In this chapter, you will find a summarizing overview of the study of impulse buying and advertising. It explains fairly about the two discussed main topics, impulse buying and advertising. It gives an introduction of what impulse buying is and if it is related to advertising. In which way are they related to each other and what kind of a relationship do these factors have? The second paragraph, managerial relevance, will explain why this thesis is written and to whom it can be interesting, such as for companies and for other researchers who will use this study for further research. The third paragraph, the academic relevance, contains arguments for the reason and the relevance of the chosen topic.
[...] Advertising creates and provides many stimuli to consumers. Advertising uses different types of media to reach the consumer. Throughout the years the media channels have expanded from print ads, such as newspaper and magazine ads to television advertisements and with the growth of technology, a rather new advertising channel is online advertisement, through websites, banners, email and pop-ups. This study will research if advertising and specifically what types of advertising have an effect on the consumers‘impulse buying behaviour and the urge to buy a product. [...]
[...] - How can advertising influence impulse buying? 1.5 Research structure This study is based on the two main topics, advertising and impulsive buying. It gives an overview of the managerial and the academic relevance and it explains the problem statement and the research questions, which functions as the red threads trough this study. Chapter two will guide you into the topic impulse buying and its different types and factors that it has and their influence on it. Chapter two is composed of a small description, conceptual background of impulse buying and the other part of the chapter will explain the factors that influence consumers‘ impulsive buying behaviour and how they can affect a consumer. [...]
[...] Franses and Vriens (2004) describe three possible types of advertising effects. The first type is cognitive effects, the second; affective effects and the third are behavioural effects. Specific examples in these categories are —brand awareness“ (cognitive), —brand positioning“(cognitive, affective), consideration liking (affective), and —brand choice (behavioural) respectively. The conceptual framework is designed and visualized as different types of advertising and the factors that influence impulse buying. Through this visualization the relation between the constructs is visible. The hypotheses constructed are: TV advertising has a positive effect on impulse buying. [...]
[...] While Bernstein (1980) also states that advertising reassures and retains current customers, and it projects a useful image to the public. O'Toole (1982) shares the same idea where he says that advertising is really salesmanship functioning in the paid space and time of mass media, even though at times it may resemble other fields. Bernstein (1980) proclaims that in general, advertising has become a useful and indispensable tool of modern business, and it plays many roles. Singh and Dalai, (1999) look at advertising from a slightly different perspective, they state that advertisements are communicating messages and serve two basic functions: to inform and to persuade. [...]
[...] The way the effects of various media are spread out over time is different and the overall impact of different media will be different. For example, a TV ad may have a relatively big impact in the period it appears, having an impact may quickly fade away over the subsequent periods whereas a magazine ad could have a lower initial impact, but show a sustained impact over a number of periods because the magazine can be read over time, picked up again and used by other people (Franses, 2004) Types of advertising Printed advertising According to Reilly (1997), printed advertising is a mature industry. [...]
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