scholarly journals The Future of TV Advertising Targeting Young Slovak Consumers

2020 ◽  
pp. 122-138 ◽  
Author(s):  
Andrej Miklosík ◽  
Peter Starchon ◽  
Dana Vokounova ◽  
Marína Korcokova
Keyword(s):  
Decision Making ◽  
Television Advertising ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Consumer Decision ◽  
Tv Advertising ◽  
Young Consumers ◽  
Communication Campaigns

The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.

scholarly journals EFFECTIVENESS OF SHOPEE TELEVISION ADVERTISING THEMED "SUPER GOYANG SHOPEE" IN JAKARTA SOCIETY

Jurnal INFORM ◽  
2019 ◽  
Vol 4 (1) ◽  
Author(s):  
Johanes Fernandes Andry ◽  
Tonny - Prayogo ◽  
Rakkha Leonardi Wijaya ◽  
Yohanes - Kantona
Keyword(s):  
Measurement Method ◽  
Television Advertising ◽  
Quantitative Approach ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Descriptive Research ◽  
The People ◽  
Cri Method ◽  
A Company

Shopee is a company engaged in e-commerce or commonly called online goods sales. This research was conducted to determine the effectiveness of Shopee advertisements on television to the people of Jakarta. Shopee as an advertiser uses advertising with the aim to attract new consumers to shop at Shopee. The effectiveness of advertising is measured using the Customer Response Index (CRI) measurement method. The CRI method measures the response of Shopee ad audience from various stages, starting from awareness, comprehend, interest, intentions, and actions. This response stage in the CRI is used to measure the effectiveness of Shopee advertisements with the theme "Super Goyang Shopee". In this study, effectiveness is illustrated in the theory of integrated marketing communication and the theory of the effectiveness of advertising. This type of research is descriptive research with a quantitative approach. The results of this study were Shopee advertisements on television in the effective Jakarta community and managed to meet the goals that Shopee wanted to achieve, namely at the interest stage of 66%.

scholarly journals The Role of Integrated Marketing Communication On Consumer Decision-Making Process

Sains Insani ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 173-184
Author(s):  
Clarence Anthony Puspanathan
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Quantitative Research ◽  
Personal Selling ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Integrated Marketing ◽  
Interactive Marketing ◽  
Consumer Decision ◽  
The Social

 This research is about how the IMC tools used to inform, persuade and remind targeted audience with the promotion, interactive marketing, advertising, public relations, and personal selling that how they influence the consumer decision-making process. The research will examine the relationship between the promotion, interactive marketing, advertising, public relations, and personal selling with the consumer decision-making process that which was the most effective tools that can affect the consumer decision-making process. This research will be conduct quantitative research that will use a questionnaire to collect data with the random sampling method. The questionnaire will use a 5-point Likert scale and will be distributed online to collect data. Statistical Package of the Social Science will be used to analyze the data that was collected from 382 respondents from Ipoh. The study found that all elements are significantly influenced the consumer decision-making process. Kajian ini adalah mengenai bagaimana IMC digunakan untuk memberitahu, membujuk dan mengingatkan khalayak yang disasarkan dengan promosi, pemasaran interaktif, pengiklanan, perhubungan awam dan jualan peribadi bagaimana mereka mempengaruhi proses membuat keputusan pengguna. Kajian ini akan mengkaji hubungan antara promosi, pemasaran interaktif, pengiklanan, hubungan masyarakat, dan jualan pribadi dengan proses membuat keputusan pengguna dengan alat yang paling efektif yang dapat mempengaruhi proses membuat keputusan pengguna. Kajian berbentuk penyelidikan kuantitatif yang menggunakan soal selidik untuk mengumpul data dengan kaedah persampelan rawak. Soal selidik menggunakan skala Likert 5 dan diedarkan melalui dalam talian. Pakej Statistik Sains Sosial digunakan untuk menganalisis data yang dikumpulkan daripada 382 responden dari Ipoh. Kajian mendapati semua elemen kajian mempengaruhi proses membuat keputusan pelanggan.

scholarly journals Does social media influence consumer decision-making in times of the COVID 19 pandemic.

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Meerakkuddy Siraji ◽  
MS. Ishar Ali
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Sri Lanka ◽  
Media Influence ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Traditional Media ◽  
Consumer Decision ◽  
Communication Goals ◽  
The Media

The main objective of this study is to examine the effect of social and traditional media on customer decision-making and to find out which of these two in times of pandemics affect more on customer decision-making. A survey was conducted using 250 respondents from Ampara District, Sri Lanka, aged between 20-30. The questionnaires were divided equally into three sets, the first part containing social media-related questions, the other part containing conventional media related questions, and the third aspect of customer decision-making. Results from a survey of 250 young people in Ampara, Sri Lanka show that in times of pandemic where both social and traditional media affect consumer decision-making but social media influence is much greater than the traditional media. The findings show that advertisers need to carefully pick the media to communicate with target customers in order to achieve their marketing communication goals.

Mediating Effect of Materialism on the Relationship between Socialization and Consumer Decision-Making Styles

2021 ◽  
pp. 231971452110528
Author(s):  
Sartaj Chaudhary ◽  
Ajoy Kumar Dey
Keyword(s):  
Decision Making ◽  
Mediating Effect ◽  
Consumer Decision Making ◽  
National Capital Region ◽  
Consumer Decision ◽  
Mediation Effects ◽  
Decision Making Styles ◽  
Young Consumers ◽  
Socialization Agents ◽  
The Relationship

Despite the importance of materialism as an influencer of consumer value, scant research has focused on its underlying association with socialization and consumer decision-making styles (CDMS). Based on the stimulus–response model, this study examined whether the relationship between socialization and hedonistic and utilitarian types of CDMS is mediated by materialism. Survey data from a sample of 1,050 young consumers from six schools of the national capital region of India were used to test the hypothesis. Confirmatory factor analysis affirmed socialization agents, materialism and CDMS as second-order constructs. Regression analyses were used to assess mediation effects in the relationship between socialization and hedonistic and utilitarian CDMS. Results show that materialism partially mediates the relationship between socialization agents and hedonistic CDMS but fully mediates the relationship between socialization and utilitarian CDMS. The results offer implications for practice and policymakers concerning young consumers. To further generalize the findings of this study, youngsters from different age groups with varying economic backgrounds should be probed. This is the first empirical article to investigate the mediating role of materialism in the context of socialization and CDMS.

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