Essay Example on Maximizing TV Ad Impact: Challenges Facing Marketers

Introduction

Viewers can modify the impact of television advertisements in various ways. Markers now have to come up with more effective Television adverts to successfully reach their audience as well as to successfully compete for their rivals.

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Firms use television commercials to stretch to the audience as well as to raise their revenue, but there might be occasions when it is used for reasons like risk management after some free association misfortunes. The television advertising effectiveness can be calculated by the success of the advertiser in completing a particular goal. Even though the main goal is to raise income or sales, there may be other, shorter-term purposes, like restoring an image of a brand or raising awareness about a service or a product. Television rating supports provide some arithmetic grade for judging the program success, and the available effectiveness of adverts as well may be calculated concerning these results.

Sales increase through an advertising campaign is a sign of TV adverting effectiveness. If the advertisement can arouse sufficient of a comeback from viewers that some action is implemented to acquire the service or work being given, it is an indication of a successful commercial.

The TV commercial effectiveness could be counted by the achievement of a TV program during which a commercial advert runs. When the advertiser is trying to stretch to a particular number of viewers in a specific demographic, all this can be exemplified in viewership results.

Consumer behavior theories

Nowadays marketing is part science and part art, and each part places an essential role in fruitful marketing. Inventive expression advances marketing campaigns that capture the eye and catch the imagination, but behind each marketing plan is theories hinged economics firmly, psychology as well as studies in human behaviors. Consumer theories are typical additions of human behavior theories. The following are various theories used by marketers to define consumer behavior.

Psychoanalytic theory

This theory dashes back to Sigmund Freud, the originator of psychoanalysis in Austria. Regarding this theory, consumers reply to symbolic concerns the same way they respond to the economic and function concerns. Freud's work indicates that external factors like income and age cannot wholly account for the behavior of the consumer because motivations lay profoundly in mind. In its place, marketing messages that have emotive appeal to the consumer's aspiration, hopes and feelings are usually more operatives than rational appeals.

Pavlovian theory

The pavlovian theory originates from the work of Ivan Pavlova Russian psychologist. This theory indicates that, the behavior of the individual results from habituated responses. This theory is essential for the marketers for they can use it when reinventing or establishing a brand, to help them change or form consumer habits, or strengthen brand fundamentals that are connected to the positive consumer experiences.

Veblenian Social-Psychological Model

Veblen believed that human's particular desires and needs are formed and affected by group membership. He fixated this theory on members of the leisure class of society, whom he imagined were persuaded by the want for prestige apart from utilitarian need fulfillment. This theory still proves valuable although its critics contend that it may be extravagant in scope. According to this theory, marketers should put into consideration the social effects that influence consumers to understand product demand better.

Marshallian economics

Marshall alleged that consumers buy products and services concerning what gives the most excellent personal satisfaction. Some individuals have criticized this theory for being uninformative. This theory has offered marketers various relevant hypotheses such as: When the price of a product is lower, then the product's sales are higher

Applications of these consumer behavior theories

Marketers are using these foundational theories in innovative methods. Marketers now understand that consumer's face-paced, technology-inundated culture indicates that consumers are putting an even exceptional value on their time. Marketers should now look for other ways of making their advertisements shorter and more effectively.

Work references

Oladepo, Onigbinde Isaac, and Odunlami Samuel Abimbola. "The influence of brand image and promotional mix on consumer buying decision-a study of beverage consumers in Lagos State,

Nigeria." British journal of marketing studies 3, no. 4 (2015): 97-109.

Zeugner-Roth, Katharina Petra, Vesna Zabkar, and Adamantios Diamantopoulos. "Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective." Journal of international marketing 23, no. 2 (2015): 25-54.

Erkan, Ismail, and Chris Evans. "The influence of eWOM in social media on consumers' purchase intentions: An extended approach to information adoption." Computers in Human Behavior 61 (2016): 47-55.