EV Dissertation

Dissertation for Ph.D.
University Department of Commerce & Business Management
Ranchi University, Ranchi
Impact of advertisement on buying behaviours of Smartphone among various age
groups
RANCHI UNIVERSITY, RANCHI
Under the supervision & Guidance of: Research Scholar
Dr. M. N. Zubairi Kumari Kanak Lata
Assistant Professor (Net Qualified)
Depart of Commerce & Business Studies Roll no. 18ph.DCW81052
Ranchi University, Ranchi (Course Work)
1
Table of Contents
Introduction...........................................................................................................................................4
1.1. Concept of Advertising...............................................................................................................9
1.2. Unique features of advertising.................................................................................................10
1.3. Impact of advertising on consumer buying behavior................................................................11
1.4. Influence of advertisement on consumer behavior and sales turnover...................................15
1.5. The smartphone market in India..............................................................................................19
1.6. Smartphone advertising influences customers’ purchasing behavior.......................................21
1.7. The relationship between advertising and sales volume..........................................................22
1.8 The link between advertising, customer buying behavior, and sales.........................................24
2. Objectives of the research study.....................................................................................................26
3. Literature Review............................................................................................................................29
3.1 Evolution of Advertising.............................................................................................................29
3.2 Move from the non-personal presentation of the message to personalised communication...40
3.3 Advertising as an Integral Part of Marketing Mix.......................................................................49
3.4 Advertising – Its role in the business backdrop..........................................................................53
3.5 Role of Advertising during a pandemic like Covid-19.................................................................63
3.6 The importance of responsible advertisements........................................................................70
3.7 Creativity and Innovation in Enhancing the Impact of Advertising............................................74
3.8 Features of Advertising strategy of modern businesses entities...............................................83
3.9 Importance of Advertising Smartphones...................................................................................95
3.10 Advertising Factors influencing the Smartphone Purchase Intention....................................104
3.11 Effectiveness of Advertising on Smartphone Buying Decision...............................................111
3.12 Impact of Samsung’s Advertisement Strategy on Customer Behaviour.................................116
3.13 Digitalization concept in advertising......................................................................................123
3.14 Advertising and customer behaviour.....................................................................................132
3.15 Influence of advertisements on individuals from different age groups.................................137
3.16 Positive and negative impact of advertisements...................................................................149
3.17 Advertisements of smartphones............................................................................................157
4. Research Questions / Research Gap..............................................................................................162
5. Research Methodology..............................................................................................................163
5.1 Research tool - Research Questionnaire..................................................................................165
5.2 Sampling..................................................................................................................................167
5.3 Sample size..............................................................................................................................168
2
5.4 Primary Research Study...........................................................................................................169
5.5 Primary Research Analysis.......................................................................................................171
5.6 Key factors that influence the product which customers choose in the market......................175
5.7 Impact of advertisement on buying behaviours of customers from different age groups.......179
5.8 Ethical Considerations.............................................................................................................198
6 Analysis of Data..............................................................................................................................202
6.1 Importance of advertising........................................................................................................204
6.2 Diverse impact of advertising strategy on the market audience.............................................210
6.3 Role of the age of the market audience...................................................................................217
6.4 Discussion based on Data Analysis..........................................................................................225
7. Recommendations.........................................................................................................................238
8. Limitations of the Research process..............................................................................................247
9. Hypothesis....................................................................................................................................250
Chapterization...................................................................................................................................261
Chapter I: Introduction..................................................................................................................261
Chapter II: Objective of the Research............................................................................................261
Chapter III: Literature Review........................................................................................................262
Chapter IV: Research Question/Research Gap..............................................................................263
Chapter V: Research Methodology................................................................................................263
Chapter VI: Analysis of Data..........................................................................................................264
Chapter VII: Limitations of the Research process..........................................................................265
Chapter VIII: Hypothesis................................................................................................................266
Bibliography.......................................................................................................................................268
3
Introduction
Advertisement has become an integral part of business entities that has the power to mould
the existence, sustainability, and performance of concern. This element of the promotional
mix can transform the overall effectiveness of the marketing strategy of a business
undertaking. What makes advertisement very impactful is that it is highly visible and
pervasive in nature. The advertisement gives shape to the promotional mix of an entity that
comprises various components like sales promotion, personal selling, publicity, etc. Business
concerns take the advertisement function very seriously. This is because it deals in
disseminating information by using non-personal means through paid media1.
As the size of markets has been expanding due to the existence of a large number of players,
the importance of advertising is also increasing. The strategic advertising approach is
basically helping firms to interact with the vast market audience so that they can be aware of
the business and the market offerings. According to The Role of Advertising in Promoting a
Product (2020), the role of advertisement is indispensable when it comes to promoting a
product or service for a business concern. Advertisement can be said to be a long-term
investment for a business undertaking which ultimately helps it to influence its overall market
performance2. For example, suppose a customer is not satisfied with the toothpaste that he is
using; in that case, the advertisement of toothpaste from a competitor brand could encourage
him to shift to the offering. This example shows the power of advertisement for marketers
and businesses. Thus according to the writer, advertisement not only influences the purchase
of a service or commodity but also has the power to influence the underlying aspects of a
customer that influence the purchasing decision3.
1
"ADVERTISING AND SALES PROMOTION". 2020. Pondiuni.Edu.In.
http://www.pondiuni.edu.in/storage/dde/downloads/markiv_asp.pdf
2
"The Role Of Advertising In Promoting A Product". 2020. Theseus.Fi.
Https://Www.Theseus.Fi/Bitstream/Handle/10024/80777/Frolova_Svetlana.Pdf.
3
4
According to the Advertising and Sales Promotion (2020), Chicago, the term advertising
refers to “any form of non-personal presentation or promotion of ideas, goods or services, by
an identified sponsor.4” Thus, this means of mass communication of information plays a vital
role for marketers. This is because it is used as a powerful tool that helps to persuade existing
buyers or potential buyers in the competitive market setting. Some of the core elements of
advertisement include the mass communication approach, which has the power to reach a
large number of customers in the vast market setting, and it is a non-personal method of
communication. In other words, it can be said that it is not delivered by a real person or
individual, nor is it addressed to a specific individual only. This form of commercial
communication is regarded to be extremely useful in the business backdrop as it helps the
advertiser to have a profitable and long life in the unpredictable business landscape. One of
the major benefits of advertisement is that it is speedy, and it empowers an advertiser to
interact with millions of buyers within a short period of time 5. The contents of an
advertisement play an integral role. This is because they can ensure whether the
advertisement has a positive impact on the potential or existing buyers of a business or not.
For instance, the information that is shared in an advertisement must be beneficial for the
buyers so that they can take action in the form of a purchase. In addition to this, while
designing an advertisement; a marketer must make sure that the advertisement suggests some
kind of solution to the intended audience so that their problem can be resolved. A critical
component of advertisement is persuasion. Without proper and effective persuasion, an
advertisement is bound to fail for a business concern. The ultimate objective of advertising is
to help a business concern to increase its level of profitable sales volumes so that it can
sustainably perform in the dynamic market backdrop6.
4
Advertising And Sales Promotion". 2020. Pondiuni.Edu.In. Http://Www.Pondiuni.Edu.In/Storage/Dde/Downloads/Markiv_Asp.Pdf .
5
6
5
Advertising acts as an extremely critical and important tool that enables business
undertakings to communicate and interact with the end-users about their offerings, such as a
service or a product. The messages that are shared with the end-users intend to inform them
and influence them to make specific purchase decisions. In the 21st Century, business entities
rely heavily on advertising and marketing. The message that is shared through the
communication medium helps to influence the perception of individuals about a brand.
Moreover, it also has the potential to have a significant impact on the reputation and goodwill
of a business concern.
In the technology-driven times of the 21st Century, the internet has brought about
revolutionary changes in how advertising is done. In the current times, business concerns are
trying to interact with the target market audience by focusing on traditional as well as modern
forms of advertisement7. In the olden times, businesses mainly used radio commercials,
television commercials, billboards, posters, etc., to advertise about themselves and their
market offerings. But thanks to the introduction of innovative technologies, especially the
internet, marketers have diverse options to advertise about their market offerings 8. Due to the
application of technology in the area of advertisement, marketers are in a position to
disseminate the intended message to the market audience from all across the globe.
Moreover, they are able to engage with the existing customers and potential customers in an
efficient and effective manner.
Modern technology significantly contributes to the advertising domain. This is because it
empowers business concerns as well as marketers to create more meaningful and impactful
messages as compared to the traditional advertising approaches. Thanks to the use of

7
"ADVERTISING AND SALES PROMOTION". 2020. Pondiuni.Edu.In.
http://www.pondiuni.edu.in/storage/dde/downloads/markiv_asp.pdf
8
6
innovative technology by marketers, they are able to present personalized messages that are
more appealing to specific customer segments. The primary objective of designing such kinds
of advertisements is to capture the attention of the potential audience and the existing ones.
Due to the application of innovative technologies for advertising, marketers have a better
chance of influencing customers and molding their purchasing decisions to a significant
extent. One of the key features of the technology-driven approach of advertising is that
customers are able to have direct and meaningful interaction with marketers as well.
Over the years, a wide variety of research studies have been carried out to get a better insight
into the significance of advertisements in the dynamic market setting. Various former studies
indicate that advertisements have a major impact on customers and their decisions regarding
purchasing a product or a service9. In the research study by Fatima and Lodhi (2015), they
have clearly stated that advertisements help customers by creating awareness about products
and services that are available in the vast market setting. In fact, advertisements along with
the perception of the market audience combine and influence the ultimate purchasing
decision.
The prevailing market landscape is highly competitive in nature. The business undertakings
that operate in the market use advertisement as a vital marketing tool so that they can have
the edge over their industry rivals and competitors. It is used as a potent weapon in the
market environment, enabling marketers to influence the target market audience. This is done
by sharing with them new information or reminding them of the existence of a valuable
product or service that can be beneficial for them. According to the marketing mix theory,
advertising can be regarded as one of the most useful and effective promotional tools that
helps them arouse the audience's interest. In modern times, the role and significance of
9
Fatima, Samar, and Samreen Lodhi. "Impact of Advertisement on Buying Behaviours of the Consumers: Study of Cosmetic Industry in
Karachi City." International journal of management sciences and business research (2015).
7
advertisement have further boosted. In fact, business entities have been using innovative
ways to advertise their offerings in the market so that they can perform better. Investing in
advertisements has become a fundamental necessity for firms as it influences the buying
decisions of existing as well as potential customers10. Thus it further has an impact on the
profitability and market performance of firms.
The research study has been carried out to understand how advertisements impact the buying
behaviors of people. Mwakasege (2015) has stated that communication via advertisements
can play an integral role for marketers. This is because it can mold what customers think
about a product or service11. The information that is shared in the form of advertisements has
the power to influence the attitude of the target market audience towards different market
offerings. In fact, this strategy can help a business to share relevant and necessary
information with the customers so that they can make purchasing decisions that are in favor
of the business concern12.
In the research dissertation, an in-depth and thorough investigation has been carried out to get
an insight into how advertising molds the buying behaviors of customers. The main focus is
on the advertisement strategies that are adopted by smartphone companies that influence the
purchasing decision among various age groups. Holistic research is conducted by focusing on
the advertisements of some of the most well-known smartphone brands such as Apple,
Samsung, Sony, etc. On the basis of the critical assessment, suitable recommendations have
10
11
Mwakasege, Getrude.. Influence Of Advertising On Consumer Buying Behaviour: Case Study Of Forever Living Cosmetics Products.
10.13140/Rg.2.1.2302.6329. (2015)
12
8
been made so that marketers operating in the smartphone industry can use their advertisement
strategy to their advantage.
1.1. Concept of Advertising
According to the Advertising and Sales Promotion (2020), the term advertising refers to “any
form of non-personal presentation or promotion of ideas, goods or services, by an identified
sponsor.13” Thus, this means of mass communication of information plays a vital role for
marketers. This is because it is used as a powerful tool that helps to persuade existing buyers
or potential buyers in the competitive market setting. Some of the core elements of
advertisement include the mass communication approach, which has the power to reach a
large number of customers in the vast market setting, and it is a non-personal method of
communication. In other words, it can be said that it is not delivered by a real person or
individual, nor is it addressed to a specific individual only. This form of commercial
communication is regarded to be extremely useful in the business backdrop as it helps the
advertiser to have a profitable and long-life rapport in the unpredictable business landscape.
One of the major benefits of advertisement is that it is speedy, and it empowers an advertiser
to interact with millions of buyers within a short period of time 14. The contents of an
advertisement play an integral role. This is because they can ensure whether the
advertisement has a positive impact on the potential or existing buyers of a business or not.
For instance, the information that is shared in an advertisement must be beneficial for the
buyers so that they can take action in the form of a purchase. In addition to this, while
designing an advertisement, a marketer must make sure that the advertisement suggests some
kind of solution to the intended audience so that their problem can be resolved. A critical
component of advertisement is persuasion. Without proper and effective persuasion, an
13
Advertising And Sales Promotion". 2020. Pondiuni.Edu.In. Http://Www.Pondiuni.Edu.In/Storage/Dde/Downloads/Markiv_Asp.Pdf.
14
9
advertisement is bound to fail for a business concern. The ultimate objective of advertising is
to help a business concern to increase its level of profitable sales volume so that it can
sustainably perform in the dynamic market backdrop15.
Advertising acts as an extremely critical and important tool that enables business
undertakings to communicate and interact with the end-users about their offerings, such as a
service or a product. The messages that are shared with the end-users intend to inform them
and influence them to make specific purchase decisions. In the 21st Century, business entities
rely heavily on advertising and marketing. The message that is shared through the
communication medium helps to influence the perception of individuals about a brand.
Moreover, it also has the potential to have a significant impact on the reputation and goodwill
of a business concern.
1.2. Unique features of advertising
In the technology-driven times of the 21st Century, the internet has brought about
revolutionary changes in how advertising is done. In the current times, business concerns are
trying to interact with the target market audience by focusing on traditional as well as modern
forms of advertisement. In the olden times, businesses mainly used radio commercials,
television commercials, billboards, posters, etc to advertise about themselves and their market
offerings. But thanks to the introduction of innovative technologies, especially the internet,
marketers have diverse options to advertise about their market offerings 16. Due to the
application of technology in the area of advertisement, marketers are in a position to
disseminate the intended message to the market audience from all across the globe.
Moreover, they are able to engage with the existing customers and potential customers in an
efficient and effective manner.

15
16
10
Modern technology significantly contributes to the advertising domain. This is because it
empowers business concerns as well as marketers to create more meaningful and impactful
messages as compared to the traditional advertising approaches. Thanks to the use of
innovative technology by marketers, they are able to present personalized messages that are
more appealing to specific customer segments 17. The primary objective of designing such
kinds of advertisements is to capture the attention of the potential audience and the existing
ones. Due to the application of innovative technologies for advertising, marketers have a
better chance of influencing customers and molding their purchasing decisions to a
significant extent. One of the key features of the technology-driven approach of advertising is
that customers are able to have direct and meaningful interaction with marketers as well.
1.3. Impact of advertising on consumer buying behavior
According to John (2020), consumer buying behavior refers to choosing, buying, using, and
disposing of the products and services of a brand by the individuals and groups to meet their
needs and wants. The author also defines consumer buying behavior as the study of what
people buy, how they buy, when they buy, as well as why they buy 18. Understanding
consumer buying behavior provides businesses with a competitive edge and helps them to
deliver products and services as per the needs of the consumers. In addition to understanding,
the business entities engage in different types of advertising activities in order to influence
the purchasing decisions of the consumers19.
Consumer buying behavior has been a top priority for every business, but it is the
advertisement that determines the effectiveness. In most cases, the liking or disliking of the
17
Dudovskiy, John. 2020. "Consumer Buyer Behaviour Definition - Research Methodology". Research-Methodology. https://research-
methodology.net/consumer-buyer-behaviour-definition
18
Alalwan, Ali Abdallah. "Investigating the impact of social media advertising features on customer purchase
intention." International Journal of Information Management 42. 2018
19
Dudovskiy, John. 2020. "Consumer Buyer Behaviour Definition - Research Methodology". Research-Methodology. https://research-
methodology.net/consumer-buyer-behaviour-definition/.
11
advertisement by the consumers has been a deciding factor of the consumer buying behavior.
The emotional reaction that develops after viewing an advertisement of a product plays an
important role in consumer behavior20.
Advertisements help provide all the essential and detailed information about the products and
services to the consumers that enable them to make the right choice. The core aim of the
advertisement is to provide something valuable to the intended audience that benefits them
while building brand image and encouraging brand loyalty. In the present competitive era,
moulding the buying behavior of the consumers or making the right impact is quite difficult.
Successful advertising is the only effective tool to influence the buying behavior of the target
audiences. Along with providing information, the advertisements also entertain the viewers
and keep them engaged, and are likely to form a positive image of the product or service in
the minds of the consumers. Such involvement persuades the consumers to make a purchase
of the advertised product from the brand21.
As a lot of money is spent by the businesses in the advertisement, it is imperative to ensure its
effectiveness. In order to ensure successful advertising, it is important to understand what
will make the intended consumers behave in the way the business wants them to22. Predicting
consumer behavior has always been difficult for the businesses. While studying consumer
behavior, the business entity needs to consider the important roles of the consumer as a
buyer, user, and payer. Developing accurate buyer profiles and studying their emotional as
20
Ahmed, Shumaila, and Ayesha Ashfaq. "Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image,
and Celebrity endorsement." Global Media Journal 6, no. 2 (2013): 149.
21
22
Hasan, Md Khalid, Abrar Shahriar, and Kudrat Ullah Jim. "Water pollution in Bangladesh and its impact on public health." Heliyon 5, no.
8 (2019): e02145.
12
well as mental processes can help in crafting the advertisements that make the right impact on
the consumers.
There are basically four types of buying behaviors that the consumers show, which are
routine buying, impulse buying, extensive decision making, and limited decision making.
Routine purchase refers to the buying of commonly used products to satisfy daily needs. The
advertisement has a limited impact on such type of customer buying behavior. Impulse
buying is when a customer makes an instant decision and ends up making an unplanned
purchase. Advertisement plays an important role in this case. Most of the time, it is an
innovative advertisement that attracts the buyers and influences them leading to impulse
buying. In cases of extensive decision-making, the consumer takes a longer time to reach the
final buying decision. The buyer spends more time in research and finally ends up making a
purchase. The advertisement also plays an important role in this case and impacts the
consumer buying behavior. The last type of consumer buying behavior is limited decision-
making. In this type of buying behavior, the consumers are well-aware about the product they
want to buy, but they search for more brands and try to decide the product they want to
purchase. Here, advertisement is important to make the right impact on consumer behavior.
As they are sure of the product, an appealing advertisement can help in influencing the
product of that brand23.
There are different modes of advertisements that companies can use to promote their brand’s
products and services. Surveys show that television and magazine advertisements have a
greater impact on consumer buying behavior. The advertisements that are able to convey the
value of the product are more likely to attract the attention of the consumers. Irrespective of
23
Dulin, Giehlito Cammayo. "The impact of advertising on consumer buying behavior." International Journal of Advanced Research in
Management and Social Sciences 5, no. 6 (2016): 257-268.
13
the cost of the product, the consumers go for purchasing the products whose advertisement
engages them the most24.
While advertising a product, the key indicators that impact the consumer buying behavior are
the quality of the product, the importance of the product, the usefulness of the products, and
the price of the product. Researchers show that the advertisements involving emotional
appeal as well as figures and statistics are the ones that have a high impact on consumer
buying behavior as compared to the other advertising techniques.
In order to ensure the intended impact on consumer buying behavior, advertisements need to
be based on reality so as to engage them better. Focusing on quality instead of price or
glamour is also important25. While providing useful information to consumers helps in the
creation of a positive impact, exaggerative advertisements can lead to a negative impact.
High quality and attractive advertisement can ensure a great impression in the minds of the
consumers.
In the present digital era, more business entities are making use of internet advertisements as
compared to television advertisements in order to reach out to a broader audience. Moreover,
the endorsement of products by popular celebrities has become the latest trend in the
advertisement industry. It not only helps in strongly impacting the consumer buying behavior
but also engages the consumers more with the brands. As consumers are likely to trust the
products advertised by celebrities more, celebrity endorsements can benefit the businesses
more26. The presence of single or multiple celebrities in the advertisements further impacts
the buying behavior of the consumers in different ways. With the helpful advertisements,
24
Dulin, Giehlito Cammayo. "The impact of advertising on consumer buying behavior." International Journal of Advanced Research in
Management and Social Sciences 5, no. 6 (2016): 257-268.
25
26
Malik, Muhammad Ehsan, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, Qasim Ali, Hira Hunbal, Muhammad Noman, and Bilal
Ahmad. "Impact of brand image and advertisement on consumer buying behavior." World Applied Sciences Journal 23, no. 1 (2013): 117-
122
14
keeping the target consumers informed about the product and helping them make the right
decision becomes possible. Owing to the significant relationship between advertisements and
consumer buying behavior, business entities can develop innovative commercial ads and
avail better benefits.
1.4. Influence of advertisement on consumer behavior and sales turnover
Advertisements are considered one of the most effective ways to influence customer behavior
by attracting their attention towards the products and services of the brand. It influences them
to know more about the product, including the quality of the product, the evolution of the
product, and most importantly, its benefits. According to the researches, it also influences
customer behavior by arousing interest in them towards the product27. It helps the customers
to effectively differentiate the product of one brand from that of others available in the
competitive marketplace. It directly influences the purchasing decision of the consumers.
Another potential way in which the commercial ads impact the buying behavior of the
consumers is by creating a desire for the products and services in the minds of the customers.
Findings of the researchers suggest that viewing the engaging advertisements makes the
customers want to have or use the products of the brands that are being advertised. When a
consumer is new to the brands and hasn’t used the product before, the chances are high that
such a customer will be more influenced by the advertisements 28. The information provided
through advertising also leads the consumers to take action, which is the action of buying.
Consumers make use of the product information in order to make a decision as to whether to
buy the product or not.
27
28
Mwakasege, Getrude. Influence Of Advertising On Consumer Buying Behaviour: Case Study Of Forever Living Cosmetics
Products. 2015 10.13140/RG.2.1.2302.6329.
15
Advertisements largely influence consumer behavior. One of the best examples is the
smartphones of brands like Samsung in the competitive Indian market. The product of this
brand is considered to be among the most popular ones and has high sales owing to the
innovative advertisements. On the other hand, Onida that enjoyed great huge sales during the
early 1990s lacked sales because of less advertisement29. It reflects consumer behavior where
they are attracted towards the products having effective advertising strategies and involving
popular celebrities. Even after having a wide range of smartphones that are available for
affordable prices, Onida could not attract the consumers only due to the lack of
advertisements.)
There are different elements of advertisement that influence consumer behavior. The
important elements include the product benefits, ingredients, quality, price, quantity, and
model used in the advertisement. The tagline of the product in the advertisement also
influences the buying behavior of the consumers. Among all the advertising elements,
consumers are more likely to be influenced by the product benefits and quality. In recent
times, where there is high competition among the businesses, new and entertaining
advertisements are required to hold the attention of consumers and influence their buying
decision30. Creating a familiarity in the advertisements that can help the consumers to relate
better proves to be more effective in creating the right impact on consumer buying behavior.
Effective advertising creates a positive impression in the consumer's mind about the brand
and stimulates them towards making a purchase.
Apart from influencing consumer behavior, advertisements also play a significant role in
enhancing businesses' sales turnover. Sales and profits have always been the core of any
29
Rai, Naveen. "Impact of Advertising on Consumer behaviour and attitude with reference to consumer durables." International Journal of
Management Research and Business Strategy 2, no. 2 (2013): 74-79.
30
Rai, Naveen. "Impact of Advertising on Consumer behaviour and attitude with reference to consumer durables." International Journal of
Management Research and Business Strategy 2, no. 2 (2013): 74-79.
16
business entity. In order to ensure the successful establishment of a business entity,
generating enough sales to meet all the operating costs is important. Increasing the sales
volume is the aim of every business31. Advertisements act as an important tool to increase the
sales turnover of a company. It provides the necessary information about the product to the
target audience and persuades them to make a purchase, thereby contributing to the sales of
the company.
Advertisements help in effectively communicating to the people that a particular product is
specially intended for them. With all the details about the use, characteristics, and benefits,
ads successfully aid in the establishment of a brand 32. It gives the opportunity to the
consumers to compare the products and make the right choice. Ultimately, it helps in
increasing the sales turnover of a particular brand.
Advertisement does not restrict business to personal sales but enables it to reach the target
consumers present anywhere across the globe. Advertisements help in broadening the
customer acceptance of the products and lead to the expansion of the market. The increase in
the market share of the brand results in an increase in the sales turnover. According to
research, with increased advertisements, the consumption of the product automatically
increases, which leads to a better sales performance of the company. The greater awareness
of the product through advertisement is the main reason for the rise in its preference, thereby
increasing the sales volume33. Advertising is often considered as an effective means to
stimulate the demand for the products and ultimately accelerate its sales. Most companies
advertise their products in order to compete effectively with other business entities in the
31
Agbeja, Oyedokun, O. J. Adelakun, and Daramola Akinyemi. "Analysis of the Effect of Advertising on Sales and Profitability of
Company." International Journal of Novel Research in Marketing Management and Economics 2, no. 3 (2015): 81-90.
32
Sanford, Thomas, and James M. Hunter. "Impact of performance funding on retention and graduation rates." education policy analysis
archives 19 (2011): 33
33
Sanford, Thomas, and James M. Hunter. "Impact of performance funding on retention and graduation rates." education policy analysis
archives 19 (2011): 33
17
market. Effective advertising influences consumer behavior and eventually increases sales
revenue.
Along with helping the business to maintain a superior position in the competitive market, the
advertisement also aids in profit maximization through increased sales. A well-planned
advertising strategy is essential to retain a unique position in the market 34. A business entity
that aims to increase its sales turnover and improve its profits has to rely on advertising.
Empirical studies reflect that advertisement has a significant influence on the buying behavior
of the customers. While consumers expect value from the advertised product, the business
entity desires good returns for its investment in the advertisement in the form of the increased
sales turnover. Advertisements equally benefit the customers as well as the business. It offers
consumers with the required product information and influences their buying behavior. On
the other hand, advertisements help companies to reach their target audience and increase
their sales turnover. Advertising promotes the products and services of a company and
stimulates the interest of the consumers in the brand. As sales turnover is important for the
survival of the business entities, they can rely on advertising and ensure optimum benefits.
Advertisement acts as the most reliable source to positively influence the consumer behavior
and sales turnover of a business.
1.5. The smartphone market in India
The transition from the old flip-phone to smartphones was not a simple journey. It required
some smart brains and hours of thought process. Initially, mobile phones had only basic
features like calling and messaging. Today, there is not a single thing that a smartphone
cannot do. It is the incorporation of Artificial intelligence that made the mobile phones smart.
34
Abiodun, Adekoya Olusola. "The impact of advertising on sales volume of a product." International Business, Research paper of HAMK
University, Nigeria (2011).
18
India is becoming a thriving economy with a vast improvement in recent times, and it is
currently the second-largest smartphone market in the world. The country has dethroned the
United States, thereby becoming the second largest market with an estimated number of 158
million devices being shipped to the country in 2019, and China remains the global leader in
this case. The Smartphone manufacturers contributing to the success are mostly from China,
starting from me 2 Oppo and Vivo and so on, and there is 72% of the devices being shipped
to India as of 201935. The report largely comprises mobile phones that are on a budget which
is leading to the growth in the country. These manufacturers based in China are gaining
popularity in India and a tribute to the overall growth of the companies, and as for Xiaomi,
India is one of the largest markets for that particular company.
Regardless, companies like Apple with pricey products have also experienced growth in
India, and the report attributes the price cut in the iPhone models. Simultaneously, the same is
not applicable for companies like Samsung, and as of 2019, there has been no significant
growth for the latter. There has been declining in sales by about 5% in the last year 36.
Clearly, smartphones are becoming more and more accessible in India, with the large and
growing population the country has. The vendors are currently having a dream run for the
Indian market regardless of the global shipment numbers.
As of now, the offline channels are unable to keep the pace with discounts and market
initiatives happening with their electronic retailers throughout the year, and the government
has said that you are offline still remains on the largest channel for the mobile phone
distributions and becoming a crucial aspect the long-term success for any brand when it
35
MATT BINDER, "India Surpasses The US To Become 2Nd Largest Smartphone Market In The World",
Mashable India, last modified 2020, accessed April 20, 2020, https://in.mashable.com/tech/10830/india-
surpasses-the-us-to-become-2nd-largest-smartphone-market-in-the-world.
36
MATT BINDER, "India Surpasses The US To Become 2Nd Largest Smartphone Market In The World",
Mashable India, last modified 2020, accessed April 20, 2020, https://in.mashable.com/tech/10830/india-
surpasses-the-us-to-become-2nd-largest-smartphone-market-in-the-world.
19
comes to the Indian market. The online market rules have also been given, leaving more
space for other brands to open their branches here.
The smartphones are already equipped with cameras and GPS technology. Combining the
data collected by the in-built features with artificial intelligence can ensure that users get
more relevant and personalized data. There are ample companies as competitors out there - be
it any industry37. The research says that the company’s growth depends on the user-
friendliness first place, especially when it is a product company. This is why apps were
introduced to browse the data on the phone in a much compact manner. Now that many
people are using the best app development company, implementing artificial intelligence
could be the next big step in getting close to the customers.
1.6. Smartphone advertising influences customers’ purchasing behavior
Extreme social media promotion involved with trafficking is necessary for businesses these
days. In this age of social media, it is not unavoidable to ignore social media promotion on
sites like Facebook, Twitter, Reddit, Instagram, etc. They help build links which in turn helps
in Search Engine Optimization (SEO). Social connections really help build a network and
community of similar lovers. With the rapid expansion of social media and with a major part
of the human population hooked onto their PDAs, social media opened new frontiers in the
field of marketing38. Today, most of the companies hire a dedicated team to make their
presence felt online. Some of the papers reviewed underline the need for social media
marketing and why it is important to make an online presence. These papers conclude that
when a company makes an effort to make its presence felt online, the company can be
considered genuine.
37
Sromon Das, "Testing The Stability Of Beta Over Market Phases: An Empirical Study In The Indian Context",
SSRN Electronic Journal (2007).
38
Lin Hongyan and Chen Zhankui, "Effects Of Mobile Text Advertising On Consumer Purchase Intention: A
Moderated Mediation Analysis", Frontiers in Psychology 8 (2017).
20
Companies are also extensively training their employees to up their game and increase their
influence online with the help of social media. In this research, it is studied that out of the
seven papers reviewed; most were in favor of implementing social media marketing to
popularize the brand among customers. There are also some pros of social media networks
and how it has proven to be effective in popularizing the name of the company. The
challenges related to social media networks were also identified. The main challenge is
maintaining the social media accounts of the company fool-proof and resistant to malicious
hackers. Any security breach to the social media accounts of the company can cause serious
damages, including defamation of the company online.
Today, organizations use social media marketing to popularize their brands and services to
potential customers. There are also some mentions of the advantages of social media
networks. This includes bridging the communication gap, being an important tool for
customer interaction, and a crisis communication tool39. Apart from connecting people around
the world, social media do have benefits and are highly effective for communication between
different departments in an organization. With online journalism flourishing in the form of
blog posts, it has opened new frontiers on how people express their views and opinions on
certain issues and scenarios across the world. It is concluded that social media is capable of
reaching customers worldwide, and therefore, whatever the content may be, it should not be
misleading.
With constant attention given to social media and the brands using the same to connect with
their audience and showcase their offers and products and services, it directly impacts the
behavior, thereby influencing the customers' purchase behavior. Customers tend to rely on
aspects that they have developed their trust in, and the trust factor is easily developed through
39
Nor Hazlina Hashim, Normalini and Norhazlina Sajali, "The Influence Factors Towards Mobile Advertising
Message Content On Consumer Purchase Intention", Global Business Review 19, no. 5 (2018): 1187-1206.
21
the branding on social media. Since mobile phones are usually used to browse social media as
compared to personal computers and laptops, mobile advertising becomes a mandate.
1.7. The relationship between advertising and sales volume
There is always a client relationship between advertising and sales volume, which is leading
to the improvement of social media and digital marketing in recent times. Initially, social
media platforms were utilized to establish communication with people around the globe.
Organizations identified the potential of social media networks and started using them as a
tool to popularize their brand and services. Companies started dedicating an entire team to
popularize their services online40. Thus, social media marketing is energized as a new field of
marketing, and the possibilities are numerous. Companies started providing customized
content based on the demographics and thereby found a method to improve their sales. As
business models are a narrative of how a company works, characterizing these models would
prove to be effective in increasing the sales of the company’s digital business. Also, business
models may also be considered effective in setting achievable benchmarks when it comes to
digital business.
Every company needs to draw a plan to give a shape to its business representation to
apprehend the sales through the internet, which can incorporate the construction of channels
of distribution such as warehouses, centres for the shipping of the product, and internet web
pages. Firm channels of distribution are very crucial in electronics-based retailing as these are
the ones that help in transferring the products from the distributors to the customers.
The online channels have an impact on the traditional retail business models. While the
traditional models focus on the customers going to the stores physically, on the other hand,
there is an online model wherein retailers lookout for customers. The success of the catalog
40
M. B Reed, C. M Anderson and D. M Burns, "The Temporal Relationship Between Advertising And Sales Of
Low-Tar Cigarettes", Tobacco Control 15, no. 6 (2006): 436-441.
22
retailers proves the fact that a good portion of customers has accepted the reverse model of
the retailers going to the consumers directly.
The relationship between advertising and sales performance could be something only subtle,
and several consumers might decide to purchase smartphones for different reasons as per the
brand.41 The familiarity will lead to trust, which means the consumer will be ready to spend
any amount of money on the same. A good example of the same would be Apple products.
The brand advertisements are not about touting a particular product but about providing
information about the business letter of the product and clarifying the brand identity among
the audience. In this research, the data shows the effectiveness of brand advertising by
discussing the consumers through several surveys. The consumer seems to remember the ads
they see or hear and the name of the brand too. The consumer perceiving the ads will
determine the knowledge and perception of the sponsors. One of the major metrics is
advertising. When the brand identity is improved with the help of advertising and similar
techniques, the sales volume will automatically increase. The conversion rate of a company
before and after an advertising campaign is tremendous, and the effectiveness of the same has
been thoroughly studied by several researchers.
1.8 The link between advertising, customer buying behavior, and sales
Various businesses try to post advertisements on the most famous and user-friendly
advertising platforms like Google Ad words and Facebook; they think it’s the easiest way to
start off the advertisement section. The most important part of this is to keep track of the
traffic on the website of the business. It helps the seller to know about what his customers do
on his website and where they come from. Allowing the consumers to post reviews, videos,
pictures regarding your product is also one of the strategies for the success of the business.
41
Cokorda Istri Diah Yudiandari, "Effect Of Profitability, Operating Leverage, Firm Size, And Growth Sales On
Capital Structure", E-Jurnal Akuntansi (2018): 408.
23
Those posts regarding your products, brands, and services may be positive or negative but
would provide great help to the seller. The use of user-generated content (UGC), though, is a
simple idea yet an effective one that would help the e-commerce business to gain more leads.
The seller should also make certain that the shopping cart is easily navigable and accessible
and that it functions fine.42 It is the only way to ensure that consumers do not abandon their
shopping carts. Clearing the checkout page may be a great option and ensure that various
distractions are kept at bay from the consumers. Clearing would help to avoid any confusion
during the checkout process.
Most small businesses will not be able to afford costly marketing strategies, and even the
medium-sized businesses are looking for strategies that come under the budget43. While most
of the companies optimize their websites like it is a rule to follow, some companies do not
find it necessary to do. Search Engine Optimisation is one of the most essential parts of
marketing that ensures both the website and the product pages are completely optimized for
the keywords that the audience might be looking for44. To browse every product or a website
or a genre of website, the users make use of certain keywords that need to be on hold for
every E-Commerce company to be able to make their online presence visible to the
customers.
The rapid growth of the internet has helped different companies gather vital information
about their target customers in a very short time. Knowing this information can help the
company to customize its products and marketing strategies accordingly45. Customers use the
internet to know about certain services or products they are interested in. Companies would
42
José Martins et al., "How Smartphone Advertising Influences Consumers' Purchase Intention", Journal of
Business Research 94 (2019): 378-387.
43
Ching-Shu Su and Pei-Hsun Lu, "A Study Of The Factors Influencing Customers’ Impulse Buying Behavior In
Restaurants", Advances in Hospitality and Tourism Research (AHTR) (2018).
44
45
Lin Hongyan and Chen Zhankui, "Effects Of Mobile Text Advertising On Consumer Purchase Intention: A
Moderated Mediation Analysis", Frontiers in Psychology 8 (2017).
24
know when the customers surf through their website, and thus customizing it according to
customer’s preferences can increase the sales. An organization has a wide variety of
opportunities to reach out to its customers in this digital era. They can do so by creating
interactive blog posts, social media posts, customized emails, and an engaging website. Thus,
with the rapid growth of online media and marketing, it is essential to stay updated and
maintain its presence online. Social media advertising has grown to become the most popular
way of advertising owing to the massive reach the posts get. Clearly, advertising, customer
buying behavior, and sales are more of a cycle which means advertising will lead to a change
in customer buying behavior by improving the sales.
