The Link Between Advertising Campaigns And Customer Self-Identity

Objectives of the Research

Question:

Discuss about the Corporate Social Responsibility and Customer Loyalty.

Advertisement is an announcement in the public that is required for the promotion of certain products or services. Advertisement campaigns aim at making customers aware of the products and services that are provided by the organisations and therefore aim at identifying the needs of the customers.  In the modern world, promotion is one of the main factors that exist in the business world. Without promotion, organisations cannot gain the reputation and the fame to continue work and gain a competitive advantage. At the same time, the satisfaction of customers is another important aspect that needs to be focused upon. As stated by Bienstock, Mentzer and Kahn (2015) customer satisfaction is important, as they are one of the main stakeholders of an organisation. Hence, the advertising campaigns that are present in the modern day have managed to ensure that the self-identity of the customers is aligned with the consumption they make of a product or service (Blut et al. 2015). This research paper focuses on the link that has been established between the self-identity of customers and the rate of consumption of a product. The role played by the advertising campaigns in this context is also discussed. Objectives regarding conducting the research are also stated in the research paper. Objectives include identifying the benefits that existing advertisements can help an organisation and to analyse the influence of the customers. The research paper provides a recommendation regarding the matters that need to be undertaken by both the customers and the advertising campaigns so that compliment can be made with one another for the benefit of an organisation and satisfy customers.

An existing advertisement is said to be a manipulator of the minds of the customers. Purchasing a product or availing a service based on the existing advertisement shown by a company is one of the characteristic features that define customers. However, the self-identity of the customers and its consumption capacity also need to be kept in mind. The link between the existing advertisements developed by the campaigners and the consumption capacity of the people can be understood by the reaction of the people towards the existing advertisement.  Thus, the purchasing power of the people is exposed to the exciting existing advertisement campaigns.

In the light of the problem statement, research questions can be formed that can help in completing the research in an effective manner.

1. What are the benefits of existing advertisement for organisations?
2. How are customers are influenced by the existing advertisement?
3. What is the link between existing advertisement and the self-identity of consumption of the customers?
4. What recommendations can be provided to improve the existing advertisement campaigns and the self-identity of the customers?

The Role of Advertising Campaigns in Promotion

The objectives of the research can be framed to help in guiding the research in a proper direction.

1. To identify benefits of existing advertisement for organisations
2. To analyse the ways in which customers are influenced by the existing advertisement
3. To establish a link between existing advertisement and the self-identity of consumption of the customers
4. To provide recommendations to improve the existing advertisement campaigns and the self-identity of the customers

The study can help in identifying the effectiveness of the existing advertisement and the manner in which it is used by the organisations to address the needs of the customers. The effect to which it can manipulate the self-identity of a customer is analysed in the research. The link between the existing advertisements and the customers are established to understand the effectiveness of the existing advertisement campaigns have on their consumption rate.

Advertisement can be considered as the best promotional method obtained by managers of different organisations. It can be used to recommend things to customers that provide motivation about purchasing a product. It can be used for the publicity of products, services and job vacancies (Zhang, van Doorn and Leeflang 2014). Organisations need to promote a product or service that instantly attracts customers and increases the possibilities of a sale of the product or sale. In this case, it is the duty of the customers to ensure that the advertising campaigns are subtle and does not have a huge impact on their lifestyle. Orel and Kara (2014) stated that it is the duty of the customers to keep in mind the lifestyle that is led by them and the purchasing power that they possess. Maintaining the self-identity is important so that the effects of the existing advertisements do not manipulate customers (Hill and Alexander 2017). Thus, the link between the two variables is important for both managers of an organisation and the customers.

According to Agnihotri et al. (2016), lifestyle plays an important role in ensuring the identity of a consumer. The self-identity of the customers is determined by using five simple steps of researching the customers. This includes identifying the target customers, discovering their habits and check for competition (Hill and Brierley 2017). At the same time, the consumption of customers is determined by the lifestyle it leads to the society (Caruana, Ramasashan and Krentler 2015). The perception of customers on a particular product may vary with the change in type of advertisement provided for the product. For example, the products of sold by Zara can be promoted by giving discounts. This can change the perception of the people about the products of Zara despite the fact that it may be considered as expensive if people do not have any knowledge about the discounts. The products of Zara are usually expensive and because of this, most people prefer not to purchase the products that are provided by the company. However, with the proper advertisements, the company can be able to motivate and encourage customers to purchase the products. At the same time, advertisements provide customers with an opportunity of understanding the life style they lead. The advertisements are based mainly on increasing the popularity of a particular brand to the customers.

The Importance of Maintaining Self-Identity

According to Eisingerich et al. (2016), the black-box model of customer behaviour is common in analysing the reactions of the customers. The model can help in identifying the external stimulus response of the customers, which influences the buying decisions of the customers. One such factor is the existing advertisement that plays an important role in the decision-making activity of a customer (Kumar 2016). The model states that the stimuli of the customers are based on the characteristic of the buyer and the decision making the process of the buyer. These two serve as the ultimate link between the manner in which buyers and sellers interact with one another and influence the consumption process. As stated by Zablah et al. (2016) the black box model is the aligned with the marketing mix theory that characterises the behaviour of the buyers.

