The Influence of advertising media on brand awareness

Abstract

In modern business conditions, the company sends its promotional message through various instruments of promotion, and therefore the different media. One of the instruments of promotion is economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand image and the like. The aim of this study is to investigate the influence of different media of advertising on consumer awareness of the brand, as well as to investigate that influence in the context of socio-demographic characteristics of respondents. The methods used in the work are historical and research (field and online) methods and include a total of 690 respondents from Serbia in the period February-April 2017. For data analysis, we used the independent-samples t-test and the Spearman’s rank correlation coefficient. The results showed that television has the strongest impact on brand awareness. The Internet and billboards follow, while the weakest effect is that of newspapers and radio. Results show that in the context of gender, age, education and income of respondents, there are reasons to analyze the impact of television, radio, newspapers, billboards and the Internet to consumer awareness of the brand in a different manner. The contribution of the thesis is also reflected in the fact that, on the basis of the obtained results, the authors give recommendations, when it comes to perception and brand awareness, on the media that are an adequate promotional instrument for a particular segment of consumers.

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

“…The widespread popularity of the web and the internet has led to an intense growth of commercial product publicity online via advertisements and also it is said that the visual advertisements portrayed on television and social media are a crucial medium of attracting customers towards a product (Vedula et al, 2017). As emphasized by previous studies, advertisements provide information about products and services to individuals (Domazet et al, 2017;Terui et al, 2011). While discussing the previous literature, it can be understood that quality and the meaning of the content in an advertisement is an important influencing factor in social media marketing.…”

“…Respondents reported that creativity and the distinctiveness in the content of the advertisement exhibit itself as a form of entertainment, and the participants of the current study had reported that they tend to watch such advertisement again. Previous studies have also emphasized the importance of original, creative, and different advertisements and advertising strategies to improve positive perceptions towards the products or services (Buil et al, 2013;Domazet et al, 2017). Creativity has been proven as a cornerstone for the development of effective advertisements (Sasser & Koslow, 2012.…”

Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”

“…Humor in ads is categorized as an emotional appeal (El Tazy and Dinana, 2018). Humor can be explained as a very effective device in the media, specifically in TV advertisements (Domazet et al, 2017). Humorous advertising is a psychological response considered by the positive emotion of entertainment, the evaluation that something is funny, and makes the audience laugh (Eisend, 2017).…”

“…Also, brand awareness has two aspects brand depth and width, depth recommend how to make customer recall a brand and width express the result when the brand name come to the customers' mind during the purchasing situation (Keller, 2013) Brand awareness is created through advertising like TVC, Radio, Social media etc. (Khan, Jadoon and Tareen, 2016), as the study of (Domazet, Đokić and Milovanov, 2017) pointed out that it should be present for about two-thirds of the time, moreover the context of advertising influence on brand awareness is in some researches associated to consumers' or situational characteristics. Humorous advertising has become a famous and regularly used when interacting with the company's target customers, which helps in the formation of awareness and attention, and in improving attitudes towards the brands according to (Senthilkumar, and Venkatesh, 2017).…”

The Acceptance of Innovation in the Form of Internet Media by Consumers in the Republic of Serbia

“…"Internet marketing may be defined as using the Internet as a virtual store where products are being sold directly to consumers", (Corley, Jourdan & Ingram, 2013, p. 177). The research carried out by Domazet, Djokic & Milovanov (2017) showed that the Internet has a big influence on consumers (on brand awareness) in Serbia, immediately after the influence of television.…”