Consumer Attitudes and Print Advertising - Essay Example

Consumer Attitudes and Print Advertising Business is where I get what I want, when I want it, how I want it and at what cost. The consumer is the sole reason for improvement in production of commodities because they offer market for the product. Consumer behavior towards products in general pops in, which describes their preferences and tastes. What leads to a consumer buying a commodity and leaving out another is the determining factor. Then comes in marketing and all its components. To start this off, blackberry iphone. This kind was developed and brought into the market by the very developers in Waterloo, Ontario, a Canadian company known as RIM for Research In Motion Company. The then Chief Executive Officer Mister Mike Larzaridis, came up with this outstanding model specifically for use in the corporate world. Considering that, the model was for the financially stable and able, so was the price tag attached to it high. This development by RIM has seen rapid improvements in many other RIM blackberry models. Wireless being the walk in the IT industry, has called for differentiating commodities. Consumers love with a passion, so also do they hate. An outstanding product is sure of a standing ovation and RIM company worked towards that. Consumers are driven by an attitude to order or purchase commodities and various research studies have been established to know how to bleach consumers’ stand and alter their decisions towards a certain desired direction. A good number of elements of marketing techniques were employed by RIM Company, the results.amazing and pleasing. Notably, consumer decisions can be changed depending on what they see, what they hear, and the outcome of the results after trying out the product. This is advertisement. Advertising used by the RIM Company covered all aspects that would change the consumer’s attitude in favor of Blackberry iphone. Promotion also used in advertising, is an element that captures consumers with a deal too sweet to turn down. Couple of reasons why blackberry was developed is discussed below in a deeper aspect. This explains the purpose of blackberry. Having been developed in 1999, the blackberry iphone company RIM, has grown from one that relays electronic mail to wireless devices.to a company that relays electronic mails to wireless devices. Provision of internet services using the blackberry smartphone.An application that helps one to search for directions using the phone,GPS enabled, peep out on the favorite websites and even more, set an RSS feed to have news sent directly, as it is happening, to your blackberry iphone. Mobile sreaming is made possible as one can watch clips of news, sports videos using the mobile streaming websites in the blackberry. Music too can also be streamed to calm the nerve after a long day of work. The blackberry Smartphone enhances personal and organizational organisation.One can set up reminders on the calendar so you do not have your secretary reminding too late about the appointments. To-do lists give a good turn to make all things work together. The camera with ability to zoom up to 640 megapixels, allows one to take a snap with your blackberry device. You can email it to business counterpart’s family and keeps you well in touch with outside life. The consumer having learnt of the new product in the market has to get hold of it. Distribution comes in here. This involves the actual mode and act of presenting the actual product in the palms of the consumer Distribution is not one way only. It has diverse ways of presenting the same product to the market that is, by distributing through the internet as well. Distribution is made simple when the location is convenient, but it is a nightmare when the location poses a challenge of accessibility. This is selected with the market in mind. We can put it as; RIM dodged a bullet in its intellectual property suit, with its actual vulnerability being in its complacency. Having gained the more out of its near monopoly state, RIM has since had accomplices who would not sleep, till they see RIM on its knees. Evolution of Blackberry Enterprise Server (BES) by RIM, made it stand against the hard kicks of Microsoft’s high profile Windows mobile which threatens to take lead Relation- This is met when the product satisfies the requirements of the consumers and the company’s production. Attaching such guarantees will give the consumer every reason to entrust a producer with their satisfaction. Killing two birds with one stone because the producing company also builds its name (Shah, 2009). All factors constant, how the price is set dictates consumer attitude towards the product, considering that competitors are also fighting for the same market (consumer). What discounts to offer and the prices to charge to cover up for production cost is a pain in the behind because, a producer can get a good ground to thrive or be kicked out of market. Advertising has missed the point if it does not bring the point home or meet the expectations of the consumer. In the streets lay papers, alleged advertising posters, torn to pieces. Because they do not have an appeal. Clear, precise unto the point, brief, captivating and sometimes funny, are the characteristics of a focused advertisement. Have a look at this, “We do advertising. We come up with BIG ideas. We grab the attention of your audience, make you stand out from the competition and ultimately grow your brand…but you can tell everyone else we just do advertising” This advert advertises about advertising. Funny, but far from that, what can actually make advertising effective and successful? What makes an appealing advertisement? A handful of well-organized words in