2. Objectives of the research study
 To ascertain the impact of advertisement on buying behavior of customers from

different age groups in Ranchi
In the dynamic business landscape of the 21st Century, advertisement is regarded as an
integral marketing element that influences the business performance and the behavior of the
target market audience. The research study primarily revolves around the concept of
advertisement and how it is used as a powerful marketing tool by business undertakings to
influence the buying behavior of the customers in the market setting. As the scope of the
advertisement is very broad, the research study fundamentally lays emphasis on the influence
of advertisement on the buying behavior of people from different age groups in Ranchi, India.
Such a specific and well-defined objective has been designed in order to get a detailed and in-
depth insight into the particular marketing concept. This research objective has two
distinctive components, including the ‘buying behavior’ and the impact of advertising on
different people from different age groups’. This signifies that the advertising strategy of a
business concert could have varying impacts on how the existing customers or the potential
customers behave from different age ranges.
25
 To determine how advertising mechanisms influence customers from various age
groups
The second objective of carrying out the research study is to ascertain how varying
advertising mechanisms can play a critical role in influencing customers belonging to
different age groups. In the digitalized time, the concept and scope of advertising have
undergone dynamic change. Presently marketers use innovative forms of advertising
techniques so that they can communicate and interact with their target market audience 46.
Marketers that operate in the current business landscape have made advertisements very
personalized in nature so that they can have a significant implication on the market audience.
Not only has advertising changed over the past few years, but the manner in which customers
react to such communication strategies by marketers has also changed to a significant extent.
This objective of the research study intends to capture how the advertising mechanisms that
are employed by the marketers in the current times play a key role in influencing the market
audience from diverse age groups. For example, digital advertisements seem to have a
different impact on the young market audience as compared to the older audience in the
market setting.
 To showcase how the buying behavior of different age groups affect the turnover of
smartphone products in Ranchi
The third objective of carrying out the research study is to establish a link between the buying
behaviour exhibited by the customers of different age groups in Ranchi and how it impacts
the turnover of smartphone products in the region. The term ‘turnover’ basically refers to the
net sales that are generated by a business undertaking. The buying behaviour that is exhibited
by the market audience is very important for marketers. This is because this behaviour can
46
"How Has Advertising Changed Over The Years? | Neff". 2020. Neff. https://neffknows.com/2015/06/18/how-has-advertising-
changed-over-the-years/
26
make or break a business in the competitive market landscape 47. For instance, if a customer
shows positive behaviour towards a business and decides to purchase its offering, its market
performance will be positively impacted. On the other hand, in case a potential market
audience shows negative buying behaviour and decides to opt for an offering from a rival
business, the performance or sales turnover would be negatively affected. Thus in the
research study, the objective has been integrated as it would shed light on how the buying
behaviour that is shown by customers from varying age groups affects the turnover of a
business. The business that has been taken into consideration in the research revolves around
smartphone products in the region.
 To ascertain the power of advertising and its impact on the sales turnover of a product
The fourth objective of the study is to determine the power of the advertising strategy of a
business. In the evolving business climate of the 21st Century, advertisement is regarded to be
an indispensable element without which a business cannot survive for a long time. This is
because it enables a marketer to communicate with the market audience and share
information about the offerings, which could be either a product or a service. The kind of
interaction that business entities have with the target market audience can play a pivotal role
in influencing them and their purchasing decisions. In this research, the objective will help to
comprehend the overall power of the advertising tool for a business concern. In addition to
this, the research process will also throw light on the advertisements that are designed by
business concerns in the region play a critical role in influencing the overall sales turnover of
smartphone products in the region.
 To understand the relationship between advertising, buying behavior and sales

turnover of business concerns
47
How Has Advertising Changed Over The Years? | Neff". 2020. Neff. https://neffknows.com/2015/06/18/how-has-advertising-
27
The final objective of conducting the research study is to get a detailed and critical insight
into the association that exists between advertising strategies of business concerns, the buying
behaviour that is exhibited by the customers in the market setting and the sales turnover of
businesses. This objective has been designed by taking into account the other research
objectives. It will help to grasp how these elements are interlinked with one another and have
a major influence on the marketers that operate in the dynamic market setting. The
uncovering of the relationship would be extremely vital in the research study as it would help
to comprehend the power and influence of advertising in a comprehensive and holistic
manner48.
All the objectives of the research study have been carefully designed so that the primary
research question can be addressed in the best way possible. The main research question that
would be answered after completing the entire research process relates to the impact of
advertisement on consumer's buying behaviour for the smartphone among diverse age groups
in Ranchi. After fulfilling these research objectives, it would be easier to make
recommendations so that marketers could strengthen their advertising strategy in the
prevailing market setting.
3. Literature Review
3.1 Evolution of Advertising
Advertising started to witness growth after World War II. Advertising in India started on a
small scale and has now grown into a full-fledged industry. Advertising has now become an
integral part of the economic society. With the advancement of technology, the new media
has evolved within the advertising industry. Newspapers were the first means of advertising
48
How Has Advertising Changed Over The Years? | Neff". 2020. Neff. https://neffknows.com/2015/06/18/how-has-advertising-
28
any product in India during the 19th Century. The first advertising agency in India was
established in the year 1905, and in the 1970s, the registered advertising agencies witnessed a
growth of 58%. In the year 1978, television advertising started 49. The year 1990 marked the
beginning of the new advertising medium of the internet. Since then, the advertising industry
in India has been increasing and contributing greatly to the growth of the GDP of the nation.
The Asia Pacific region is considered to be the second-largest advertising market in the whole
world. The advertisement spending in the region is further expected to rise to nearly 235.5
billion U.S. dollars by the year 2020. The fast-moving consumer goods, electronic products
like smartphones, e-commerce, and automobile are among the most advertised industries in
India50.
The advertisement for mobile phones, including the featured phones as well as smartphones
on the internet is a growing trend in India. It allows smartphone brands to expand their
customer base in the areas where other marketing channels are unable to reach. This trend is
likely to increase even more in the coming years51.
Advertising is known to be one of the most distinctive components of marketing that a
business entity must involve in so that it can engage, interact and, communicate with the
market audience in the vast business environment. Over the past few decades, a diverse range
of research studies has been carried out in order to identify how the concept of advertising
has modified and shaped the current business landscape. Myers and Faber (2005) have
captured some of the unique and distinctive features of advertising that make it highly critical
49
Malhotra, Nidhi, Harsh Purohit, and Deepak Tandon.. "Price Discovery And Dynamics Of Indian Equity Exchange Traded
Funds". International Journal Of Business Competition And Growth 5 (1/2/3): 91. doi:10.1504/ijbcg.2016.079943.2016
50
51
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for marketers and business undertakings52. Advertising is essentially a form of interaction and
communication that has a distinctive identity as compared to other forms of communication
in terms of message, source, media, feedback, receiver and noise. Some of the unique
attributes of advertisement that have been identified by the authors include appeal to
emotions, the untrustworthiness of the source, the repetition of the message of the business,
the use of a variety of media channels, explicit conclusions, the persuasion goal and the
coordination of the message53. Furthermore, in the technology-driven times of the 21st
Century, the unique traits of advertisement have further undergone a significant change that
has kept marketers on their toes. For example, currently, social media platforms have gained
a lot of popularity among marketers so that they can have direct and intimate interaction with
their existing market audience and potential market audience. The interaction that business
concerns have with the audience on the virtual platform fundamentally gives them the
opportunity to strengthen their brand awareness through advertising. In fact, in order to stay
ahead or at par with the industry rivals, a majority of marketers or businesses have been
working on online advertisements so that the scope of communication and engagement in the
market environment can expand and it can give them an edge against their competition.
Thorson and Rodgers (2017) have stated that the impact of the digital revolution can
definitely be felt on the advertisement function that is carried out in the dynamic business
landscape. The marketing concept has moved towards redefinition and in the current times,
its definition and overall scope have become much more broad and vast in nature. The
authors have pointed out in their book that in the digital realm, the advertising function has
changed because of the fact that various innovative concepts are being applied for the
purpose of interaction and communication 54. For example, in the prevailing market
52
Nan, Xiaoli, Jun R. Myers, and Ronald J. Faber. "Unique features of advertising: What do researchers believe." In American
Academy of Advertising. Conference. Proceedings, p. 54. American Academy of Advertising, 2005
53
Academy of Advertising. Conference. Proceedings, p. 54. American Academy of Advertising, 2005.
54
Rodgers, Shelly, and Esther Thorson, eds. Digital advertising: Theory and research. Taylor & Francis, 2017.
30
environment, it has become quite common to see the use of different kinds of social media
platforms, applications or software. Last but not the least, the internet has molded the concept
of advertisement. In the digital environment of the 21 st Century, the potential customers, as
well as the existing customers, have the option to directly engage with a business without
having to face any kind of obstacles. Similarly, marketers are in a position to directly engage
with the intended market audience. This simplicity in the communication process has
primarily empowered business concerns and marketers all across the globe to share the
requisite business communication with the desired market audience and influence them in
different ways. One of the main reasons for the dramatic evolution of advertisement in the
modern era, as identified by the authors, is the integration of different kinds of digital
communication systems. Various kinds of digital communication systems have come into the
picture in the current market scene and transformed how marketers engage and communicate
about themselves, their brand and their offerings in the market setting. The innovative modes
of communication have enabled marketers of the current times across diverse industries as
well as sectors to work on new kinds of interactive approaches by creating interactive
websites, and posting content on popular social media platforms such as Facebook, Twitter,
Instagram, etc. Apart from this, due to the evolution of advertising, marketers are also in a
position to share their ideas and messages on new devices such as smartphones,
smartwatches, netbooks and many more. In the prevalent market scene, advertisement has
undergone a major makeover because of a diverse range of patterns. The routes of advertising
message delivery have come into existence, which was absent a few years back. Thus while
understanding how the advertising component has evolved over the years, it is hard to ignore
the critical role that technology and innovation have played to mold the process of
communication and engagement that takes place in the market setting 55. Gupta and Kumar
(2016) have also stressed in their research work that technological advancement has
55
31
irreversibly changed the manner in which firms engage and influence or persuade the target
market audience. Thanks to technology and innovation, it is now easier than ever for business
undertakings operating in the current market landscape to get an actual insight into what
exactly the market audience thinks about their brand and their offerings56. Such a detailed and
real-time insight is possible due to the use of online communication and engagement
platforms which eliminates most of the filters between business concerns and the potential or
existing customers. In fact, the evolution of the advertising concept in the modern business
scene has empowered business concerns to a substantial extent. This is because they are in a
position to engage with the audience about their latest offerings that are designed with the
intention to create value for the customers. Thus the change in the advertisement function
over the years has not only impacted the marketing process, but has also transformed the
overall competitive intensity in the market landscape. Marketers and business entities are
currently using their advertisement strategy as a vital strategic tool to have a competitive edge
over their industry rivals so that their market performance can be improved for the better by
influencing and persuading the target market audience 57. Thus, over the past few years, a
wide range of research studies have been carried out that have critically explored the
evolution of advertisement and its overall influence in the competitive and dynamic business
landscape.
While exploring the topic relating to the evolution and development of the advertisement
concept in the market, it is necessary to understand how technology plays a key role in
influencing advertising and its entire process. Grossman and Shapiro (1984) have highlighted
in their research study that the promotional expenditure that is incurred by sellers and
marketers in the business environment plays a vital role in helping them differentiate their
56
Kumar, Vijay, and Shaphali Gupta. "Conceptualizing the evolution and future of advertising." Journal of advertising 45, no. 3.
2016
57
Kumar, Vijay, and Shaphali Gupta. "Conceptualizing the evolution and future of advertising." Journal of advertising 45, no. 3.
2016
32
offerings i.e., product or service in the market setting 58. The evolution of technology that has
taken place in the 21st Century, has left its imprint in the advertising process as well. In fact,
it is an understatement to say that advertisement has undergone a significant makeover thanks
to technological innovation. Advertisement not only helps business undertakings to convey
accurate as well as full information to the target market audience, but they are also
empowered to share vital information with them that is considered to be valuable for the
customers. The integration of innovative technology in the advertisement has enabled
marketers to take the concept of informed advertising to an entirely different level 59.
According to Athey et al. (2013), technology and a diverse range of other factors have played
an integral role in influencing the level of efficiency as well as the effectiveness of
advertising strategy of business undertakings60. The integration of innovative technology
makes it possible for marketers to reach out to customers at a completely different level. It
helps to curtail or eliminate any kind of barriers that could restrict the information and
communication flowing process. According to the authors, the use of technology not only
simplifies the communication and engagement process but also empowers business
undertakings to get a detailed insight into how customers react to their communication and
advertising approach61. The vital impact of technology on advertising and its implication in
the customer buying behaviour has been explored for quite some time by researchers from all
across the globe. According to Alalwan (2018), the online or digital advertising concept has
transformed the entire marketing and communication process that a business entity is
involved in. But one of the main technology-driven tools that have had a significant impact
58
Grossman, Gene M., and Carl Shapiro. "Informative advertising with differentiated products." The Review of Economic
Studies 51, no. 1.1984
59
60
Athey, Susan, Emilio Calvano, and Joshua Gans. The impact of the internet on advertising markets for news media. No.
w19419. National Bureau of Economic Research, 2013
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on the advertisement process in the current times is social media 62
. In fact, in the highly
competitive market climate of the 21st Century, business entities and organizations have been
using social media as a vital platform for carrying out their marketing and advertising
activities. Since hundreds of millions are users are available on different social media
platforms, marketers operating in the prevailing business landscape are focusing on designing
their advertisements that can be used to attract customers on different social media platforms
such as Facebook, Twitter, YouTube and many more. According to the researcher, various
factors come into play that makes online advertising, especially social media advertising,
highly effective and meaningful in nature. This innovative concept of advertising basically
boosts the level of informativeness, interactivity, and relevance. In the current times, business
organizations have been spending a lot of time, effort and resources so that they can build the
perfect and most influential social media ads. One of the main reasons for the high popularity
of this online advertising approach among marketers all across the globe is the easy reach to
millions of users of social media platforms. Without having to incur additional expenses,
marketers and business undertakings are able to interact and engage with their existing
customers and the potential customers at the global level. This increases the presence of their
brand in the vast market setting, which is highly competitive in nature. In order to give a
comprehensive insight into the concept of social media advertising, Alalwan (2018) has
pointed out that designing an ideal social media advertising strategy on a social media
platform that can attract the market audience towards a particular brand can be quite
challenging. The inability to design and present an effective advertisement on a social media
platform can have an adverse implication on the marketer and it could further negatively
impact its brand value and performance in the market setting 63. In this research, the researcher
has highlighted that for an advertisement on a social media platform to be effective, it needs
62
63
34
to be engaging, informative and relevant to the intended market audience. These are some of
the basic factors that marketers need to pay attention to while integrating technology and
advertisement on social media platforms. These elements play a key role in motivating the
customers to take actions in favour of the business entity in the market setting. Such an
approach can play a vital role and enable them to influence their buying behaviour and the
purchasing decision64. Thus, while assessing the evolution that the advertising concept has
undergone over the past decades, it is necessary to understand how the approach has changed.
Initially, marketers were mainly focusing on the offerings that were designed for the existing
customers or potential customers in the market setting. But now, business entities first focus
on the needs of the customers and design the offerings on the basis of which the advertising is
designed. In the current times, marketers have been giving high priority to the customers
while carrying out each and every business function, including the advertising function. The
objective is to ensure that the communication weapon is optimally used to convey the
requisite message to the market audience and influence their buying behaviour as well as
purchasing decision. The thorough analysis of the advertising process indicates that the
evolution of the marketing mix element did not happen overnight. But such a transformation
in the advertising process took place gradually and its influence can be observed in the
current times. Over the past few years, advertising had adapted very smartly. It is still
considered an indispensable element without which business undertakings cannot survive and
sustain in the highly competitive and uncertain business landscape. The concept of
advertising has undergone a major change from billboards, radio, newspapers, and television
to computers, smartphones and much more. The total numbers of communication mediums
that are being used by marketers and business undertakings have expanded drastically, which
has molded the potential and effectiveness of their advertising strategic approach in the
64
35
unpredictable market environment. The concept of online advertising has brought about a
major shift from the products to the customer. In the current times, it is right to state that the
introduction of the concept of online or digital advertising has brought about the biggest
paradigm shift in the advertising arena, at least till now. The internet has revolutionized
advertising strategy that is deployed by business undertakings, irrespective of the industry or
sector in which they operate65. For example, the manner in which advertisements are
designed, developed, and broadcasted and the reaction of the market audience to the new
form of advertising has undergone a dynamic metamorphosis that is hard to ignore. The
traditional mediums that were used by business entities to advertise have become obsolete in
the current times, and the new technology-driven mediums have made their entry into the
prevailing marketing scene66. The concept of online advertising has been beneficial not only
for the marketers but it is also considered to be beneficial and useful for the customers in the
market. Thus, it can be said that the evolution of the concept of advertising has given rise to a
win-win situation for the businesses and their target market audience. The marketers and
business undertakings that operate in the dynamic business landscape are able to benefit from
the modern advertising concept as they are empowered to establish an intimate connection
with the customers and thus influence the purchasing behaviour as well as the buying
decision of the market audience. On the other hand, customers or the market audience are
also able to benefit from the evolution of advertisement as they can access useful information
right at their fingertips and make timely and effective purchasing decisions. Thus in order to
survive in the intensely competitive business landscape of the 21 st Century, marketers are
focusing on their advertising strategy so that they can effectively engage and interact with the
market audience and influence their buying behaviour and purchasing decision. A large
number of business entities have succeeded in adapting to the evolving advertising landscape,
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w19419. National Bureau of Economic Research, 2013
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and they have brought about new elements in their advertising approach, which has been in
their favour. For example, the Sony Corporation changed its advertising approach and started
its official page on various social media platforms so that it could engage with the customers
at the global level. There are various business entities all across the globe that have modified
their strategic advertising approach so that they can establish a solid connection with the
intended market audience and boost their market performance by influencing their buying
behaviour. The inability of a business concern to mold its advertising approach and
interaction model could have a detrimental impact on its survival and performance in the
competitive market setting. This is because a bad advertising strategic approach can ruin a
business's brand image and threaten its very existence in the competitive and dynamic
business environment. For example, the Dove Company released a bad advertisement in the
year 2017 on its Facebook page 67. The advertisement basically featured a black woman
removing her t-shirt, which was similar to the colour of her skin. Then she automatically got
morphed into a white woman who was also wearing a t-shirt that was close to the colour of
her skin. The essence of the advertisement by Dove was to showcase how the soap can clean
or purify a dirty person into whiteness. But the advertisement received a lot of backlashes,
and the brand image was significantly affected as the advertising had racist elements. The
simple example shows that marketers and business entities that operate in the business
landscape of the 21st Century, need to understand the power of advertisement and carefully
design their advertising strategy to interact and engage with their target market audience68.
67
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Mahakumbura, Vimukthi, Dinesha Sewwand, Thiran Liyanag, and M. M. L. C. Gunathilake. "A Study on Adopting Online
Review Management as a New Strategy beyond Traditional Media Marketing Tools with Special Reference to TV
Advertisements." 2019
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Thus due to the continuous evolution of advertisement over the past few years, its role and
relevance have changed. Even though, it has always played a vital role in the market setting.
But today, it is regarded as an extremely vital strategic tool without which business concerns
might not survive in the highly competitive market landscape. In the new market
environment, marketers and business entities need to understand and carefully design their
strategy so that they can effectively engage with the target market audience and have a
positive influence on their buying behaviour in the market setting. The poor design or
execution of advertisement, which could give rise to any kind of miscommunication, must be
avoided at all costs. The example of the Dove brand shows that even though the advertising
intention of a business might be in line with its business strategy, the poor execution and the
inability to convey the information in the right manner can adversely affect the advertising. In
fact, the damage of the poor advertising strategy is not just restricted to the advertising alone
but it can also have an adverse implication on the very brand image as well as the brand
awareness of the business in the highly competitive market environment. The new form of
advertising that is prevailing in the current business landscape has an impact on the customers
as well as the business entities. Both the parties have become empowered in the respective
ways. The simpler form of communication possible in the current advertising model gives
marketers the ability to interact and engage with the customers at the personal level. The
quality of content or message that is shared by marketers with their target market audience
has the potential to play a key role and mold how they react towards their brand and their
market offerings69. Thus, marketers have been competing with each other to strengthen their
advertising approach and influence customer behaviour so that they can gain an edge in the
market setting.
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LIS. 2018.
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3.2 Move from the non-personal presentation of the message to personalised
communication
In the past few decades, the manner in which business entities make use of their
advertisements has undergone a dynamic level of change. There has been a major change in
the very scope of advertisements, including the features and how it serves a business entity in
order to accomplish its business goals and objectives 70. When the concept of advertisement
came into the market scene, it was considered to be a non-personal presentation of a message
by a business undertaking in the market setting. It was detached in nature as it did not
entertain any direct or face-to-face contact and interaction with the target market audience.
Business entities operating in a diverse range of industries and sectors used their
advertisements so that they could present their offerings i.e., product or service, and promote
their ideas in the market settings that would ultimately support their sales performance in the
competitive business landscape. Even though the functions performed by advertisement in the
former times were very restricted in nature as compared to the role that it plays in the current
times, it was still considered to be an indispensable tool that marketers could use in order to
create awareness in the minds of the potential customers in the market setting. According to
Strycharz et al. (2019), the advertisement can be defined as a paid form of non-personal
presentation as well as communication relating to a business entity and/or its offerings in the
market setting, which could be goods, services, or both. The intended message is transmitted
to a specific target audience so that it can act in favour of the business entity 71. Over the
years, it has acted as a vital communication medium that enables business firms to strengthen
the flow of information and persuade the target market audience to take market decisions
70
Strycharz, Joanna, Guda van Noort, Edith Smit, and Natali Helberger. "Consumer view on personalized advertising:
Overview of self-reported benefits and concerns." In Advances in Advertising Research X, pp. 53-66. Springer Gabler,
Wiesbaden, 2019
71
Mahakumbura, Vimukthi, Dinesha Sewwand, Thiran Liyanag, and M. M. L. C. Gunathilake. "A Study on Adopting Online
Review Management as a New Strategy beyond Traditional Media Marketing Tools with Special Reference to TV
Advertisements." 2019
39
favoring the specific business entity. The Advertising and Sales Promotion (2020) has
identified advertisement as a chief marketing tool along with the product, price, packaging,
personal setting and distribution that has the ability to mold the performance of a business
entity in the market landscape72. One of the main highlights of the explanation of the
advertisement concept given by the Advertising and Sales Promotion (2020) is that it is non-
personal in nature. In simpler words, the advertisement of a business entity is directed ‘to
whom it may concern.’ This feature was evident in the former business setting and marketers
made sure to design their advertisements in a non-personal manner. In the prevailing business
landscape, business entities are making attempts to design personalized forms of
advertisements so that the communication can have a lasting impact on the intended target
market audience.73 The evolution that has taken place in the market setting has made
advertisement more personal in nature as it helps a business entity to strengthen its
relationship and association with the market audience. While assessing the development and
evolution of the advertisement concept over the years, it is natural to focus on the role that
personalization plays and how it has improved in the advertisement landscape in the 21 st
Century. The evolution of advertisement coupled with the use of technology-driven elements
has enabled business entities operating in a diverse range of markets to connect with the
existing customers as well as the potential customers at a personal and intimate level.
Business organizations have become empowered to connect and reconnect with the target
market audience, which helps them to gain their trust and thus gives them an edge over their
peers and competitors in the industrial setting. According to Bleier and Eisenbeiss (2015), in
the online business landscape, marketers have the opportunity to keep track of the buying
behaviour that is exhibited by the target market audience and capture their attention by using
personalized advertisements as communication tools. The authors have explained that
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73
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marketers can assess the shopping behaviour of customers in the online stores so that they
can ultimately provide individually personalized banners by adopting the method known as
retargeting74. Such an approach in the dynamic market setting can play an integral role in
enhancing the level of effectiveness of the advertising and communication approach. But the
authors have also pointed out that business entities need to give high priority to other factors
such as time as well as placement so that the very purpose of the advertisement can be
achieved in the best way possible. In the online market setting the scope to make
advertisements more personal in nature, increases. While working on the personalisation
aspect in advertisements, business entities need to ensure that it is not over-emphasized as it
could adversely impact the overall quality of the communication process 75.In the current
times when there exists an intense level of competition across industries and sectors,
personalization of advertisement can make a major difference and give a business entity a
competitive edge over its peers and rivals in the market setting. According to Frick (2018),
the personalization of advertisement has a major implication on business firms and how they
are perceived by the target market audience. Marketers can measure the performance of their
personalized advertisements in order to get a detailed insight into how the target market
audience reacts to such communications and how their buying behaviour and purchasing
decisions are influenced76. Strycharz (2019) has pointed out in his research study that
marketers need to keep track of their personalized advertisements. This can enable them to
identify the associated benefits as well as the concerns that need to be addressed 77. In the vast
digital landscape, business entities need to be highly cautious about their digital footprint and
74
Bleier, Alexander, and Maik Eisenbeiss. "Personalized online advertising effectiveness: The interplay of what, when, and
where." Marketing Science 34, no. 5 (2015): 669-688.
75
Bleier, Alexander, and Maik Eisenbeiss. "Personalized online advertising effectiveness: The interplay of what, when, and
where." Marketing Science 34, no. 5 (2015): 669-688.
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LIS. 2018.
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Wiesbaden, 2019.
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how they engage with the intended market audience 78. As advertisers have access to a broad
range of information relating to the market audience, such as their demographic details,
location, interests and preferences, etc., they have the chance to make their advertisements
more personalised and tailor-made. The available data in hand can be used for the purpose of
strategic creation, change and adoption of content as well as distribution to fit with the
behaviour, personal characteristics, preferences and interest and communication styles of the
target market audience. The former studies that have captured the personalized aspect of
advertisements have pointed out that such an approach gives rise to benefits as well as
concerns that marketers and business entities need to bear in mind. One of the major
advantages of the advertising approach is that it provides proper access to information that is
personally relevant, useful and valuable for the target market audience. It implies that the
existing customers, as well as the potential customers, receive an improved preference match,
better communication, better products, better services and an overall better experience. But
too much exposure to personalized advertisements by the customers might also make them
feel uncomfortable as well as concerned. Hence, the concept of personalized advertisement
that is prevalent in the current business landscape is regarded to be a paradox which could
lead to both positive as well as negative outcome in the market setting 79. In the intensely
competitive market domain, relevance, as well as the necessity of personalized advertisement,
have become a basic need for business entities. Currently, customers come across a diverse
range of offerings in the market while making a purchase decision. The exposure to a large
number of options might be overwhelming for the market audience and it could also have a
negative impact on their buying experience. This is when personalized advertisements come
78
Wiesbaden, 2019.
79
Strycharz, Joanna, Guda van Noort, Edith Smit, and Natali Helberger. "Consumer view on personalized advertising: Overview
of self-reported benefits and concerns." In Advances in Advertising Research X, pp. 53-66. Springer Gabler, Wiesbaden, 2019.
42
into play and simplify the buying decisions of the target market audience. The in-depth
knowledge of the customers and their preferences has empowered business entities to play a
proactive role in simplifying the buying decisions that are made by the target audience in the
market setting. Chen and Feng (2019) have stated in their research study that a business entity
must make sure to track the manner in which they react to personalized advertisements of a
business. This can help them to have a better degree of control over the negative impact of
such an advertisement approach. In spite of the fact that IT-enabled personalization has
gained a lot of popularity among advertisers and marketers in the business scene, it gives rise
to serious concerns and worries that cannot be negated. The individual factors that come into
play in a market audience must be taken into consideration while using advertisements in a
personalized manner80. For example, while using a personalized advertisement for the
purpose of engaging and communicating with a specific segment of the market audience, it is
vital for a business entity to understand whether the individual is searching an offering for the
purpose of purchasing or merely browsing through the available options without any
underlying motive. The degree to which personalization is integrated into an advertisement
must be managed in a strategic and cautious manner. This is because it could also lead to
negative repercussions for a business if the intended business goals and objectives are not
accomplished. In the research study, the research team has shed light on the fact that while
using the online platform for deploying personalized advertisements, marketers need to give
attention to the privacy aspects of the target market audience. A detailed insight into the
psychological reactance of the target market audience towards a personalized advertisement
can play an integral role and help a business entity to improve the level of effectiveness of its
advertisement and communication approach. The personalized advertisement approaches that
are designed by a business entity need to be framed by taking into consideration that
80
Chen, Qi, Yuqiang Feng, Luning Liu, and Xianyun Tian. "Understanding consumers’ reactance of online personalized
advertising: A new scheme of rational choice from a perspective of negative effects." International Journal of Information
Management 44 (2019): 53-64
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customers act as rational economic agents while making their purchasing decisions. In other
words, before arriving at any purchasing decision, the customers in the market setting take
into account the benefit that is associated with the personalized advertisements as well as the
costs relating to the related risks. After conducting a thorough analysis, customers make the
decision whether to purchase an offering in the market setting or not81.
According to Gironda and Korgaonkar (2018), it is very important to get a thorough insight
into the perception of the customers regarding the personal advertisements that are targeted at
them. Marketers need to use this innovative advertising approach to their advantage so that
they can have the upper hand while operating in the competitive and unpredictable business
landscape. But at the same time, it is also necessary for business undertakings to adopt the
privacy calculus theory82. This theoretical model will primarily help marketers to achieve
their business objectives through personalized advertisements, without compromising the
privacy as well as security of the target market audience. The findings of the research study
have revealed that a broad range of factors and elements come into play that ultimately
influence the purchase intention and buying decisions of the target market audience. Some of
the chief factors that have been highlighted in the study include the invasiveness degree of
the advertisements, the level of privacy control, and customer innovativeness. As per the
authors, one of the key concerns that could act as a major barrier and defeat the purpose of
the personalized advertisement of a business entity is the serious privacy and security
concerns that could arise in the online advertising landscape. The personalized
advertisements need to be designed in such a manner so that they are perceived in a
favourable manner by the market audience, which enhances their overall buying experience.
81
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Gironda, John T., and Pradeep K. Korgaonkar. "iSpy? Tailored versus invasive ads and consumers’ perceptions of
personalized advertising." Electronic Commerce Research and Applications 29 (2018): 64-77.
44
The concept of personalized advertisements, along with the privacy concerns, has come into
existence because of the fact that technology has revolutionized how the advertising function
is carried out by business entities across different markets as well as sectors. Chen has
pointed out in his research study that there are instances when personalized advertisements
could lead to an unfavourable response by the target market audience towards a business
entity and/or its market offering. For example, when the potential customers’ personality tests
such as aesthetic choices are predicted in the personalized advertisement services, they tend
to choose against such kinds of services83.
In the current times when technology is playing an integral role in the market scene,
especially in the advertising landscape, marketers have started to focus on the personalized
component of advertisements. It has gained a lot of popularity among business entities that
operate in the prevailing market setting as they get the chance to interact and engage with
their target market audience in a unique way. The interaction that they are able to have with
the market audience plays a key role in establishing a long-lasting association with them and
mold their behaviour in favour of the business entity as well as its offerings. Various studies
that have been carried out in the past few years indicate that personalized advertisements give
rise to a unique set of strengths as well as weaknesses for marketers. Thus it becomes very
important for these participants that operate in the market settings to assess the pros and cons
of the advertisement approach and accordingly employ the advertisement tactic to engage
with the target market audience. According to the research study, when business entities opt
to use personalized advertisements for the purpose of attracting their target market audience,
the reaction of the latter might not always be in the favour of the business entity. There could
be instances when a broad range of factors come into play, such as curiosity on the part of the
83
Gironda, John T., and Pradeep K. Korgaonkar. "iSpy? Tailored versus invasive ads and consumers’ perceptions of
personalized advertising." Electronic Commerce Research and Applications 29 (2018): 64-77.
45
market audience, their vulnerability, etc, that could mold how they react to personalised
advertisements of business firms that have been specifically targeted at them. The authors of
the study have further pointed out that it is not very uncommon to see that a huge amount of
audience in the market setting prefer to ignore the personalized advertisements of business
entities with psychological reactance, when these personalized communication elements
continue to follow them even after they have left the Information Technology (IT) platform84.
The prevalence of personalized advertisements was extremely low in the past, but in the 21 st
century, personalised advertisements are considered to be highly effective communication
tools that a business entity can use in order to forge a long-term association with the intended
market audience. In fact, it is considered to be a cardinal strategic tool that can help a
business entity to bridge the gap that exists between the endless range of choices that a
customer is exposed to and the basic needs and requirements of the customer. According to
Tucker (2011), the existence of a diverse range of social media platforms such as Facebook,
Twitter, Instagram, and many more play a vital role. They have in fact, contributed to a
substantial extent to accelerate the use and overall popularity of personalized advertisements
of business entities across different industries as well as sectors85. The manner in which
individuals behave on social media platforms gives a glimpse into their buying behaviour,
shopping patterns, and needs and preferences. These details are ultimately used by business
entities to design personalized advertisements so that their unfulfilled needs can be met. The
activities that individuals are involved in while using social networking sites create the
opportunity for business entities to establish a personalized and intimate connection with
them by offering them something that would be of use as well as value for them. In the new
business landscape, a huge volume of raw data is available for marketers that can be used by
84
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Tucker, Catherine. "Social networks, personalized advertising, and perceptions of privacy control." In Proceedings of the
tenth workshop on the economics of information security (WEIS). 2011.
46
them to inch closer to the goals and objectives of their business. They are using such a
humongous quantity of data for the purpose of getting a sneak peek into their needs,
preferences and expectations. Furthermore, they are ensuring that they share personalized
advertisements with them so that their awareness and knowledge relating to the brand and its
offerings can be improved and their buying behaviour could be in favour of the business
entity. The behaviour that is exhibited by marketers in terms of designing personalized
advertisements that target specific customers in unique ways has gained a lot of momentum
in the past few years86. One of the key reasons for the rising popularity of such an
advertisement concept is the prevalence of high intensity of competition in the market setting.
As the situation has become do or die for most of the business entities, they have been trying
their level best in order to get ahead of their rivals as well as peers in the operational
industrial setting. This has increased the use of personalized advertisements by them to
establish stronger as well as deeper connections with the target market audience in the vast
market environment. But studies that have shed light on the concept of personalized
advertisements have also emphasized the fact that it can also give rise to challenges as well as
complications for business entities that they need to be prepared to address. As the concept of
personalized advertisements is mainly used in the online market setting, it is necessary to take
into consideration a broad range of uncertainties and risks that exist in such a setting that
could compromise the level of safety and security of the business and/or the target market
audience. Business entities need to put in the effort to make sure that the huge volume of raw
data that they have with them that could help them to work on personalized advertisements
must be handled with care by taking into account the confidentiality aspects of the target
86
LIS. 2018.
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market audience or online users87. For example, in case there is any loss of some sensitive
user information while working on personalized advertisement approach, the relationship
between the business and the member of the market audience could go for a toss. In addition
to this, such an instance could also tarnish the goodwill and reputation of the business entity
in the vast competitive business setting.
Thus in every market setting, including the smartphone business landscape, marketers could
take the help of the personalised advertisement approach after carefully evaluating the
associated pros and cons. The approach needs to be designed in such a manner that it must
create a win-win situation for the business entity as well as the target market audience. In
other words, the personalized advertisement must help the business entity to gain the trust as
well as the loyalty of the intended market audience. On the other hand, the advertising
approach must also create value for the intended audience, i.e., the target user, by sharing
useful and valuable information that can assist them to make their purchasing decisions in the
market.
3.3 Advertising as an Integral Part of Marketing Mix
Advertising forms an integral part of the market. Moreover, it is an important part of the
marketing territory. Companies make use of advertisements in order to promote their product
as well as services in the target market. Advertisements have the potential to increase the
demand as well as the sales of a particular product. According to Tucker (2011), marketing
mix can be referred to as the set of different controllable marketing tools that are used by the
companies in order to produce the desired response in the targeted market 88. These tools
affect the demand for the product and also lead to its increase. The set of marketing tools
87
Tucker, Catherine. "Social networks, personalized advertising, and perceptions of privacy control." In Proceedings of the tenth
workshop on the economics of information security (WEIS). 2011.
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Tucker, Catherine. "Social networks, personalized advertising, and perceptions of privacy control." In Proceedings of the
tenth workshop on the economics of information security (WEIS). 2011.
48
includes the 4P’s of marketing. The 4P’s are Product, Price, Promotion, and Place 89. Among
the 4P’s of the marketing mix, promotion is important for creating awareness of a product
among the consumers and growing its demand. Under the promotion, comes the powerful
weapon of advertising that is used by the companies to influence the buying behaviour of the
consumers. Advertising is one of the most widely used marketing tools. It is used by the
businesses to communicate with their intended audiences and deliver them valuable
information about the products and services. It also compels the consumers to make a
purchase of the products of the company. It can be referred to as the set of ideas that promote
and keep the target consumers informed about the new or the already existing products of a
company. Advertisements also help in reducing the potential barriers existing between the
consumers and the company90. The use of advertising tools has been successful in attracting
customers and persuading them to make a purchase.
Promotion and advertisement have always played a distinctive and important role for
marketers while carrying out their business activities in the market environment. Advertising
is considered to be one of the most critical methods deployed by a business entity for the
purpose of communicating about a brand’s offerings in the market. The function of
advertising is not restricted to communication alone, but this approach is used by marketers
as a pivotal weapon to persuade as well as convince the potential customers and existing
customers to prefer the offerings of a business concern over that of other businesses in the
industry. The authors Wu and Li (2018) have used the ‘stimulus, organism and response’
model to critically explore the impact of marketing mix components on the loyalty that is
showcased by the customers. In the particular research study, the stimulus comprises of the
marketing mix components that are used by a business undertaking. Customer loyalty is the
89
Išoraitė, Margarita. 2015. "Analysis Of Marketing Mix: Nivea Case Study". Entrepreneurship And Sustainability Issues 3 (2): 173-
185. doi:10.9770/jesi.2015.3.2(5).