Another model that can be considered is the customer behaviour framework. The model provides a systematic analysis of the process that lead to the decision making process of customers. Factors such as exposure, attention, comprehension and acceptance are required for customers to attain self-identity and advertisements expose these characteristics of the customers during promotion (Shaw and Hamilton 2016). The decisional variable such as beliefs and motive influence customers to purchase products that does not influence the cultural norms and social class. Thus, this particular model helps in conducting a systematic analysis of the products that influence the satisfaction and the dissatisfaction of the customers.

The research methodology that can be undertaken for completing the research paper is secondary research. Generally while conducting research; two methods are followed that are effective for gaining ideas about the manner in which data can be collected and analysed. These include a primary and secondary collection of data. In the primary collection, data are collected from first-hand sources namely from by conducting an interview method or by a survey (Bergh and Ketchen 2014). In the secondary collection, data is collected from various books, journals and websites that provide a detailed understanding of the topic at hand. In this case, the collection of a secondary source of data is appropriate as it can help in understanding the benefits of existing advertisements and the manner in which the customers are influenced by it (Bryman and Bell 2015). The purchasing power of the customers can be analysed. The analysis of a particular model can help in conducting the research in a proper manner so that the link between the purchasing power of customers and the existing advertisement can be established.

Models of Customer Behaviour

From the analysis of the literature review, it has been seen that every organisation need to identify certain factors that can influence the buying behaviour of customers. As stated by Orel and Kara (2014), an existing advertisement is a means of promotion that are undertaken by an organisation so that it can reach the customers and ensure that the sale of product or services increases. The application of the black box model of customer behaviour provides an analysis of the factors that influence the behaviour of customers. From the analysis, it has been seen that environmental forces along with the market mix elements are the factors that influence the buying behaviour of customers (Pérez and Rodriguez del Bosque 2015). At the same time, responses of the buyers vary with the situation that exists in the market. The brand name or company with which it creates a marketing relationship can influence the self-identity of the buyers. The purchase behaviour usually responds to certain questions that need to be addressed so that customers can decide on the consumption of the products (Han and Hyun 2015). Thus, the self-identity of the customers is determined by the advertisements of an organisation. As observed by Pianroj (2018) the loyalty of the customers are influenced by the advertisements as well. The self-identity of the customers can be understood by the loyalty it has on a particular product. Unexpected circumstances often lead to the influence of products and the manner in which the self-identity of the customers are defined. Watson et al. (2015) is of the opinion that advertisements allow customers to identify its purchasing power and continue to remain loyal to a particular product.

The limitation of the research paper is that the research paper needed to be completed by using only secondary source of data collection method. This proved, as a huge limitation as it could be seen is the fact that there was lack of materials about the influence of existing advertisement on a customer. Journal and articles based on the impact of existing advertisement on customers are rare mainly due to the lack of surveying of the customers. Thus, the research paper could have been done using primary collection of data so that the authentic response of the customers could have been obtained.

Conclusion

Hence, it can be concluded that the existing advertisements are required for the promotion of an organisation, products and services. Without existing advertisement, organisations cannot display the range of products and services that they have to offer to the customers. The excitement of the customers are based on the society in which they reside and the manner in which the external factors influence their decision. The link between the existing advertisement campaigns and the self-identity of the customers is that the decisions regarding the purchase or consumption of products are mainly influenced by the society. Societal factors play an important role in the purchasing power of customers and thereby, it is necessary that the organisations set up a target market. The analysis shows that the customers can attribute the link between the two variables to other factors such as the information processes. The variables in the decision-making activity of the customers are based on the ability of an organisation to excite the customers in consuming a particular product. Thus, certain recommendations can be made that provide an understanding about the manner in which organisations can improve the existing advertisement campaign and customers can make decisions regarding it.

Factors That Influence Customer Behaviour

From the analysis of the literature review and the discussion made regarding the link between customer self-identity and existing advertisement, a two-fold recommendation can be provided that can help in understanding the link in a proper manner. One such recommendation can be made to the existing advertisement campaign. The existing advertisement campaign needs to address a particular target market for a promotion of the products. This can help the campaign to eliminate the people that may not interest in the particular product or service. The target market needs to be based on the lifestyle and attitude shown by the people so that the campaigns can attract the customers upon whom the product can be used.

The second recommendation that can be provided is that of the customers. Customers need to address the purchasing power based on all the elements of a marketing mix. Normally customers undergo a thorough research of the marketing mix elements before purchasing a product, but pressure and expectations from the society cause the customers to take actions related to the purchase of products beyond their capacity. Thus, it can be said that the customers need to analyse the society and the marketing mix elements so that they can invest in the proper purchase of products without being influenced by any factors.

Reference

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