The paper “ The Impact of Advertising of Luxury Cosmetic Brands on Consumer Choice in London” is an impressive variant of research proposal on marketing. The quintessence of being in business by any organization outfits is to manufacture for sales and increase profits. In order to stay put in business, a business investment must generate adequate sales from its products enabling the covering of operating costs as well as post reasonable profits. For many businesses, sales estimate is precisely the starting point in profit planning or budgeting (Fred 2002, p. 1253-1266).
It is so since it must be determined, generally, before production units are arrived at while definite production units will, later on, affect material purchases. However, decision making in sales is the most cumbersome task facing many organization’ s executives. This is because it is tasking to predict, determine or estimate with potential customers’ demands, accuracy, as they are irrepressible factors external to a business. Considering, consequently, the relevance of sales on organization survival and the connection between sales and customers, it is convenient for organizations to engage in advertising programs that directly influence consumers’ decisions when they are purchasing products.
This is where brand management and advertising are relevant (John & Kenneth 2002, 455-486). Advertising is a division of the promotion mix that is one of the important 4ps in the concept of the marketing mix including place, product, price, and promotion. As a promotional approach, advertising serves as a crucial tool in the creation of product awareness and conditioning of the potential consumer’ s mind to take the ultimate purchase decision. The background of the study Advertising is noteworthy in any business operations across the globe.
It is the ultimate determinant of consumer choice in many cases involving a selection of products. In the new era of globalization, advertising holds a staunch position within the highly competitive market (Masaki 2004). Advertising is generally a form of communication intending to persuade a particular audience (viewers, listeners or readers) to take action. It includes the product or service name as well as how that service or product could benefit the consumer therefore, persuading the potential customers to consume that particular brand (Fred 2002, p. 1253-1266; Donald 1999, p. 299; Walter 2008, p.
88; Jacoby 2001, p. 234; Gordon 2006, p. 206; Ronald 2003, p. 20; David et al 2000, p. 120; Morris 1999, p. 199). Consumer behavior is strategic in any business or investment dealing with the provision of products or services. Understanding advertising as having an influence on consumer choice of the respective services or products is mandatory for all organizations or business institutions (Lester 2004, p. 537-562; John & Kenneth 2002, p. 455-486; Donald 2000, p. 179– 183). The knowledge on consumer behaviors helps businesses improve their respective marketing strategies by creating an understanding of various succulent issues, for instance, an understanding of consumer psychology in terms of how they reason, think, feel, and select between many available choices (brands, products). Understanding consumer behavior in advertising is also necessary in having the knowledge of the customer influence from his or her environment including signs, media, culture, and family (John & Kenneth 2002, 455-486; Lee, E 2000, p. 98; Susan 1997, p. 401; Mary 2003, p. 46; Chester 2001, p. 123; James 1999, p. 68; Craig 2000, p. 23; Andrew 1999, p. 3; Lynn 1997, p. 23).
The impact of advertising on consumer choice also features on the limitations in consumer knowledge equally the information processing abilities, how that influences customer decisions as well as the overall marketing outcome (Robert 2008, p.
269-270). Understanding consumer motivation is particularly vital in assessing the impact of advertising on consumer choice (Liz 2004). This means decision strategies receive varying receptions from consumers because they differ between brands, therefore, creating a difference on the level of interest of the consumer to that respective product (Lester 2004, p. 537-562; John & Kenneth 2002, p. 455-486; Donald 2000, p.