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Išoraitė, Margarita. 2015. "Analysis Of Marketing Mix: Nivea Case Study". Entrepreneurship And Sustainability Issues 3 (2): 173-
185. doi:10.9770/jesi.2015.3.2(5).
49
response that is given, and individual refers to the customer value in the social commerce
setting. The findings of the research study indicate that each of the elements that make up the
marketing mix plays a vital role and influences the customer value in the social commerce
setting. The components of the marketing mix help the customers to understand how a
business undertaking is creating value for them. When it comes to communication and
engagement, the importance of advertisement cannot be negated. This is because it acts as the
ultimate communication and interaction tool that enables marketers to pass on their message
to the intended market audience and thus build a long-lasting rapport so that the customers
can be loyal towards their brand and their offerings91. Over the years, a large number of
research studies have been carried out to explore the concept of the marketing mix and
identify the role of advertisement to influence the effectiveness of the marketing mix
framework. According to Abril (2016), in the cutthroat competitive market setting, the
advertisement component of the marketing mix model plays a critical role in influencing the
brand equity of a business undertaking, irrespective of the industry or sector in which it
operates. Even though the market landscape has undergone revolutionary changes in the past
few decades, the significance of the advertising strategy has not been affected 92. On the
contrary, in the intensely dynamic and competitive business climate, the relevance of
advertising has grown and expanded as advertising can be used as a critical tool that can help
business undertakings to have a competitive edge over their rivals in the market setting.
Jackson and Ahuja (2016) have highlighted in their research work that in the dawn of the
digital age, the marketing mix framework has undergone a lot of transformation. Such a kind
of transformation has also influenced the core components that make up the marketing mix
91
Wu, Ya-Ling, and Eldon Y. Li. "Marketing mix, customer value, and customer loyalty in social commerce." Internet
Research (2018).
92
Abril, Carmen, and Belén Rodriguez-Cánovas. "Marketing mix effects on private labels brand equity." European Journal of
Management and Business Economics 25, no. 3 (2016): 168-175.
50
framework: product, price, place, and promotion. But one of the core marketing mix elements
that have gained prominence is promotion, more specifically advertising. This is because
various macro factors have come into play and molded how the advertising strategy is
deployed by business entities irrespective of the industry in which they function. The
integration of technology and innovation in the market scene has given rise to new kinds of
opportunities when it comes to advertising a product or a service. The advertising strategy
that is employed by business entities across diverse industries and sectors acts as the main
backbone of the communication mix. In fact, the authors have highlighted that advertising
acts as the vital communication technique that empowers businesses to establish a
personalized connection with the customers that is based on trust and commitment. In the
ever-changing business landscape, advertisement acts as the strategic tool that strengthens the
overall effectiveness of the marketing mix framework that is deployed by a business in order
to carry out the core business activities and processes in the market setting 93. The authors
have further stressed the important role that advertising plays to strengthen the overall
effectiveness of the integrated marketing communication model. Advertising has always
played a vital role in the marketing mix framework, but now its relevance has further
magnified as, without it, a business cannot survive in the current business landscape.
3.4 Advertising – Its role in the business backdrop
The concept of advertising is not new in the market or business arena. It has been explored
and defined by different authors to highlight their perspective of the marketing function.
According to the Advertising and Sales Promotion (2020), advertising has been defined as
any paid form of non-personal presentation as well as promotion of ideas, products and
services by an identified sponsor94. Zacher (2016) has defined the advertising concept as the
93
Jackson, Graham, and Vandana Ahuja. "Dawn of the digital age and the evolution of the marketing mix." Journal of Direct,
Data and Digital Marketing Practice 17, no. 3 (2016): 170-186.
94
51
means of communicating information relating to goods, services; etc95. The author has
defined the concept of advertising as the paid form of non-personal presentation of goods,
services, as well as ideas by the identified sponsors. The word ‘advertising’ comes from the
Latin word ‘advertere’, which means public announcement or an announcement that turns the
attention of the public. British Institute of Practitioners in Advertising (IPA) defines
advertisement as a way of presenting the most persuasive message to the different prospects
of a product or service at a lower cost. As per Terkan (2018), the advertising Practitioners of
Nigeria (APCON), advertising refers to the means of providing an informative and persuasive
message about the goods and services to the consumers through the use of various Media96.
As the market is largely being controlled by the consumers, companies need to attract as well
as persuade the consumers in order to sell their products and services. An advertisement is an
important tool for companies to make the consumers aware of their products. Advertisement
basically deals with creating awareness among the potential consumers, providing them with
adequate information, and persuading them to make a purchase. To stay competitive in the
business world, advertising is a must. It speeds up the introduction of the new products and
increases the overall productivity of the companies 97. Advertising is used by the companies to
inform the target customers about new products or the improvements made to an existing
product. It has become the primary way of enabling companies to achieve their desired
goals98.
95
"Marketing Aptitude: Advertising". 2020. Gktoday. https://www.gktoday.in/gk/marketing-aptitude-advertising/.
96
Remziye Terkan, Remziye Terkan. 2018. "Communıcatıon Studıes And Semıotıc Methods Applıcatıons". International Journal
Of Communication And Media Studies 8 (4): 33-42. doi:10.24247/ijcmsoct20184.
97
Of Communication And Media Studies 8 (4): 33-42. doi:10.24247/ijcmsoct20184.
98
Tellis, Gerard J. 2004. Effective Advertising. Thousand Oaks, Calif.: Sage Publications.
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Advertising plays a major role in the business backdrop. Advertising is important to business
for a number of reasons. The main aim of advertising is to promote or publicize a product in
order to increase its sales volume. On the basis of the product to be advertised, the right
media can be selected to send the message to the intended audience. Moreover, advertising
helps businesses to cut down their distribution costs. It enables reaching out to the mass
audiences, thereby significantly lowering the distribution as well as personal selling costs.
Advertising is also used by companies as a competitive tool for the greater success of the
business. Through the use of appealing and creative advertisements, businesses are able to
attract more customers and effectively patronize their business brands. Another core aim of
advertising is to make a significant impact on the buying behaviour of potential consumers. It
enables to reinforce the brand name in the minds of the customers. This will ultimately
influence the process of evaluation, consideration, and purchase among the intended
customers. The businesses need to figure out the factors that have the potential of impacting
consumer buying behaviour and accordingly prepare the advertisement for optimum results.
Moreover, consumers are likely to connect better with the product advertisements that are
able to send positive messages and provide them with emotional values 99. However, in order
to stay competitive, it is the experience of the consumers that actually matters. Along with
increasing the sales of a product, the increased awareness among the people through
advertisement increases the demand for the product. This enables more production, thereby
benefiting the businesses involved in the manufacturing of the product. Building goodwill in
a business is also possible through advertisements. Advertisements allow businesses to
effectively expand their markets and serve more customers. The increase in the number of
customers will ultimately enhance the return on investments of the business 100. Advertising is
99
Kumar, Dr. D.Prasanna. 2013. "The Role Of Advertising In Consumer Decision Making". IOSR Journal Of Business And
Management 14 (4): 37-45. doi:10.9790/487x-1443745.
100
Remziye Terkan, Remziye Terkan. 2018. "Communıcatıon Studıes And Semıotıc Methods Applıcatıons". International
Journal Of Communication And Media Studies 8 (4): 33-42. doi:10.24247/ijcmsoct20184
53
also used as a persuasion tool to persuade consumers to make a purchase of the product from
the company. The persuasiveness of the advertisements can enable the generation of a
number of effects on potential customers. The effects can include the behavioural effects,
cognitive effects, as well as emotional effects101. Through advertisement, businesses are sure
to achieve a number of benefits and attain optimum success through an increase in their
revenues.
According to Shakib (2018), the advertising concept is a way of communication and
engagement that marketers or business concerns have with the market audience regarding
their purchase decision. This form of interaction is basically used by marketers so that they
can share necessary information with the existing customers as well as the potential
customers regarding their offering, which could be either a product or a service, or both. The
researcher has further highlighted in his work that advertising is a very critical element when
it comes to marketing as it has got a vital link or association with the overall economic
growth of the marketer and business 102. The paid form of exposure that business concerns get
is very important, especially in the current times as there exists, a high level of competition in
diverse industries and sectors. In order to reach out to the market audience, marketers use
various kinds of traditional media as well as non-traditional media. Some of the most
common conventional media that are used by marketers for the purpose of advertising
include newspapers, television, magazine mail, commercial radio advertisement, direct mail,
etc. In the 21st century, marketers also have the option to make the use of innovative and
creative media for the purpose of advertising and communicating with the target market
audience. Some of the unconventional media that are used by business undertakings in the
prevailing market landscape include websites, text messages, blogs and many more. In fact,
101
Nichifor, Bogdan. 2014. "THEORETICAL FRAMEWORK OF ADVERTISING - SOME INSIGHTS". STUDIES AND
SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 19. doi:10.29358/sceco.v0i19.260
102
Tashrifa Haider and Shadman Shakib, “A Study On The Influences of Advertisement On Consumer Buying Behavior,”
Business Studies Journal, April 26, 2018, https://www.abacademies.org/articles/a-study-on-the-influences-of-advertisement-on-
consumer-buying-behavior-7177.html.
54
the evolution of technology has opened up new opportunities that enable business concerns to
design advertisements in unique ways and interact with the market audience. The virtual or
cyber platform has brought about transformational changes in how advertising is done by
business undertakings. On the online platform, marketers are able to develop and maintain a
personal and intimate bond with the target market audience by overcoming the differences
relating to time and space103. This feature enables business concerns of the 21st century to
target the global market audience through their advertisements. Shakib (2018) has pointed out
that in the current times, marketers have succeeded in adapting to the evolving market
landscape, especially when it comes to design their advertising to interact and communicate
with the existing and potential customers. Due to the vital role that advertisement plays in the
market and business setting, its role substantially increased in the 20th century, and since
there has been no looking back for the advertising concept in the business scene. According
to the researcher, during the 1980s, the role, as well as the importance of advertising, were
restricted to a certain degree104. This is because people mainly came across advertisements
through television, billboards, radios, and newspapers. But in the modern times, his trend has
completely changed as business undertakings are leaning towards a digital form of
advertising so that they can rekindle their relationship with the target market audience. One
of the key trends that can be observed in the current times relates to the high use of social
media advertising as well as mobile advertising. In fact, these new concepts of advertising
strategies seem to have taken over the former and traditional forms of advertisements that
used to rule the market scene at one point in time took the back seat. The popularity of the
digital advertising concept can be seen as most of the multinational giant organizations as
well as local business entities are focusing on digital advertising so that they can reach the
103
Išoraitė, Margarita. 2015. "Analysis Of Marketing Mix: Nivea Case Study". Entrepreneurship And Sustainability Issues 3 (2):
173-185. doi:10.9770/jesi.2015.3.2(5).
104
Tashrifa Haider and Shadman Shakib, “A Study On The Influences of Advertisement On Consumer Buying
Behavior,” Business Studies Journal, April 26, 2018, https://www.abacademies.org/articles/a-study-on-the-
influences-of-advertisement-on-consumer-buying-behavior-7177.html.
55
intended market audience at a personal level. The researcher has stated that marketers are
trying to integrate unique components in their advertising such as entertainment factor,
humour element, suspense component, etc. so that their advertisements can have a lasting
impact on the intended market audience and they can further play a vital role to influence the
buying behaviour as well as the purchasing decisions that are taken by the customers. The
research study also points out that an ineffective advertising strategy that fails to have an
impact on the intended market audience could have a detrimental impact on the business
concern to whom the advertisement belongs. This is because a failed advertising strategy
represents a lost opportunity for a marketer to establish a connection with the intended target
market audience105.
The Apple Inc. company has always tried to be innovative and creative while advertising its
smartphones, especially iPhone. According to Liu (2019), Apple iPhone has succeeded in
captivating the target market audience for all the right reasons. In order to showcase the
unique features of the electronic device that is used for communication purpose, Apple
mainly stresses on the technical aspects and functional components of its iPhone. Such an
advertising strategy has played an integral role and helped the global tech giant to attract the
global market audience who are inclined towards the latest technology and innovation. The
use of advertising strategy by Apple sheds light on the power of advertising and how it can
play a vital role in influencing the potential as well as the existing customers in the global
market setting. The advertising of the iPhone is not restricted to any specific communication
channel106. But the Apple Inc. company makes it a point to make the optimum use of a
diverse range of traditional as well as modern communication channels so that it can interact
and engage with the target audience about its latest offering in the dynamic and competitive
105
Data and Digital Marketing Practice 17, no. 3 (2016): 170-186
106
Data and Digital Marketing Practice 17, no. 3 (2016): 170-186.
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market setting. The main nations where the iPhone TV commercials are shown are the
developed nations. Apart from the United States of America in the North American
Continent, the advertisements are also seen by people belonging to France, England,
Germany, Spain, Italy, South Korea, Japan, and Australia 107. There are also a number of
developing nations such as China and Brazil where Apple iPhone advertisements are shown
on the television but the frequency of these advertisements are much less as compared to the
developed countries. Such a strategic move by the Apple Inc. company when it comes to the
advertising strategy of its iPhone shows that the decisions are taken in order to influence the
target market audience and their buying behaviour that is exhibited in the market setting. One
of the main reasons for the tremendous success of the iPhone of Apple Inc. brand is its
impressive as well as innovative advertising strategy.
Advertising is the part of marketing that is designed to raise awareness as well as create
interest towards a specific brand and its offerings. In the former times when the level of
competition was not intense, the scope of advertising was restricted. But the market climate
of the 21st century is extremely competitive and dynamic in nature. Due to the high intensity
of competition, marketers have realized the significance of advertising across different
industries and sectors. Wright has pointed out in his research work that different forms of
marketing, especially advertising, give rise to new kinds of possibilities for a business
undertaking. The role of advertising within the marketing mix of a business concern is of
pivotal importance as it basically connects a brand with the target market audience. It makes
sure that communication between a business and its target market audience is possible so that
both form a vital association108.
107
108
Wright, Mike, Trevor Watkins, and Brian Chiplin. "The role of advertising in the marketing strategy of accountancy firms:
evidence from a regional market." The Service Industries Journal 6, no. 3 (1986): 381-391
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The important role that advertising plays for a marketer can be understood from the fact that
it has a direct association with the customer decision making process. In fact, a number of
research studies have been carried out which show how advertisement can play a vital role in
influencing how customers behave in the market setting. According to Raju (2013), marketers
have been using advertisement as a vital form of communication with the intention to
convince the audience, listeners, or viewers to purchase or take an action upon commodities,
services or information. The author has stated that the decision-making process that
customers make has a vital impact on a business109. For example, the decision of a customer
to purchase offerings from a particular brand can boost its profitability or sales. On the other
hand, the decision to purchase the offerings of a particular brand could reduce its sales
turnover and productivity in the dynamic market setting. In the research study, Raju has
further emphasized on the fact that out of all the tools that are used by business undertakings
for the purpose of communication and marketing, advertising is known to be most impactful
as well as long-lasting in nature. Advertising, which is the subset of the promotional mix,
serves as a crucial tool for a business concern. This is because business concerns that operate
in the market setting use advertising strategy to create brand awareness in the minds of the
potential customers in the market setting110. In the former times, when technology was in the
nascent stage, advertisement on the television medium was considered to be the most
effective communication approach that was available for marketers in the market landscape.
But the evolution of technology has given rise to a diverse range of communication mediums
that enable business concerns to share the intended business message with the existing
customers as well as the potential customers. For instance, advertising on different social
media platforms such as Facebook, Twitter, Instagram, and many more are regarded to be
109
Kumar, D. Prasanna, and K. Venkateswara Raju. "The role of advertising in consumer decision making." IOSR Journal of
Business and Management 14, no. 4 (2013): 37-45.
110
Business and Management 14, no. 4 (2013): 37-45.
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highly effective advertising channels as they enable business entities to reach the masses that
are scattered all across the globe.
The advertising strategy of the Huawei smartphone brand has helped it to successfully make
the transition from a Chinese smartphone brand to a global smartphone brand. The business
entity has been consistently focusing on its advertising strategy and making heavy
investments in its advertisement and communication approach so that it can strengthen its
level of visibility and brand awareness 111

. The high focus on its advertising strategy has
played an integral role and helped the brand to stabilize its position in the competitive market
settings against tough competitors such as Apple Inc. and Samsung. The advertising strategy
of Huawei has played a vital role over the years and helped it to grow from strength to
strength and create a loyal base of customers in the global market environment. According to
Xia, advertising plays an extremely important role in the overall marketing strategy of
Huawei. The research study has further highlighted that the most effective communication
channel which is considered to be impactful on the market audience is an advertisement.
Such a medium enables business concerns to provide relevant information to the market
audience so that their decision-making process can be influenced to a considerable extent. A
diverse range of research studies that have been carried out in the past few years indicate that
the effectiveness of advertisement and the impact of such an advertisement on the customer
buying behaviour are positive in nature. The role of advertising function in the market setting
shows that an effective advertisement by a business entity, irrespective of the industry or
sector in which it operates, has the potential to encourage the customers to buy the offering in
the market setting. On the other hand, a poorly designed advertisement could discourage the
market audience from purchasing a product in the market setting. Thus it is extremely
important for marketers to design the advertising strategy as well as the information and
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content that they share in the market with the target audience. The authors have pointed out in
the research study that advertisements help the market audience to get familiar with a brand
and its offerings in the market setting 112. This kind of familiarity helps to create an emotional
connection that plays a key role in influencing their buying behaviour and the ultimate
purchasing decision that they make. Familiarity with something, especially in the vast market
setting, can lead to creating a positive impression relating to a product or a service. The
advertisement gives rise to the opportunity for business undertakings to place information on
their offering before their existing market audience as well as their potential market audience.
Thus advertisements play a vital role in the vast market setting as they influence the overall
perception of the customers regarding a brand and the offerings that are designed by it.
The lukewarm attitude of business entities and marketers towards the advertising strategy
relating to their products and services can adversely impact the business output in terms of
sales turnover. The lack of understanding to spend ample money on promotion and
advertisement can limit the effectiveness of their promotional strategy and give an edge to
their competitors or rivals in the industry setting. The findings of the research study show that
there exists a positive and constructive association between diverse elements, namely
emotional response, brand awareness, the environmental response towards a brand, the
sensory stimulated advertising, and the customer buying behaviour. In fact, the findings of
the research study are consistent with the past literature that has explored the concept of
advertising and its influence on the consumer buying behaviour. The authors of the research
work have stated that in the intensely competitive market climate, marketers and business
undertakings need to lay emphasis on establishing an emotional connection with the intended
market audience through their advertising strategy. This is because the consumers are the
ones who are highly induced through their emotions as well as sentiments. In the dynamic
112
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market climate, an advertisement can play a vital role in influencing the attitude of an
individual and his or her lifestyle in the long run. Such changes can have a direct or indirect
influence on the performance of a business undertaking. This is because of the fact that the
buying behaviour could be influenced, which could change the things that he prefers to
purchase and/or consume. For example, if a person focuses on getting fit, he or she might
reduce the purchase of sweets and other food items with high calories. Such a behaviour at
the individual level of the person can reduce the sales of the business from which he or she
was previously purchasing sweets113. Thus this example shows that the behaviour and the
buying decision of an individual in the market setting has a significant implication on the
sales, profitability and productivity of a business in the market setting. Thus various research
studies that have been carried out in the last decade show the important role of advertising in
the market setting. Apart from this, they also shed light on how the advertising strategy of a
business can help it to mold its sales and profitability by influencing the behaviour of the
existing customers or the potential customers in the market setting. In the 21 st century,
marketers are cautiously laying a high level of emphasis on their communication, promotion
and advertising strategy so that they can establish a deep bond and rapport with their target
market audience. The marketing mix element has the potential to influence its success or
failure of the brand by influencing how customers perceive it and react towards its offerings
in the market setting. Advertisement is being used as an indispensable tool by business
enterprises so that they can be empowered to influence the customers’ awareness, buying
behaviour and attitude towards a brand and its market offerings.
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3.5 Role of Advertising during a pandemic like Covid-19
The advertising strategy is a vital communication strategic approach that helps business
entities to present information about their offerings in the market. But during serious social
situations such as pandemics, for example, the ongoing corona virus, they can use the
communication strategy to exhibit their responsible side as well. A number of research
studies have been carried out over the past few years that shed light on how business
concerns need to communicate and engage with the market audience so that they can show a
responsible and sensitive side of themselves. According to Jackson, Graham and Ahuja
(2016) business firms need to be on their toes at all times so that they will be able to develop
appropriate pandemic communication strategic approaches while having an interaction with
the market audience. Such a strategic plan needs to be given importance by the marketers 114.
In this research, the researchers have pointed out that the inability of a firm to cover a
pandemic situation in a sensitive manner can have serious repercussions on the very
sustainability and existence of the business. For example, if people are not satisfied with the
communication and how seriously the business takes the situation, they could get angry as
well as feel belittled. This could have an impact on how they perceive the particular brand
and its offerings. While designing an advertising strategy, a business must consider
cautiously how it is doing its part and playing a responsible role to contribute to the society
and the people. In this research, the data shows that the marketing strategy, especially the
advertising component, needs to be designed in such a manner so that the level of awareness
of people can be improved and their trust and faith in the brand can remain intact or improve.
During the unprecedented times, the behaviour of customers has drastically changed in the
market setting, and their buying decisions have also been significantly affected. These
changes have had a major implication on the business undertakings that function in different
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markets and industries. It is necessary for organizations to comprehend the rapidly changing
buying behaviour, and consumption patterns so that accordingly they can mold their media
behaviour while interacting and communicating in the market setting. A well-developed and
appropriate marketing and strategic advertising approach can help business entities drive
growth and return investment during such grave social situations. According to IRI, because
of the corona virus pandemic, most of the people are staying indoors, which has increased the
media consumption by almost 70 percent. New behaviours of the customers can be observed
relating to how they consume online content and how further it has got an implication on
their buying decisions115. As customers from different corners of the globe have been
leveraging the digital scene, there has been an explosion in the digital content volume by
business undertakings and marketers. Advertisers are no longer focusing on television
advertising; rather, they are trying to adjust the media budgets because of the lack or
restrictions in live TV programming. SO advertisers have shifted their attention to the digital
platform. Business undertakings are trying to design short yet impactful ads that can capture
the attention of the online users and persuade them to make the buying decisions in favor of
the brand. At the same time, businesses are also trying to advertise and communicate in a
sensitive and responsible manner to highlight how they are dealing with the pandemic and
creating value for customers and other stakeholders. Since the social situation is still very
sensitive as corona virus continues to cause havoc at the individual level and at the business
level, advertisers and marketers are expected to deploy well-calculated strategic measures
while advertising and communicating with the market audience.
According to a recent article by Google, the Covid-19 global pandemic has brought about a
major disruption in how business undertakings function and carry out their business
activities. This incident at the global scale has increased the importance of advertising
115
Research (2018).
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strategy like never before. As the outbreak of corona virus has significantly altered the
expectations of the customers, their habits and buying behaviour, the marketers operating in
the prevailing business landscape need to be extra cautious so that the right kind of message
can be shared with the market audience and that they can be persuaded to buy the offerings of
the business, without seeming insensitive. In order to sustain in the changed market setting,
marketers operating in diverse industries and sectors are expected to rethink their advertising
strategies so that they can effectively navigate such a time of uncertainty and unpredictability.
Various studies show that the social media platforms can be used as a vital communication
and advertising medium during a pandemic. This is because such online platforms can enable
business undertakings to forge a deeper and long-lasting connection with the existing and
potential customers. According to Wu, Ya-Ling, and Eldon (2018), business entities need to
understand that they need to develop suitable communication and advertising approaches so
that they will be in a position to maintain a solid relationship with the customers in the
market that can outlast the corona virus epidemic 116. At the time of such a crisis,
communication that is designed by a business entity plays a key role. Hence the
communication, including the advertising strategy, must help the business to make its current
and potential customers aware of the organization’s plan to extend them proper support and
provide the improved value for them in the market setting. The communication and
advertisement must not revolve only around the offering of a business but it must also be able
to shed light on how the business undertaking is taking the necessary steps and measures to
minimize the severity of the situation to the best of its ability. Such an advertising technique
would be valuable at the time of a pandemic like Covid-19 as it would show that the business
is not merely focusing on reaping profits, but it is acting as a responsible corporate citizen
and helping the key stakeholders and the entire community. In the article, the authors have
116
Research (2018).
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pointed out that during the time of a pandemic, the social media sites act as the ideal
communication tool that can be used for interaction and advertising how their offerings can
create value for the customers at such distressful times. The proper management of the
content that is used for the advertising and communication purpose during a pandemic
situation can play a vital role for a business. During uncertain times, marketers need to be on
their toes so that the message that is ultimately shared with the intended market audience is
sensitive as well as responsible in nature117.
Thus numerous studies that have been carried out recently show that even during the time of
a serious global pandemic such as the corona virus, marketers can employ their advertising
strategy to their advantage. But in order to do so, they need to redesign and restructure their
advertising strategy so that it is suitable for the unpredictable times and it helps them to share
the intended message with the market audience in the right way. Marketers and business
entities need to emphasize with the audience with whom they are trying to communicate and
establish a connection. Building a strong rapport at such a delicate time can help marketers to
broaden their customer base. In contrast, the inability to effectively communicate and
advertise can harm a business undertaking by diminishing its customer base in the market
setting. In order to survive and sustain in the new social distancing economy, which is the
result of corona virus, business entities need to adopt innovative strategic approaches. As
more numbers of people are spending a lot of time inside their homes, their online presence
has substantially increased during this period. Thus marketers need to understand that
customers have not entirely stopped buying things. But there has been a transformational
change in the things that they buy and how they buy them. The analysis of the current market
shows that there has been a significant surge in online shopping. Thus the retails that have an
Omni-channel presence are able to make the most of such a pandemic situation. But in order
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to sustainably carry out the business activities during such a pandemic, firms need to rely on
their advertising strategy so that an appropriate communication and advertising framework is
in place. Even though the pandemic situation has given rise to numerous challenges as well as
complexities for business undertakings operating in different industries and markets, it has
also given rise to the opportunity to strengthen their current online advertising approach so
that they can strengthen their connection with the customers and persuade them to opt for
their brand in the virtual setting. In fact, the loyalty of the customers can be leveraged to a
significant degree that can drive their overall sales on the online platform. Introducing native
advertisements on retail websites can also do the trick for business entities and help them to
be in touch with the potential customers as well as the existing customers. Such a strategic
approach towards advertising can play a pivotal role in effectively reaching out to the online
shoppers and influencing their buying behavior and purchasing decisions 118. During the
pandemic situation, advertising can act as a vital tool for businesses, but they must be able to
make the optimum use of the communication and engagement weapon so that they can
effectively interact with the market audience without offending them in any manner. In such
kinds of delicate situations, the role of technology and the online presence of brands is of
pivotal importance. In fact, during such tough times, these elements can make or break a
business as well. The advertising strategy that is designed in the online platform must revolve
around its key stakeholders. Then they need to make sure that they are able to share their
substantial and genuine message with how they intend to make a positive difference in the
world so that the stressful situation can be slightly eased. Such a well-planned and well-laid
communication and advertising tactic can play a vital role and mold the perception of the
existing customers as well as the potential customers in a favourable manner. Thus the
advertising strategy of a business must be able to reflect the fact that the brand understands
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Frick, Thomas. The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms. No. EPS-2018-
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the seriousness of a crisis situation and it is taking care of its share of responsibility to
manage the complex situation, such as the corona virus epidemic. Thus in the delicate and
sensitive times like these, brands need to integrate empathy and compassion with their
advertising message. Such an approach can help them to establish a long-term connection
with the target market audience by touching them at the emotional level. In the cut-throat
competitive business landscape, such a well-though advertising strategy, can play a key role
in influencing the attitude and perception of the customers towards the business entity as well
as their buying behaviour. A proper communication and advertising plan can do the trick for
a business entity to survive pandemic situations and forge a deeper connection with the
intended market audience119. The selection of the right communication model and the right
message that is shared with the intended audience is crucial as it can mold their brand
perception and purchasing decision.
The designing of a suitable advertising and promotion approach can act as an ideal survival
strategy for a business during contingency situations that arise due to pandemics such as the
corona virus outbreak. Since people are not able to go out of their house to make purchases,
the online platform provides a suitable opportunity for them to make their purchases by
sitting in the comfort of their own homes. A well-designed and empathetic advertising
strategy of a business entity can act as a catalyst in such a situation and help a brand to
persuade its existing customers as well as the potential customers to opt for its offerings
instead of choosing that of its rivals in the dynamic market setting. A strategic and calculated
advertising is the need of the hour for business undertakings so that they can be in a position
to sail through the corona virus pandemic and keep their financial wheels moving forward. In
these contingency situations, business entities, irrespective of the industry in which they
operate, their advertising strategy can come to their rescue and help them to manage such
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sudden and unpredictable slumps. Advertisements act as the main connecting factor between
businesses and their target audience, which can help to curtail the high level of uncertainty by
persuading customers to opt for the core market offerings of a particular brand. Marketers
need to keep in mind that the reconfiguration of the advertising and communication strategic
approach is of critical importance in such delicate and dynamic situations so that the
communication is not out of place and it does not hurt the emotions and sentiments of the
market audience. Since advertising acts as a critical element for a business during a pandemic
that directly impacts their survival, marketers need to lay extra emphasis on the type of
content and the quality of content that they are integrating into their communication model.
The importance of thorough strategizing of the communication technique becomes more
important during such times120. The responsible and empathetic interaction of the business
with the market audience can redefine and strengthen the rapport between the parties. The
ongoing pandemic due to the corona virus outbreak has affected all the industries and sectors
at the global level. In fact, such a serious and unpredictable situation that has taken place has
forced business undertakings to rethink about the advertising strategic approach that they
have deployed on the online platform. It has further intensified the usefulness as well as the
effectiveness of the digital advertising strategic approach. Business entities are diverting their
marketing budget towards the online advertising area so that they can establish a deeper and
meaningful association with the potential customers as well as the existing customers who
have a presence on the digital platform. The communication approach is gaining a lot of
importance in the current times as it enables business undertakings and marketers to not only
share information relating to their product and/or services, but they are also able to showcase
their responsible and professional side to the market audience. Thus in the unpredictable
market landscape, advertising acts as a vital strategic tool for business entities which helps
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them to manage the overall severity of the situation as well as the level of the uncertainty that
prevails in the market setting. In order to adapt to such situations that could threaten the very
survival of a business, organizations need to remodel their advertising strategy and
communication content so that a successful relationship can be maintained with the intended
market audience. Such an approach can help them to restrict the complex pandemic situation
and its implication on their business operations.
3.6 The importance of responsible advertisements
Studies have revealed that the impact of advertisement is not restricted to the communication
aspect of a business entity. But it has a major influence on the overall strategic approach that
is used by a business in order to survive and sustain itself in the business landscape.
According to Frick (2018), in the current times when customers have become highly
empowered, marketers need to put in extra effort to make sure that they design responsible
advertisements while engaging with the target market audience121. Responsible ads can act as
a major asset of a business entity as they can help its stakeholders, including the customers, to
know the business and its offering in a better way. Some of the properties relating to
responsible ads that have been identified by the researcher include the high level of
consistency with an everyday-language, and laying emphasis on the business-oriented
definition relating to responsibility along with the assumptions that advertisements are
inherently not bad. Business entities must not design their advertisements with the intention
to deceive the target market audience or exploit their psychological foibles. Instead,
advertisements that are designed in a responsible manner are expected to present a genuine
and true picture regarding how a business entity plans to create value for its target market
audience.
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In the cut-throat competitive market landscape, an honest, dedicated, and responsible
approach can help a business entity to create a lasting and favourable impression in the minds
of the target market audience. Frick (2018) explained that advertisement can be used as a
cardinal tool by marketers across a diverse range of industries to highlight their stance on
corporate social responsibility122. In the research study, the authors have identified that when
marketers and businesses use their advertisements as an ethical vehicle to demonstrate their
corporate citizenship, they are able to forge a deep and strong association with their potential
customers as well as the existing customers in the market setting. Responsibility in the
business processes, as well as an advertising approach, can help a firm to gain the trust and
loyalty of the market audience, which can ultimately influence their buying behaviour in the
vast market landscape.
In the smartphone business settings where most of the offerings have similar kinds of traits
and attributes, the responsible behaviour in terms of advertisement and promotion can make a
difference for a business entity. Developing trust in a company, brand, or market offering has
become a basic necessity for marketers while interacting with the target market audience.
Two-way communication and interaction have been identified as one of the key factors that
influence the level of customer trust and the relationship between a brand and its customer.
Thus a responsible advertisement is not just about sharing the message and information that
the business entity wants to highlight; it also involves listening to the views, opinions as well
as feedback of the market audience. This form of communication is vital to make sure that
there is a proper understanding between a business and the potential or existing customer.
Apart from this, when a serious social or economic situation arises in the market setting, such
as the ongoing corona virus pandemic, marketers could make an effort to deploy their
advertisements in a sensible manner instead of being oblivious to the complex situation.
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Seligman has highlighted in his research work that the ongoing corona virus pandemic has
caused disruption in the business activities. In fact, the consequence is so severe that the
existence of many business entities has also been threatened due to the ongoing pandemic. At
such challenging times, the promotional tools of a business firm, such as advertisements,
need to be cautiously used with the intention to create value for the business as well as for the
target market audience. Even though the demand pattern of marketers across different
industries has been adversely affected, they should not be driven by the profit motive alone
while designing their advertisements123. They also need to lay emphasis on the current
situation of the target market audience and design the message and the advertisement tactics.
According to Taylor (2017), during the pandemic, marketers need to use their advertisements
in a responsible manner by using emotional appeals. Emotion is a vital component that comes
into play and influences the customers when they make their purchasing decisions 124. An
emotional connection between a business entity and a market audience can go in favour of
the business as customers are likely to consider its offerings before considering that of others.
But before making an emotional appeal to the intended market audience, it is the
responsibility of the business entities to respect the emotions instead of using them as a
weakness of the target market audience 125. The wide range of studies that have been carried
out indicates that even during the times of pandemic or some other serious occurrence, the
role of advertisements is vital for marketers. It can act as the chief tool to help a business
entity have a sustainable existence during these tough and challenging times. Marketers have
to make sure that they have a flexible advertising approach in place that enables them to
introduce suitable changes. As per Thorson (2017), the consumer behaviour that is exhibited
by the target market audience is impacted by a diverse range of factors and elements. It
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Xia, Weiyi, and Dr Zhixia Gan. "The Marketing strategy of HUAWEI Smartphone in China." (2017)
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increases the level of unpredictability in terms of the effectiveness of the advertisement of a
business entity to influence the buying behaviour of the target market audience in their
favour126. Marketers need to ensure that they deploy the right mix of advertising and
communication elements so that they can have a favourable interaction as well as
engagement with the audience that exists in the vast market landscape. Deploying the
advertisement strategy in a responsible and strategic manner can give rise to the opportunity
to expand the level of sales of a business entity and increase its market share.
Hence responsible advertisement can act in the fair of a business entity in different ways. It
can strengthen the quality of the bond between a business firm and its intended target market
audience. It can help in building as well as strengthening the level of customer trust in brands
and thus build brand loyalty and increase the degree of sales turnover. In the unpredictable
and uncertain business landscape, advertisements can be used as a strategic element by
marketers across diverse industries and sectors for the purpose of building customer trust and
influencing their buying behaviour as well as their purchasing decisions in the diverse market
setting. The effective maintenance of customer loyalty and the brand reputation can act in the
favour of the business entity and give it an edge against its rivals and competitors in the
industrial setting127. Marketers need to be cautious while designing their advertisements in the
market as it plays an integral role in molding how they perform and sustain in the dynamic
market setting. The responsible and genuine behaviour on the part of business entities can act
as catalysts that can strengthen the impact of advertisement on the buying behaviour and
purchasing decision of the target market audience.
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3.7 Creativity and Innovation in Enhancing the Impact of Advertising
In the highly competitive landscape of today, the consumer comes across a number of
advertisements promoting the products of different brands. This creates confusion in the
minds of the consumers and affects their buying behaviour. In order to attract more customers
and increase the retention rate of customers, companies need to adopt creative and innovative
ways to advertise their products as well as services. It will increase their customer base and
enable them to survive in the cut-throat competitive market128.
Creativity refers to producing something unique, valuable, and original. It includes putting
forward fresh and new ideas to promote a product. According to the researchers conducted in
the field of psychology, creativity is a combination of the thinking skills, knowledge, as well
as motivation129. Thinking skills refer to the imagination ability of the person, and knowledge
indicates what the person already knows. On the other hand, innovation can be referred to as
the implementation of new methods or a different approach to achieve the desired outcomes.
Incorporating creativity and innovation into the advertising approaches can greatly enable the
companies to successfully influence the buying behaviour of the consumers. However, in
order to ensure the effectiveness of the advertisements, companies need to focus on the right
combination of creativity and innovation. It will help in attracting more customers to make a
purchase and retain the advertisement in the minds of the customers for a longer duration.
Humour, surprise, and contrast are some of the creative techniques that are used by several
companies in order to enhance their advertising efforts130. In order to avoid any negative
outcome, the innovation and creativity component in advertising must be carefully handled.
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Xia, Weiyi, and Dr Zhixia Gan. "The Marketing strategy of HUAWEI Smartphone in China." (2017).
