M’s Chocolate Candies has been in the mainstream since the mid 50’s. Starting with a cardboard packaging and changing it to their famous brown packaging which is still being used today. Different colour of candies represented different personalities and it has been a big success and even today after almost sixty years, M&M’s still there as one of the top most global brands that has secured and retained its dominant market position as number one confectionery brand, through extensive use of global marketing strategies. This strategy has been underpinned with new product developments and strong advertising ‘personalities’ introduced to the M&M’s family.

CA_group

M&M’s characters & packaging.

m-and-m-standard-packaging

2.4 Other Objectives

The use of advertising in branding is a key feature of marketing as without promoting a product won’t be able to have any sales.

Brands such as Coca-Cola, Apple, Marlboro, Heinz, KFC, Microsoft, etc has successfully established their brands with the help of some revolutionary advertisements and promotional ideas which changed the consumer views and convinced them to acquire the goods or services offered by the companies. Not all campaigning is good and successful. Even after having the visual strength, sometimes they fail to communicate or convince the consumers.Untitled-2

Local companies who have been benefited by successful campaigning are listed below:

K&N’s healthy chicken:

K-N-CHICKEN

K&N’s was established in the year 1964 by Khalil Sattar with a vision to foresee a need to start a poultry farm. There business today has stretched globally and they are now specialized in poultry breeding, hatching, feed milling and poultry processing, ready to cook and fully processed chicken products etc. They have been using a wide range of advertising medias among which their TVCs has been very popular because of producing advertisements keeping the target group in mind. Their latest advertisement is on their new Kabab range. All their adverts are liked by the target audience because of their simple story line. They always create situations in relation to our daily life as K&N’s produces food products for our daily life.

kns-hot-tenders

Orascom Telecom:

orascom2

Orascom Telecom or as we know it as (OTH) was established in the year 1998 and has been successfully in the centre fold. OTH is considered among the largest and most diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate mobile services in North Korea. OTH is a leading mobile telecommunications company operating in six emerging markets having a population under license of 430 million with an average penetration of mobile telephony across all markets of approximately 40%. OTH operates GSM networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH was in a 40% share with Mobilink until 2001 and later merged with Mobilink for better customer service and satisfaction. OTH has always been very precise about its target audience, and have always tried to serve their clients with the maximum facilities and the best network of course. Their marketing strategies are very vast and they sure do have the skills to be in the best. They make TVCs, print adverts, billboards and other mediums of campaigning which has always kept them in the highest peaks of success.

Chapter 3:

Research Methodology

3.1 Research Type

The method tools for my research were appropriate as they helped me to gather knowledge and valuable information. The information was obtained with the use of –

Primary Research: Interviews, questionnaires, focus groups.

Secondary Research: Selected data from my design research projects, books. Case studies, websites.

KEY QUESTION

RESEARCH

SECONDARY RESEARCH

PRIMARY RESEARCH

INTERVIEWS

QUESTIONNAIRES

FOCUSED GROUPS

DR1 &DR2 DATA

PERIODICALS/BOOKS

CASE STUDIES

WEBSITES

TOOLS

INFORMATION GATHERING

EVALUATION

3.2 Hypothesis/Expected Outcome

I personally feel that generating advertisements and promotional ideas with the sole intention of business development not only can eliminate the possibilities of the downfall of a brand but also work as a bridge between the company and the consumers. The practice of brand promotion has proven very much effective since the early 1800s and considering the success over the years has still kept the proposal of using advertising and promotion in business development still active. Today in 2010, after decades of research and extended studies on business strategies, it has been proven that for a brand’s sustainability, it is important to approach the credentials of the product or service to the target group as they must learn about it. Advertising and promotion could be in form of press ad, TVC, billboards, other promotional campaigns such as producing products in the name of the company which are distributed among the clients for free.

For instance, a leading company at this point of competition spends millions of pounds on advertising and promotion for better sales and marketing or more than that with a rough estimation. It is sometimes seen that the product promotion cost exceeds the product cost. But then again, the company focuses on presenting the product or service to the target audience with a visualisation which helps the audience to decide the product value.

The motto behind this explanation and my expected outcome from this dissertation leads to clear the concept how this functions. It is to understand the value of revolution in Business Development and merging with the global market changes and be a part of the race.

3.3 Types of data used

The two main types of data process that has been used constantly were Primary and Secondary data. My design research projects gave me the opportunity to study the strategies of business and how it could be development in means of quality and sales.

