The paper 'Evaluating the Impacts of Different Promotion Methods on Increasing Sales in Alounak Restaurant" is a great example of a marketing case study. This chapter will involve a comparison between the findings of this research and literature review. The influence of advertisement to patrons will be discussed, comparing what was found during the research with the existing literature. The impact of personal sales and public relations will be compared in terms of the existing literature and the outcome during the research period. Lastly, sales promotion will be analysed and compared with the existing literature. 5.2.
Comparing the Effect of advertisement findings with the literature The findings have affirmed that advertisement as an influence on customers. According to Bruggen (2009), an advertisement has an impact on consumers’ attitudes towards a product that is being advertised. In these findings, most findings showed that most customers who had patronized the restaurant had seen the advertisement more than thrice. This means the advert f the company had changed the social attitude, ascriptions and behaviours towards the restaurant. An advertisement plays an important role to influence people to purchase a product It is an essential tool for positively transforming competitive advantages of enterprises by increasing their interactivity as well as flexibility with the potential and existing customers.
(Trampe, Stanel, Siero and Mulder, 2010). Levine (2003) says that this ad communicates important information about the product and more than that manufactures its brand identity well. Consumers seeing this ad will become aware that there is a new product called "Just the Best" made of fresh ingredients, coming in three flavours and sold in quart-sized containers in supermarkets.
Beyond factual information, the ad also conveys the feeling of nostalgia associates itself with something the consumer already known and trusts subconsciously. This makes the message that follows more believable. The finding shows that 87% of the customers who patronized the restaurant stated that they had seen advertisements and was appealing to them. This is in line with what Trampe, et al, (2010) had stated. Advertising is the most popular way sellers use to influence the decisions of their target clientele (Levine, 2003). The literature founded advertisements approaches are likely to provide a technique for extrapolating compensatory desires onto the advertisement scenes.
Besides, complex advertisements may create more awareness for the audience on stimulus qualities incorporated in them. Individuals’ receptions to images and words vary with the perceived message conveyed via the advertisement (Mitchell, 1993). The findings showed that most people were influenced by adverts in Television sets and training grounds as compared to the radio and brochures. This means that the TV and training adverts an important role in determining their ability to patronize the restaurant. According to Mitchell, 1993 images create a picture of a product of a customer thus advertisements made in social media, billboards are more informative to the customers as compared to advertisements that are not pictorial.
This has been confirmed by the findings where most respondents preferred adverts which were made on billboards and social media. The attractiveness in advertising has a greater and more positive impact on the purchase decision-making process of consumers. When consumers see an advertisement depicting an attractive model or celebrity, they will first contemplate whether the advertisement and the endorser are keeping with their perceptions of the product and of the personality that motivates them.
If they develop positive feelings about the advertisement because of the attractiveness of the advertisement they will associate themselves with the beautiful model in the advertisements and will relate with her emotionally or with other relationships depending on the kind of aspirations they have. In being motivated by seeing such an advertisement with the attractive face, consumers will appear to be cheerful and happy and may consider making the purchase because it will satisfy their urge to associate with the brand ambassador in the advertisement.
Most researchers have held that physically attractive models and endorsers enhance the effectiveness of advertisements.
List of References
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