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Many business organizations are trying to integrate innovative as well as creative elements in
their advertising strategy so that these forms of communication can have a lasting impact on
the intended target market audience. One of the well-known business concerns that are
known to create innovative and captivating advertising is the Apple Inc. company. In fact,
one of the most innovative forms of advertising that Apple Inc. company does is the
advertising film. Due to such an innovative advertising concept, the target market audience of
the brand from all across the globe is able to get introduced to the new product on a real-time
basis. For example, while advertising the iPhone 6 in the market setting, the tech brand made
the use of small films that successfully demonstrated the fact that the iPhone 6 is ‘bigger than
bigger.’ Another vital feature of the advertising of the Apple iPhone 6 is the slow-mo feature
that effectively shows that the electronic gadget is a useful choice for individuals who are
into shooting videos and clips. Thus Apple uses innovative and creative advertising strategies
and communicates vital information as well as details to the target market audience, which
ultimately influences their purchase decision in the dynamic market setting. In the current
times, business undertakings are making a serious attempt to increase the quotient relating to
innovation so that they can have a lasting impression while interacting, and communicating
with the target market audience. In fact, in the highly competitive and ever-changing market
setting, innovative advertising strategy plays an integral role and assists business concerns or
marketers to have a personalized interaction with the customers so that they can be influenced
to purchase the offerings of the specific business concern. In the current times, professionals
and marketers are focusing on creativity while designing their advertisements so that the
designed communication can serve the intended purpose and influence the target market
audience in the best way possible. The authors have pointed out that in the highly competitive
and dynamic business arena, nothing is more effective and efficient than creative advertising.
This is because creative advertising is more memorable, long-lasting in nature, and works
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well with fewer amounts of media spending. Apart from this, creative advertising also can
help a business undertaking to build a loyal fan community that can help it to transform into a
brand at a rapid pace131. The study shows that the business concerns that have creative ads are
able to showcase their intended messages to the global market audience in a creative manner,
which basically helps the business entity to get more attention. In addition to this, such an
advertising strategy also plays a vital role as it assists the business organization to encourage
a positive attitude among the market audience about the offerings that are being marketed or
offered. Empirical pieces of evidence, as well as research studies, have found a vital
association between creativity and innovation in advertising and the actual sales turnover or
revenue of a business entity.
One of the main highlights of the research study by Nan et al. (2005), is the focus on
originality when it comes to designing a creative advertising strategy. An original advertising
strategy can be defined as a piece of communication that encompasses elements that could be
surprising, or rare, or that are different from the obvious features of advertisement. Marketers
that try to design original advertising for the purpose of interacting and engaging with the
target market audience are able to create a lasting impression on them that has the power to
mold their purchasing behaviour as well as buying decisions in the market setting. Various
well-known brands try their hands to increase the quotient of uniqueness, creativity, and
originality in their advertising so that they can establish an intimate and long-lasting
relationship with the intended market audience in different parts across the globe. When it
comes to the advertising strategy that is implemented in the smartphone business setting, the
role of creativity, as well as originality, is a basic necessity that cannot be ignored at any cost.
In fact, smartphones are the products that revolve around innovation and advancement; thus,
their advertisements also need to have creative and innovative elements so that they can have
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a lasting and desirable impression on the intended target market audience. Most of the
business concerns that are involved in the production and the sales of smartphones in the
market setting try to design and develop their advertisements in a creative manner so that the
communication strategy can shed light on the unique value that the brand is trying to
showcase to the market audience. The creativity component in the advertisements relating to
the smartphone is regarded to be a basic ingredient that can represent the creativity of the
electronic gadget. Marketers have been focusing on designing creative, interactive, and
captivating advertising strategies so that their brand awareness can be strengthened and the
existing customers, as well as the potential customers, would choose their offering over that
of their industry competitors. Thus, the key attributes of advertising such as creativity as well
as originality can play a vital role and influence how customers react to a brand and further
how a brand performs in the highly competitive market environment 132. The advertisements
that have been designed by the Samsung brand for its smartphones are known to showcase
the versatility of the electronic gadgets along with their unique technical functionality. In
order to upgrade the level of creativity of its smartphone ads, the Samsung brand takes the
help of young content producers who can present out-of-the-box advertisement ideas.
In the cut-throat competitive business landscape of the 21 st century, it is sufficient for
business entities to merely place their advertisements on different communication platforms
and hope that the target market audience will be automatically drawn to these elements. It has
become necessary for marketers to integrate distinctive and unique features in their
advertisements so that customers will be curious to know about their brand as well as the
latest offerings that are being made available by them in the vast market setting. Sasser and
Koslow (2012) have highlighted in their research study that when it comes to advertisements,
artistic stimulation can play a critical role. In fact, the authors have further pointed out that
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integrating creativity and newness in their advertising strategic framework can act as one of
the chief motivating factors for the intended target market audience. In order to integrate the
creativity component in the advertisement strategy, business entities and marketers are
required to think in a different manner so that they can be imaginative as well as artistic to
captivate the market audience and mold their behaviour in the dynamic market setting. One
of the key things that advertisers need to keep in mind is that the concept of creativity is
highly diverse in nature. In other words, something might be considered to be creative by
someone, but it might not be considered to be creative in nature by another person. For
example, the cultural aspect needs to be taken into account by business entities while
integrating the component of creativity in the advertising approach 133. In the dynamic
business landscape, many research studies have been carried out exploring how the creativity
element can be combined in the advertising domain in the business setting. According to
Sasser (2012), advertising is one of the most visible and instrumental components of the
marketing mix of an organization. Advertisement creates the right kind of opportunity for a
marketer to translate a creative idea and represent it in a dynamic manner in front of the
intended target market audience. According to the author, in order to stand out from the
crowd in the vast market landscape, a business entity needs to be able to combine its creative
strategy with its advertising framework. It can thus be in a position to create the ideal
platform to devise a creative advertising model that can give it a competitive edge in the
unpredictable and uncertain business environment. The author has pointed out in his study
that developing the advertising strategy of a business entity involves a series of methodical
steps. While integrating the creative component, a marketer has to be extra cautious so that
the creative element will enable it to differentiate itself as well as its offering in the diverse
market setting. In addition to this, the creative factor must act as an asset that can enable the
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business entity to gain a competitive edge over its competitors and rivals in the industrial
context134. While combining creativity and innovation in the advertisement of a business, it is
necessary to make sure that the advertisement, as well as the message that is being
communicated, can give rise to benefits for the target market audience. Thus while
combining creativity, a marketer needs to bear in mind that the advertising intention and the
communicated message are not getting distorted in any manner.
Creativity in the domain of advertising can play a critical role for marketers that operate in
different industries and sectors in the market setting of the 21 st century. Creativity has been
recognized to be a chief ingredient of the advertisement and promotional strategy of a
business entity as it enables a business entity to produce fresh ideas or find new ways to look
at the existing ideas. One of the chief elements that support and complement creativity is the
technologically advanced element that can be used for the purpose of communicating as well
as engaging with the target market audience. In the current times, customers opt for the
marketers who are willing to act in a creative manner while engaging with them. This is
because creativity exhibits a number of unique qualities, such as the willingness to take risks,
a sense of humour, and the divergent thinking ability 135. Panigyrakis and Theodoridis (2010)
have highlighted in their paper that the role of creativity in the advertisement and promotional
strategic framework of a business entity is of fundamental significance. In fact, it can act as a
catalyst for a business firm that can draw the existing market audience as well as the potential
market audience towards its market offerings136. In this research, it is found that creativity in
advertisement refers to the manifold synthesis of rules, patterns, conventions, symbols, and
language that helps in devising advertisements that are unique, novel, and relevant to the
134
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Panigyrakis, George G., and Prokopis K. Theodoridis. "The role of creativity." Wiley International Encyclopedia of
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offering and the target market audience. A diverse range of definitions has been introduced
that shed light on the integration of creative elements in the concept of advertising. But some
of the consistent elements that define creativity in the advertising landscape are
appropriateness, novelty, and divergence. In fact, these three elements act as the three
distinctive pillars that strengthen the overall effectiveness of creative advertisements. The
role and relevance of creativity in the advertisement strategy of a business entity are crystal
clear. This is because it can help a business entity to strengthen and upgrade the level of
effectiveness of its marketing goals and objectives. According to the authors, a business
entity can be said to have an effective advertisement if it encompasses a distinctive idea that
is able to capture the attention of the intended target market audience, arouse their level of
interest towards the market offering, which could be a product or a service and stimulate
them so that they can have a favourable reaction towards the brand as well as the offering 137.
When it comes to the advertisement of technology-driven products such as smartphones, the
role of creativity in the promotional approach gets further intensified. In fact, it must be
optimally used by a business entity so that the attention of the target market audience can be
diverted towards the business and the offering that it has designed for them. Creativity in the
advertisement of a smartphone can basically facilitate the market offering i.e. the smartphone
to discern itself from any other creation that has been made by the competitors or rivals of the
particular business firm138. In order to gain a competitive advantage in the dynamic
smartphone industry, many business entities have been focusing on the integration of
creativity in the advertisement and promotional strategic framework. For example, in the
recent times, the Huawei brand has captivated the market audience by using a huge billboard
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creatively for the purpose of advertising the brand’s P20 Pro. The billboard has been titled
“The Future has come”. In the digitalized times of the 21 st century, it is natural to expect that
a smartphone brand would use a technology-based approach to advertise its offering. But the
advertisement technique that has been adopted by the Huawei brand shows that a brand could
act in a creative and unique manner to engage and interact with the target market audience
even by using conventional advertisement tactics. The brand has succeeded in capturing the
attention of the intended audience in the market by using the humongous billboard in the
market. In addition to this, the well-known smartphone brand has also been gaining a lot of
favourable attention for placing billboards for the purpose of advertisement in a diverse range
of historical locations in different parts of Europe. This real-life creative outdoor
advertisement strategic approach has been a huge success for the smartphone business entity
as it has been able to showcase its creativity, flexibility and uniqueness while engaging and
communicating with the target market audience in the competitive business landscape 139.Thus
business entities have the opportunity to act in a creative and visionary manner while framing
their advertisement approach in order to interact with the intended audience in the market
setting. The innovation of the latest technology-based components has further expanded the
overall opportunity to boost the creativity component of advertisers and marketers. For
example, Apple Inc. uses creativity components while engaging with the target market
audience. In fact, it makes sure to focus on the product functionality so that the customers can
understand how the product can create value for them. According to Edwin (2012), the
mission of the Apple Inc. brand is to offer the supreme technologies and innovations for the
premium audience in the vast market setting. While communicating with the existing
customers and the potential customers, the brand makes sure to focus on its innovative
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inclination. The brand has devised its advertisement and promotional strategy in such a
manner that it acts as the very extension of the brand. Furthermore, it also sheds light on how
the business entity has evolved over the years in order to adapt to the evolving business
landscape140. Johnson et al. (2012) has pointed out in his paper that the creative component in
the brand’s marketing and advertisement model has played a key role and helped it to be a
market leader in the smartphone business landscape. In order to expand the creative element
in the advertising and promotional strategy of the business, the brand always updates its
engagement approach. The advertisement strategic element of the Apple Inc. brand has
played a distinctive role in boosting its brand image in the highly dynamic and competitive
business landscape. It supports its innovative offerings and enables it to differentiate its
technology-based offerings in the market setting. The global brand has made sure to integrate
the creativity component while engaging with the target market audience in the broad market
landscape141. In fact, this feature makes the advertising and communication approach of the
brand more impactful and effective in nature as compared to its rivals that function in the
same industry. Thus in the prevailing business landscape, a majority of the business firms are
integrating the creative element in the advertising approach so that they can effectively
engage with the market audience.
3.8 Features of Advertising strategy of modern businesses entities
In the 21st century, the business landscape has undergone a transformational change that is
impossible to ignore. The makeover is so prominent and intense that it has had a vital
implication on how business entities carry out their business activities and other functions to
140
Mangram, Myles Edwin. "The globalization of Tesla Motors: a strategic marketing plan analysis." Journal of Strategic
Marketing 20, no. 4 (2012): 289-312.
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Johnson, Katherine, Yang Li, Hang Phan, Jason Singer, and Hoang Trinh. "The Innovative Success that is Apple, Inc."
(2012).
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survive and sustain in the evolving market. A vast number of research studies have been
carried out in the past few years that shed light on the changing and evolving role of
advertising function in the market setting. According to Baba (2012), advertising has always
been an important part of the special as well as economic systems. The impact of advertising
is not just restricted to a particular business entity only but it also has a vital impact on the
customers and the overall market setting. In the prevailing times, as the intensity of
competition has substantially increased across diverse industries, it has intensified the
importance of advertising. Furthermore, it has also molded the exact role that the advertising
function plays in the dynamic and changing business setting. The researcher has pointed out
that today advertising has evolved into a critical communication system for the customers as
well as for the business undertakings that operate in the market environment 142. Due to the
rising importance of the advertising function in the market setting, more number of business
entities are laying emphasis on this strategic aspect so that it can be used in their favour and
they can gain a competitive advantage over their industry rivals and competitors. Business
organizations are carefully designing the message that they intend to deliver to the target
market audience so that their offerings i.e. products and/or services, can get the right kind of
attention and prominence in the market setting 143. Business entities ranging from large
multinational corporations to small retailers are investing their time, money and effort in their
advertising strategy as its relevance and role have substantially changed in the past few
decades. In the current times, most of the business undertakings are trying to employ their
advertising strategy so that they will be able to engage with a maximum number of customers
in the market setting in a cost effective manner. Popular advertising campaigns that are
designed by marketers are considered to be vital assets for business entities. This is because
these effective communication elements help them to capture as well as attract the attention
142
Mubashir Baba, “THE CHANGING ROLE OF ADVERTISING,” Journal of Research in Commerce and
Management 2 (December 1, 2012): 37–43.
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of the existing customers and the potential customers. Moreover, advertising strategies that
are designed by marketers help to define and redefine their brand image and shape the
perception that the customers have about a specific business entity and its offerings. Baba has
further stated that the advertising strategy that is employed by a business plays a vital role in
the current business climate as it can have a major influence on the generated sales of a
business entity. Since the right kind of advertising with a well-defined message has the power
to attract a large number of market audience, it increases the chance of a business to have
higher sales turnover and better profitability in the competitive business environment144.
In the 21st century, the advertising function that is carried out by business undertakings has a
number of responsibilities. Previously advertising was mainly considered to be a
communication approach that was used for the purpose of persuading the customers or
market audience to take a specific action. The action could relate to buying a product or
service, etc. But in the current times, the scope of advertising has broadened to a substantial
degree. Marketers have been lately designing their advertising strategy so that they can seek
to generate higher consumption of their commodities and/or services through branding.
Previously marketers mainly laid emphasis on the repetition of a brand image or a product
name so that customers could create a certain perception in their minds when they thought of
the brand or heard of the brand145. Today, even though advertising serves this purpose, it
conducts various other functions as well. The essence of advertising in the modern business
climate is still the same as marketers design these communication strategies with the
intention to strengthen their brand image so that customers will give them preference while
making a purchase decision that can improve their level of sales and overall profitability in
the market. Today marketers have the option to choose from a diverse range of
communication mediums so that they can reach the target audience in the dynamic and
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competitive market setting. The traditional media that were used by marketers and business
undertakings to communicate about their offerings and engage with the market audience
included radio, television, newspapers, magazines, billboards and many more. But in the
current times, thanks to the evolution of technological innovation, they also have the option
to use virtual communication channels to reach out to the market audience. In fact, this
innovative advertising approach enables business entities, operating across different
industries and sectors to overcome challenges relating to distance and time and engage with
the market audience at the global level. Thus in the modern business climate, it is not
uncommon to come across innovative advertisements on new kinds of media such as online
websites and text messages. Since these messages are transmitted on the online platform, the
potential market audience can come across the message even though they might exist miles
away from the actual business entity. In the prevailing fragmented market setting, business
entities are facing intense competition from their industry rivals. Thus every marketer is
forced to prove its worth time and again so that it can have the edge over its rivals. But
merely focusing on improving the offerings is not sufficient unless the customers are aware
of the business and how it is creating value for them. Thus the importance of advertising
strategy comes into the picture. This communication approach helps a business to make the
customers aware of its offerings in the market setting. The awareness of the customers is
necessary so that they can be persuaded to opt for the offerings of a business concern. The
cut-throat marketing environment has increased the overall significance as well as the
responsibility of the advertising field for business entities. The availability of traditional as
well as modern mediums for communication has made the advertising field extremely
experimental in nature. In fact, advertisers are using new and innovative communication
techniques so that they can have a lasting impression in the minds of the market audience that
exists in the market setting. Advertisers, in the current times, are trying to present their
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intended business message in a unique manner that can help their brand and their offering to
catch the instant attention of the intended market audience and give them a competitive
advantage against their rivals in the market setting. For example, they are trying to blend
various elements that can appeal to the existing as well as potential audience in an emotional,
ethical and rational manner. The ultimate objective of business entities in the current times is
to use their advertising strategy in such a manner so that it can have a positive influence on
the target market audience.
According to Melgar and Elsner (2016), in the current market arena, advertising that people
come across affects many aspects of their lives 146. In addition to this, the advertisements of
business undertakings can also lead to varying behaviour in the market audience. The concept
of advertising has gained a lot of attention in the current times as marketers and advertisers
are channelling their intention by using these communication approaches. The research team
has pointed out that in order to have a better control over the effects that are produced by
advertising strategies, business entities need to work on the communication content and the
engagement approach147. In the ever-changing business landscape, the advertising strategy
must be designed in such a manner that it can easily adapt to the context in which it is being
developed and designed. The key aspects that need to be taken into consideration while
ascertaining the quality and type of the advertising are customer, need and product. There
exist other factors in the macro or external setting that also must be taken into consideration
when it comes to advertising, such as the media, context, channel, etc. But more importantly,
it is important for a business entity to have an in-depth insight is what it wants to advertise
and sell, who it wants to advertise and sell to and why it intends to sell the offering. As the
146
Melgar, Leandro Mateo Bolaños, and Robert JF Elsner. "A Review of Advertising in the 21st Century." International Journal
of Business Administration 7, no. 4 (2016): 67-74.
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digital world is undergoing dynamic changes and it is undergoing change very rapidly, it is
also having a major implication on how advertising serves the intended purpose in the market
setting. In the prevailing times, advertising has been integrated into a diverse range of fields
and domains, which has increased its overall power and effectiveness. Moreover, it has also
made it easier and simpler the adaptation ability of the advertising strategy of business
entities. Advertisers and marketers have been able to comprehend the important role that the
emotions of the potential customers as well as the existing customers come into play while
they react to the advertising strategy of a business entity 148. The emotion of the market
audience is a critical factor that impacts various elements such as persuasion, decision
making and judgement. In fact, establishing an emotional connection because of an
advertisement can lay a major role and help a business entity to create a long-term
relationship with its customers. Such a strong relationship can help the brand to create loyal
customers in the dynamic market setting. Loyal customers are considered to be one of the
most vital assets of a business firm that help it to survive and sustain in the market setting and
generate profits. The advancement of technology has had a major impact on the advertising
strategy of business undertakings across a diverse range of industries and markets, in the past
few decades. Disruptive technologies have forced market participants to adapt as well as
recreate their image by using their advertising strategic tool. The integration of technological
advancement has broadened the overall scope of the advertising concept. Due to this,
advertising of business entities has an influence on almost all the people in the market
environment. One of the main advertising strategies that entered the scene in the technology-
driven environment is the SMS advertising. Soon the mobile market gained a lot of attention
as marketers and businesses could promote their offerings and communicate with the target
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market audience by using the mobile advertising concept. But recently, further advancements
have taken place in the advertising scene, which has kept marketers on their toes. For
instance, as social media platforms have come into existence along with new online
technologies, marketers have been working hard to integrate these innovative elements in
their advertising and promotion strategy so that they can forge a deeper and meaningful
connection with the target market audience 149. The integration of new and innovative
technical elements has strengthened the power of advertising and marketers have been using
their innovative advertising approaches for the purpose of persuading the potential and
existing customers to take a certain action and influence their purchasing decision process.
Various research studies and articles on the advertising concept have pointed out that it is
significantly different than what it used to be a few decades back. In spite of the major
differences that arise, it is also necessary to bear in mind that there are a few features that
remain consistent even till this date. One of the key objectives of advertising that remains
intact even in the current times is the intention of the business entities to persuade the market
audience The methods, mediums and tactics have undergone change i.e. the means have
changed, but the destination of advertising still remains the same. Marketers operating in the
current business landscape are using the networking power of a diverse range of social media
platforms such as Facebook, Twitter, Instagram, YouTube and many more for the purpose of
increasing the awareness of the market audience about the brand and their latest market
offerings. Such an innovative approach to promotion and communication has gone in the
favour of some of the business entities who have been able to design effective advertising
strategies that suit the non-obvious and diverse market setting150. In the former times, the
word of mouth advertising approach was considered to be a useful technique that helped
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business entities to improve their perception and reputation among a few hundred or
thousands of people. But today, social media platforms have amplified the effectiveness of
advertising by many times. This is because a positive message on these online
communication platforms helps business undertakings to improve their perception as well as
reputation in the minds of almost millions of market audience 151. It is also important to keep
in mind that just like a positive message about a brand can improve its reputation and brand
image; a negative message also has the power to spread like wildfire on the digital platform,
and it can tarnish the brand image in the matter of a few minutes.
According to Mangram (2012), various kinds of disruptions have become a constant in the
media landscape that influences the advertising strategy of business undertakings across
industries and sectors. But a few patterns have emerged in the recent times that have helped
marketers to make the strategic use of the digital media and digital platform so that they can
support their advertising strategic approach. In the consumer economy, the evolved
advertising concept enables marketers and brands to build a rapport with the market audience
in a better way and thus have an edge over their rivals in the industries. As per the latest ‘IAB
International Revenue Report’ in the United States of America, the digital advertising
revenues in the first part of the year 2017 surged to an all-time high. In fact, the mobile phone
was recognized to be the chief digital channel that was used by marketers for the purpose of
advertising. In order to capture the attention of customers in the market setting, advertisers
and marketers have been advertising their products and/or services by using various digital
content, such as videos and images. In fact, the innovative medium has given rise to unique
kinds of advertising opportunities that are redefining the definition as well as the scope of
advertising in business. While exploring the modern concept of advertising, one of the key
features is the integration of technology in this marketing function. In fact, due to the use of
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technologically advanced elements, the advertising strategy of marketers and business
undertakings has undergone a transformational change in the past few years. For instance, in
the current market landscape, being accessible as well as nimble are the main hallmarks of
the economy. These distinctive features can help business entities to make the right move to
capture the attention of the target audience in the market setting. Doyle has stated that the
scope and reach of the former advertising tools and techniques were very restricted in nature.
But this issue has ceased to exist. But after the introduction of the internet and the concept
relating to the digital display advertising, the approach to the marketing function has vastly
changed152.The concept of internet advertising that involves tying up creative as well as
technical aspects of the internet for the purpose of designing, developing, promoting, and
increasing sales has empowered marketers. Some of the chief pull digital marketing strategies
that are being used by business entities across different industries and sectors include blogs,
websites, streaming media and many more. These innovative communication approaches
enable business undertakings to pull the interested market audience towards their brand and
their market offerings. The change in the concept and overall power of advertising has also
shifted the attention towards the importance of customer relationship management. The term
‘customer relationship management’ can be defined as the ability of a business entity to
manage the interactions and engagements that it has with its clients, customers and sales
prospects. The use of innovative elements that are driven by technology for advertising helps
marketers to establish a strong and long-lasting relationship with the existing customers as
well as the potential customers. As the virtual platform has eliminated various gaps and
physical barriers, business undertakings are able to effectively engage and interact with the
market audience at a deeper level. Marketers are able to make use of the available data
pertaining to the customers, which they employ to design a suitable and appropriate
152
Strangleman, Tim. "“Smokestack Nostalgia,”“Ruin Porn” or Working-Class Obituary: The Role and Meaning of Deindustrial
Representation 1." International Labor and Working-Class History 84 (2013): 23-37
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advertising technique to create a genuine and long-lasting rapport with the intended market
audience. The digital advertising approach has a vital impact not just on the business
undertakings but also on the existing customers as well as the potential customers to whom
the specific communication strategy is directed 153. These communication approaches are
made possible because of the use of various kinds of internet-connected devices such as
personal computers, smartphones, laptops, tablets and many more. They act as the main point
of contact, which enables business entities to communicate and engage with the target market
audience. Thus the role of innovation is critical when it comes to the modern advertising
landscape. The existence of the innovative electronic devices makes it possible for marketers
to design their digital advertising approach and persuade the audience in the market settings
to take specific actions relating to the products and/or services of the business entity. As
technology is in the nascent stage and it is still developing, there is a further possibility of
using innovative devices, tools and techniques for the purpose of advertising so that the level
of engagement and interaction between a business entity and its target market audience can
be further strengthened. As per the findings of the research by Martin et al. (2003), the
content that business entities share with the online users by using the email advertising
concept is regarded to be very useful by them 154. For example, the customers find special
sales as well as information relating to a new product or offering by the business to be
valuable for them. The concept of the push marketing strategy has also gained a lot of
importance in the modern advertising landscape. It basically involves the use of display
advertising and cold emails right in front of the market audience with the hopes that it will
increase their level of awareness about the specific brand and the sales turnover of the
business will ultimately increase. These advertising techniques lack the consent or permission
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of the audience in the market setting. Some of the common examples of the advertising
technique that is used in the digital setting are the display advertisements on a business
website, news blogs, etc. Other digital advertisements in the form of emails, web feeds and
text messages can also be considered to be a part of the push digital advertising strategic
approach if the target audience has not given his or her permission to receive such a kind of
marketing message. Sometimes these marketing and advertising messages are also termed as
spams155. Even if these advertising messages might be uncalled for from the point of view of
the audience, they nevertheless enable them to know about a brand or business undertaking in
the market. In order to make the optimum use of the digital platform when it comes to
promoting and advertising the offerings, business entities combine the push as well as the
pull techniques so that the effectiveness and efficiency of their advertising tactics can
improve. But the overall effectiveness of push advertising strategy can improve if business
entities take prior permission from the intended market audience before sharing their
marketing message with them. The necessary permission can be taken through the consent to
email, subscription, etc. Seeking permission can also make sure that such a communication
and promotion technique is ethical and responsible in nature.156
Frolova (2020) has highlighted in her research study that the evolution of the market setting
and the business climate has increased the overall relevance of advertising strategy for a
business entity. In the cut-throat competitive business environment, marketers, as well as
advertisers, use their advertising framework as a critical strategic tool so that they can have a
competitive edge over their rivals in the business setting. It acts as a chief component of their
promotional mix that gives a definite shape to their communication and engagement strategic
155
156
“Promotion | Boundless Business,” accessed January 8, 2021,
https://courses.lumenlearning.com/boundless-business/chapter/promotion/.
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approach157. In the research study, it has been pointed out that the advertising strategy and the
message that is shared by a business entity have a vital implication on the psychological
aspects of the market audience. Such an influence plays a key role in molding their behaviour
when they make a purchasing decision in the market setting. Thus in order to get a detailed
insight into the power and the impact of the advertising strategy of a business entity on the
target market audience, it is necessary to take into account the psychological facets relating to
the advertising business function. An advertising strategy of a business entity is considered to
be effective in nature if it “contributes to a trance with the buyer’s manifestation of consumer
impulse.” For getting a thorough and detailed insight into how marketers employ their
advertising strategy for the purpose of influencing the buying behaviour and the purchasing
decision of the customers in the market setting, it is necessary to understand the significant
role that the psychology discipline plays. It is a vital component in the advertising domain as
it provides the fundamental parameters for the effective development and designing of the
advertising strategic approach of a business entity 158. Marketers need to have a thorough
understanding of the connection between the advertising and psychological concept. This is
because it can help them to efficaciously concept the suitable psychological concepts into the
possible advertising formats and forms. As the digital platform enables marketers as well as
business entities to establish a more personal and intimate communication with the online
users, its impact on their psychological process of the audience is even stronger. Frolova has
pointed out that marketers must understand how the psychology of the diverse market
audience works so that they can devise the suitable communication message via their
advertising strategy that can have the desired impact on their buying behaviour and
purchasing decision. For example, according to the psychology of many customers, they
consider expensive or costly products to be high-quality and good products. Similarly, the
157
158
“Promotion | Boundless Business,” accessed January 8, 2021,
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psychology of the customers plays a vital role and urges the customers to opt for the
medicines and medication drugs that are available in pharmacies even though they might be
available in the market at a fairly cheaper rate. Such instances show that the psychological
aspects of the market audience play a major role and influence their purchasing decision. It
can influence how they perceive a brand and the marketing message that is shared by it via its
advertising tactic. Their psychological process can play a key role and encourage them to
trust a brand more. On the other hand, their psychology can also play a vital role and
discourage them to opt for the offerings of a specific brand in the market setting. Thus while
designing and developing a suitable advertising strategy in the business landscape, marketers
need to take into consideration the psychological aspects of the market audience. This is
because such an approach can help them to frame an effective advertising strategy that can
have a positive impact on the customers and can successfully persuade them to take the
desired action in the dynamic, competitive and unpredictable market environment. So in the
modern business environment, advertisers and marketers need to devise their advertising
strategies in a tactful manner. The consideration of customer psychology can help to further
design effective advertising messages in the market159.
3.9 Importance of Advertising Smartphones
The smartphone industry is considered to be one of the fastest growing markets all across the
globe. Due to the rapid evolution of technology and innovation, this industry segment has
succeeded to stand out and make its mark in the larger communications industry of the 21st
century. One of the key factors that have helped the fast growing industry to have a major
impact on customers from all across the globe is advertising. Various business undertakings
that participate in the industry setting employ a diverse range of advertising and
communication strategic approaches so that they can share the intended business message
159
Ossi Päiväläinen, “THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT,” n.d., 61.
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with the market audience. As numerous businesses exist in the industry, there is an intense
level of competition between them. So in order to have an edge over their respective industry
rivals and competitors, they focus on their offerings as well as the advertising and
communication strategy. The focus on their offerings enables them to create high-quality
products or commodities from which the intended market audience can derive value. On the
other hand, their communication and advertising strategy enable them to increase the
awareness of the market audience about the offerings that they have designed to fulfil their
needs and requirements160. According to Maghnati and Ling (2021), the smartphone industry
has undergone dynamic changes over the past few decades. A few decades back, holding a
smartphone was considered to be nothing less than science fiction but today, it has become a
reality that has influenced the lives of a large number of people. In fact, smartphones act as
one of the primary electronic gadgets that enable people to get familiar with the evolving
technology in the 21st century161. With every passing day, new kinds of smartphones are
entering the market scene so that the unfulfilled needs of the customers can be fulfilled and
they can have an improved and more delightful experience. In this research, it is highlighted
in the study that smartphone businesses' marketing, promotion and advertising strategies are
gaining a lot of attention in the current times 162. The authors stated that the customers in the
market setting are considered to be the most valuable assets for the business undertakings that
operate in the market landscape, irrespective of the industry or sector in which they function.
In this research, it is established that emotional and functional advertising can play a
moderating role in the association between customer lifetime value and product
160
“All about the Cell Phone Industry - WorldAtlas,” accessed January 8, 2021,
https://www.worldatlas.com/articles/all-about-the-cell-phone-industry.html.
161
Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone
Industry | Semantic Scholar,” accessed January 8, 2021, https://www.semanticscholar.org/paper/Exploring-
the-Relationship-between-Experiential-and-Maghnati-Ling/3517eaca17eae67df192f0bd10e363613a08c8ea?
p2df.
162
“Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone
Industry | Semantic Scholar,” accessed January 8, 2021, https://www.semanticscholar.org/paper/Exploring-
the-Relationship-between-Experiential-and-Maghnati-Ling/3517eaca17eae67df192f0bd10e363613a08c8ea?
p2df.
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innovativeness. In the current times, the developments that are taking place in the area of
mobile technology and accelerating the use of 3G/4G technology, advertising strategy is
playing an indispensable role to mold the customers and how they react to the offerings of the
marketers operating in the smartphone industry. Due to the important role of advertisement in
the smartphone industry, the level of competition among the business organizations has
further intensified. The advertising that is designed by marketers can play a vital role in
influencing the customers at different levels. For instance, the functional ads by smartphone
companies shed light on the technological superiority of the smartphone brand, provide
detailed information relating to the product attributes and lay emphasis on the smartphone
company’s technological competencies. These elements can help the existing customers as
well as the potential customers to get a detailed insight into the functional components that
are in store for them in case they decide to purchase the smartphone from the specific
brand163. The emotional advertising strategic approach, on the other hand, focuses on
elements that can have an emotional impact on them. For example, these advertisements are
designed with the intention to persuade the customers in the market setting by making use of
emotional appeals. In addition to this, these advertising tactics make the attempt to persuade
the customers that after choosing the products and using them, they are most likely to feel
better. Thus such advertisements try to establish a connection with the intended market
audience at an emotional and psychological level so that they can be encouraged to opt for
the offerings of a specific business organization.
In the cut-throat competitive industry of smartphones, both the functional advertising
approach as well as the emotional advertising technique play a key role for the business and
the target market audience. For example, the business undertakings that are involved in
offering smartphones in the market are able to share the requisite information with the market
163
Strangleman, Tim. "“Smokestack Nostalgia,”“Ruin Porn” or Working-Class Obituary: The Role and Meaning of Deindustrial
Representation 1." International Labor and Working-Class History 84 (2013): 23-37
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audience which can increase their level of rand awareness. Such a comprehensive advertising
and communication technique enables the business organizations to influence customers at
varying levels so that they can be persuaded to go with the offerings of the business. At the
same time, the customers are able to derive value from such a holistic advertising technique
while making the decision to purchase a smartphone. The functional advertisement gives
them a detailed idea of the technical and innovative aspects of the electronic gadget. The
emotional advertising helps them to understand how the product can fulfil their unfulfilled
needs and make them feel better164. Thus due to the uncertain nature of the smartphone
industry coupled with the intensely competitive nature, smartphone business entities
operating in the business landscape lay high emphasis on their advertising and promotion
strategy so that they can forge a deeper connection with the market audience. The advertising
technique that is used in the smartphone industry plays a key role as it enables the marketers
to increase the customer lifetime value and have an edge against their industry rivals in the
competitive market environment. Thus various studies that have been carried out over the
past few years have revealed that the success of a smartphone company is dependent on
various factors and one of their m is their advertising strategy. In case the advertising
strategic approach fails, it becomes very difficult for a smartphone business entity to
dominate in the unpredictable market setting and have a consistent performance in the market
setting. For instance, Samsung is one of the most popular smartphone brands that have a solid
presence not only in the Indian smartphone industry but in the entire global smartphone
market landscape. Most of its advertising strategies are usually designed in order to provide
accurate and precise information to the intended market audience so that it will be valuable
and useful for them. In fact, the brand is known to use its advertising strategic approach as a
vital strategic tool that enables it to reach its existing customers as well as the potential
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Marketing (2010)
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customer so that they can be persuaded to buy the Samsung smartphone. One of the reasons
for the high popularity of the Samsung smartphone is the effectiveness of its advertising
strategy which influences the customers and their purchasing decision while selecting a
smartphone in the market setting165. The advertising plans of the business are considered to be
a pivotal component of its marketing strategy which helps the brand to take necessary steps
so that customers know about its latest offerings in the market. While designing the
advertising strategy, the brand specifically lays emphasis on the core benefits that the
customers can derive from it. This component of the advertising model plays a key role and
helps the business to influence the customers to opt for its offerings instead of selecting the
offerings of its rivals in the industry. The significant role that advertising function plays in the
smartphone industry is evident from the fact, that the Samsung brand involves heavy
promotion when it comes to its advertising strategy. In fact, the popular smartphone business
undertaking uses both the push as well as the pull strategy in its advertising so that it can have
a huge impact on a broader set of audiences in the vast market setting. The brand is known to
make a heavy investment in the conventional or traditional advertising strategy. When it
comes to the push advertising strategy, the smartphone business focuses on innovative
approaches like spotting placements in major events such as the Super Bowl. The brand also
makes use of a diverse range of social media platforms such as Facebook, YouTube, Twitter
and many more which has helped it to maintain a solid online presence. The virtual presence
of the business plays a key role and gives rise to the opportunity for the business entity to
have a direct interaction with the global market audience. This kind of dialogue and
engagement further boosts its advertising strategy and helps the brand to forge a deeper
connection with them and thus have a loyal customer base in the market setting. In order to
have a vital impact on the Indian market audience, the Samsung brand has hired a number of
Bollywood celebrities. For example, the brand used the celebrity Nargis Fakhri in its
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Samsung Galaxy advertisement in India. The objective of such an advertising tactic was to
attract the attention of the Indian market audience towards its latest offering. Such an
advertising approach shows that popular smartphone brands such as Samsung are trying
different approaches while designing their advertising strategy so that they can have a
significant impact on the intended market audience166.
In the modern era, smartphones are not used for communication but have functionalities
much beyond. In the society of today, the need for smartphones is very high. Advertising
plays an important role in attracting and appealing to consumers to make a purchase. The era
of globalization increases the opportunities and, at the same time, raises the challenges for
smartphone companies. In order to attain a competitive share in the global market, companies
use the method of advertising to communicate their products to the consumers in the target
market167. The competitive landscape makes it difficult for companies to survive without the
support of advertisements. Although there are a number of ways like brochures, salesperson
visits, and demonstrations to convey information about smartphones, the internet and
television advertisements prove to be the most effective ways. Advertisements are known to
be the most effective way to attract and persuade consumers to make a purchase.
Advertisements not only enable the smartphone companies to reach out to a larger audience
but also allow developing a long lasting impression about the smartphones in the minds of the
customers.