Therefore, I have decided to deflect valuable data from my research projects to continue my dissertation which has a very closely related subject. The information and context were very useful resource as they have helped me to observe the circumstances properly and understand the interaction between the stakeholders of the system.

3.4 Research Instrument

Tools such as interviews and questionnaires were particularly important for me because I had direct involvement with people from different companies concerning about brand promotion and design consultancies as well. Secondary research led me to the creation of a questionnaire with some interesting questions based on business development and different advertising and promotion ideas that could be used both nationally and internationally.

3.5 Sources of Data

During my secondary research, I looked for information about advertising and promotion and their design implementation possibilities in books and periodicals by using library resources. Websites also helped me to get additional information as well as information concerning advertising agencies and their different media of works. I studied several case studies about how advertising and promotion work in relation to branding or business development. Case studies included the aims and objectives of several advertisements and a general critic of their designs whether they communicate well or not. Since case studies demonstrate examples from the real world, they helped me to improve my understanding and analysis on real situations. I will analyze all case studies during the discussion section. Using secondary research tools I was able to develop a more comprehensible perspective on my topic area.

Primary research tools were also used which gave me the opportunity to interact with people and obtain my desired information. Focused group provided me with a subjective understanding of how people think. During the discussion, the group expressed their own perceptions about specific brands, advertising, promotion and the media of advertising and also exchanged their ideas about making advertisements more standard. Although focus groups do not produce valid data, I believe that they do establish a clear understanding about individual thinking. The discussion helped me to realise which brands stand out into today’s market and are arguable to the consumers.

3.6 Sampling Design

Sampling design that relates to basic dissertation mainly consists of two types:

Random Sampling

Selected Sampling

Random sampling: Random sampling is about the perceptions about different individuals related to the world of advertising and as well as the business entrepreneurs or the people who are the specialists in the technical sections. As I have already mentioned earlier in my report about the importance of advertising and promotion in business development, I would like to reprise on the topic again for better evaluation.

Going back on a review, we talked about understanding the value of using contemporary style in advertising as this makes campaigning visually strong to the target group. The following two steps have been maintained in order to achieve a successful sampling design.

I have obtained a list of names and addresses of the successful companies/brands through both personal contacts and other references.

My list of individuals consist of only few people, therefore I went to the individuals in persons with my questionnaire.

Selected sampling: Selected sampling on the other hand begins with a list of participants with specific characteristics. For ex: the rest of the sampling is accompanied by series of questionnaires.

3.7 Data Preparation

My Procedure for preparing and organizing all my data has taken a lot of effort as it was required to have everything in an organized platform. By organized what I meant was that all the information that I have collected from the companies, clients and general people had to be sorted in a sequential pattern for an easier analysis. The survey reports have been evaluated and for understanding the results has been designed through evaluation bars. And later the result has been explained elaborately. The high lighted topics from the interview session with the brands have been a great contribution to this thesis as they were genuine direct information.

Overall, if we take a close look in this thesis, we can get all the information and understanding variables necessary for advertising and promotion and why it leaves an impact on business development and how does it enhance a brand.

3.8 Data Analysis

The whole data analysis procedure was full of knowledge. If I have to evaluate my satisfaction on my learning then I would say that it had typifying features that helped me high light the reason why advertising and promotion are being used on everyday basis and how it connects to the target group. Besides my knowledge in this section, I have also revealed through the discourse analysis which covers my survey or interview session analysis, I have learned and sorted that the involvement of the creatives are also mandatory as they are the ones who suggest ways of promoting a brand in the market. The advertising firms in a way works as an agent for the brands. The interview session proved very resourceful and helped my understanding.

Data that have been collected from the creatives –

An interview session with Rashid Khan, the CEO of Mobilink Pakistan

Do you agree that good campaigning results in successful business strategies?

--- Of course, I agree as it is important for a brand to communicate with its target audience.

What methods in advertisement would you use to convince the clients to purchase the goods?

--- Advertising itself is so vast that it is hard to decide one particular medium but for a head start in brand promotion, it is better to choose print advert, TVC or billboard advertisement.

What medium of advertisement is visually more communicative with the target audience? Why & How?

--- As discussed earlier, advertising increases the market strategies of a brand and helps to improve its sales. The medium of

advertisement depends on the goods or services the brand is

offering to the client. Therefore, it varies depending on the demand

of the product and the service.