conjunction with pictures that depict and echo the words, that is, for emphasis. They are everywhere; on TV, on highway roundabout, on radio, in magazines, all trying to hook us. Conspicuous headlines, bright colors, that call from far is one element that sells your advertisement and your product to any interested buyer. One that demands people to stop and notice it. Design of an advertisement decides whether it is successful or unsuccessful. This is the measure of effectiveness as per the set objectives by a marketer. Uniqueness and distinction of an advert created makes it stand out among others, and this provides a viable platform for the presented product to dominate the field. Color quality, word precision and general simplicity presents the product just fine. An example is the IPod class; very classic and exquisite. Euphemism is also employed in adverts to make less appealing aspects more presentable (e.g., something that is not popular can be described as the pioneer of all times). The text accompanying the advert images must be easily understood to drive the point home. The use of jaunty vocabulary and special syntax to associate the product creates a humorous appeal in the favor of the product in question. Relevance of light literature and discrete images is huge market and profit maximization. The clientele or target group must be well defined to make the consumer identify with the advertised product beforehand. Bring together the general characteristics and traits of your target group to design an advert that influences them. Every client; aged folks, teenagers, married couples all have different tastes and choices. Finally yet importantly, proof and guarantee. It is risky though, but as it is said, “Don’t do business if you don’t expect any loss.” This drags the aspect of giving assurances to the customers that, in the case of the purchased product disappointing them, they can always return the product or even are refunded (Mowen & Minor, 2001). There are several theories behind the choosy behavior of consumers. Economists, financial analysts, researchers and others have tried to come up with theories that try to explain this. Economics explains the consumer theory from an angle of how the market shapes the kind of decision the consumer is to make. As put, explaining the behavior of any one consumer would take a fortnight. According to this theory, the consumer’s decision is influenced by the trend in the market and actually how much satisfaction is obtained from the consumed product. The theory however has a puzzle and unanswered question, by beginning students of Economics, of how, exactly, utility can be measured in the units utils. This theory is smart but ambiguous, because nothing can be used to measure the amount of satisfaction obtained by a consumer from consuming a product. Perceptions vary as another theory explains that consumer behavior is out of an unconscious self; that decisions by a consumer are preceded by a concentrated formation of needs and attitudes that determine the choice of a brand. According to the theory, majority of human behavior occurs either out of the conscious awareness or as an unconscious process. This is the chaos theory and academic inertia developed by Sheth and Howard in1969. Assumes that, behavior of a consumer is rational within the limits of his cognoscibility and learning capacities, constrained by limited and scarce information. This theory tries to nullify the importance of marketing, pricing and all by displaying the idea that, marketers profit from decisions made by unconscious minds to buy the advertised commodity. It is ineffectual! Conformity versus escapism theory is one that tries to explain why some consumers shift their consumption to another product at the expense of the one-escapists, while others, conformers, stick to consuming the same product whether it s features change or not. Escapism, according to the theory, happens to consumers with high stress levels and who feel dissatisfied by the physical and social environment. They quit consuming a product to try out a brand that can temporarily offer them refuge (Hoyer & Macinnis, 2009). Conformity happens with the consumers who have developed a strong brand loyalty brought about by a motivation of, say, the satisfaction they get from consuming the product. It can also be out of influence from other consumers. This theory tries to explain the motivation that makes consumers behave the way they do. Big minds think big and that is how the reasoned action theory came to be. The consumer views the product from all angles to make sure that they suffer least expense and get high quality products. The principal of marginal utility also does sneak in. The reasoning creates an attitude that serves the following functions Utilitarian, or how able a commodity is to satisfy consumers needs, the value of the product and how consumption of the product presents you, expression of the ego and convey self image of who we really are and the knowledge which summarizes the image we present. The theory of trying and the theory of attitude are also related partly with the above explanation of how the attitude formed from external or internal influence, push consumers to submit to a particular brand. All the above theories are peoples’ assumptions and creations of what they know, have experienced, have learned, researched and or witnessed. Nevertheless, the question is, why the consumers attitude? Quite simple. It is the part of the consumer that can be easily manipulated and bent towards a desired direction. Literatures, especially, in conjunction with pictures, draw a vivid and clear description of what the consumer requires to satisfy their needs (Adewoye, 2003) Read More