In order to create a positive influence on consumers, smartphone advertisements need to be
creative and attractive as much as possible. Television has become a popular means used by
smartphone companies to advertise their products. In addition, the growing familiarity of
166
“All about the Cell Phone Industry - WorldAtlas,” accessed January 8, 2021, https://www.worldatlas.com/articles/all-about-
the-cell-phone-industry.html.
167
Haro, Andrian, Dinawati Oktaviana, Anugrah Trimulia Dewi, Wan Anisa, and Akmaluddin Suangkupon. 2020. "The Influence
Of Brand Image And Service Quality Towards Purchase Intention And Its Impact On The Purchase Decision Of Samsung
Smartphone". Kne Social Sciences. doi:10.18502/kss.v4i6.6609
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consumers with the internet makes it another tool for advertising products and providing
information to the consumers168. The increase in internet usage for shopping makes it a
trending advertisement medium to provide more information about the latest smartphone
models. Owing to the effectiveness of smartphone advertising, more and more smartphone
companies are increasing their investments in advertisements. While the advertisement
spending of Samsung smartphones has increased by 28%, that of the Vivo smartphones has
increased by 57%169.
Technology is evolving at a very rapid pace. As it plays a key role in smartphones, it
becomes necessary for marketers of smartphones to communicate about the new technology-
driven features and functionalities that have been integrated into their offering.
Advertisement acts as the ideal communication and promotional tool for the business entities
that deal with smartphones. It basically has a key impact on the market audience, which could
have an influence on their buying behaviour. It increases the overall level of awareness of the
customers about the offering of a business entity. Furthermore, the kind of information that is
communicated with the market audience could further have an effect on their attitude towards
the specific brand and the customer loyalty. In the intensely competitive business
environment of the 21st century, advertisement is not just required at the time of launch or
announcement of a new product or service. But the communication tool can be used on a
diverse range of occasions so that a business entity can engage with the market audience and
thus raise their level of awareness about the offering that has been made170.
168
Haro, Andrian, Dinawati Oktaviana, Anugrah Trimulia Dewi, Wan Anisa, and Akmaluddin Suangkupon. 2020. "The Influence
Of Brand Image And Service Quality Towards Purchase Intention And Its Impact On The Purchase Decision Of Samsung
Smartphone". Kne Social Sciences. doi:10.18502/kss.v4i6.6609
169
Rizka Dewi, “The Effect of Advertising Through Television and Internet Media on the Decision of Purchase of
the Smartphone Samsung Brand with Consumer Attitudes as Intervening Variables (Study on Students of
Universitas Harapan Medan),” no. 10 (2019): 14.
170
Dewi.
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For the business entities that offer smartphones for the market audience, the relevance of
advertisement gets further increased. This is because it gives the marketers the chance to shed
light on the latest offerings as well as the new technology-driven features that have been
integrated into their smartphones. According to Frolova (2020), in the current times, people
live in a world that is filled with a diverse range of brands and businesses making similar
kinds of offerings. Thus in such a scenario, advertising acts as an important weapon for a
business which enables a brand to differentiate itself from its competitors that operate in the
same industrial landscape. The evolving business setting has expanded the overall scope of
the advertising function. The author has pointed out that in this century, a large number of
changes as well as innovations have been introduced in the advertisement landscape that has
kept business entities on their toes at most of the times. Due to the high significance of
advertisements, it has become a highly popular marketing concept for business entities,
irrespective of the industry in which they operate171. Advertisement is considered to be an
important element not only for the business entities that deal in smartphones but also for the
target market audience. For instance, advertisement helps the business firms to interact with
the market audience about the new smartphone models that have been designed by them or
the new product that they intend to introduce in the market for their customers. On the other
hand, advertisements are considered to be beneficial for the customers as they are able to get
requisite information that can ultimately help them to make a purchasing decision. According
to Baba, today, advertisement has become a cardinal element of the existing social as well as
the economic system. In the complex social setting, advertisement has primarily evolved into
a vital communication system for the customers as well as for business entities. The
importance of the promotional tool can be understood from the fact that it has the power to
reshape the association that a business entity has with a market audience172. In the dynamic
171
Päiväläinen, “THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT.”
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smartphone business setting, the advertisement of a business entity plays a vital role in
influencing the perception that the market audience has of the brand and its market offerings.
Baba has stated in his research work that advertisement is considered to be an integral
promotional tool for a business entity as it acts as a cost-effective approach to engage and
interact with a larger set of audience in the vast market setting. The author has further
highlighted in his research study that advertisement gives rise to the opportunity for a
business entity to create a solid brand image along with the symbolic appeal for a brand that
operates in a competitive business landscape such as the smartphone industry. In the real-life
setting, there are a large number of instances when popular business undertakings have used
advertisement as their chief communication and promotional tool that have the ability to
attract the attention of the market audience173.
Since the advertisement is the main component of the marketing mix of a business entity that
has a high degree of prominence, it plays a key role to mold as well as influence the buying
behaviour of the intended target market audience. Due to its high degree of visibility as well
as pervasiveness, the advertisement component of the promotional mix is used by business
entities operating in smartphones to inform the target market audience about their latest
offering in the market. Informing the customers about an offering is of critical importance in
the highly competitive market landscape. In case the customers are unaware of the very
existence of a product or a service in the market setting, it is highly unlikely for them to
choose the same while making the purchasing decision. Thus, the advertisement function
creates the right kind of opportunity for a business entity to inform the intended market
audience about the offering that has been designed by them. This promotional technique
serves a diverse range of purposes in the market setting as businesses can also use the
advertisement technique to engage with their potential customers and existing customers and
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get an insight into their preferences and wants. The adoption of digitalization in the
advertisement function has further expanded the opportunity for smartphone businesses to
creatively advertise their brand’s offerings and thus have an edge against their competitors
and rivals in the industry setting. The integration of technology-based components in the
advertisement and communication framework of a business basically allows it to
communicate with the intended target market audience on a real-time basis. Thus
advertisement creates value for the business entities dealing with smartphones as well as the
customers, thus giving rise to a win-win situation174.
3.10 Advertising Factors influencing the Smartphone Purchase Intention
In the technologically advancing world, the demand for smartphones is increasing at a rapid
pace. With the increasing demand, smartphone companies focus on attractive advertising in
order to appeal to more customers and increase their sales volume. However, there are a
number of advertising factors that affect the intention of consumers to buy a smartphone.
Purchase intention can be defined as the likelihood or willingness of the consumers to
purchase a particular product or avail a specific service in the future. According to the
previous researches conducted by the scholars, it is evident that an increase in the purchase
intent will increase the possibility of a consumer buying a particular product. In the case of
smartphones, purchase intent refers to the willingness of the consumers to buy a smartphone.
Among all the elements, the brand name is one of the major factors that the consumers focus
on while viewing a smartphone advertisement 175. The American Marketing Association
defines a brand as the term, name, design, or the symbol that identifies and differentiates the
product of a brand from its competitors. It can also be considered as the relationship between
174
175
Martins, José, Catarina Costa, Tiago Oliveira, Ramiro Gonçalves, and Frederico Branco. 2020. "How Smartphone
Advertising Influences Consumers' Purchase Intention
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a business and the customers176. The brand of the smartphone advertised will highly influence
the purchasing intention of the consumers.
The price of the smartphone shown in the advertisements is another factor that affects the
intention of purchase among the consumers. Price can be defined as the money charged to
avail a particular product or service. The price of the advertised smartphone also significantly
influences the purchase intention. Relative advantage is another factor taken into
consideration while advertising smartphones. In order to attract more customers, the
companies focus more on incorporating the relative advantages in the advertisements.
Relative advantage can be referred to as the extent to which a particular product is perceived
to be better than its competing products. A product feature is one of the most important
advertising factors that influence the smartphone buying intention of the consumers. Feature
refers to the attributes of the product in terms of usage that is able to meet the needs as well
as the wants of the consumers. Product features of the smartphones include both the software
as well as the hardware177. While the hardware refers to the physical components of the
smartphone that can be touched, software refers to the various programs and also includes the
storage memory and operating platform. Smartphone advertisements include all these
features in order to hold the attention of the intended customers. The product features that are
advertised also influence the purchase intent of the consumers.
Convenience is another important advertising factor influencing smartphone purchasing
intent. Convenience can be defined as the ease of using the smartphone. The perceived use of
different smartphone models is a deterministic advertising factor that highly influences the
176
Gowri, Shyamala, and Raju Selvan. 2020. "A Study On Factors Influencing Green Purchase Behaviour Among Consumers
With Special Reference To Madurai City". SSRN Electronic Journal. doi:10.2139/ssrn.3531607
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purchase intention of the consumers. Dependency and compatibility are other aspects that
affect the smartphone purchase intent of the target customers178.
A diverse range of research studies has been carried out in the past that shed light on the key
motivating factors that come into play and influence the market audience while they are
purchasing a smartphone. According to Kaushal and Kumar (2016), some of the core
components that the smartphone purchase intention of customers in the market setting include
the relative advantage, compatibility, the level of dependency, the level of convenience of the
users, the features of the product, the price factor, the brand name and the degree of social
influence. Each of these elements plays a vital role and influences whether a customer
chooses a smartphone from a specific brand or not. In this research, the researchers have
pointed out that buying a smartphone is considered to be an important purchasing decision.
Thus the smartphone consumers take into consideration a diverse range of elements before
they can arrive at their ultimate decision. The advertising strategy that is deployed by the
smartphone brands comes into play and influences the purchase intention of the market
audience to a certain degree. For example, the details relating to the technical specifications
of a smartphone that are highlighted in an advertisement can influence the customers’
decision to purchase the electronic gadget from a particular brand. Relative advantage refers
to the extent to which a kind of innovation is perceived to be superior or better than the
competing products. This factor is also influenced by the customers’ attributes and
characteristics that influence the sub-dimensions that impact the relative advantages. While
purchasing a smartphone in the market setting, price is considered to be one of the most
critical variables that impact the customer’s choice to opt for a particular product or a specific
brand. According to the law of demand, when the price of a product increases, its demand
decreases. On the other hand, when the price of a product decreases, its demand increases.
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The law shows the importance of the price factor and how it can have a major impact on the
purchasing intention of the market audience. Since in the Indian market, the customers need
to spend at least a few thousands of rupees to purchase a product, the price factor is
considered to be a crucial element impacting their purchase intention and buying decision.
Various other research studies such as Qun, Howe, Thai, Wen and Kheng, 2012; Ibrahim,
Subari, Kasim and Mohammad, 2014; and Anam 2014 have also stated that price is a very
critical factor that has a major impact on the purchase intention of the customers in the
market setting179. While purchasing a new commodity in the market setting, the market
audience gives high priority to the product attributes and specifications. The emphasis on
these elements further increases when the purchase intention of the customers relates to the
smartphone. Since technology is advancing at a rapid pace, the smartphone companies are
competing with one another so that they can offer advanced and innovative offerings which
have unique and outstanding features. The advertisements of smartphones help the customers
to get a detailed insight into the unique and distinctive technical features and functionalities
that can be useful for them. In this research, the study shows that the feature refers to an
attribute of a product or commodity that can play a key role in meeting the satisfaction level
of the market audience. When it comes to a smartphone, the product feature fundamentally
encompasses the hardware aspects as well as the software components. The hardware refers
to the external body of the electronic device. It is the part that has a tangible existence and
can be physically touched or felt. The software component, on the other hand, refers to the
intangible elements such as the operating system, the in-built applications and the storage
memory. Even though these elements do not have a tangible existence and cannot be
physically touched, they act as a vital element that influences the technical functionality of
179
Kaushal, S. K., and Rakesh Kumar. "Factors Affecting the Purchase Intension of Smartphone: A Study of Young Consumers
in the City of Lucknow." Pacific Business Review International 8, no. 12 (2016): 1-16.
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the electronic gadgets. Thus the customers of smartphones take into account the hardware
features as well as the software features into consideration which influences their purchase
decisions. The social influence factor plays a vital role to influence the purchase intention of
the market audience when it comes to buying a smartphone. The term social influence means
that one individual causes changes in the attitude, thoughts, feelings and behaviour of another
individual. Today, the use of the smartphone is not only restricted for the purpose of
communication. They are used as a product that shows the social status of a person 180. There
are a number of smartphone brands that are designed specifically for the premium customers.
The most common example is the iPhone from the Apple Inc. brand. For example, the use of
Apple Inc. smartphone by celebrities influences many people in the society to opt for the
premium smartphone instead of opting for a communication device that is reasonably priced.
The brand name and the goodwill or reputation of the brand are also chief components that
come into play and influence the purchasing intention as well as the buying decision of the
market audience. According to the American Marketing Association (AMA) the term brand
refers to the term, symbol, name, or design, or the combination of these elements that are
designed with the intention to identify the commodities and/or services of a seller or a
category of sellers. Brand plays a vital role in differentiating a seller (or sellers) from the
others that operate in the market setting. Brand names are considered to be extremely
valuable assets for business undertakings that give them a competitive edge in the
unpredictable and dynamic market settings. In the smartphone industry setting, brand name
plays an indispensable role as it can influence how the market audience reacts and responds
to the business and their offerings in the vast market setting. In this research, the study shows
that a business's brand name plays a key role in influencing the behaviour that the customers
exhibit in the market. The brand names have a vital link with other factors such as the quality
180
Marketing (2010)
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of the offering of the business entity and the reliability. When it comes to choosing a
smartphone in the market setting, many customers look for ‘convenience.’ Convenience
refers to the ability to use the electronic device without facing much complexities and
problems. Since technology is developing and evolving extremely rapidly, many smartphone
manufacturers are integrating the latest technical features and components that are new for
the market audience. The newness can make a smartphone inconvenient for the people who
do not have an idea about the innovative technology of the new feature181. Thus while
choosing a smartphone, there are customers who look for convenient and easy-to-use
technology. These elements play a vital role to mold their purchase intention and purchase
decision while buying a smartphone in the market. The other factors that have been
highlighted by the researchers that influence the purchase intention of the market audience
are the level of dependency and compatibility. Since the use of smartphones in the daily lives
of a majority of people has substantially increased in the past few decades, people rely highly
on them. Instead, it is considered to be the very extension of their life without which it is
extremely difficult to go on with the regular activities in a day. Today, people not only use
their smartphones for the purpose of making calls and sending texts, but these communication
devices are used for a diverse range of purposes that help them to remain connected with
others on a real-time basis. Thus while purchasing a smartphone, the market audience intends
to go for a product on which they can depend totally to stay connected. Compatibility is also
an integral component that has a vital influence on the customer perception as well as their
intention to purchase a smartphone in the market setting. Product compatibility ensures that
the electronic device is capable to work along with another system without having to undergo
any kind of alteration. It is the interoperability between different products that can have a
direct implication on the experience that is derived by the market audience. According to the
181
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research team, compatibility is a vital factor that comes into play and has a major impact on
the purchase intention of the customers while they buy a smartphone182.
These advertising factors play a vital role as they have the power to have an influence on the
purchase intention that is exhibited by the market audience. Apart from this, these variables
also influence the overall customer behavior that is exhibited by them when they are deciding
to make a purchase in the market setting. The marketers that are able to shed light on these
vital factors that have a major influence on the customers and their buying intention, such as
the price variable, the product features and attributes, compatibility, etc., are able to have a
long-term impact on the customers. Since the market audience gives high priority to these
elements while making the buying decisions, these factors are taken into consideration when
they are purchasing or selecting a smartphone in the market. Many companies that operate in
the smartphone industry try to capture the necessary information in their advertising strategy
so that the customers can find the answer that they are looking for. For example, it is quite
common to see that a majority of the smartphone companies laid emphasis on the technical or
product attributes as well as the price element. This is because these are some of the most
fundamental advertising factors that the market audience looks for that ultimately influence
their purchasing intention as well as their buying decision. According to Rahim and Safin,
marketers need to lay emphasis on the key factors that mold the customer’s buying intention
of the smartphone183. The key factors that have been identified by the group of researchers
include the product features or attributes, the social influence, and the brand name. These are
some of the most integral variables that come into play and have a significant level of impact
on the response of the customers while buying a smartphone and the purchase intention that
is exhibited by them. Thus laying emphasis on these elements in the advertising strategy of
182
Marketing (2010)
183
Azira Rahim et al., “Factors Influencing Purchasing Intention of Smartphone among University Students,”
Procedia Economics and Finance, The Fifth International Conference on Marketing and Retailing (5th
INCOMaR) 2015, 37 (January 1, 2016): 245–53, https://doi.org/10.1016/S2212-5671(16)30121-6.
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smartphone companies can play a vital role and go in favour of the brands if they are able to
positively influence the purchase intention of the market audience. Various research studies
that have been carried out, show that advertising acts as a key tool for marketers across a
diverse range of industries and sectors to influence the overall buying intention of the
customers. The information shared by marketers in the dynamic smartphone industry
simplifies the information exchange process and influences the customers and their buying
intention184.
3.11 Effectiveness of Advertising on Smartphone Buying Decision
In the era of advancement and technology, a number of ways are available to advertise and
promote the product as well as services of different brands. According to the studies, it is
impossible for the companies to become marker leaders without the help of advertisements.
The different advertising tools include the radio, television, newspaper, magazines,
billboards, and social media, among the other prominent ones. The core aim of advertising is
to impact the buying behaviour of the consumers and strengthen the brand image in their
minds185. However, according to the researchers, the demand for online advertisement has
increased as compared to the traditional form of advertisement. Even though conventional
advertisement mediums continue to be in existence, companies are increasingly spending on
online advertisements. Advertisements not only provide information about the product to the
consumers but also affect the buying decision of the consumers.
In the present era, the smartphone industry has gained much popularity among the consumers
of the world. The ability of smartphones to perform a number of tasks required on a daily
basis is increasing its demand even more. iPhone, Samsung, Sony, Micromax, LG, HTC,
184
Rahim et al.
185
Vathana Nila, S. Chandra. 2012. "The Impact Of Advertisement On Buying Behaviour Of Women Consumer In Chennai
City". Global Journal For Research Analysis 3 (3): 98-100. doi:10.15373/22778160/mar2014/34.
109
Lava, Huawei, and Microsoft are among the top smartphone brands in the industry. As the
competitiveness in the market is increasing, companies need to adopt appropriate
advertisement strategies to enhance their effectiveness on the smartphone buying decision of
the customers. According to studies, in order to understand the effectiveness of advertising, it
is imperative to become aware of the different factors that affect the smartphone buying
behaviour of consumers belonging to different age groups. Some of the potential factors can
be the age, occupation, educational background, as well as the income level.
Previous researchers by a number of scholars conducted in the field show that among the
major aspects affecting the purchase decision of smartphones, advertisement and features of
the smartphones are the prominent ones. Studies show that advertising activities influence
customer behaviour directly or indirectly, and impact customer experiences. Studies have
also been conducted to understand effective advertising and its influence on the buying
behaviour of the consumers186. Researchers have also studied the environmental as well as the
emotional responses of the customers towards the advertisements. All of the studies have
concluded that the advertisements have played significant roles in influencing consumer
buying behaviour and producing the desired emotional responses in favour of the companies.
Moreover, studies show that a majority of people have been motivated to purchase a
smartphone after watching the advertisements on the television or other promotion mediums.
Studies conducted on the youth population show that while a number of youths are positively
influenced by the advertisements, some other consumers are impacted by the information
made available by their peer groups187. On the other hand, some other studies state that
product features, social influences, price, and brand name are among the top factors affecting
the demand for smartphones among the youth population. Yet, some other researchers have
186
Vathana Nila, S. Chandra. 2012. "The Impact Of Advertisement On Buying Behaviour Of Women Consumer In Chennai
City". Global Journal For Research Analysis 3 (3): 98-100. doi:10.15373/22778160/mar2014/34.
187
Tellis, Gerard J. 2004. Effective Advertising. Thousand Oaks, Calif.: Sage Publications
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shed light on the involvement of popular celebrities in the smartphone advertisements that led
to an increase in the motivation level of the customers to make a purchase. Many other
studies have been conducted to determine the relationship between celebrity endorsements
and the impact on consumer buying behaviour as well as brand credibility. It can be
concluded that advertisements have been successful in influencing the buying behaviour of
the people towards smartphones188. Advertisements have been successful in providing all the
important information about smartphones, including the brand name, price, product features,
and other relevant aspects. Apart from keeping the consumers well-informed, the creative
advertisements hold the attention of the people and motivate them to purchase a smartphone.
A broad range of studies has been carried out in the past that shed light on the impact that
advertisement has on the market audience. These studies have gained a lot of attention as they
help business entities to deploy effective advertising and communication approaches in the
competitive and evolving market landscape, which gives them an edge against their rivals as
well as competitors. A majority of the research studies show that an effective and good
quality advertisement has the potential to influence the target market audience to buy a
product or service in the market setting. On the other hand, a poor or ineffective advertising
and communication approach of a business entity might do just the opposite by encouraging
them to look for other offerings in the market setting. Prior research studies show that there
exists a direct and positive association between the effectiveness of the advertisement of a
business form and the impact that it has on the buying behaviour of the customer in the vast
market realm. Shakib (2018) has stated that even though there exists a positive association
between these variables, it is necessary to take into account the underlying components that
are integrated into an advertisement that ultimately influence the ultimate buying behaviour
188
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of the customer in the market189. Furthermore, in the highly dynamic, competitive and
unpredictable business landscape, marketers need to lay emphasis on their core advertisement
elements such as the use of technology, quality of content and information, focus on the
offering, etc so that it can act as an asset for them and give them a competitive edge while
carrying out the business operations. For example, in the digitalized times, marketers need to
shift their focus towards the concept of online advertising. It can enable them to strike a
balance between the traditional advertising approach as well as the unconventional
advertising technique. According to the authors, some of the key elements that are connected
with the modern form of advertisement include; recall and click. In the current times, the
Information Technology landscape has undergone dynamic changes within a span of a few
years. It has had a substantial impact on the advertising concept as well. The authors have
pointed out in their research work that the internet acts as one of the most cardinal platforms
that enable marketers and business entities to communicate and engage with their market
audience in an efficient and effective manner. This communication platform empowers
business entities to effectively have an impact on the purchasing behaviour as well as the
buying decision of the target market audience. The main features that have been identified by
the research team include the high degree of flexibility, and the high level of control of the
communicated message and information. The authors have tried to capture the overall
effectiveness of online advertisement in terms of the attitude that the market audience has
towards the advertisement, the advertisement recall, and the click-through rate of the
advertisement. The findings of the research study indicate that the use of online
advertisement in the advertising and communication strategic approach of a business entity
enhances the overall effectiveness of the function to a significant degree. The right degree of
integration of technology-driven components in the advertising strategic framework of a

189
Tashrifa Haider and Shadman Shakib, “A Study On The Influences of Advertisement On Consumer Buying
Behavior,” Business Studies Journal, April 26, 2018, https://www.abacademies.org/articles/a-study-on-the-
influences-of-advertisement-on-consumer-buying-behavior-7177.html.
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business entity can create the opportunity for marketers to have a better degree of control
over the kind of influence that they have over the buying behaviour as well as the purchasing
decision of the target market audience. Thus the changes that have been introduced in the
evolving advertising landscape have further enabled marketers to influence customers and the
products or offerings that they choose and purchase in the market setting190.
Niazi and Siddiqui have pointed out in their research work that when the marketers operating
in the dynamic business landscape are able to effectively and productively use their
advertisement tactic to communicate with the existing customers or the potential customers, it
can give them an upper hand to mold the buying behaviour that is exhibited by them. The
findings show that there exists a key link between the effectiveness of advertisements and the
impact that it has on the buying behaviour of the target market audience. But the authors have
also emphasized the role of the emotional attachment factor. They have pointed out in the
study that the ultimate purchasing intention of the market audience is not just influenced by
the advertisement of a business entity that they come across. But it also gets influenced by the
emotional connection and the attachment that they have towards a specific brand in the
dynamic and vast market setting. But the advertisement function plays a key role in the
current times to establish a connection with the target market audience. For instance, the use
of technology creates the opportunity for marketers and business entities to directly
communicate with the market audience, which is at the personal level. This intimate level of
communication that is possible plays a pivotal role in establishing trust, commitment, and
engagement between them in the market setting and gives rise to an emotional bond between
the business entity and the market audience. Thus studies that have explored the concept of
advertisement have shed light on the fact that it plays a fundamental role in the dynamic
market landscape to influence the behaviour of the customers when they are making a
190
Yet Lim, C.-S Yap, and Teck-Chai Lau, “The Effectiveness of Online Advertising in Purchase Decision: Liking,
Recall and Click,” Australian Journal of Basic and Applied Sciences 5 (September 1, 2011): 1517–24.
113
purchasing decision191. In the highly evolving smartphone landscape, the reliance of
marketers and business entities on the advertising function is even more. This is due to the
high level of competition that prevails in the uncertain and unpredictable business arena. The
marketers have to be very cautious and careful while forming their advertising approach and
the advertisement and communication design so that the existing customers or the potential
customers would be drawn towards their offerings in the market and not towards the offerings
of their competitors and rivals. The role that advertisement plays, and its degree of
effectiveness have a vital link with the quality of offerings that are offered by the business in
the market for the customers. The advertisements that have integrated fake information or
exaggerated promises into the communication can have an adverse impact on the buying
behaviour of the target audience in the market setting. Thus marketers and business entities,
while devising their advertising strategy, need to ensure that there exists proper alignment
between what they are communicating with the audience members about their offering and
the delivery that they are actually doing in the vast market landscape. In the competitive
smartphone business arena, advertisements that are able to integrate the information relating
to the latest technical features and specifications can succeed in capturing the attention of the
market audience. It can enable them to create a solid and long-lasting association between
them that can give an edge to the business entity. Thus the critical role that advertisements
play for smartphone business entities cannot be negated as it can influence their ultimate
market performance by molding their buying behaviour.
3.12 Impact of Samsung’s Advertisement Strategy on Customer Behaviour
Understanding customer behaviour is important in order to determine the right advertisement
strategy to increase the sales of smartphones. According to Sheth, consumer behaviour
191
Jamali, Mehrullah, And Rohail Khan. 2020. "The Impact Of Consumer Interaction On Social Media On Brand Awareness And
Purchase Intention! Case Study Of Samsung". Jml.Kasbit.Edu.Pk. Http://Jml.Kasbit.Edu.Pk/Current%20Issue/Page%20125%20-
%20140.Pdf.
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includes five values, namely, functional, social, emotional, conditional, and epistemic value.
Functional value relates to the utilitarian needs of the consumer and the attributes of the
product that meets those needs. This forms one of the bases that determine the buying
behaviour of the consumers. The second aspect of social value focuses more on the perceived
social image that the product will provide rather than the functional value. The concept of
emotional values shows that the purchasing decision of the consumers is dependent on the
ability of the product to arouse emotions within the potential consumers. On the other hand,
the conditional value relates to consumer behaviour on purchasing a product that is highly
connected to a specific context. For instance, a consumer will only purchase a smartphone
when there is a need for communication and other functions that the device can fulfil. The
concept of epistemic value deals with the consumer buying behaviour when the consumers
get bored with the product they are using currently, and the need to buy another product
arises owing to the desire to try something new or different192.
Samsung is one of the most popular developers of android smartphones around the globe. In
order to increase awareness about Samsung smartphones and influence the purchase
intentions of the customers, the company adopted some of the effective advertising strategies.
Apart from television advertising, Samsung focused on social media as its core medium of
advertising the smartphones of the brand. In modern times, social media has evolved as a
popular platform for the promotion of the products of different brands193. The main reason
behind Samsung choosing social media for advertising its smartphones is the ability of the
platform to make the consumers feel more connected. Social media makes more power
available in the hands of the consumers. It enables them to avail more information about the
smartphone with a single click.

192
Putra, Eko. 2018. "The Effect Of Product Quality, Advertising And Customer Satisfaction On Smartphone Brand Switching
(Case Study Of Stie Pasaman Students)". Jurnal Apresiasi Ekonomi 6 (3): 287-295. doi:10.31846/jae.v6i3.99
193
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Moreover, the advertisement of the Samsung smartphones on social media enabled
consumers to share their responses about their experiences. When the consumers share
positive experiences about the smartphone, it will act as a consumer-generated advertisement
to promote the product even more. Owing to this fact, more smartphone companies are
making use of social media platforms to encourage more consumer to consumer-based
advertisements. In the digital era, where the potential consumers spend more time on their
social media accounts than on the televisions, advertising the smartphones on the popular
platform can ensure better influence on consumer buying behaviour. However, as negative
comments on smartphone advertisements over the social media platform can affect the image
of the brand, it increases the complexity of the platform as compared to the television and
print advertisements194.
Samsung made use of the social media platform to provide more information about
smartphones to the consumers in order to influence their purchase decision. Moreover, social
media platform enables viral marketing which enables spreading the message of the brand
rapidly. Viral advertisement of the smartphone enables attracting the attention of potential
consumers more quickly. Through viral advertisements, consumers can gain more
information about smartphones, which ultimately ensures a positive influence on their
purchase decision. It attracts consumers and motivates them to make a purchase. Samsung
also used the brand page commitment on social media in order to build long-term
relationships with the consumers. The advertisement strategy adopted by Samsung to
promote its smartphones resulted in an increase in the purchase of smartphones by the
intended consumers195.
194
%20140.Pdf
195
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Thus the vast range of former research papers, academic textbooks and journal articles that
have been referred to in the research study shows the vital role of advertisement in the market
landscape. It is, in fact, used as a vital strategic tool by business undertakings irrespective of
the type of industry in which they function so that they can influence the buying behaviour of
the market audience, the purchasing decision of the customers, and the ultimate sales
turnover of the organizations. In addition to this, in the digitalized era of the 21 st century, the
technological landscape has further boosted the importance of advertisement for marketers.
This is because marketers that function in the prevailing business environment have the
option to employ a diverse range of digital advertisement techniques as well as approaches so
that they can have a more personal and intimate interaction with the potential market
audience, which can have a positive influence on their market performance. In the
smartphone market scene, since there exists, a high level of competition among the business
participants of the industry, advertisement is used as an indispensable strategic tool that
empowers the marketers to steer their performance in the right direction. Martins, Oliveira,
Gonçalves, Branco and Costa (2019) have pointed out the flow experience theory in their
research study. According to the authors; flow basically illustrates the best feelings as well as
the most enjoyable experiences of an individual. It is the psychological state where a person
feels cognitively efficient, happy and motivated. As per researchers, while using the web and
coming across advertisement content on it, people have a favourable experience. Thus the
advertisement and marketing activities on the web play a pivotal role to influence the
customer behaviour while making a purchase decision196. Thus the literature from a diverse
range of secondary sources has revealed that the overall impact of advertisement, whether it
is online or offline, has a vital influence on the buying behaviour of the consumers in
different industries and sectors, including the smartphone industry.
196
Advertising Influences Consumers' Purchase Intention". Journal Of Business Research 94: 378-387.
doi:10.1016/j.jbusres.2017.12.047
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Samsung is one of the many business entities operating in the smartphone business landscape
that has tried to use its advertisement component to its advantage so that it can have an
advantage over its competitors in the industrial setting. Most of the business entities that
function in the industrial setting make use of their advertisements as a strategic tool so that
they can gain the upper hand over their rivals by using the communication tools. As these
market participants offer similar kinds of products and commodities in the market setting, the
advertisements that they ultimately design in order to communicate with the target market
audience act as a key differentiating factor for them. In fact, it can also play a cardinal role
and help these business firms offering the smartphone in the market, to have a lasting
impression in the minds of the existing customers as well as the potential customers in the
market setting. Business entities have been communicating about their unique features and
specifications relating to their market offerings so that they can captivate the market audience
and influence their purchasing decisions. For instance, the Oppo brand, which is one of the
competitors of the Samsung business entity in the smartphone industrial setting, is known to
adopt a focused and simple advertising and marketing approach in the Indian market
background, as per its local brand director. The advertisements of the smartphone business
entity are designed with the intention to put the available resources to use so that
unforgettable and precious experiences can be created for the target market audience. One of
the unique features of the advertisement of the Oppo brand is that they are devised to engage
with the youth across the markets, like both towns and cities. This indicates that the
smartphone brand gives high priority to the age factor of the target market audience while
developing and devising its advertisements for the purpose of communication and
engagement. The brand is also known to involve known faces in its advertisement strategy in
India by investing in popular Bollywood brand ambassadors. In addition to this, the
smartphone brand has also been involved in the sponsorship of the national cricket team of
118
India, which has further boosted the level of awareness of the brand and its offerings in the
minds of the target market audience. The use of known faces in the advertisement and
promotional activity of the smartphone business entity has supported the Chinese consumer
electronics brand to establish a solid connection with the market audience in the Indian
landscape and offer memorable as well as unique experiences. The effective deployment of
the brand’s advertisement tactics and techniques have played a cardinal role and helped the
smartphone business to strengthen its overall popularity and awareness in the diverse
smartphone landscape in the vast nation. Thus just like the Samsung brand, there are other
market players in the industrial setting that are making strategic use of their advertisements so
that they can mold the buying behaviour of the customers to their favour and gain an upper
hand over their competitors and peers197. For instance, the Apple Inc. brand is very cautious
about how it is represented in different communication and promotional mediums, including
in advertisements. This is because it has a direct impact on the brand image and brand value.
The evolution of the advertisements of the Apple Inc. brand over the past few years shows
that in spite of having a global reputation, it uses the marketing mix component in order to
communicate and engage with the target market audience at the global level. The brand used
advertisement as the key communication tool to introduce one of the most popular inventions,
i.e., the iPhone, to the entire world. The advertisement that was introduced in the year 2007 at
the Oscars boasted a broad range of onscreen characters as well as legends such as Marilyn
Monroe, and Clark Gable. The advertisement that the Apple Inc. brand had designed to
launch its iPhone in the market setting shows that a global business like Apple also relies on
advertisements so that it can establish a deeper connection with the target market audience
and thus boost its market performance. Thus both established as well as new market players
use advertisement marketing mix components while operating in the dynamic business
197
“OPPO Has ‘simple and Focused’ Strategy | WARC,” accessed January 8, 2021,
https://www.warc.com/newsandopinion/news/oppo_has_simple_and_focused_strategy/41447.
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landscape. The relevance of advertisement can be understood from the fact that some of the
very best and well-known business entities that operate in the smartphone market setting use
advertisements so that they can increase their awareness in the competitive business
landscape and interact with the target market audience 198.The broad range of studies that have
been carried out on the concept of advertisement shows that its relevance is high irrespective
of the type of industry or market in which a business entity operates. In the smartphone
business landscape, the usefulness and relevance of advertisement are further intensified
because of the fact that most of the offerings that are made in the market setting have a
number of similarities with each other. As the chief offerings by the market players are
influenced by the evolving technology, the business entities operating in the industry try to
differentiate themselves from their competitors and rivals in the market environment by
emphasizing on their advertisement and promotional approach. In addition to this, the high
intensity of competition that is prevalent in the dynamic market setting makes it necessary for
the smartphone businesses to communicate and engage with the existing market audience as
well as with the potential market audience about the chief offerings that have been made by
business entities to fulfil the needs and wants of the customers. In the intensely competitive
business setting, advertisement acts as an ideal strategic mechanism that allows business
entities to make the target market audience aware of their latest market offerings, including
goods as well as services. According to Frolova (2020), advertisement has been identified as
one of the most popular as well as effective promotional tools that are used by business
entities in the modern era to communicate about a newly launched product. But its function is
not restricted to such an event alone199. Marketers across diverse industries have bemusing
advertisements so that they can establish a deep connection with their target market audience.
198
“10 Apple Ads That Show How the Brand Has Evolved,” The Drum, accessed January 8, 2021,
https://www.thedrum.com/news/2019/03/26/10-apple-ads-show-how-the-brand-has-evolved.
199
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The advertisement has given rise to the opportunity to engage with the market audience on a
real-time basis so that their unfulfilled needs can be identified and suitable offerings can be
designed to satisfy them200.
3.13 Digitalization concept in advertising
According to Ozturk (2016), one of the chief advantages of the technology-driven era is the
presence of a diverse range of choices in front of marketers to interact and engage with the
target market audience. The communication channels that are available on the online
platform come to the aid of marketers across different industries and sectors as they are able
to overcome the constraints relating to time and place restrictions. Apart from this,
advertising on the online platform also enables the potential customers as well as the existing
customers of a business entity to obtain the requisite and relevant information, which helps
them in their decision-making process. The use of the internet has increased the overall
power of advertising that is done by businesses and marketers. It has made it possible for
business entities to reach out and interact with the market audience at the global level without
facing any barriers or obstacles201. In the current times, the concept of cross-device
advertising has gained a lot of attention in the business landscape. It basically refers to the
integrated advertising technique where a marketer or advertiser reaches the same user or
customer from a diverse range of devices such as personal computers, tablets, smartphones
and other devices. Such a revolutionary concept on advertising has changed how the existing
customers and the potential customers obtain information that they are looking for before
making a buying decision. In order to make the most of the available technological landscape,
marketers and advertisers have been adopting the integrated advertising and communication
200
Päiväläinen, “THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT.”
201
R.Gülay Öztürk, “A New Approach for Reaching the Customer of the Digital Age: Cross-Device Advertising,”
Journalism and Mass Communication 6, no. 1 (January 28, 2016), https://doi.org/10.17265/2160-
6579/2016.01.003.
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approach so that they can derive maximum benefit from the cross-device advertising concept
has to offer. Marketers are showing their interest in expanding their communication and
advertising approach so that they can directly engage with the market audience and persuade
them to make decisions in favour of the brand and business offerings. In order to present a
comprehensive insight into digitalized advertising concept and the cross-device advertising
strategy, the researcher has shed light on some of the challenges that marketers might come
across while using the innovative advertising approach. One of the fundamental concerns that
have been highlighted in the research study relates to the proper understanding of the
browsing behaviour of the market audience. The inability to do accurate analysis relating to
the browsing behaviour of the online users could have an adverse impact on the overall
effectiveness of the digital advertising strategic approach of a business entity. In the evolving
technological environment, one of the major concerns that have been affecting the marketers
as well as the customers in the market setting relates to the privacy aspects of the customers.
