Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study

Manickam, S

doi:10.1080/10496491.2014.908798

Cited by 12 publications

(7 citation statements)

References 33 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Creating awareness is the primary role of advertising such as communicating to target consumers on products, services, experiences, ideas, and so forth, offered by the companies (Manickam, 2014). Online advertisements outperform the print advertisements because the web's vividness and interactivity characteristics cater for differences in how advertisements are processed in the two media (Belanche et al, 2017).…”

Section: J Effectiveness Of Advertising -Brand Awareness -Intention mentioning

confidence: 99%

The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

Maria

Pusriadi

Hakim

et al. 2019

jmi

View full text Add to dashboard Cite

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

show abstract

Section: J Effectiveness Of Advertising -Brand Awareness -Intention mentioning

confidence: 99%

The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

Maria

Pusriadi

Hakim

et al. 2019

jmi

View full text Add to dashboard Cite

show abstract

“…Thus, the informational, motivational character of differentiated marketing helps recipients absorb the information in campaigns more readily (Manickam 2014), and should invoke positive evaluations. A positive evaluation relates positively to the likelihood of engaging in the related behavior (Bekkers and Wiepking 2011), so it should exert an effect on blood donations (e.g., Gillespie and Hillyer 2002).…”

Section: Conceptual Framework and Hypothesismentioning

confidence: 99%

“…In addition, psychological characteristics (e.g., motives), could be used to describe targets more precisely (e.g., Beerli-Palacio and Martín-Santana 2015; Rupp et al 2014). The motivational factor of differentiated marketing can still be a valuable tool to activate motives of target groups (Manickam 2014). Further research should consider this factor when testing for differentiated marketing.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

“…In nonprofit and especially in blood donor research differentiated marketing is still a recommendation, rather than an applied strategy. However, research focusing on differentiation stated that differentiated marketing might increase the recruitment success by creating appeals that precisely match the preferences of donor segments (Dibb and Simkin 2010;Kotler and Levy 1969;Manickam 2014).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

Sundermann

Boenigk

Willems

2017

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

show abstract

“…(iii) How do classical marketing decisions such as advertisement and the subsidy amount, relate to retailers' return volume of used products and opportunity to obtain new product sales? We do so by integrating four district theoriesconsumer's surplus [7,8], trade-in allowances [9,10], adverting diffusion [11,12], and the theory of competitive markets [13,14]-to advance research propositions that might begin to guide the development of the interdisciplinary field of sustainability.…”

Section: Introductionmentioning

confidence: 99%

Investment Strategy in a Closed Loop Supply Chain: The Case of a Market with Competition between Two Retailers

Yoon

Jeong

2017

Sustainability

View full text Add to dashboard Cite

Abstract:To survive in the ceaseless cycle of competition, businesses have developed strategies to become sustainable. These strategies include reusing products, which can lead not only to the creation of economic benefits but also to improvements in a corporation's social and environmental responsibility. Product reuse can also increase the profit earned on new products by compensating customers who bring in old products to buy new ones, as the ensuing remanufacturing process allows for the reuse of materials and thus drives down costs. As businesses have come to recognize these values, the marketing competition to retrieve used products from customers has intensified. This research focuses on identifying effective compensation strategies to determine the appropriate advertising investment and trade-in value in a market where two homogeneous retailers compete. Retailers advertise to secure more customers to trade in their used products and to generate more trade-in sales than competitors do. A retailer's results may vary according to its competitor's investment strategy, which makes it useful to employ information on past competitor investment patterns to plan future investment strategies. However, as competitors using one another's information may intensify the competition, better investment results could be obtained by ignoring competitor investment information. Therefore, this study suggests four competition strategies that determine the advertisement costs and trade-in allowance spent by retailers and discusses the difference in the profits obtained by the retailers under each of the four strategies.

show abstract

Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study

Cited by 12 publications

References 33 publications

The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

Investment Strategy in a Closed Loop Supply Chain: The Case of a Market with Competition between Two Retailers

Contact Info

Product

Resources

About