Why do you think some brands fail to establish a connection between the product and the consumers?

--- As we all know that not all brands are not successful even after

investing large amounts of money for their campaign. Not all

brands can establish the communication with their target group

through campaigning. Therefore, this results in bad marketing

strategy.

Do you think that advertising & promotion leaves a positive or negative impact on a brand personality?

--- It surely does leave a positive impact as this helps in the growth of a business and works as a bridge to communicate with the target group and motivate them to take the product or service from the

brand.

Can you give examples of any one of your promotions that you would like to re-do? If yes, then state why and how.

--- One of the TVC I would like to speak of is the Jazz Ladies First Mobilink Advert. I personally feel it lacks some attention to the main goal of the package. If I were to redo the TVC then I would be more focused on the message I am forwarding to the target group, for instance, there should be more clarity on the message that is being conveyed. Such as, on purchasing ladies first package sim, coupons and vouchers will be offered.

How can a brand survive in the mainstream even after having such tough competitions?

--- The key to this success is to think like a consumer while selling the product. Only then it is possible to come up with strong advertising ideas which will be visually strong and also convince the target audience and assure them of the durability of the product.

What other methods can be used for the campaigning of a brand?

--- There is a very wide range of advertising media such as print

adverts, billboards, TVC, radio ad, etc. And other than these, some

brands do their campaigning on buses, banners etc.

After the interview session, it was easier to understand and evaluate. And it was seen that advertising and promotion in the development of brands was strongly appreciated as it is important to comprehend the values of brand promotion and how this communicates with the target group and motivate towards the products or services the brand is proposing to them.

Data from the clients, brands and the general people are taken. Successful results must provide advance knowledge and contribute to the understanding of the research. My findings are derived from the analysis of tools, which were used for research collection. I have piled up all the information and make a chart for making my analysis easier.

During the survey, these were the percentages of categorized people who filled out the survey forms.

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From Internet and TV I have found the following data-

The examples of best brand development (worldwide)

1. Videocon: Videocon has transformed its logo and the new symbol asserts

its passion for Global impact, and the two ‘E’s on either side represent the

Group’s wide spectrum of interests ranging from ‘Electronics to Energy’.

To connect with its vast consumer base, Videocon has brought in fresh

perspective with a new communication for its consumer durable

segment. The new identity clearly defines the consumer-centric approach

of the brand and its positioning to be closer to the consumers heart - both

in terms of its values and philosophies, as well as its servicing aspects. The

idea behind the change comes from the company's constant thirst of

responding in tune with the changing market dynamics.

Transformed logo of Videocon.

videocon_logo

2. Nokia: The Nokia Almighty Music edition phones achieved quiet popularity in

the market with their visualisation of personalised headphones attached to the phones which refers to the fact that the particular series of phone is a music edition. Overall it has got its level of global recognition.

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Visually strong print ad.

How people are responding to visually strong campaigns?

What are other steps could be initiated for promoting a business besides the usual picture of advertising?

There are many various ways and reasons why we need to take the help of advertisements to promote brands. One of the foremost reasons why it is mandatory is that it conveys the message of a fully nurtured product to the consumers. We can combine reality and fantasy into the ads which makes a product more perfect and convinces the consumers to buy it.

3.9 Synoptic view of the study

In short, I would like to say that this chapter – ‘the research methodology’ has revealed all that I wanted to share and all that I have not been able to explain. After the completion of the study and research analysis, it has been proved in many ways that advertising and promotion can only be looked at positively as it is beneficial to the brands. The interviews and survey reports has been proven 100% positive towards the subject.

3.10 Limitation of the study

SWOT Analysis

Strengths: Leading brands, customer relationship, production quality, scale, management.

Weakness: Weak branding, Poor access to distribution, Low customer retention, Sub-scale.

Opportunity: Changing customer tastes, technological advancements, reaching the international market.

Threats: Competition, increases cost.

During my dissertation research, I have come across some difficulties. While collecting data, I had to short list the names of leading brands and the advertising firms who design for the top brands. Then, I had to look for links through which I had to get to them for an interview session. During the interview session with the creatives and the entrepreneurs.