Individuals who use the internet have the fear that any unauthorised party can obtain their
private and/or sensitive personal information. Such a growing fear basically encourages them
to increase the level of distance from the virtual platform where marketers try to interact and
engage with them. Even if, in some cases, customers use the virtual platform, there is the
possibility of them being reluctant to divulge proper information relating to them and their
purchasing patterns. Another major issue relating to cross-device advertising is the difficulty
for the marketers to identify and connect with the users as they have the power to move on to
another electronic device quickly. The impact of digitalization on advertising of business
undertakings in the 21st century is high, and it cannot be ignored. Even though advertisers
face a number of bottlenecks while interacting on the digital platform, it gives them the
opportunity to overcome barriers and create a direct relationship with the target market
audience at the global level. Apart from this, they also get the opportunity to collect
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important and valuable feedback from the target market audience within a short span of time.
The researcher has pointed out that due to the advent of the internet and technology,
marketers and business concerns across different industries are in a position to easily reach
their customers. This simplified engagement and interaction between the marketers and the
potential and existing customers increases the chances of expanding their revenue, profits,
and overall sales turnover. The digitalization of advertising has endowed the business
concerns of the 21st century to keep a real-time track of the online users as well as of the
advertising communities. As the use of technology and innovation in the advertising and
marketing scene has empowered business entities, it is regarded to be one of the most
effective communication approaches of the current times. Marketers are able to make the
most of the opportunity as they are able to engage and interact with the intended market
audience by addressing the place and time constraints. In the prevailing times when the
intensity of competition is increasing across different industries and sectors, marketers are
adopting modern and innovative advertising strategies so that their business goals and
objectives can be supported in the most effective manner. In the complex and evolving
business landscape, marketers are able to have an advantage over their industry rivals in the
competitive market environment202.
According to Muller and Alt (2011), due to the introduction of pervasive technologies in the
21st century, the advertising landscape has undergone a transformational change. This is
because pervasive computing technologies are being used by business entities for the purpose
of advertising and promotion. The authors have pointed out in their book that pervasive
advertising has the potential to influence and affect the life of each and every individual in
the digitalized times. In order to have a lasting impact on the consumers, marketers are
202
R.Gülay Öztürk, “A New Approach for Reaching the Customer of the Digital Age: Cross-Device Advertising,”
Journalism and Mass Communication 6, no. 1 (January 28, 2016), https://doi.org/10.17265/2160-
6579/2016.01.003.
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making every possible attempt to establish a meaningful relationship with them by using
different kinds of communication and engagement approaches. In fact, new and innovative
forms of technologies are coming into play and helping business entities to accomplish his
objective in an effective manner. The concept of pervasive computing technology has given
rise to the concept of pervasive advertising203. Technology has influenced the marketing
scene, especially the advertising and communication domain to a great deal. The recent
explosion of technology has changed the ability and capacity of business entities and
marketers to share information in the market setting; similarly, technology has also given rise
to significant changes relating to how the customers and market audience express themselves
and interact with businesses that serve them in the market setting. Some of the key trends that
can be observed in the advertising scene due to the concept of pervasive computing
technologies include the broadened scope of marketing and advertising, the changing
relationship between business entities and their target market audience, and the change in the
recipient of the marketing activities. The use of technology and innovation has brought about
significant changes in these areas that simply cannot be negated by business entities204.
Marketers have started integrating technology in various activities and functions, including
advertising. The use of technology in the business setting has increased the level of
automation and simplified various processes relating to the business operations. Similarly,
thanks to the use of technology, in the current times, buyers and sellers have started to
establish long-term relationships with one another. The relationship is based on the exchange
of information and not just simply a one-way interaction. Especially, the intensive use of
technological elements has made the market audience an active participant when it comes to
the business and client relationship. The integration of technology in the advertising and
203
Müller, J., Alt, F., Michelis, D. (2011). Pervasive Advertising. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising.
Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_1
204
Müller, J., Alt, F., Michelis, D. (2011). Pervasive Advertising. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising.
Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_1
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marketing scene has eliminated various barriers. In other words, in the current tomes, the
marketing or advertising message that a business entity shares on the online or digital
platform is not just restricted to the customers. But it can also be accessed and viewed by
other stakeholders of the business entity such as the partners, investors, competitors,
government, and the entire community. This makes it even more important to share the right
kind of message on the online platform so that it can grab the right kind of attention that will
be in favour of the brand and its market offerings. The integration of technology in the
advertising function has made it possible for marketers to sustain and survive in the
competitive and dynamic business landscape by strengthening their communication,
promotion, and advertising approach. Technology has been playing a vital role in the current
times to extend the experience relating to advertising. As marketers can advertise on
innovative electronic products such as smartphones and personal computers, they are able to
reach the target market audience at their very fingertips. Furthermore, the evolution of
technology at a rapid pace has further empowered business entities to work on new ways to
reach people and establish a deep connection with them. But one of the main obstacles that
arise in the path of marketers and business undertakings in the digitalized times relates to the
proper understanding of the new digital technologies and how to apply them in an effective
and optimum manner in the business landscape. It is true that new kinds of technologies have
empowered business concerns in the 21st century to establish a deep and meaningful
relationship with the target market audience. In fact, they are also able to overcome the time
as well as physical barriers that could hinder the process of building such relationships. But at
the same time, the introduction of new kinds of technologies and the evolution of the existing
technological landscape have given rise to different kinds of complexities and challenges that
are hard to ignore. In order to overcome the roadblocks that business entities could come
across while working on their usual business, marketing and advertising activities, it is
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necessary to get acquainted with the new and emerging technologies. The thorough insight
and understanding of these technological elements can play an integral role and empower
business firms to make the most of the evolving technological landscape to strengthen their
advertising strategic approach. In the cut-throat market setting, it has become a necessity for
business entities and advertisers to adapt to new kinds of technologies to frame their
advertising message or else be ignored in the dynamic online setting205.
Advertising plays a vital role in the market landscape. This is because it basically helps to
connect the customers with business entities and vice versa. The connection that is
established helps both the parties in different ways. A marketer is benefited as it helps to earn
the loyalty of the market audience, which can act as a vital asset against the market rivals in
the competitive business setting. On the other hand, a market audience is benefited by
establishing such a connection with a business as it is able to have access to better services,
products, or other offerings, which creates value for him or her. The use of technological
elements in the advertising and communication strategy of business undertakings has taken
this relationship to an entirely different level altogether. It has made it possible for both the
customer and the business to derive benefit from the streamlined, real-time, and transparent
communication. In order to exploit the technological setting and the innovative tools that
have come into existence in the 21st century, many business entities across a diverse range of
industries and sectors have been employing a wide range of technology-driven tools to
engage with the market audience and capture more number of clients as well as customers.
Jain and Yadav (2017) have stated that in the modern marketing environment, technology and
technology-driven tools have become an indispensable element for marketers 206. They have
significantly influenced various functions and processes that are carried out by business
205
“(PDF) Pervasive Advertising,” accessed January 8, 2021,
https://www.researchgate.net/publication/225221391_Pervasive_Advertising.
206
Research (2018).
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entities. But one of the key areas that have undergone a major make-over revolves around
communication and promotion activity. A few decades back, television advertising was
considered to be a very smart and effective communication strategy that enabled business
entities to reach the target market audience. But new kinds of technologies have allowed
marketers to adopt simpler and more effective means to engage and interact with the existing
customers and the potential customers in the market setting 207. Many business entities have
been able to make the most of the evolving technology and integrate them into their
advertising and communication strategic approach. But on the contrary, there have also been
a large number of business entities that have failed to establish a strong presence on the
online platform and create a meaningful relationship with the target market audience.
Organizations employ technology-driven approaches to share information with the market
audience that might be of value for them. The integration of technological elements is
considered to be useful for business entities in the intensely competitive business arena as it
allows them to have a direct and personalized conversation with the market audience. For
instance, the digital platform is not only used to communicate about the latest offerings, but it
also allows the customers to share their concerns and queries with the business entity directly.
Thus it gives rise to new kinds of opportunities for business entities to create value for the
target market audience and communicate with them on how they are creating value208. Over
the past few years, a diverse range of research studies has been carried out to get a better
understanding of the trade-offs between the advantages and limitations of integrating the new
and latest technology in the advertising strategy of various business entities. Studies that
have been conducted show that the advertising functions that are carried out by business
entities have substantially changed and altered in the past few years due to the use of the
207
Esha Jain and Ashank Yadav, “Marketing and Technology: Role of Technology in Modern Marketing,” IOSR
Journal of Business and Management 19 (May 1, 2017): 49–53, https://doi.org/10.9790/487X-1905064953.
208
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latest technological elements. But the effectiveness and success of such an approach greatly
depend on the ability of a business concern to optimally employ the new technology-driven
feature or element and integrate it into its advertising and communication strategic approach.
Some of the most common technology-driven tools that business entities are using in the
current times in order to engage and interact with the target market audience include official
websites of the business, software applications, pages on different social media networking
sites, and many more. The overall level of success and effectiveness of such a technology-
oriented advertising strategy of a business entity depends on how well the communication
message has been framed by the business and how it gives rise to an opportunity to create a
meaningful association with the target market audience209.
Hosseini Mohammadi (2018) has stated in his research study that the use of technology and
technology-based elements has surely empowered marketers to forge a deeper and
meaningful relationship with the market audience. But at the same time, the use of
technology has also made the advertising process somewhat complex in nature. The results of
the research study show that the use of technology in the advertising and promotion domain
has intensified its importance in the entire marketing mix framework 210. In the former times,
the advertising process was mainly carried out in the face to face manner. Gradually, new
components have been integrated into the advertising and marketing functions which have
enabled business entities to simplify how they interact and engage with their target market
audience. In the research work, the authors have stated that the adoption of the right kind of
technology in the advertising and marketing domain does not necessarily mean to employ the
attest kinds of technological tools and techniques. But the effective use of technology in the
209
210
Z. Hosseini, S. Mohammadi, and H. Safari, “An Assessment of the Impact of Information Technology on
Marketing and Advertising,” Engineering, Technology & Applied Science Research 8, no. 1 (February 20, 2018):
2526–31, https://doi.org/10.48084/etasr.1620.
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advertising and promotional strategic approach of a business entity relates to how optimally it
is able to use new technology to simplify the advertising and communication activities. The
overall level of effectiveness of an advertising strategy of a business entity mainly depends
on how well the content or message has an impact on the target market audience, their
attitude, thinking beliefs and ultimate purchasing behaviour in the market setting. The authors
have stated that the impact of an IT-based advertising on the market audience can most likely
happen in two specific ways. The advertising approach of the business could lead to the
introduction of new values in the social setting by making the former values and beliefs
insignificant in nature. On the other hand, the advertising strategy could reflect the already
existing and current values of the society by integrating individual desires and ideas. The
appropriate integration of the latest technology in the advertising and marketing strategy of a
business enables a marketer to play a proactive role to mold the overall attitude and
perception of the customers towards the offerings of the business entity in the market
setting211. According to Horbal (2017), in the technology-driven era, internet-based tools and
tactics have opened up new kinds of opportunities for business entities to engage and interact
with the target market audience; as there exist no boundaries when it comes to the
technological landscape, marketers are in a position to communicate with the potential
customers as well as the existing customers not just at the local or regional level but also at
the national and global level. The introduction of different kinds of online technologies in the
market scene has allowed marketers and advertisers across diverse industries to redefine the
rapport and forge deeper and meaningful connections with the intended market audience. In
this research, the studies have identified the online advertising concept as one of the most
critical and pivotal marketing and promotional methods that help business entities
communicate and engage with internet users. In the current times, the internet has
211
Z. Hosseini, S. Mohammadi, and H. Safari, “An Assessment of the Impact of Information Technology on Marketing and
Advertising,” Engineering, Technology & Applied Science Research 8, no. 1 (February 20, 2018): 2526–31,
https://doi.org/10.48084/etasr.1620.
129
successfully become one of the chief means of communication that connects people with
businesses that serve them in the market landscape. In the competitive business scene, the
advertising strategic element, especially the online advertising strategy that is adopted by
business entities, helps them to have a sustainable existence in the market setting 212. This is
because it allows them to establish a meaningful association with the market audience and
further helps in persuading them to take decisions that are in favour of the business and its
market offerings.
3.14 Advertising and customer behaviour
There are a large number of brands and business entities that have failed to create impactful
and effective advertising strategies that can influence the intended market audience. On the
other hand, there are a handful of business entities that have adapted to the evolving
advertising and marketing landscape. One of the business entities that has been able to strive
and sustain in the digitalized advertising setting is Apple Inc. The global technology-driven
firm uses a diverse range of communication and advertising techniques to interact with the
market audience and influence them in unique ways. A large number of research studies that
have been carried out in the past have tried to explore how the advertising strategy that is
adopted by a business influences the behaviour of the market audience. Shakib (2018) has
stated in his research study that the advertising that is designed by a marketer can create a
long-term impact on their mind and on their buying intention. Furthermore, marketers need to
create unique advertisements so that the customers will be interested to know what the
business undertaking is trying to convey to them213. For example, the super bowl commercial
212
Horbal, N., M. Naychuk-Khrushch, and B. Orlykova. "Internet advertising: the specifics, tendencies of development and
impact on sales." ECONTECHMOD: An International Quarterly Journal on Economics of Technology and Modelling
Processes 6, no. 1 (2017): 37-46.
213
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‘1984’ by the Apple Inc. brand was able to captivate the audience, and they were keenly
interested in the new era of computer systems. Successful advertising is one that is able to
persuade and convince the market audience to take a specific decision or action that will be in
the favour of the business entity. In the competitive and unpredictable business climate of the
21st century, marketers have been investing a significant amount of time, effort and money so
that their advertising strategy can act as an asset and help them to have a competitive
advantage over their industry rivals and market competitors. According to Sama (2019), the
integration of technology in the advertising concept has opened up innumerable opportunities
for marketers in the prevailing times214. In fact, in order to exploit the opportunity that is
available before, the marketers are using online media platforms so that they can mold the
customer behaviour to have an upper hand over their competitors 215. The introduction of the
concept of digitalization plays an extremely critical role in the current times to redefine the
relationship that a business entity has with its target market audience. The use of the latest
technological elements has empowered marketers to close the gaps that existed in the former
times due to the use of traditional and conventional advertising approaches. Thanks to
digitalization, business entities are in a position to understand what the existing customers, as
well as the potential customers, expect from them. Similarly, they are also able to interact
with them so that the customers can understand how the business is trying to create value for
them. Sama (2019) has pointed out in her research study that in the former times, business
entities made the most of traditional platforms such as radio, television, magazines, and
newspapers so that they could share the intended message with the target market audience
and influence them to opt for the offerings by the business entity. But in the 21 st century,
marketers are able to use the internet and other forms of technology to expand the level of
awareness of the market audience about their offerings in the market setting. The findings of
214
“Impact of Media Advertisements on Consumer Behaviour - Ramzan Sama, 2019,” accessed January 8, 2021,
https://journals.sagepub.com/doi/full/10.1177/0973258618822624.
215
Haider and Shakib, “A Study On The Influences of Advertisement On Consumer Buying Behavior.”
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the research study show the managers who are responsible for the advertising function need
to work on the objectivity of the advertising strategy so that they can choose the right kind of
communication media that can help them to establish a long-term association with the target
market audience216. According to Neupane (2019), the advertising strategy of a business
entity is considered to be an ideal medium that empowers brands to influence the buying
habits of the customers in the dynamic market environment. But in the research work, the
researcher has pointed out that a diverse range of factors come into play that molds how an
advertising strategy of a business entity influences the market audience 217. Some of the key
factors that have been taken into account by him include the age factor, the gender of an
individual, the level of education of a person, the occupation of the individual, etc. These are
some of the most crucial elements that can come into play and mold how an advertisement of
a business influences the potential customer. For example, the advertisement of chocolate
might seem to be very appealing and attractive to children, whereas it might not have any
influence on the elderly market audience. Similarly, the advertisement of a face cream might
have an impact on the female market audience, but it might not have any impact on the male
counterparts. Thus the researcher has pointed out that in order to get an integrated and
comprehensive insight into advertising and how it impacts the customer behaviour, it is
necessary to take into account different factors that might influence these variables. In the
research study, it has been identified that when it comes to the traditional advertising
approach, the television is considered to be the most effective medium as compared to other
options such as the print, radio, and other forms of traditional media. The visual form of
content that people come across on television plays an integral role in capturing their
attention. But the designing and use of relevant kind of content in the advertising strategy of a
business entity are of prime importance. This is because it can help the potential customers as
216
“Impact of Media Advertisements on Consumer Behaviour - Ramzan Sama, 2019.”
217
Rajeswor Neupane, “Advertising and Its Effects on Consumer Behaviour in Kathmandu Valley,” NCC Journal
4, no. 1 (2019): 157–162.
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well as the existing customers of a business to get a better insight into the value that has been
created by the marketer218. The advertising strategy of a business entity basically helps it by
acting as the chief tool to inform, persuade, convince, and influence the target market
segment in different ways. This tool helps a brand to influence the market audience to choose
the specific brand from which they purchase the offerings which could be products and/or
services.
The integration of advertising has enabled business entities to engage and interact with the
diverse market audience that is scattered all across the globe. In other words, it can be said
that advertising helps businesses to establish a connection with the market audience existing
at the domestic market level as well as at the global market level. The indispensable
communication medium enables business entities to share the intended business message
with hundreds and thousands of people living in different corners of the world. When it
comes to the traditional advertising domain, the advertisements that people come across on
the television are considered to be the most persuasive in nature. This is because the intended
message that is shared by a business is done in a glamorous manner. The message that is
communicated by a business by using this traditional communication medium plays a key
role to influence the purchasing behaviour as well as the buying habits of the customers. Due
to the proper synchronization of various elements such as the color, light, sound, and other
features, the message that is imparted by a business entity stays with the market audience for
a longer period of time as compared to the message that is shared by using other traditional
communication mediums. The visual form of message plays a vital role in influencing the
existing customers and the potential customers as well as the behaviour that they exhibit
while making a purchase decision219. The use of technology in the advertising landscape has
218
4, no. 1 (2019): 157–162.
219
4, no. 1 (2019): 157–162
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molded the effectiveness and power of advertising strategy to a significant degree. The use of
innovative elements in the advertising strategy of a business undertaking enables it to present
the intended communication in a more effective and impactful manner. In addition to this,
business firms are able to establish a connection with the market audience on a real-time
basis. This aspect further makes the communication more effective and solid in nature and
helps a business firm to establish a stronger relationship with the target segment in the market
setting. The contribution of modern technology in the advertising landscape cannot be
ignored. This is because it plays an indispensable role in increasing the power of
advertisement to influence the behaviour of the customers in the market setting. The
advertisers operating in the prevailing business climate are making use of modern technology
so that they can have a better impact on the customer buying behaviour. The application of
innovative technology-driven approaches basically enables brands and marketers to create
more effective, meaningful and impactful advertisements in the market setting. A diverse
range of technology-driven tools is available at the disposal of business firms which enables
them to strengthen their bond with the target market audience. Due to the use of technology-
based elements, they are able to make these messages more appealing and attractive in
nature220.
3.15 Influence of advertisements on individuals from different age groups
Phillips and Stanton (2004) have stated in their research work that even though the primary
objective of advertising is to communicate and engage with the market audience, the extent to
which it succeeds depends on various factors. The chief factor on which the authors have laid
emphasis is the age factor. In fact, in the research study, they have critically examined the
extent to which the age-related differences arise that impact the overall effectiveness of an
220
“Contributions of Modern Technology Toward Enhancing Advertising Campaign Strategies,” accessed
January 8, 2021, https://smallbusiness.chron.com/contributions-modern-technology-toward-enhancing-
advertising-campaign-strategies-3259.html.
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advertisement to persuade the customers221. The differences that arise relating to the age
factor can play a critical role and impact how the market audience perceives an advertisement
and the message that is being shared by a business entity. It has been identified by the
research team that younger customers in the market are more likely to recall the piece of
information that has been shared in an advertisement by a business entity. But it is difficult
for a business to persuade the young customers by the information that is shared in the
advertisement. On the other hand, when it comes to the mature audience in the market setting,
they are more likely to get persuaded by the message that is shared by a business entity in its
advertisement. But it might be difficult for the mature customers in the market to recall the
information that has been shared in an advertisement by a brand. At the macro level, the
association between recall and persuasion does not seem to hold when it comes to the
investigation of the young as well as mature customers in the market. But a number of
elements have been identified that exist at the macro level and have a significant impact on
the recall and persuasion of the young market audience and the mature market audience222.
While analysing how the age factor comes into play and influences the impact of advertising,
it is necessary to take into consideration the latent and underlying factors. Some of these
factors are related to distinctive memory and can process the information that has been shared
in an advertisement. These are some of the fundamental differences that exist between the
young customers and the mature customers 223. The young customers are regarded to be a
highly lucrative segment that increases the opportunities of business undertakings in the
highly competitive market environment. These customers basically lie in the age bracket of
18 and 35 years. They are trendsetters, and they are willing to try out new and innovative
221
Diane M. Phillips and John L. Stanton, “Age-Related Differences in Advertising: Recall and Persuasion,”
Journal of Targeting, Measurement and Analysis for Marketing 13, no. 1 (2004): 7–20.
222
Journal of Targeting, Measurement and Analysis for Marketing 13, no. 1 (2004): 7–20.
223
Journal of Targeting, Measurement and Analysis for Marketing 13, no. 1 (2004): 7–20
135
offerings that are available to them in the market environment. Some of the unique features of
these customer segments are the high level of education and their inclination towards
technology and innovation. Instead of preferring to follow the crowd, they are interested in
taking their own chances while making their purchase decisions. In order to have an
impression on these young customers, marketers need to adopt new and innovative
advertising and communication tactics. As these customers are independent and prefer to
make their own decisions while purchasing something in the market, the advertising message
has to be strategically designed so that they are not directed or forced to prefer a specific
offering over another. For instance, a Subaru advertisement strategy failed miserably in the
market setting as the brand was trying to be cool and hip while interacting with the target
market audience, which mainly comprised of young people. The practical example shows that
advertisers need to carefully design the advertisement strategy as well as the communication
content so that they can use it to create a positive relationship with the intended market
audience. In order to create a favourable and long-term relationship with the young market
audience, the advertisement elements must be carefully identified and used by business
undertakings. The ultimate intention of the advertising strategic approach must be to assist in
developing a better understanding of what effectively works and what does not work properly
when it comes to interacting and engaging with the young market audience.
The mature customers in the market also play a vital role and mold the market landscape to a
significant extent. But the approach of advertising is significantly different when it comes to
engaging with the mature customers in the market setting. For instance, the level of
knowledge and familiarity of the mature audience with the latest form of technology is likely
to be lower as compared to their younger counterparts. This creates the opportunity for
marketers to combine traditional marketing concepts with the modern advertising approach to
engage with the specific target segment in the market. But in the current times, the mature
136
customers are much more educated, active and healthier as compared to the matured
customers of the past224. In addition to this, some of the customers of this specific market
segment have a significant amount of time in hand to invest in their purchasing decision
process. Thus business firms need to take these factors into consideration while designing
their advertising strategy and communication method. Thus in order to create a long-lasting
impression in the minds of the young customers as well as the mature customers, marketers
need to take into account the age factor and accordingly design the advertising and
promotional strategic approach. One of the key elements that differentiate the younger
customers in the market from the older or matured customers is the memory capacity.
Generally, it is easier for the younger customer segment to remember information that has
been communicated in an advertisement by a brand as compared to their matured
counterparts. Studies show that older customers find it somewhat difficult to make use of the
visual imagery and utilize efficient retrieval strategic approaches. Some studies have also
disclosed that older or matured customers have demonstrated a lower level of recall as well as
recognition as compared to the younger customers in the market setting. Such an effect was
mainly observed especially when there was a presence of a lot of clutter in the advertising
environment of a brand225.
When it comes to the processing of the information, matured customers lag behind their
younger counterparts. Since technology has undergone rapid evolution in the 21st century; the
younger customer segment is more acquainted with the latest forms of technology as
compared to the older or matured customers. The manner in which young and mature
customers process information is drastically different in nature. Typically, the matured
224
225
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customers face challenges when a large volume of information is shared in an advertisement.
They are able to remember the information if the visual form of communication is used, and
they are also able to derive substantial benefit when they are provided instructions relating to
how to remember and process the information that has been presented in an advertisement 226.
In fact, it has been observed that matured customers can make better use of advertising
information if they are provided necessary instructions and training. When it comes to the
advertising landscape, the customers interact and engage with a diverse range of processes.
For instance, they are involved in recalling the information that was shared in the
advertisement, processing the same piece of information, and being persuaded by it. The age
factor that exists in the market audience relating to the recall process and the processing stage
may lead to different purchasing decisions. For example, in some cases, the recall and
processing might lead to successful persuasion, whereas the recall and information processing
might not lead to the successful persuasion of a customer in the market setting. Thus in order
to have a better degree of control over the impact of the advertising strategy, marketers need
to take into account the age-related factor of the intended customer so that they can design
their advertising approach accordingly. The existing pieces of literature indicate that since the
younger customer segment is in a position to encode a higher quantity of information, the
advertisements that are targeted at them can integrate a lot of information that can add value
for them 227

. Similarly, as the younger market audience processes the captured advertising
information in a different manner as compared to their older and matured counterparts, the
information content must be carefully designed so that they will have the independence to
make their own purchasing decision without getting directed or forced towards it. In the
research work, the authors have stated that due to the macro level difference in the recall and
226
227
138
persuasion process, the impact and influence of an advertising strategy substantially differ
between the young customers and the matured or older customers in the market setting 228.
The two critical advertising elements that can be recalled by the younger market audience are
cute or adorable elements and child, infant, animal, or animated elements. These elements
have a high level of recall which indicates that business entities can integrate these
components while engaging with the young customers so that there will be better chances of
strengthening the brand awareness in the customer’s mind. Some of the other factors that also
have a positive impact on the recall process of young customers include the demonstration of
the product in use, an actor playing the role of an ordinary person and the convenience and
simplicity while using a product. Some of the key findings of the research study indicated
that the lack of a principal character in an advertisement and the demonstration of the product
on the screen for a long time is considered to be less appealing for the young customers. In
order to persuade the young customers in the market, marketers need to throw light on the
convenience factor. Furthermore, Phillips (2004) has pointed out in the research work that
when a new product is introduced in the market setting or improved features are introduced;
there is a positive impact on the persuasion of the young market audience. The ability of a
business entity to differentiate its brand and offerings is also considered to have a positive
influence on the customers as it can persuade them to act in favour of the specific business 229.
The recall process in the matured market audience is different than that of their younger
counterparts. The factor that has a major impact on their recall is when an actor plays the role
of an ordinary person in the advertisement of a business. Some of the other factors that are
most likely to increase the recall in the matured market audience include the cute or adorable
228
“(PDF) Impact of Advertising on Consumers’ Buying Behavior through Persuasiveness, Brand Image, and
Celebrity Endorsement,” ResearchGate, accessed January 8, 2021,
https://www.researchgate.net/publication/296204657_Impact_of_Advertising_on_Consumers'_buying_behav
ior_through_Persuasiveness_Brand_Image_and_Celebrity_endorsement.
229
139
elements, the demonstration of the product results, the principal male character in the
advertisement, the time until the product or commodity is shown in the advertisement and the
child, infant, animated or animal component in the communication. The persuasion process
involved in matured customers is also different as compared to that of the younger customers.
Some of the critical elements that have a major influence on this process include the
convenience in use or application of the product, the product results that are demonstrated in
the advertisement, brand differentiation, indirect comparison and the actor playing the role of
an ordinary person in the advertisement. Apart from this, a number of elements and factors
have been identified in the study that has a negative impact on the persuasion process of the
matured customers. These factors include the humorous component in the advertisement,
nutritional or health claims, and the advertisements with a very short time until the product is
shown or demonstrated. In the highly dynamic, unpredictable and competitive business
landscape, marketers need to take into account all these aspects so that their advertising
strategy can effectively work and give them an edge against the industry rivals. Before
designing the advertising strategy, they need to identify the core elements that need to be
integrated in the communication model so that it can serve the intended purpose and
positively influence the recall and persuasion process of the market audience. The age factor
of the existing customers and the potential customers must be given due importance while
designing and implementing the advertising strategy. This is because it can have a major
influence on how an advertisement influences the customers and impacts their buying
intention and ultimate purchasing decision230. Keshari and Jain (2016) have highlighted in
their research study that the age factor and gender factor come into play and have a vital
influence on the appeal of an advertisement231. The advertising strategy is considered to be
230
231
Pragya Keshari and Sangeeta Jain, “Effect of Age and Gender on Consumer Response to Advertising
Appeals,” Paradigm 20, no. 1 (2016): 69–82.
140
one of the most effective and common communication tools used by a business undertaking
to engage with a large group of market audiences. However, the level of effectiveness of the
advertising strategy of a business entity depends on a wider range of factors such as the
presentation style of the advertisement, the attractiveness of the endorsements, the creative
appeal, and many more. These attributes relating to the advertisement play a vital role and
mold its overall effectiveness. But at the same time, it is also necessary to take into
consideration the demographic variables relating to the market audience that molds how they
are affected by the advertisement of a business entity232. Very few researchers lay emphasis
on the demographic factors relating to the market audience and its influence on how
customers perceive the advertisements that they come across. In the research work, the
researchers have thoroughly examined the role of age and gender of the customers and how
these elements impact their response to the advertising appeal and attributes. The findings of
the research study show that there are advertisements relating to specific products that have a
major influence on the female market audience but do not have any kind of impact on the
male market audience. Some of the most typical examples of these kinds of products are
lipsticks, and other cosmetics. Similarly, there are products whose advertisement might seem
to be appealing for male customers in the market setting, but it might not have any influence
on the female market audience. Some of these products are shaving cream and other
grooming products for men. The age of an individual is also regarded to be a vital
demographic variable that influences how he or she is affected by an advertisement. For
example, the advertisements of chocolates and other confectionary items might seem to be
extremely appealing to children, but the elderly market audience might not have the same
kind of enthusiasm towards the advertisement or the underlying message. Similarly, the
advertisements relating to healthy and cholesterol-free food items might be appealing to the
232
Research (2018).
141
elderly and health-conscious market audience, but they might not have the same kind of
impact on children and kids. These examples show that the age factor plays a critical role in
molding the overall effectiveness of the advertising strategy of a business entity 233. According
to the Digital Marketing Clutch Report, the advertising strategy of a business firm has an
influence on the purchasing intention of the customers. Due to the high level of effectiveness
of the advertising strategy, its number has substantially expanded in the last few years. The
findings of the report show that the advertising strategies of business entities influence
around 81 % of millennials whose age ranges between 18 and 34 to make a purchase. On the
other hand, advertisements influence only 57 % of Baby Boomers whose age is 55 years or
older. The income factor is also considered to be a vital element that comes into play in the
purchasing decision of the market audience. Thus, along with the advertising factor, the
disposable income that is available to the market audiences plays an integral role in
influencing their buying intention as well as the purchasing decision.
Hoffman and Scawarz (2021) have stated that when marketers design the advertising strategy
for the matured market audience, they need to make sure that the communication is passed on
in an appropriate and effective manner. As Baby Boomers have a different set of values as
compared to the younger generation, business entities need to respect this difference and
design the advertisement and communication approach. In the research study, the authors
have stated that the market audience over 50 years old prefers the advertisements that focus
on the concept of ‘activity.’ The advertisements that focus on activity are able to arouse
positive perception in the minds of the matured market audience234.
233
Pragya Keshari and Sangeeta Jain, “Effect of Age and Gender on Consumer Response to Advertising
Appeals,” Paradigm 20, no. 1 (2016): 69–82.
234
S. Hoffman, S.C. Liebermann and U. Schwarz, “Ads for Mature Consumers: The Importance of Addressing the
Changing Self-View Between the Age Groups 50+ and 60+: Journal of Promotion Management: Vol 18, No 1,”
accessed January 8, 2021, https://www.tandfonline.com/doi/abs/10.1080/10496491.2012.646220?
scroll=top&needAccess=true&journalCode=wjpm20.
142
The advertising strategy that is targeted at the older market audience needs to be designed in
a tactful and strategic manner. This is because it can give rise to a diverse range and issues
and complexities. Generally, it is observed that the advertisements that are targeted towards
the older population group are stereotypical in nature. In other words, these communication
techniques and tactics portray similar kinds of attitudes as well as images. But marketers need
to integrate a number of components in the advertising strategy that can make the
communication more meaningful, useful, relevant, and memorable for them. According to a
survey by Target Group Index (TGI), a large number of people in their fifties consider
advertisements to be a waste of precious time as compared to individuals who are younger
than them. In fact, they have the perception that business entities design their advertising
strategy in order to give rise to superfluous needs, and they are basically annoyed by almost
all the advertisements that they come across via different kinds of communication mediums.
They have the perception that advertisements of different business entities hardly help them
to decide what they intend to purchase from the market. On the contrary, advertisements
confuse them. In the current times, the matured market audience plays a vital role in the
dynamic business climate. In fact, the purchase decisions that are made by them can have a
direct and significant influence on the market performance and profitability of a business
firm. Thus, while designing the advertising strategic approach; marketers need to take into
consideration the age factor of the target market audience 235. Such an approach can help them
to integrate relevant, memorable and useful messages that will be valuable for the young
target audience as well as the matured target audience in the dynamic market setting.
When social media is used as a communication medium to advertise a product or a service in
the market setting, it has a major impact on the millennials. But the impact on the older or
235
S. Hoffman, S.C. Liebermann and U. Schwarz, “Ads for Mature Consumers: The Importance of Addressing
the Changing Self-View Between the Age Groups 50+ and 60+: Journal of Promotion Management: Vol 18, No
1,” accessed January 8, 2021, https://www.tandfonline.com/doi/abs/10.1080/10496491.2012.646220?
143
matured market audience is somewhat restricted in nature. This is due to the fact that they
have a less degree of familiarity with the latest kinds of technologies that are coming into
existence236. According to the paper titled ‘Navigating the new digital divide – Capitalizing
on digital influence in retail’ by Deloitte, the advertisements on different social media
platforms play a pivotal role to affect the consumer behaviour. The change in the behaviour is
mainly observed in the individuals that use the social media platforms and come in contact
with the piece of communication that is directed towards them. Since young people are more
active on a diverse range of social media platforms as compared to their older counterparts,
the advertisement communication shared on the platform has more impact on them. The use
of technology further empowers marketers to analyse the digital behaviour of the online users
and frame the communication so that it can have a favourable impact on their buying habits
and purchasing decisions. With the passage of time, it has been observed that the rapid pace
at which technology is growing is redefining the in-store shopping pattern as well as the
customer buying behaviour. In order to sustain and survive in the evolving market, climate
retailers are investing in digital advertising strategies so that they can communicate and
engage with the digital users, irrespective of the age range to which they belong. In the last
few years, the Deloitte Company conducted a few surveys in order to ascertain how the
customer buying behaviour has evolved and changed. It has been revealed that the
communication and interaction that takes place on the digital platform plays a vital role in the
digitalized era to shape how customers react to the message that a business entity shares with
them. The report has showcased that the advertising strategy that is used on the digital
platform and the digital communication play a key role in influencing the buying behaviour
of the market audience at the digitally-influenced in-store level, mobile-influenced in-store
level, and the sales that take place on e-commerce platforms. This indicates that the
236
“How Social Media Influences Consumer Buying Decisions - The Business Journals,” accessed January 8,
2021, https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-social-media-influences-
consumer-buying.html.
144
communication and advertisement that takes place on the digital platform molds the ultimate
purchasing behaviour of the target market audience at different levels237.
The communication that takes place on the digital platform not only empowers business
entities, but also empowers the market audience to a significant degree. This is because they
are in a position to raise their voice and share their opinions and feedback with the marketer.
The integration of technology in the marketing landscape, especially the advertising
activities, has redefined the relationship that exists between marketers and the market
audience. This change in the business setting has had a major impact on businesses operating
across different industries and sectors. The uses of technology in the business landscape have
made it easier for business entities to engage and interact with the diverse market audience
with different demographic attributes. But, at the same time, it has also intensified the level of
competition among business entities in diverse industries and sectors. Business entities are on
their toes at all times. In order to strive in the highly competitive and dynamic market
environment, they are remodelling their strategy so that they can create value for the target
market audience in a better way as compared to their industry rivals. They are also using
innovative and technology-driven communication and advertising strategies so that the
intended message can be shared in the best way possible with the target market audience.
Even though the integration of technology in the advertisement approach has a major
influence on the young market audience, its role and relevance are vital for all the
demographics that make up the market audience. The author has pointed out in his journal
paper that advertising on the digital platform, especially on the social media platforms such
as Facebook, Twitter, Instagram, YouTube, and many more, works well with most of the
market segments. As per the Deloitte report that has been mentioned in the above section, the
237
Palla Reddy and Dr L. Kuladeep Kumar, “A Study on Effectiveness of Social Media Advertising in India,” SSRN
Scholarly Paper (Rochester, NY: Social Science Research Network, March 20, 2016),
https://doi.org/10.2139/ssrn.2751745.
