The influence of media on consumer behavior is profound. The billions of dollars spent in advertising each year attest to the impact of media on consumer purchasing and buying preferences. The ability of media to shape consumer trends and tastes through media such as movies, television shows and music is all-pervasive. New media such as Internet sites accelerates consumer receptivity to products through comments made on websites and blogs. Media is such a part of our daily lives that we don’t even realize it's influencing us in big and small ways. Media use in advertising is purposely designed to elicit a change in consumer action, belief and perception. It unabashedly woos us to buy products we don’t need and trust wholly with product claims that are puffer or exaggerated.
In today’s dynamic world, it is almost impossible for advertisers to deliver advertising message and information to buyers without use of advertising. Certainly, this may be because of the globalization and accessibility of hundreds of channels for the viewers of this modern era. Now a day, due to globalized economy, this made available a bulk of marketing stimuli to the modern consumers. More often consumerism describes the way of equating personal happiness, with purchasing material possessions and consumption in excess of one’s need. The main purpose of media advertising itself is to persuade audience to take some action with respect to products, ideas, or services. The success of media advertisements can be determined by the consumer’s final decision to consume the said products or service, in oppose to the competitors. In correlation, consumer behavior indicates the act of acquiring, using and disposing of products, services, ideas, or experiences whilst includes the search for information and actual purchase. The outlets of mass media include, but not limited to billboards, Internet, magazine, television, and radio. Mass media advertising generally dwells on multiple outlets and tends to be consistent when it comes to visually branding their image. This serves the purpose of generating consumer’s association with specific value and concepts with the company’s products.
Table of Contents
- Media: An Introduction
- Media Strategies
- Consumer Purchase Behaviour
- FMCG Industry
- Analysis of the effect of media strategies on consumer purchase behaviour with special reference to FMCG products
Objectives and Key Themes
This text aims to explore the impact of media strategies on consumer purchasing behavior, particularly within the Fast-Moving Consumer Goods (FMCG) industry. It examines the role of media in advertising, analyzing how different media vehicles influence consumer awareness, attitudes, and ultimately, purchasing decisions.
- The influence of media advertising on consumer behavior.
- The role of media strategies in building brand loyalty and market share.
- The effectiveness of various media channels in reaching target audiences.
- The relationship between media advertising and consumer perception of product differentiation.
- The importance of strategic media planning for achieving marketing objectives.
Chapter Summaries
Media: An Introduction: This chapter introduces the concept of media advertising as a communication process, discussing its role and importance in shaping consumer behavior. It explores various media vehicles, their characteristics, and their impact. The chapter also delves into the AIDA model and examines the Indian advertising industry and its growth, highlighting the pervasive influence of media in modern society and its impact on consumer decision-making. The chapter emphasizes the importance of understanding media's role in advertising to create effective marketing strategies.
Media Strategies: This chapter focuses on the strategic use of media in marketing and advertising. It discusses the evolution of media strategies as a crucial element in achieving a sustainable competitive advantage in the marketplace. The chapter explores how companies utilize media channels for communication with customers, encompassing product advertising, addressing customer inquiries, and providing information. It highlights the shift towards low-cost personal branding platforms and the importance of media marketing across all company sizes and industries. The chapter stresses the necessity of strategically planning and implementing media strategies for achieving desired marketing outcomes. The chapter's analysis emphasizes the significant role of media strategies in shaping consumer perception and influencing purchasing decisions.
Consumer Purchase Behaviour: This chapter delves into the complexities of consumer purchasing behavior, analyzing the processes involved in acquiring, using, and disposing of products and services. It examines the impact of media exposure on consumer choices and decisions. The chapter likely explores psychological and sociological factors influencing purchase decisions, providing a framework for understanding consumer behavior in the context of media influence. The exploration of consumer information search and the eventual purchase decision is crucial for understanding effective marketing strategies.
FMCG Industry: This chapter likely provides a specific case study of the Fast-Moving Consumer Goods (FMCG) industry, applying the previously discussed concepts of media strategy and consumer behavior within this particular sector. It would likely explore the unique challenges and opportunities presented by the FMCG market, considering the high volume of advertising and the competitive landscape. The chapter will probably illustrate the principles of media planning and execution with concrete examples from the FMCG sector, providing a practical application of the theoretical concepts developed in earlier chapters.
Keywords
Media advertising, consumer behavior, media strategies, FMCG industry, brand loyalty, media planning, marketing objectives, advertising effectiveness, communication, AIDA model, consumer purchase decisions, media vehicles, strategic positioning, competitive advantage.
Frequently Asked Questions: A Comprehensive Language Preview
What is the overall focus of this text?
This text explores the impact of media strategies on consumer purchasing behavior, with a particular emphasis on the Fast-Moving Consumer Goods (FMCG) industry. It analyzes how different media influence consumer awareness, attitudes, and purchasing decisions, examining the role of media in advertising and brand building.
What topics are covered in the Table of Contents?
The text covers an introduction to media, media strategies, consumer purchase behavior, the FMCG industry, and a detailed analysis of how media strategies affect consumer purchasing behavior in the FMCG sector.
What are the key objectives and themes explored?
Key themes include the influence of media advertising on consumer behavior, the role of media in building brand loyalty and market share, the effectiveness of various media channels, the relationship between media advertising and consumer perception, and the importance of strategic media planning.
What does the chapter "Media: An Introduction" cover?
This chapter introduces media advertising as a communication process, discussing its role and importance in shaping consumer behavior. It explores various media vehicles and their impact, delves into the AIDA model, examines the Indian advertising industry, and highlights media's pervasive influence on consumer decision-making.
What is the focus of the "Media Strategies" chapter?
This chapter focuses on the strategic use of media in marketing and advertising, discussing its evolution and importance for achieving a competitive advantage. It explores how companies utilize media channels for communication, the shift towards low-cost personal branding, and the necessity of strategic media planning for achieving marketing outcomes.
What does the "Consumer Purchase Behaviour" chapter address?
This chapter analyzes the complexities of consumer purchasing behavior, examining the processes involved in acquiring, using, and disposing of products and services. It explores the impact of media exposure on consumer choices and decisions, including psychological and sociological factors influencing purchase decisions.
What is the content of the "FMCG Industry" chapter?
This chapter provides a case study of the Fast-Moving Consumer Goods (FMCG) industry, applying the concepts of media strategy and consumer behavior to this specific sector. It explores the challenges and opportunities within the FMCG market and illustrates media planning and execution with concrete examples.
What are the key terms used throughout the text?
Key terms include media advertising, consumer behavior, media strategies, FMCG industry, brand loyalty, media planning, marketing objectives, advertising effectiveness, communication, AIDA model, consumer purchase decisions, media vehicles, strategic positioning, and competitive advantage.
What type of audience is this text intended for?
While the provided preview doesn't explicitly state the target audience, the academic nature of the content, structured approach, and in-depth analysis suggest it's intended for students, researchers, or professionals in marketing, advertising, or related fields.
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- Rambabu Lavuri (Author), 2017, Media Strategy, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/435637