Chapter 4:

Findings, Dissension & Analysis

4.1 Major Findings

My findings are derived from the analysis of tools which are used for research collection and measurement data. The discussion and findings of this research mainly focuses on the status of advertising and promotion today and how it has been over the years and how they have always prolonged the brands. Information used to answer the research question of the study was derived from both primary and secondary resources. The primary source of data were drawn from the survey questionnaire and semi-structured interview. The respondents of the study were randomly selected from different existing brand promotion and advertisements. The secondary sources of data on the other hand, were taken from published books, journal, magazines as well as online sources discussing about the impacts of advertising and promotion on business development. Besides collecting data from the creative, I have also collected data from the general people. There has been a both positive and negative side of this study.

When questions asked to people starting from the companies to the target people, I got different answers from each individual. But mostly had positive views about the collaboration of advertising and promotion in business development and how they communicate with the target group.

During my findings, I have also found out that people actually think about the values of advertising and the media through which it is more communicative to people. While I was doing my survey on advertising and promotion and its significance, values and possible contributions, the participants of the survey were more than obliged to know that they had an important role in terms of brand value.

4.2 Analysis Relation to Findings

Elaborating on my findings, I have talked about how effective advertising and promotion is in relation to business development. As it is revolutionary, we must give it more significance and value in terms of application and make the context more resourceful so that it connects to the a brand to the consumers and increases the sales of the business. The sales could be service based and as well as product based. Hence, the companies needs to bring their potentials and key features into the limelight for better communication with the target group. Some of the companies lack in these communication skills which leads to poor sales and lack of recognition. Such companies get affected because they don’t communicate with the target group and thus there remains a huge breach between the brand and the consumer.

Advertising and promotion is the key to future enhancement of business development. Today, many successful advertisements are seen that had a huge contribution behind the uplifting of a brand. And for evaluating its importance to relation findings, i have compiled them in arrangement of graphs. I have sorted out survey reports from the creative, clients, the brands itself and the general people. The general people has been a part of my research because without them, my research phase would have not been complete as they are the main target audience of the advertisements as they are the consumers and the brands can never sell their products or services without a target group. Advertisements are made to promote products and help the target group choose the best among them. Thus, the target people play an important role and their views on the understanding and communicating with the brand and their product or services.

Chapter 5:

Conclusion & Recommendation

5.1 Conclusion & Recommendation:

Advertisements personally communicate deeply with the world but in different phases. Building images or creating virtual advertisements for a product has been always a successful means of communication for selling desired products to the clients. As both advertising and promotion complement each other in order to make a brand succesfull but one needs to learn the process of implementation for it. For instance, which advertising medias could be used to produce a visually strong advertisement or which process of promotion could be adopted.

Consumers eat, drink or wear products that reflect their own personalities and lifestyle. But before all of that, we need to make them believe in what we make. And that is exactly what advertising and promotion is based on. Besides all this, it is important to find out about how the products are being sold or promoted to the consumers. Which medium of advertisements raises the sales or demand of a product? In today’s date we come across a large number of advertisements that are filmed or photographed to give meaning referring to the product. As I stated before, being in the techno era and moving along with the present trend, we need to understand the values of developing a business and making it more successful globally with the help and use of different means of visual communications between the entrepreneur and the client.

Advertising and promotion can build both strong and positive relationship between the brand and its target audience and that is why it is important to know the precise media for approaching towards the target group. Advertising integrates product into consumer’s minds by adding values, which leads to larger sales and mass production. Then the product leaves its vague picture behind and becomes a brand with strong personality that consumers can identify. But all this is only possible to achieve when we use an appropriate medium of advertisement.

What advertising and promotion really aims to achieve is to make a brand more substantial. Through the design and the strategic thinking of advertising, a brand can achieve a strong personality and in order to build and provide the brand with a personality, the companies need to understand consumer’s needs and their views towards a brand. A brand’s core values and essence are also important for the brand’s personality. The transfer of the brand personality to the advertised product is completed when the brand personality becomes a component of the brand image. After the brand personality has been connected to the advertised product, the brand personality will be connected to the consumer. The companies prefer the consumers to choose and consume the advertised brand as well as to become loyal to it.

5.2 Direction of Further Study

As to be directed, there is never an end in learning or researching. But as for my research on advertising and promotion being a negative or positive impact on business or not, I have figured out that a further study is not required at the moment as I have clearly stated in my project how this leaves a positive impact on the process of business development. And that I have ended up with a conclusion that a business could be easily nurtured by the creative skills of visual communication with the target group by formulating ideas and expressing the product through significant advertising.