145
purchase intention of 47 % of millennials is influenced by social media communication,
whereas the purchase intention of only 19 % of people belonging to other age groups is
influenced by the social media platform. The overall effect of social media in marketing and
advertisement is extremely crucial, which cannot be overlooked by business entities in the
highly dynamic and competitive business climate. According to Reddy and Kumar (2016),
the social networking sites that are available in the current times are rightly considered to be
one of the most useful and effective tools when it comes to promoting a business and its
offerings in the diverse market environment. These networks help to share the intended
business communication with a large group of audience which further influences the sales
turnover and the overall profitability of the entity. The communication tool acts as an
efficient and efficient option that enables business entities to interact and engage with the
market audience on a real-time basis. It creates a transparent and two-way interactive network
that can be used by the business firm as well as the market audience to exchange necessary
information and have dialogues. It has opened up a new interactive pathway for marketers as
they are able to overcome the challenges relating to place, distance, and time. Using these
digital-based communication tools is considered to be highly effective for marketers as they
are in a position to engage with a diverse range of customers with varying demographic
features such as age, gender, education level, income level, race, and religion238.
3.16 Positive and negative impact of advertisements
In the recent times, there has been a huge surge in the rate of advertisements that the market
audience is exposed to. Due to this, serious concerns have come into existence that revolves
around the negative impact of advertisements on the customers 239. According to Pechmann
238
Palla Reddy and Dr L. Kuladeep Kumar, “A Study on Effectiveness of Social Media Advertising in India,” SSRN
Scholarly Paper (Rochester, NY: Social Science Research Network, March 20, 2016),
239
Cornelia Pechmann and Jesse Catlin, “The Effects of Advertising and Other Marketing Communications on
Health-Related Consumer Behaviors,” Current Opinion in Psychology 10 (August 1, 2016): 44–49,
https://doi.org/10.1016/j.copsyc.2015.12.008.
146
and Catlin (2016), it is very important to take into account the overall effect of
advertisements and other marketing communications on the health-related customer
purchasing behaviour240. The authors have pointed out in their research work that the
advertisements that individuals come across on different platforms such as television, social
media, and many more could have an adverse impact on the cognition, behaviour, and overall
emotions of the market audience. The high exposure to advertisements could give rise to the
unnecessary urge to make purchases in the market setting even though they might not have an
exact need for the product or service. For example, there are customers who prefer to buy
new gadgets and electronic products as soon as they are launched in the market setting. They
involve in such a behaviour even though they might not have the necessity to make the
specific purchase. When such behaviour goes out of hand, it could give rise to impulsive
buying behaviour, which is not a healthy sign. Pechmann and Catlin (2016) have stressed on
the fact that the business entities and marketers that operate in the prevailing business
landscape need to tailor their communication and advertising strategy so that the customers
can be discouraged from indulging in unhealthy buying behaviour in the market setting,
which is the result of the explore to adverting 241. A broad range of research studies has been
carried out that highlight the fact that advertisements of business entities can have a positive
as well as a negative impact on the market audience. For instance, Sindhya (2013) has stated
that the advertisements of businesses have a major impact on the customer preference as well
as their level of loyalty towards a particular brand. But at the same time, it is also necessary
to take into account the negative and positive impact of advertising on the society and the
customers due to such kinds of communication strategies by business firms. One of the chief
negative elements relating to advertising that has been identified by the researcher is the
240
https://doi.org/10.1016/j.copsyc.2015.12.008.
241
Ibid
147
objectification of women in the communication approach 242. When it comes to smartphone
advertising, the market audience of the current times focuses on the product features,
attributes, price and other factors. Thus there is limited possibility of getting swayed by
inappropriate and irrelevant elements in the advertisement of a smartphone business entity.
The author has highlighted that in the prevailing business landscape, a majority of the
marketers are making use of assorted techniques for persuading the intended market
audience. These techniques and approaches have been gaining a lot of attention in the current
times. This is because they primarily emphasize on the benefits and advantages that the
customers are likely to get by using the product or service of the business entity. Thus there is
a restricted level of focus on the actual product or service that is being offered to them by the
business in the vast market setting. According to the author, advertisements are gaining a lot
of criticism in the prevailing times. This is primarily because of the fact that business entities
are using such communication approaches for the purpose of haling the market audience to
buy the things that do not make up their actual and real want. It has further been stated that
advertisements by business entities are designed with business concerns in such a manner that
they play with the very emotions of the market audience, and furthermore, they encourage the
people to think that purchasing and depleting are the common activities of life 243. In the
market setting, it is very common to see that people change their smartphones very
frequently, almost on an annual basis. Such behaviour could be associated with how
marketers mold their communication and advertising model to encourage frequent buying of
smartphones. The author has pointed out in the study that when the intention of a business
entity is to raise the level of awareness of the target market audience, the advertising
approach can be considered to have a positive impact on the intended audience. But when the
242
Sindhya V, “A Study on the Influence and Impact of Advertising to Consumer Purchase Motive among
Student Teachers,” IOSR Journal of Research & Method in Education (IOSRJRME) 2, no. 4 (2013): 01–05,
https://doi.org/10.9790/7388-0240105.
243
Ibid
148
business entities operating in the competitive market landscape try to manipulate their
advertising and communication strategic approach to influence the intended market audience
to make an unfair purchase, it gives rise to a negative impact in the market setting. Thus
according to the author, the advertisement component that is used by marketers in the market
landscape is like a coin that can give rise to positive as well as negative impact on the market
audience. Thus it must be used in a strategic and tactful manner so that the business entities
are able to reach the intended objective in a professional and responsible manner 244. Haider
and Shakib (2018) have stated in their research work that advertisements that the customers
come across in the market setting have an impact on them at different levels. The research
team has conducted a holistic study by mainly focusing on the real-time influence of
familiarity, entertainment, advertisement spending, and social imaging in the advertisements
on the consumer purchasing behaviour. In this research, the studies pointed out that there are
a number of instances when the impact of advertisement can be negative and undesired. Due
to advertisements, some of the customers feel pressurized to look a certain way or behave a
certain way. It shows that advertisements could give rise to intangible rules that people might
be forced to follow even though they are not interested to do so 245. For instance, some
members of the public might feel compelled to make purchase decisions simply so that they
can belong to a specific group. For example, the smartphone from the Apple Inc. brand is
associated with luxury and class and they are generally purchased by premium customers.
Individuals belonging to the upper class of the social ladder might be forced to purchase an
Apple Inc. product in spite of the fact that they might not be comfortable with the technical
features and attributes. In this research, the studies have pointed out that in order to have a
positive impact on the target market audience, the business entities need to devise the right
244
https://doi.org/10.1016/j.copsyc.2015.12.008
245
149
kind of communication model that can succeed to motivate in motivating the target market
audience to buy a product or service when they come across its advertisement. In order to
restrict the negative impact of advertisements on the customers, marketers need to identify
the component that has the least role to play in the advertising approach 246. Some of the most
common negative effects that are associated with advertising include misinformation, the
creation of unrealistic expectations and the establishment of a false image in the dynamic
market setting. The issue relating to misrepresentation arises in the advertising domain as
advertisers try to showcase their offering in the best possible light. They do not stress on any
negative attributes or features which might keep the customers in the dark while making the
purchasing decision. Similarly, as advertisements of business entities invade all the possible
spheres, it is highly likely that they can ultimately create a fake and false image in the minds
of the target audience in the market setting. Thus the creation of the false image could
misguide the public when they are making a purchasing decision relating to a product or a
service. Advertisements that are designed by the business entities with the intention to
persuade the target audience to make purchase decisions might give rise to unrealistic
expectations regarding the usefulness and the effectiveness of the offering that is being made
by them. These are some of the chief negative elements associated with the advertisement
that marketers need to take into consideration while designing their advertising and
communication strategic model. According to the author, advertising has a vital impact on the
customer values and attitudes. Advertisers need to understand the difference that exists
between sharing of information and deception so that the advertisements can create value for
business undertakings as well as the intended target market audience. The author has
highlighted that when it comes to the young marker audience, i.e., children, the negative
impact of advertisement could be higher. This is due to the fact that they are more vulnerable
as well as gullible in nature as compared to the older and matured counterparts who exist in
246
Haider and Shakib, “A Study On The Influences of Advertisement On Consumer Buying Behavior.”
150
the market setting. The author has highlighted in his work that communication is one of the
most integral tools that can be used by business undertaking to their advantage in order to
gain a competitive advantage over their peers and rivals in the industrial setting. In order to
use it in an optimum manner, marketers need to limit the negative impact of advertisements
and increase the positive impact as much as possible.
As the overall numbers of advertisements have substantially increased in the past few years,
there has also been an increase in the focus on the negative and positive impact of
advertisements. Majeed (2011) has pointed out in his research study that when the market
audience is too much exposed to the advertisements of specific brands, it could lead to a
negative response. In this research, the data highlights the fact that in order to accomplish the
goals and objectives of businesses, researchers need to devise a smart communication and
advertisement strategy. But while designing the advertisement model, it is very important for
marketers to keep in mind its overall impact in the dynamic market setting. As per the
researchers, the initial exposure to advertisements of a brand increases the level of curiosity
in the minds of the intended target market audience 247. A total of three exposures to
advertisements have been considered to be enough to persuade the existing customer and the
potential customers in the dynamic market setting. But if the exposure to the advertisement of
a brand increases more, it can have a negative impact on the customers, especially the
perception that they have about the brand and its offering. Many research studies have been
carried out that showcase that the repeated and frequent exposure to advertisements of brands
could have a major impact on the customers’ buying behaviour and purchasing decision-
making process248. In this research, the study shows that when there is a high level of
247
Professor, Asst, Sohail Majeed, Sohail Majeed, Sana Razzak, and Asst Professor. The Impact of Television Advertisement
Repetition, Celebrity Endorsement and Perceived Quality on Consumer Purchase Decision, 2011.
248
Asst Professor et al., The Impact of Television Advertisement Repetition, Celebrity Endorsement and
Perceived Quality on Consumer Purchase Decision, 2011.
151
repetition of advertisements of unfamiliar business brands, it gives rise to negative thoughts
and ideas in the minds of the target market audience. Usman (2019) has argued in his
research study that the constant exposure to the advertisement of particular brands could
mold the very attitude and perception of the target market audience towards a brand as well
as its offering249. Thus the business entities operating the smartphone business landscape need
to be very cautious about the frequency of their advertisement at which the brand engages
with the intended target market audience. In this research, the researcher has rightly identified
that advertisement is an indispensable strategic tool that is used by marketers in order to have
a sustainable existence in the competitive and dynamic business landscape. But, at the same
time, the level at which advertisements are telecasted on different platforms needs to be kept
under check so that they do not have an adverse impact on the perception of the target market
audience about the business entity and its offering. Negative perceptions relating to a brand
and its product or service could have a detrimental impact on a business entity. In fact, it
could also threaten the very survival of the brand in the dynamic and competitive business
landscape. When the members of the public are exposed to the unfathomable depths of
advertisements of different brands, it might confuse them and negatively affect their
perception of the products or services that are available in the market setting250.
Nguyen and Khuong (2015) have stated that marketers need to focus on various elements so
that the negative elements relating to advertising can be curtailed in the best way possible. In
this research, the authors have argued in their piece of research study that to gain higher
purchase intention of customers, marketers, as well as advertisers, as well as advertisers, need
to give attention to the repetition of the advertisement on television and other communication
platforms, concentrate on establishing trust in the minds of the customers to positively
249
Mohammed Usman, “Does Constant Advertising Change Consumer Attitude?” 13, no. 4 (2019): 11.
250
Mohammed Usman, “Does Constant Advertising Change Consumer Attitude?,” Journal of Business and Retail
Management Research 13, no. 4 (2019).
152
influence their perception of the brand and create a meaningful advertising message that is
genuine. As per the research study, trust plays a key role and molds the purchasing intention
and buying behaviour of the customers when they come across an advertisement. Thus, while
designing the advertising component, marketers need to try and make sure that the trust of the
market audience is not affected in any manner. The breaking of trust in a specific brand could
have an adverse impact on the customer perception of the business entity and its offerings. It
could also have an adverse impact on the brand's reputation and goodwill251. Studies that
have been conducted on the advertising aspect of marketing indicate that it can give rise to
both favourable as well as unfavourable outcomes. Thus, it is the core responsibility of a
business irrespective of the industry in which it functions to formulate the advertising
strategy in a tactful manner so that it can have a positive impact on the business and it can be
considered to be valuable for the target market audience. According to Gierl and Praxmarer
(2009), advertising can be understood in a simpler manner by focusing on the positive and
negative associations that the recipients have when they come across the advertisement of a
brand. This understanding can also help to get a detailed insight into the overall impact of the
advertising function. Business entities need to try to devise positive–framed advertisements
so that they can be of relevance for the business entities as well as the intended audience in
the market setting252. The findings of the research study indicate that if the advertisements of
different business entities are easy and simple to process by the target market audience, the
effect of the customer’s association mainly depends on their level of favourableness.
Furthermore, the researchers have shed light on the fact that the positive association with an
advertisement gives rise to a positive impact on the brand attitude. On the other hand, the
negative association with an advertisement gives rise to a negative impact on the brand
251
Mai Ngoc Khuong and Truong Duc Nguyen, “The Effects of Television Commercials on Customers Purchase
Intention – A Study of Milk Industry in Ho Chi Minh City, Vietnam,” Journal of Economics 3, no. 9 (2015): 7.
252
Sandra Praxmarer and Heribert Gierl, “The Effects of Positive and Negative Ad‐evoked Associations on Brand
Attitude,” Asia Pacific Journal of Marketing and Logistics 21, no. 4 (January 1, 2009): 507–20,
https://doi.org/10.1108/13555850910997562.
153
attitude. In the practical setting, business entities and marketers need to construct their
advertisements and underlying features in such a manner so that these communication
elements can evoke favourable memories and thus enhance the overall effectiveness of the
advertisements. In the competitive business landscape, advertisements play an indispensable
role, and thus they need to be designed to give rise to positive impact and positive association
for customers253.
3.17 Advertisements of smartphones
In the technology-driven times, the popularity of smartphones has surged to a tremendous
extent. Marketers that operate in the smartphone industry need to understand what kind of
content and message they need to share with the market audience so that they can be
persuaded to make a decision that can favour the brand. Various business entities operating in
the industrial setting have adopted different advertising and promotional techniques so that
they can engage with the target market audience. For example, Apple has ensured that its
iPhone advertisements shed light on the beauty of the electronic product, and the form and
functionality of the electronic gadget. The global brand has always believed in creating
simple and impactful advertisements that help the customers to easily identify the brand and
its market offerings. The communication is designed so that it can create a sense of desire in
the customers, and they will be motivated to purchase the brand offerings. It is considered to
be the heart of the advertising of the brand as it motivates the existing customers of the brand
and the potential customers of the brand to make purchasing decisions that are in its favour.
On the other hand, the advertisements of the Blackberry brand have always attempted to
position the brand’s smartphone that can cater to the needs of individuals as well as business
entities. The brand has always tried to establish lifestyle associations and shed light on the
253
Sandra Praxmarer and Heribert Gierl, “The Effects of Positive and Negative Ad‐evoked Associations on Brand
Attitude,” Asia Pacific Journal of Marketing and Logistics 21, no. 4 (January 1, 2009): 507–20,
https://doi.org/10.1108/13555850910997562.
154
distinctive functional aspects of the smartphones. When the smartphone brand was
considered to be among the top players in the industrial setting, it made sure that its
advertisements communicated about the touch screen functionality of the electronic gadget 254.
The Sony Ericsson brand mainly lays emphasis on the functional aspects of the smartphone in
its advertisements. Thus, it is known to communicate about the diverse range of features and
attributes, which helps it to target different needs of the target market audience. For example,
thanks to the advertisements of the brand, it is able to communicate with the potential market
audience and the existing market audience about the gaming and video phone, the high spec
camera phone, and the tiny yet mighty Xperia phone. The HTC brand, on the other hand,
adopts the product-focused communication strategy while designing its advertisements. But
the brand has made sure to transform its advertising and communication strategy into a
brand-focused strategic approach. Initially, the ads of HTC primarily focused on the role that
the handset would plan in a user’s life. But later, the brand has been laying emphasis on the
fact that the well-established iconic brand offers amazing phones at a low and affordable
price point255.
In spite of the fact that different smartphone companies adopt different advertising strategies,
they try to make the most of the opportunity to interact and engage with the target market
audience. In the digitalized times, most of the companies try to use the online platform to
their advantage so that they can have effortless and barrier-free communication with the
intended market audience. The real-life examples that have been highlighted indicate that in
the dynamic and attractive smartphone industry, advertisement is used as a vital strategic tool
that can help business entities to have an edge over their rivals in the market setting.
254
“Smartphone Advertising: Form, Functionality and Brand,” accessed January 8, 2021,
https://www.campaignlive.co.uk/article/smartphone-advertising-form-functionality-brand/1111105?
utm_source=website&utm_medium=social.
255
155
According to Zafar and Khan (2014), the cellular and smartphone industry has seen an
exponential growth in the past few decades. This has intensified the level of competition
between the businesses that operate in the industry. Various mobile phone brands adopt a
diverse range of advertising and communication strategies in order to attract the target market
audience. Their intention is to persuade them to purchase new models of smartphones and
establish a long-term association with them by gaining their trust and loyalty. The authors
have stated in their research work that the advertisements are designed with the intention to
highlight the advantages that people can enjoy by using these electronic devices. According
to the authors, the advertisements relating to mobile phones are quite effective among the
young generation. In fact, advertising has been identified as one of the chief factors that
comes into play and leads to the increase in demand for smartphones and mobile phones by
the young market audience256. The advertising and communication strategic approach that is
adopted by the business players in the industry is considered to be the catalyst that increases
the popularity and demand of smartphones to a dramatic extent. In order to have a major
impact on the market audience, the smartphone manufacturers are including mobile and
designing integrated cross-media campaigns so that the communication approach can
effectively reach the consumers of the current times257.
According to Altstiel and Grow (2018), the concept of the advertisement has changed a lot in
the past few years. In the current times, business entities have started realizing how the
advertising and communication strategy that they adopt can come into play and influence
their performance in the market setting. Today smartphones have become an integral part of
the life of most of the people. In fact, many of them feel handicapped if they do not have the
communication device with them. While understanding the relevance and significance of
256
Dr F Zafar, “STRATEGIES ADOPTED BY MOBILEPHONE MANUFACTURERS TO ATTRACT MORE CUSTOMERS IN
SMART PHONE INDUSTRY” 3, no. 1 (2014): 6.
257
Dr F Zafar, “STRATEGIES ADOPTED BY MOBILEPHONE MANUFACTURERS TO ATTRACT MORE CUSTOMERS IN
SMART PHONE INDUSTRY” 3, no. 1 (2014): 6.
156
smartphones, it is hard to ignore the role of their advertisements. This is because marketers
use the advertisement strategic tool to drive the need of the potential and existing market
audience towards smartphones258. Advertisement is used as the chief communication tool that
enables business entities operating in the smartphone industry and other industries as well to
shed light on what a business entity has in store for the intended target market audience. The
role of technology has further increased the power and impact of the advertising function in
the dynamic business landscape. It basically allows business firms to overcome the barriers
that arise while using the traditional advertising and communication model, such as time
difference, place or location difference, and high costs. The diverse range of research studies
that have been carried out over the years shed light on the significance of the advertising and
communication strategy for a business firm. Its relevance further gets intensified in the
market settings where the level of competition is high among the participating business
firms259.
According to Chandola and Fu (2017), advertisement is used as a vital element by Chinese
smartphone marketers to penetrate into the Indian market setting. The advertisements that are
designed by the smartphone manufacturers play a critical role in enabling customer
acceptance of a new offering in the market setting. This communication ensures that the
potential or existing customers are able to develop a sense of connection with a smartphone
brand. In the research work, the authors have stated that the advertising component of the
marketing mix plays a vital role in building a relationship between a smartphone business
entity and the target market audience. In the highly competitive business landscape, designing
the right kind of advertising strategy can make or break a business concern. The integration
of technology into the advertising function has made it possible for business undertakings to
258
Tom Altstiel, Jean Grow, and Marcel Jennings, Advertising Creative: Strategy, Copy, and Design (SAGE
Publications, 2018).
259
Tom Altstiel, Jean Grow, and Marcel Jennings, Advertising Creative: Strategy, Copy, and Design (SAGE
Publications, 2018).
157
target the customers not just at the domestic or regional level but also at the global level.
Business entities are relying on market communication to establish themselves in new market
contexts and get familiar with the new audience in the market environment. The advertising
and communication strategy of a business entity plays a pivotal role in influencing how a
brand is perceived by existing customers or potential customers. The positive impression of
the customers about a business entity and its market offerings can have a direct influence on
their purchase intention and buying decision. On the contrary, the negative impression of the
customers about a brand and its offerings can also have a direct influence as their purchasing
decision will not be in favour of the business260.
The advertisement strategic approach that is adopted by smartphone brands is of critical
importance. Even though the impact of advertising and communication is important for each
and every business entity irrespective of the industry in which it operates, but in the
smartphone industry, it acts as an indispensable component. This is due to the complexity of
the industry, the high level of competition, and the strong influence of the rapid technological
evolution. The sharing of the inappropriate messages can have a detrimental impact on brand
value and brand image. Since the amount of money, time, and effort that is invested by the
market audience is pretty much more when they make the purchase decision relating to a
smartphone, they give a high level of importance to smartphone advertising as well as the
underlying message that is being shared by a smartphone company. According to Vikas
Agarwal, who serves as the General Manager of OnePlus India, the Indian smartphone
industry has been flourishing extremely rapidly; today, more people are spending money to
buy a smartphone. Due to this, the intensity of competition in the Indian smartphone industry
260
Vinod Kumar Chandola and Huifen Fu, “Market Penetration Strategy of Smartphone Companies from China
for India Market: A Multiple-Case Study,” International Journal of Business Marketing and Management 2, no.
4 (2017): 10–16.
158
is extremely severe in nature261. The advertising and promotion strategy that is adopted by the
business participants operating in the industrial setting plays a crucial role for smartphone
business enterprises. The marketers operating in the industrial backdrop are on their toes at
all times due to the intensely competitive environment. They try to adopt different strategic
approaches so that they can have an edge against their market rivals in the dynamic market
environment262. The advertisement component plays a chef role when it comes to brand
building and marketing in the industrial backdrop. In the recent times, in order to gain an
edge in the market setting against their rivals, a number of Chinese smartphone
manufacturers such as Vivo, Xiaomi, OnePlus, and Oppo have been investing in their
marketing as well as advertising functions. In the current times when the coronavirus
pandemic has reshaped the landscape of the smartphone industry, business entities are
redesigning their advertising and communication strategic approach. Since the pandemic has
adversely affected many industries, including the smartphone industry, the players in the
specific industrial setting have slashed their investments in advertising and marketing. This is
because due to lockdown, customers have shown little interest in purchasing a smartphone in
the market.
4. Research Questions / Research Gap
The comprehensive research process has been carried out so that a diverse range of questions
that revolve around advertising can be addressed.
1. What is the impact of advertisement on buying behaviour of customers from different
age groups in Ranchi?

261
Vinod Kumar Chandola and Huifen Fu, “Market Penetration Strategy of Smartphone Companies from China
for India Market: A Multiple-Case Study,” International Journal of Business Marketing and Management 2, no.
4 (2017): 10–16.
262
159
2. How do advertising mechanisms influence customers from various age groups in
Ranchi?
3. How the buying behaviours of the customers from different age groups affect the
turnover of smartphone products in Ranchi?
One of the key highlights of the research study is that the entire scope of the research
revolves around Ranchi city in India. Such a narrow scope has been taken into consideration
so that each of the research questions relating to the impact of advertisement, customer
buying behaviour on the basis of age range, and the sales turnover of smartphone marketers
can be explored as well as understood in an integrated and holistic manner.
In order to address the three primary research questions that have been highlighted in the
section, both primary as well as secondary sources of data have been collected and critically
analysed so that suitable and accurate outcomes could be derived from them at the end of the
research study.
5. Research Methodology
While working on any research topic, the research methodology plays a pivotal role as it
molds the research outcome as well as the recommendations that are designed in the final
stage. Similarly, in the marketing research study that has been carried out here, the
methodology plays an integral role as it helps to explore and analyse the research topic.
Research Methodology can be defined as the scientific process as well as technique that is
utilized for the purpose of identifying, selecting, processing, and analysing information
relating to a specific topic of concern 263. This section is not only beneficial for the research
team, but it is also valuable for the audience or readers as they are able to critically evaluate
the overall reliability as well as the validity of the research study.

263
Primary Data Source". 2020. Encyclopedia Of Research Design. Accessed June 10. doi:10.4135/9781412961288.n333
160
A systematic path has been deployed in the study. Each and every important aspect that
relates to the advertising of smartphones and their impact on customers from diverse age
groups in the Ranchi region has been comprehensively evaluated and investigated. Since the
concept of advertising has undergone dynamic and revolutionary changes over the past few
decades, a comprehensive research methodology has been employed that integrates both the
primary sources of data as well as the secondary sources of data. Such a holistic research
methodology has played a vital role in uncovering the research topic and addressing each of
the research questions with great detail as well as clarity.
The second-hand data sources that have been a critical element of the research study were
collected from academic textbooks, former research studies, journal papers, newspaper
articles, annual reports of business organizations, and many more. These pieces of
information have played a vital role in strengthening the conceptual as well as the theoretical
aspect of the research topic264. In fact, these details have shed light on how advertisement has
changed over the years and how marketers of the 21st century have been employing their
advertising strategy as a vital strategic tool to influence their sales turnover and their overall
performance in the competitive and dynamic market setting.
Apart from the secondary data, the primary sources of data have also played an important role
in the research study. This is because this first-hand data has been captured in the practical
market setting in Ranchi. Even though the secondary data has helped to understand
advertising and its impact on the customers in a conceptual manner, the data from the primary
sources has helped to understand how advertisement impacts the customer behaviour of
people belonging to different age groups in Ranchi when it comes to purchasing of
smartphones. Thus the overall value of the research methodology of the study has further
264
Advertising Influences Consumers' Purchase Intention". Journal Of Business Research 94: 378-387.
doi:10.1016/j.jbusres.2017.12.047
161
magnified as both primary and secondary data have been used and thoroughly analyzed for
the purpose of addressing the key research questions.
5.1 Research tool - Research Questionnaire
One of the key aspects of the research has been the effective and accurate collection of first-
hand data for the purpose of the research study. A diverse range of techniques can be
employed for the purpose of collecting primary data for a research study, such as field
observation, interviews, experiments, survey questionnaires, and many more265. Each of these
techniques has its specific set of advantages as well as disadvantages that research teams need
to take into account while selecting the ideal research tool for the primary data collection
process. In this particular research study, the survey questionnaire has been used as the
primary research tool so that the research topic could be critically explored, evaluated and the
research questions could be addressed in an accurate manner.
A questionnaire is known to be one of the most common forms of tools that is used in a
research study for the purpose of collecting or gathering first-hand data that will be used for
further analysis. In layman’s language, a questionnaire fundamentally refers to a set of
written questions. On the other hand, a survey questionnaire refers to a set of questions along
with the process of gathering, aggregating, and evaluating the responses that have been
received relating to the specific set of questions. In this particular quantitative research study,
the survey questionnaire has been selected as the apt research tool. According to Satya,
questionnaires are very frequently used by research teams when it comes to quantitative
marketing research studies. The main reason for the popularity of the research tool is that it
265
"Primary Data Source". 2020. Encyclopedia Of Research Design. Accessed June 10. doi:10.4135/9781412961288.n333.
162
helps in collecting a diverse range of information from a large number of individuals who are
often known as respondents266.
For this particular research study that revolves around advertising and how it influences
customers and their buying behaviour in Ranchi, a survey questionnaire has been used. This
is because it has helped to get an in-depth insight into various aspects relating to customer
buying behaviour and their ultimate buying decision. Some of the main advantages of
employing the research tool in the research process include the simple and effective nature.
As the objective of the research study was to collect the information from as many people as
possible, the online survey questionnaire was used. It basically eliminated the physical barrier
and helped to reach out to as many people as possible on the soil of Ranchi so that the impact
of advertisement could be explored in a critical and thorough manner. Various popular social
media platforms such as Facebook and Twitter were used for the purpose of distributing the
survey questionnaires pertaining to the research study. This technique was selected so that the
relevant data relating to the research study could be gathered from a diverse group of
audiences within a short period of time267.
The research questions that were asked in the survey questionnaire revolved around the topic
‘Impact of advertisement on consumer's buying behaviours for the smartphone among
various age groups - A case study of Ranchi’. Some of the key research questions that were
designed to address the research question included how frequently do people come across
smartphone advertisements, how the advertisements play a role to influence their purchasing
decisions in the market, the most captivating feature relating to smartphone advertisements,
the key advertisement element that influences the smartphone product that they ultimately
266
Fitzpatrick, R. 1991. "Surveys Of Patient Satisfaction: II--Designing A Questionnaire And Conducting A Survey.". BMJ 302
(6785): 1129-1132. doi:10.1136/bmj.302.6785.1129
267
consumer-buying.html
163
choose in the market setting. As the scope of the research study is restricted to the Ranchi city
of India only, the survey questionnaire would only be available on the social media platforms
of the people belonging to the specific region. Such a measure has been taken so that the
research would help arrive at the accurate and reliable outcome relevant to the specific Indian
city.
5.2 Sampling
In the research context, the term sampling can be defined as a group of objects, people, or
items that have been taken from a bigger population for the purpose of measurements. While
working on a research study, the research team needs to put in the necessary effort to make
sure that the specific sample that has been selected is a representative of the population. Such
a measure must be taken in order to ensure that the research findings can be generalised from
the research sample to the entire population 268. For example, in a specific research study, the
sampling technique that is employed would play a vital role. This is because it would help by
extending the research findings relating to the impact of advertising of smartphones on
customer behaviour in Ranchi to the overall market audience that exists in the vast market
landscape.
Some of the most common types of sampling techniques that are employed by researchers
while carting out a research study, include simple random sampling technique, systematic
sampling technique, judgement sampling technique, snowball sampling technique, and many
more. Each of these sampling techniques has its unique set of advantages as well as
disadvantages that can influence the research process and the research outcome in unique
ways. In the marketing research study, the simple random sampling technique has been
deployed. In such a sampling method, each and every individual is selected entirely by
268
Fitzpatrick, R. 1991. "Surveys Of Patient Satisfaction: II--Designing A Questionnaire And Conducting A Survey.". BMJ 302
(6785): 1129-1132. doi:10.1136/bmj.302.6785.1129
164
chance, and thus every member of the entire population has an equal chance of getting
selected. In other words, there is the same probability for each of the members of the
population to get chosen in the research study. One of the primary reasons for the selection of
the particular sampling technique is that it eliminates the chances of any kind of bias or
prejudice that could exist in the research process and adversely impacts the research findings
and outcome269. In order to conduct such a sampling technique in the research process, a
multiple of 5 was used. Thus, out of the entire lot of responses that were gathered which
came to around 60, a total of 30 responded research questionnaires were selected by using the
sampling technique. The sampling process was an integral part of the research study as the
specific set of data that was collected was analysed in an in-depth and critical manner so as to
arrive at the research findings on the Impact of advertisement on consumer's buying
behaviours for the smartphone among various age groups - A case study of Ranchi.
5.3 Sample size
The total sample size on which the data analysis process was carried out came to 30. This
number of sample was selected from the entire set of research questionnaires that had been
answered by the research participants. A decent number of samples were selected for the data
analysis process so that an integrated insight could be captured relating to how advertisement
impacts the customer buying behaviour in the Indian city when it comes to smartphones. In
addition to this, a huge sample was selected in the research study as the same sample was
further categorized and divided into different groups on the basis of various categories such
as age, income, and class270. The sub-classification of the sample was done to get better
clarity on how advertisement impacts customers with different attributes. For example, the
269
"Methods Of Sampling From A Population". 2020. Health Knowledge. https://www.healthknowledge.org.uk/public-health-
textbook/research-methods/1a-epidemiology/methods-of-sampling-population
270
consumer-buying.html
165
age range category was further divided into 12 to 18 years, 19 to 35 years, 36 to 50 years and
customers over the age of 50 years. In a similar manner, further three classifications were
done for the income category as well. These categories included the individuals with less than
two lakhs annual income, individuals whose annual income ranges between two lakhs and
five lakhs and the individuals who have more than 5 lakhs annual income. Ultimately, the
sample was also subdivided on the basis of the social class of individuals. The sub-categories
under this head included the working class, the non-working class and the business class. The
sampling process was given high priority throughout the research study as it would help to
get a detailed insight into how advertisement impacts and influences people from different
age groups, social class, and income groups in different manner which ultimately influences
their buying behaviour as well as purchasing decision.
5.4 Primary Research Study
The total of 30 respondents whose data was ultimately selected for the research study for
further analysis belonged to different age groups, income groups, and social class. It was
necessary to make sure that each of the categories that have been made in the research study
would be represented so that the impact of advertisement on individuals in Ranchi city could
be understood in a simple and understandable manner. The sample on which the data analysis
process was carried out has been presented in the tabular form below for better clarity and
understanding. From the table that has been presented below, it can be inferred that each of
the age groups of 19 to 35, 36 to 50, and over 50 had a total of 8 members who had taken part
in the research study. But there were only 6 individuals from the 12 to 18 age bracket who
were a part of the research study. Similarly, a total of 12 individuals each belonged to the
income group ‘between 2 lakhs and 5 lakhs’ and ‘more than 5 lakhs’. But there were only 6
individuals who had taken part in the research study whose annual income was less than 2
166
lakhs. Surprisingly, on the basis of the social class of the research respondents, each of the
class groups, namely the working class, the non-working class, and the business class, had a
total of 10 respondents each. When the total number of respondents who had taken part in the
research study were categorized on the basis of students and non-students, it was determined
that out of the total 30 number, 10 of them were students and the remaining 20 were not
students. Such a classification was done as it would be relevant as well as useful to
understand the data analysis process and research findings in a simpler manner.
Table 1: Socio-economic Status of the Respondents.
Basis Sample size
12 to 18 6
19 to 35 8
Age Total 30
36 to 50 8
50 onwards 8
less than 2 lakhs 6
between 2 lakhs and 5

Income Total 30
lakhs 12
more than 5 lakhs 12
Working Class 10
Class Business class 10 Total 30
Non-working class 10
Students 10
Students Total 30
Non-students 20
167
The details pertaining to the sample size that was used for the purpose of analysis in the
research process have also been presented in the form of the graph in the below section.
Throughout the research methodology, including the data analysis process, the information
has been presented in the form of charts and graphs for a simpler understanding of the
research topic and the associated research findings.
Figure 1: Graphical representation of socio-economic status of respondents.
5.5 Primary Research Analysis
The data analysis process that has been carried out in the research study to explore and
determine the impact of advertisement on consumer's buying behaviours for the smartphone
among various age groups in Ranchi has played a vital role too. Both the secondary as well as
the primary data pertaining to the research process have played an integral role in
understanding the exact role of advertising strategy and how it has the power to mold the
customers and their overall buying behaviour in the dynamic market environment. The
168
secondary data that has been referred to in the research study has been mainly captured and
highlighted in the literature review section.
This section of the data analysis process primarily sheds light on the primary data that has
been collected or captured in the practical market context in the Ranchi city of India by using
the online survey research questionnaire. Various important questions had been asked to the
respondents to get an insight into how the advertising of different kinds of smartphones
influences them as customers. The response that was given by them has been critically
analyzed, evaluated and resented in the form of graphs to get an in-depth insight into the
research area. Each of the questions that had been asked in the online survey questionnaire
has been covered in the data analysis section so that a comprehensive insight into the research
topic will be possible.
Overall Influence of Advertising on the purchasing decisions of the customers
The initial question that was asked in the online survey questionnaire was designed in a
general manner. The fundamental objective of designing such a question was to comprehend
how customers in the Ranchi city feel about advertisements in general. Out of the total 30
respondents who had taken part in the research study, a majority of them had the view that
advertisements have a positive impact on them. In the comment section, most of the research
respondents had stated that advertising that they come across, whether it is online or offline,
helps them to be aware of new offerings of a business or brand. Furthermore, some of the
respondents believed that it acts as a critical form of communication that enables them to
understand how a brand is working so that they can meet the needs as well as expectations of
the customers. The graphical representation shows their response in a simpler manner.
169
Figure 2: Impact of Advertisement on Respondents.
The questions that were asked to the research respondents had a section known as
‘comments’ which was designed to capture a detailed insight of the individuals on the
research topic. The input that was given by the respondents was very useful as well as
insightful. This is because many of the participants of the research study stated that
advertisements that they come across on television, newspapers, or while surfing the internet
help them to be aware of a brand and the offerings that it is designing for the target market
audience. Furthermore, they even believed that advertisement acted as a vital form of
communication and engagement that allows them to form an intimate association with a
business undertaking as well as the offerings that it makes for the target market audience .
271
Most of the individuals who had taken part in the research study, irrespective of the
difference in their age, their income level, and the social status that they belonged to, believed
that advertisements have a positive impact on them and their overall purchase decision that
they make. But the individuals who had responded that advertisements had a negative impact
on them, belonged to the low-income and middle-income groups.
271
Deepa Ingavale, “Impact of Advertisements on Purchase Decision of Youth with Reference to Consumer
Goods,” Advances in Management 6 (September 20, 2013): 36–40.
170
The secondary data that has been collected while working on the research topic has also
helped to get a detailed insight into how the advertising component comes into the picture
and influences the purchasing decisions of the customers. Aulia and Varshney (2017) have
stated in their research study that in the highly dynamic market landscape, advertising plays a
major role in promoting the offerings that are made by a business entity for the intended
market audience. The advertisements that the customers see, hear or engage in, act as the
ultimate reminder for them about the association and connectivity with a brand or business 272.
The advertising and promotional strategy that is designed by a business entity play a chief
role in molding the perception that customers have towards a particular brand as well as the
offerings that it presents in the market setting. In this research, the data shows a number of
elements that increase the overall effectiveness of the advertising strategy of a business
entity. Some of these elements are the ad attractiveness, the ad recall, the ad persuasiveness
and the attitude of the customers towards the advertisement of a brand. These elements
influence the effectiveness of an advertisement strategy which further has a vital impact on
the ultimate purchase intention of the market audience. The research team has further pointed
out that in case a business entity fails to have a positive and favourable impact on the
customer’s brand preference; all the resources that have been used like money, effort, and
time on the advertising strategy, go in vain. Some of the chief factors that have been
identified by the research team that influence the purchase of durable goods by the customers
are the advertising strategy of the business entity, the reputation and goodwill of the business
and the price factor273. Ingavale (2013) has highlighted in her research study that the
effectiveness of the advertising strategy of a business entity can further increase if celebrities
272
Dr Amandeep, Seema Varshney, and Syed Aulia, “The Impact of Advertising on Consumer Purchase Decision
with Reference to Consumer Durable Goods in Oman,” International Journal of Managerial Studies and
Research 5, no. 12 (2017): 11–19.
273
Dr Amandeep, Seema Varshney, and Syed Aulia, “The Impact of Advertising on Consumer Purchase Decision
with Reference to Consumer Durable Goods in Oman,” International Journal of Managerial Studies and
Research 5, no. 12 (2017): 11–19.
171
form a part of the advertisements. Their presence basically creates a simple and easy
remembrance for the market audience relating to the specific brand as well as its offerings.
The researcher has further stated in the research study that the role of advertisements is of
paramount importance in the highly competitive market landscape as it aids customers to
make conscious decisions relating to product and brand decisions 274. In the current times
when a large number of business entities exist in the market setting, an effective advertising
strategy of a business can help it to create a top-of-the-mind awareness for a brand and its
offerings in the market climate. The content that is communicated with the market audience
plays a vital role in informing, persuading, and reminding the existing customers as well as
the potential customers towards making a buying decision 275. Thus, in the highly
unpredictable and competitive business environment, the advertising element can have a
major impact on the customers and the decisions that they make while purchasing something
in the market environment.
5.6 Key factors that influence the product which customers choose in the market
The next question that was asked to the respondents was inclined towards smartphones. The
question was related to the chief factors that influence the product or offering that customers
choose in the market setting. Most of the respondents (11 numbers), which made up to 37 %,
believed that the offering must be worth spending money on. In fact, it was the most vital
factor that the market audience in Ranchi who had taken part in the research study gave high
priority to. Apart from this, many respondents also gave high priority to the attractive look
and finish of a smartphone. They believed that a stylish and trendy smartphone helped them
show off, giving them a high level of attention while making a smartphone purchase decision.
274
275
172
A decent amount of research respondents also gave priority to the price factor while deciding
to purchase a smartphone in the market setting. When the analysis was made by taking into
account the income factor, it was observed that the people belonging to the high-income
group did not give much importance to the price factor276. On the other hand, the individuals
belonging to the middle-income group and students gave high priority to the price of the
smartphone when they were making the purchase decision. The chart that has been
highlighted below shows the analysis of the primary data in a simpler and understandable
manner.
Figure 3: Factors influencing customer’s product choice.
The research question that was asked to the respondents was very important as it gave an in-
depth insight into key components that the market audience in the Ranchi city takes into
consideration while deciding to purchase a smartphone in the market setting. Thus it is
important for a marketer to take into account how the market audience perceives
advertisement and how exactly it comes into play and influences their buying decision when
it comes to an electronic gadget such as a smartphone. The categorization of the respondents
276
Dr A Ananda Kumar, “Factors Influencing Customers Buying Behavior,” 2016, 6.
173
who have taken part in the research study has played a vital role as it has helped to
understand how individuals belonging to different age-range, having different levels of
income, and coming from different social groups react and respond to advertisements of
smartphone marketers 277. The decision to make the purchase of a smartphone is considered to
be quite important for the people of Ranchi city, so they take into consideration specific
aspects that are highlighted in advertisements such as the design that refines the beauty, the
cost, etc. All these elements play a major role and influence the ultimate smartphone that they
purchase for themselves or their family members. The literature review that has been
presented in the research study also sheds light on how advertisement and its different
components play an integral role to mold the purchasing behaviour and the ultimate
purchasing decision of a potential consumer in the dynamic and uncertain market setting. The
evidence from both the primary research as well as the secondary research has played a vital
role in understanding this research question in a simpler and easier manner. It has shed light
on what consumers focus upon while coming across an advertisement which can ultimately
influence their purchasing decision to buy a smartphone.
The responses that were given by the research participants helped to get a better
understanding of the other factors that come into play when it is about advertisements of
smartphones. Some of these factors include the brand ambassadors used by a smartphone
company, and the engagement factor of the advertisement. According to the people who had
taken part in the research study, when a popular celebrity or film actor or actress endorses a
specific smartphone, they are influenced to purchase the particular smartphone model. Such
responses were mainly given by the young lot of respondents who had taken part in the
research study as well as the students. The people belonging to the age bracket of over 50
years old were indifferent towards which celebrity or actor endorsed a brand. They were
277
Ramya N. and Dr Ali, “Factors Affecting Consumer Buying Behavior,” September 13, 2016.
174
more concerned with the functional aspects of a smartphone as compared to these factors.
Thus the research helps to understand that advertisements of smartphones can have different
impacts on people belonging to different age groups. While young individuals might get
influenced by factors such as the beauty of a product that has been showcased in the
advertisement and the celebrity who is endorsing the specific smartphone, individuals
belonging to the elder group are more concerned with the technicalities and functionalities
that are highlighted in a smartphone advertisement. Thus it is very important for marketers to
take into consideration the perspectives of varying customer segments while designing their
advertisement for a smartphone278.
Irrespective of the location to which a customer belongs, a number of factors and drivers
come into play that influence the ultimate offering, i.e., product or service that is selected by
a customer in the market setting. Over the years, many research studies have been carried out
to identify the key elements that come into play and influence the purchasing intention and
buying decision of the customers. According to Ali (2016), a number of factors,
characteristics, and specificities come into play and have an influence on an individual when
he or she is purchasing something in the market setting. Various factors have been identified
in the research study, such as the cultural background of an individual, his subculture, social
class, the family background, personality traits, psychological factors, and many more. The
role of the advertising strategy of a business also plays an integral role to mold the product
that is selected by a customer in the market setting. The advertising strategy of a business
entity plays a pivotal role as the message helps the customers to realize that a business has
something to offer to them that is in line with their needs and demands 279. Kumar has pointed
out that price is one of the chief elements that customers take into consideration while
choosing a product in the market setting. Some of the other factors that have been identified
278
279
175
by the author in the journal paper include the brand image, how much the customers trust a
particular brand, visual merchandising, and many more 280. According to Kumar (2016), while
smartphone users make their purchasing decision on the market setting, a number of elements
are taken into consideration by them before choosing the product that they intend to buy. The
physical attributes of the smartphone are considered to be one of the key underlying factors
that smartphone users take into consideration while selecting a product in the market. These
attributes make up the look as well as the functional aspects of the communication device.
Rahim and Safin have highlighted in their research study that the social influence, product
features, and brand name are the three distinctive factors that come into play and influence
the decisions of customers while choosing a smartphone in the market setting. The study
primarily focuses on young customers who are university students. They give high priority to
the brand name while purchasing a smartphone. This shows that they are highly brand
conscious in nature281. Sethi (2017) has pointed out in his work that the information that is
available to the market audience while or before purchasing a smartphone plays an integral
role in shaping the decision that is made by him. The information that he is able to collect
either via the communication strategy of the business or through any other communication
medium plays a key role in influencing the decision relating to the product that is selected by
him282.
5.7 Impact of advertisement on buying behaviours of customers from different age
groups
The next question that has been asked to the participants of the survey focuses on the impact
of advertisement on them. But while framing the question, a high degree of focus has been
280
281
Rahim et al., “Factors Influencing Purchasing Intention of Smartphone among University Students.”
282
Harshleen Kaur Sethi and Barclays Shared Services Pvt. Ltd., “Consumer Buying Behavior of Smart Phones *,”
International Journal of Engineering Research And V6, no. 06 (June 21, 2017): IJERTV6IS060374,
https://doi.org/10.17577/IJERTV6IS060374.
176
given to the age factor of the research respondents. This is because the age plays a key role
and molds the perspective of an individual and how he is influenced while taking a decision
in the market setting. The graphical representation that has been highlighted below shows that
the advertisement relating to smartphones impacts and influences people from different age
groups in a different manner. This further plays a key role in influencing the decision that
they take while making a purchasing decision in the dynamic market setting. On the basis of
the response that was given by the participants of the research study, advertisements of
smartphones have the most impact on the individuals who belong to the age bracket of 19 to
35 years old. Similarly, the individuals who belong to the age group of 36 to 50 years old are
also influenced by the advertisements that they come across from different smartphone
marketers. The comments that had been provided by the research participants indicated that
the high level of technical knowledge and the need to use innovative electronic gadgets were
some of the main reasons why they gave high priority to advertisements before making the
decision to purchase a smartphone for themselves or their family members. The analysis of
the primary data also indicated that advertisements also have a certain degree of influence on
the individuals who belong to the 12 to 18 years old age bracket. The response that has been
provided in the comment section indicated that the early exposure to technology and
innovation played a vital role and aroused their interest in the latest electronic gadgets such as
smartphones. In fact, these young individuals considered advertisements as a vital source of
information which helped them to choose an ideal kind of smartphone that they could
purchase and use 283

. Advertisements have the least impact on individuals who are over 50
years old. This revelation was made by the primary data that was captured from the research
respondents. One of the research participants has specified that since the generation was not
very familiar and acquainted with different kinds of technology that were integrated into the
283
Rahim et al., “Factors Influencing Purchasing Intention of Smartphone among University Students.”
177
latest smartphones, the advertisements that they came across in different kinds of media did
not have a major impact on their buying behaviour and the ultimate purchasing decision.
Furthermore, the response also indicated that the older generation was not very concerned
about the mobile phone or smartphone that they used as long as their basic needs relating to
calling and texting were met. Thus the various elements that were highlighted in
advertisements of smartphones relating to new and improved features, high technicality and
functionality and improved design had no bearing on the decision that they made while
purchasing a smartphone in the market setting. The detailed analysis has been represented in
the diagrammatic format below for a better understanding of the response that was given by
the research participants in the Ranchi city of India.
Table 2: Age group of Respondents
The literature review that has been referred to in the study also shows that advertisement
techniques that are deployed by marketers are specifically designed, keeping in mind various
attributes as well as characteristics of the market audience. One of the most vital elements
that marketers take into consideration while designing and presenting their advertisement
178
strategy and advertising in the market setting is the age factor of the audience they are
targeting.
A diverse range of research studies has been carried out that throw light on how
advertisement impacts individuals belonging to different age groups. Kumar (2016) has
pointed out in his research study that age is one of the most vital demographic attributes that
come into play and influences the overall impact on the market audience. According to the
researcher, the mature customers in the market setting are less likely to retain the information
that has been shared by a marketer in the advertisement 284. On the other hand, young
customers in the market setting are able to retain a higher volume of information that has
been shared by a business entity via its advertising strategic approach. But in the study, the
team of researchers also found out that it is easier for business entities to use their advertising
tools to persuade the mature market audience to take a particular purchasing decision.
On the other hand, it is quite challenging for businesses to use their advertising strategy to
persuade the young market audience to take the decision in favour of the brand and its
offerings285. The authors stated that the effect of advertisements on children and adolescents
is high, which cannot be ignored in the prevailing market landscape. In fact, marketers are
investing huge sums of money to target the young market audience so that they can influence
the purchasing decision of the family by getting influenced by advertisements. The
psychological development in children come into play and influences how they react to
advertisements of different products and commodities. Advertisements and marketing
activities that children and young adolescents are exposed to basically help them to get
informed about the available products and offerings that they can choose from while making
a purchase decision. In addition to this, the advertising strategy of business entities also helps
284
285
Phillips and Stanton, “Age-Related Differences in Advertising.”
179
these individuals to carve out distinctive identities as they reach the adulthood stage 286. Goot
(2016) has stated in his book that marketers also need to consider how their advertising and
promotional strategy impact the older customers in the market setting. This is because older
adults make up a large as well as a lucrative market in the dynamic business landscape. The
manner in which they get affected by advertisements in the market climate can have a major
impact on how they react and make their purchasing decisions. The author has pointed out in
his work that the advertisements that appeal to them at an emotional level and are aligned
with their individual emotional goal have a major impact on them. Thus such advertisements
have a vital impact on the buying behaviours of the customers belonging to the older age
group287. Sood (2015) has stated in his research work that youngsters and teens are considered
to be a highly valuable customer segment for business entities, and the business entities
across a number of industries try to focus on them while sharing their message in the market
setting. Advertisements play a major role and convert teenagers into early adopters of
something new that has been introduced in the market setting. As this section of the market
audience is aware of the latest technological developments and advancements, they come
across numerous advertisements on a diverse range of communication mediums. Thus the
advertising message has a major role to play to mold the purchasing decision that is made by
them288. Thus advertisements play an integral role in the highly dynamic and competitive
market landscape. But the ultimate kind of effect and influence that the advertising strategy
has is molded by the age factor of the market audience.
286
“The Effect of Advertising on Children and Adolescents | American Academy of Pediatrics,” accessed January
8, 2021, https://pediatrics.aappublications.org/content/140/Supplement_2/S152.
287
Margot J. van der Goot, Eva A. van Reijmersdal, and Mariska Kleemans, “The Effects of Emotional Television
Advertising on Older and Younger Adults,” in Advances in Advertising Research (Vol. VI), ed. Peeter Verlegh,
Hilde Voorveld, and Martin Eisend (Wiesbaden: Springer Fachmedien Wiesbaden, 2016), 115–24,
https://doi.org/10.1007/978-3-658-10558-7_10.
288
Barve G Sood A, “Effects of Advertising on Youth (Age Group of 13-19 Years Age),” Journal of Mass
Communication & Journalism 05, no. 05 (2015), https://doi.org/10.4172/2165-7912.1000260.
180
5.7.1 Determination of how advertising mechanisms influence customers from various
age groups
The advertising approaches and techniques that are employed by the smartphone marketers in
Ranchi work at varying levels, and they have different impacts on consumers and how they
perceive such a form of communication. The next question that was asked to the respondents
mainly intended to get an insight into how they feel marketers try to interact and engage with
them. A majority of the respondents (12 number) had the view that the advertisements
pertaining to smartphones are designed specifically with the intention to persuade the
potential customers so that they will purchase the smartphone that they are offering in the
market setting. These respondents even believed that many business undertakings that were
offering smartphones were also doing a fairly good job and succeeding to persuade the target
market audience in the Indian city to purchase their offering instead of that of their
competitors in the market setting. 27 % of the respondents (8 number) had the opinion that
the advertisements were designed with the intention to reassure the market audience about
how their innovative offering could fulfil the unfulfilled needs of the existing customers as
well as the potential customers in the vast market setting. The comments that were made by
the research participants indicated that one of the key factors for the high reassurance element
in the advertising of smartphones is the intense level of competition that smartphone
companies face in the current times. 23 % of the respondents (7 numbers) stated that
advertisements had an impact on them as they played a key role in simplifying their overall
shopping experience while purchasing a smartphone. The further elaboration that had been
made by the research participants indicated that as they were able to get a detailed insight into
the technical improvements as well as design aspects, they were certain about what
smartphone model they wanted to purchase before making the buying decision. Out of all the
research participants, only 10 % (3 numbers) had the opinion that advertisements of
181
smartphones played a key role in moderating the prices of the innovative offering. The low
response towards this aspect indicates that smartphone advertisement plays a restricted role
when it comes to moderating the prices of the latest models in the market setting.
The secondary sources used while working on the research study have also shed light on how
the advertising mechanisms adopted by business entities in the market setting influence the
customers from varying age groups. For instance, Sood (2015) have highlighted in their
research study that age plays a critical role in molding how a business entity's advertising
strategy influences the market audience289. Furthermore, this demographic variable also
comes into play in order to impact the kind of effect that it has on the customers in the market
setting. In the study, the authors have pointed out that the age of a person can influence how
well the advertising strategy of a business entity is able to persuade him or her to take a
particular buying decision. It has been ascertained in the study that it is more challenging for
a business entity to persuade the younger market audience as compared to their matured
counterparts in the market.
Similarly, the age of the customers also comes into play and influences whether a marketer is
able to reassure them or not290. The kind of information and content that is shared by a
business entity in its advertisement plays a key role in affecting the shopping experience of
the customers, either in a positive way or a negative way. According to Abayi and Khoshtinat
(2016), the advertisements that customers come across in the market setting play a cardinal
role to gradually mold their buying behavior and the decisions that they take while
purchasing something in the diverse market setting 291. Thus, the information relating to the
research question that has been collected from the primary sources as well as the secondary
289
Barve G Sood A, “Effects of Advertising on Youth (Age Group of 13-19 Years Age),” Journal of Mass
Communication & Journalism 05, no. 05 (2015), https://doi.org/10.4172/2165-7912.1000260.
290
291
Mahsa Abayi and Behnaz Khoshtinat, “Study of the Impact of Advertising on Online Shopping Tendency for
Airline Tickets by Considering Motivational Factors and Emotional Factors,” Procedia Economics and Finance
36, no. 1 (2016): 532–539.
182
sources are aligned in nature. The advertisement strategy that is used as a vital
communication tool for a business entity plays a key role by influencing the customers in
diverse ways. The age factor plays a key role in shaping the kind of impact that
advertisements have on the market audience and customers.
Figure 4: Influence of Advertising mechanisms.
5.7.2 Impact of buying behaviors on the turnover of smartphone products
The next research questionnaire that was put forward to the research respondents was related
to how the buying behaviour that the customers exhibit impacts the sales turnover of
smartphone products in the market setting. A majority of the respondents stated that positive
buying behaviour that is exhibited by customers in the market has a favourable impact on the
sales turnover of smartphone products. It implies that when the customers make decisions
relating to buying a commodity or using it, such a decision is in the favour of the business.
Thus, it naturally has a positive impact on it. When the customers showcase positive behavior
towards a brand, they give it preference over its competitors in the industry. Such behavior
positively influences its sales turnover, which leads to better performance in the competitive
market setting. In the research study that was undertaken in Ranchi, 29 of the 30 participants
183
had the opinion that positive buying behaviour increases the sales turnover of smartphone
products. No research participant gave the opinion that the positive buying behaviour does
not increase the sales turnover of smartphone products. Only 1 research respondent believed
that the buying behaviour of the customers does not impact the turnover of smartphone
products in the market setting.
The secondary sources that have been referred to in the research study have also revealed that
the buying behaviour that is exhibited by the market audience plays a vital role for marketers.
Marketers need to get a detailed insight into the buying behaviour of the customers and the
underlying drivers that influence such behaviour. This is because it influences the things that
they purchase in the market setting 292. The customer buying behaviour concept is much more
than merely the approach that is used by the market audience while buying a product or a
commodity in the market landscape. The behaviour captures a number of latent elements such
as what, when, why, how much, and how often. The customer buying behaviour
fundamentally involves the entire process in which individuals or groups choose, utilize, and
dispose of services, products, and ideas so that their needs can be fulfilled. The reaction that
is exhibited by a customer in the market setting can give rise to serious implications for a
business that operates in it293. For example, if the customers opt for a Samsung smartphone
over the smartphone of the OnePlus brand, the decision acts in favour of the former business,
i.e., the Samsung brand. Due to the buying behaviour of the customers, the sales of the
Samsung get boosted as customers choose its products and offerings over its market
competitor, OnePlus.
292
36, no. 1 (2016): 532–539.
293
36, no. 1 (2016): 532–539.
184
Thus, in the highly dynamic and competitive market setting, consumer behaviour plays an
indispensable role in business entities. Markets need to approach the consumer buying
process as a learning process to get a detailed insight into how people buy, what they buy,
why they buy, etc. Since the buying behaviour of the market audience has a direct and
significant implication on the performance, especially the sales turnover, a holistic
understanding of the concept is necessary. The graphical representation that has been
highlighted below sheds slightly into the response given by the research respondents in the
Ranchi setting. A majority of them have the view that positive consumer buying behaviour
has a positive and favourable impact on the sales turnover of smartphone products in the
Ranchi market setting.
Figure 5: Impact of turnover of smartphone products.
5.7.3 Power of advertising and its impact on the sales turnover of a product
The next research question that was asked to the participants of the study was related to the
power of advertising tool and the role that it plays in the market settings to influence the sales
185
turnover of any product. A majority of the respondents who had taken part in the study that
made up to 73 % (22 numbers), had the view that the advertising strategy of a business entity
has a positive influence on its overall sales turnover and market performance. On the other
hand, 23 % (7 numbers) of the respondents had the opinion that the advertising strategy that
is used by business entities has a negative influence on the sales turnover. Only 1 respondent
stated that advertising does not have any impact on the sales turnover. The research question
also had an open-ended aspect to it so that the participants of the study could share and
present their justification regarding the topic that was being asked about. The explanation that
was shared by some of the participants sheds light on the fact that a majority of them believed
that the advertising strategy of a business is a powerful tool. This is because it helps to
strengthen the connection as well as the attachment between a marketer and the market
audience. Many of them stated that the overall effectiveness of the communication strategy
depends on the quality of the message that is being shared by the business and how much it is
considered to be valuable for the target market audience. For instance, in case a business
entity is not able to shed light on the unique technical features and functional aspects that its
new smartphone has, the customers might not be able to understand how it is different and
how it can create value for them. Thus, such an advertising or promotional approach might
not positively influence the sales turnover of the business entity. Some of the respondents
who had stated that the advertising strategy could have a negative impact on the sales
turnover have also justified their opinion. The main theme that was identified in their
explanation was related to the fact that advertisements could be ineffective in nature if the
right kind of message is not shared by business entities. The graphical representation sheds
light on the response while collecting the primary data in Ranchi city relating to advertising
strategy and sales turnover.
186
Figure 6: Impact of advertising strategy on turnover of a product.
The secondary data that has been collected pertaining to the research topic also sheds light on
the importance of advertising strategy in the prevailing business setting 294. According to
Mahsa and Behnaz (2016), there is a vital association between advertising and sales and the
profitability of a business entity. The marketing expenses that are incurred by a business firm
can play a major role in influencing its sales turnover that further has a significant impact on
the firm’s profitability and market performance. In this research, the studies have pointed out
that one of the main features of an effective advertising strategy is that the communication
must help the target market audience understand the information and message being shared
with them by the business entity. Thus, the transmission of the intended message needs to be
simple as well as effective in nature. These elements can make sure that the advertising
strategy has a positive influence on the sales turnover of a business entity. In case the
message that is being shared via the advertising strategy of a business entity fails to articulate
the necessary information in a clear and understandable manner, the entire purpose of the
294
36, no. 1 (2016): 532–539.
187
advertisement fails. Furthermore, the power of the advertisement strategy might be
ineffective as it might not have a constructive impact on the sales turnover and the market
performance of the business. Thus, the details that have been captured in the research work
help to get a better insight into the justification that has been shared by some of the research
respondents while collecting the primary data295.
5.7.4 Determining the relationship between advertising, buying behavior, and sales
turnover of business concerns
The next research question that had been asked to the respondents who had taken part in the
study was related to the association among a diverse range of components, namely the
advertising strategy of the business, the buying behavior of the customers, and the sales
turnover of the business. The purpose of asking the question was to get a detailed insight into
the perspective of the market audience in Ranchi about how advertising impacts their
behaviour which influences the sakes of a business. 20 participants who made up to 66.67 %,
believed that these three variables have a positive association with each other. But 3
respondents making up exactly 10 %, stated that there exists a negative relationship between
these variables. Ultimately, 7 research respondents believed that there does not exist any
relationship between advertising, buying behaviour, and the sales turnover of a business. This
question was very important for the research study as it would help to find the
interconnectedness between vital marketing variables, which finally has an impact on the
market performance of smartphone companies in India, more specifically in Ranchi. In the
research question, an open-ended question was included so that the participants could justify
their responses. Most of the participants who had stated that they believe there exists a
positive relationship among these variables mentioned that when they come across the
295
Agbeja, O.Johnson Adelakun, and Akinyemi Daramola, “Analysis of the Effect of Advertising on Sales and
Profitability of Company,” International Journal of Management and Network Economics 2 (March 29, 2019):
81–90.
188
advertisement of a smartphone, their brand awareness increases. The valuable information is
captured and highlighted in the advertisement, such as the product features, functional
aspects, pricing details, and other specifications that play a key role in influencing their
buying behaviour in the market setting.
Further, they added that when they showcase positive buying behaviour towards a
smartphone brand and purchase its offering, it naturally increases its sales turnover 296. The
respondents who stated that there exists a negative relationship between these variables
mainly stressed on the fact that a diverse range of factors come into play and not just the
advertising factor that influences the buying behaviour and the sales turnover of a business
entity. Some of the main factors that had been highlighted by them that diminish the
relationship between these three variables include the cultural background of a customer, his
income level, the influence of the family and social circle, loyalty towards other smartphone
brands, etc. Thus according to their justification, a customer does not merely take into
account the advertising strategy to make a buying decision. It is one of the factors that might
come into play in the buying behaviour process, but there exist other vital factors as well that
mold his or her purchase intention and buying behaviour. The respondents who had stated
that there does not exist any relationship between these variables shared similar kinds of
views. They further added that the market audience might take into account various factors
which ultimately frame their buying behaviour 297. Some of these factors are their lifestyle,
personality, economic situation, occupation, etc. For example, even if a person from a
middle-class background is highly impressed with the advertisement of the Apple iPhone, it
might be really difficult for him to buy it due to the high-cost factor. Similarly, even if an
296
36, no. 1 (2016): 532–539.
297
36, no. 1 (2016): 532–539.
189
iPhone user is influenced by the advertisement of a Samsung smartphone, he might not be
convinced of the new brand because of his loyalty towards the Apple Inc. brand. Thus, the
respondents stated that in the marketing environment, even if the advertising strategy of a
business plays a key role, it might not be successful to mold the customer behaviour in favour
of a specific smartphone brand which could ultimately influence its sales turnover in the
dynamic market setting.
Table 3: Relation between Advertising, Buying Behaviour and Pricing.
While analysing the primary data relating to the specific research question, a diverse range of
secondary sources have also been used to explore the topic. The role of advertising strategy is
highly cardinal in the business context as it can influence the customer buying behaviour in
many ways. For instance, it can influence existing customers as well as the potential
customers in the market setting by attracting their attention, increasing their level of interest,
and ultimately creating the desire to purchase the offering in the market setting. Thus, once
the customers make the purchase decision and go ahead with it, the sales turnover of the
specific business entity automatically increases. Thus, according to the research study, there
190
exists a positive association between the variables, namely the advertising strategy of a
business entity, the buying behavior of the market audience, and the sales turnover of the
business298. According to Fatima and Lodhi (2015), for many decades, marketers have been
using the advertising strategy for the purpose of influencing the buying behaviour of the
customers in the market backdrop299. It is one of the key factors that can shape the buying
behaviour and the purchase intention of the target market audience. This is because it has the
ability to create or increase the level of awareness of a brand and mold the perception of the
customers towards the business in a favourable manner. The team of researchers have pointed
out in the research study that the advertising strategy that is used by a business entity can be
used as a powerful and effective tool in the highly competitive business landscape which can
help to raise the consumer awareness300. The awareness relating to a brand and/or its offering
can further come into play and influence a customer to make a purchase decision which can
increase the sales turnover of the particular business undertaking. But in the research study,
the researchers have also pointed out the fact that the content, as well as the ingredients that
make up the advertising strategy of a business, have the ability to mold the perception of the
market audience in a positive or negative manner. Thus, marketers and business entities need
to be extremely cautious while designing their advertising strategic approach so that it can
have a positive and constructive impact on the customer buying behaviour and the sales
turnover301.
5.7.5 Impact of Covid-19 on smartphone buying behaviour
A specific question relating to the ongoing coronavirus pandemic was integrated into the
research questionnaire. The objective was to get a detailed and genuine insight into whether
298
Samar Fatima and Samreen Lodhi, “Impact of Advertisement on Buying Behaviours of the Consumers: Study
of Cosmetic Industry in Karachi City” 4, no. 10 (n.d.): 13
299
Ibid
300
Samar Fatima and Samreen Lodhi, “Impact of Advertisement on Buying Behaviours of the Consumers: Study
of Cosmetic Industry in Karachi City” 4, no. 10 (n.d.): 13.
301
Ibid
191
the event had any kind of implication on their buying behaviour and purchasing decision-
making process in the market setting or not. The graphical representation given below
highlights the response given by the participants of the research study in Ranchi city.
Table 4: Effect of Covid-19 on buying behaviour
A majority of the participants, i.e., 25 numbers, gave the opinion that the ongoing pandemic
had a major impact on how they made their purchasing decisions relating to smartphones.
Only one out of the total research respondents stated that the impact of the ongoing pandemic
was low while making decisions regarding buying a smartphone. 4 participants of the study
said that the impact of the ongoing pandemic was moderate in nature while making
smartphone purchasing decisions. This question also had an open-ended part so that the
participants could elaborate on how the ongoing occurrence in the social setting impacted and
influenced their buying behaviour. The participants who had stated that the Covid-19
pandemic had a high impact on their smartphone buying behaviour pointed out that
smartphone was a commodity relating to luxury, so they had to cut spending money on such
items and instead tried to spend money on basic essentials. Furthermore, these participants
also stated that the pandemic had brought their professional life to a standstill which had
192
negatively impacted their earning capacity. The coronavirus pandemic had given rise to
serious financial constraints. The severe lockdown restrictions further made it difficult to
resume their work and further added to the monetary challenges. Thus, the entire pandemic
event had a high level of impact on the people, not just relating to their buying behaviour but
other aspects of life as well. The respondents who stated that the pandemic had a moderate
impact on their smartphone buying behaviour pointed out that they did not face any financial
challenged to make such purchases. But their ability to make the purchase was affected due to
the restrictions that had been imposed by the government. Some of the participants
specifically resented the instance that as the government had only allowed trading of only
essential commodities and services in the market setting, they were not able to purchase
smartphones which impacted their buying behaviour.
The input that has been collected in the primary data has also been supported by the
secondary data that has been collected in the research study. A diverse range of researchers
has conducted studies to comprehend how the ongoing outbreak has affected and impacted
the buying behaviour of the customers in the market setting. Sheth (2021) has pointed out in
his research study that the ongoing Covid-19 pandemic coupled with the lockdown and social
distancing guidelines has led to a major disruption in the consumer habits of purchasing and
shopping. In this research, the authors have pointed out that in order to adapt to the prevailing
market landscape and meet the essential needs in the best way possible, the members of the
market audience are making all kinds of efforts to improvise and learn new buying habits. For
instance, customers are supposed to make sure to follow the new regulations and guidelines
that have been imposed by the government and make their purchasing decisions. As
smartphones are not considered to be essentials, the level of purchase of these market
offerings has been affected due to the changed buying behaviour of the target market
audience. In the current times, the market audience is coping with the evolving market
193
landscape by adapting to the new regulations revolving around shopping and purchasing 302.
Research work that has been carried out to assess the buying behaviour of the market
audience in the Coronavirus pandemic times has revealed that customers have been making a
shift with regards to their buying behaviour. There are a number of markets that deal in food,
hand sanitizers, etc., where the overall market demand has increased. On the other hand, there
are also other markets such as the tourism and hospitality industry and other industries that
offer luxury items where the level of demand has steeply declined during the ongoing
pandemic. According to Debnath (2020), the novel coronavirus pandemic has also had a
severe impact on the underlying elements that influence the buying behaviour of the market
audience303. The author has pointed out in her research study that the pandemic has impacted
the level of awareness that the customers have towards new offerings that are introduced in
the market setting. As customers have a restricted amount of money to take care of their basic
needs, they have been shifting their attention to essential items, commodities, or services in
the market setting instead of shifting their focus on new offerings. The audience has been
taking cautious measures while making their purchasing decisions, which have also impacted
various businesses across a diverse range of industries and sectors. The data that has been
captured from the diverse range of secondary sources support the primary data that has been
gathered from the respondents belonging to the Ranchi city. The Corona virus pandemic has
not only taken up the form of a major public health issue of the current times, but it has also
had an impact on a broad range of other areas. Businesses, organizations, and individuals
have been impacted by the ongoing crisis situation that has resulted from the Covid-19
pandemic. The business landscape across different industries has undergone a major
makeover because of the ongoing pandemic. The high degree of fluctuation in terms of the
302
Sheth Jagdish, “Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?,” accessed
January 8, 2021, https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7269931/.
303
Sucharita Debnath, “Impact of COVID-19 on Consumer Purchase Behaviour in Retail Sector - Study Based in
Kolkata Area,” SSRN Scholarly Paper (Rochester, NY: Social Science Research Network, June 24, 2020),
194
market demand can be attributed to the changing buying behavior of the target audience in
the market setting. The smartphone market has been significantly affected due to the Corona
virus pandemic as there has been a major change in the level of demand which is the result of
changed buying behavior in the market setting.
5.8 Ethical Considerations
Ethics is considered to be a very critical element while working on a research study. Research
ethics fundamentally provide guidelines for carrying out responsible study to arrive at
genuine research findings. Apart from this, it also educates as well as monitors the
researchers working on the study to follow high ethical standards. Some of the key ethical
elements that are given high priority while conducting a research study include honesty,
integrity, objectivity, carefulness, confidentiality, openness, respect for intellectual property,
responsible publication process, responsible mentoring, showing respect to colleagues, social
responsibility, non-discrimination, legality, and the protection of the basic human rights.
Each of these ethical elements plays an integral role throughout the research process and has
a major impact on the quality of the study304. Some of the key recommendations that can help
researchers to steer clear of the ethical dilemma. These ethical recommendations include
discussing intellectual property aspects frankly, being conscious of multiple roles in the
research setting, following the basic rules relating to informed consent of the respondents and
participants of the study, respecting the confidentiality and privacy aspects throughout the
research study, and taking into account the ethical resources to identify their ethical
obligations. These fundamental ethical aspects must be given high priority by researchers
irrespective of the topic and subject that is being explored and investigated by them. The
304
Amandeep, Varshney, and Aulia, “The Impact of Advertising on Consumer Purchase Decision with Reference
to Consumer Durable Goods in Oman.”
195
focus on these ethical components can help researchers to conduct an authentic and genuine
research study.
While working on a research study, an honest and sincere approach is necessary at each and
every stage, starting from data collection, to the adoption of methods and procedures, data
analysis, and arriving at results. In this research, the authors need to ensure that no step is
falsified or no data is misrepresented in any manner. Maintaining integrity in the research
process is of paramount importance. This is because it ensures that the promises are kept by
the research team while working on the research topic. Researchers need to strive for
consistency and uniformity so that the research process will not be adversely affected in any
manner. In order to make sure that a research study is carried out in an objective manner, it is
necessary for researchers to see to it that there exists no form of bias or prejudice. In fact,
there should be no bias or prejudice relating to the research design, analysis of data,
interpretation of data, reference of peer review work, and other aspects relating to the
research study. The consequences of a research might be severe for a number of stakeholders.
Thus researchers need to carry out the study in a careful and cautious manner 305. A careful
behaviour while working on the research study can also help to avoid mistakes and errors.
Apart from this, it can also help to avoid any kind of neglectful behaviour in the research
study that could have an adverse impact on the research outcome. Having an open attitude
while working on a research topic can also help to carry out the work in an ethical manner.
The openness towards criticism as well as a useful piece of advice can help to enhance the
research process and thus arrive at an accurate and genuine outcome of the study. In case any
kind of intellectual property is involved in the research process, it is the duty of the
researchers to respect the copyrights and honour the patents. No unpublished data should be
used or published without taking the requisite permission from the suitable individuals.
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While adopting an ethical approach in the research process, it is necessary to take into
account the responsibility of the researchers towards the research participants and
respondents. The confidentiality and privacy aspects of these individuals must be maintained
throughout the research study. For example, the personal details such as the name,
occupation, age, and other sensitive details of the individuals who have taken part in the
study must be protected at all costs. Similarly, the researchers need to ensure that the data that
has been collected by them for the purpose of analysis, as well as further evaluation, cannot
be accessed by any third-party. No form of discrimination must be there while working on the
research topic on the grounds of gender, race, culture, colour, religion, ethnicity or other
factors. Such a form of prejudiced behaviour needs to be avoided in the research process to
ensure that the study is carried out in a fair and genuine manner306.
While working on the market research relating to the topic ‘Impact of advertisement on
buying behaviors of Smartphone among various age groups’ an ethical and professional
approach was adopted. The objective was to make sure that a sincere and genuine process is
implemented so that the actual impact of the advertising function on the buying behaviour of
people who purchase smartphones in the Ranchi city could be thoroughly analyzed. The
entire research study was carried out in an honest manner as the outcome of the study would
have a significant implication for the organizations that function in the smartphone industry
in India, especially in Ranchi. Each step was carried out very honestly, starting from the
collection of raw data, implementation of methods, use of secondary data sources, to the
analysis of the collected data, their interpretation, and presenting the outcome of the research
study. Similarly, special measures were taken so that there would be no form of bias
behaviour while working on the market research study. Factual details and evidence were
used throughout the research study so that the personal views or opinions would not
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manipulate the study or its findings in any manner. All the aspects and processes pertaining to
the research study were carried out objectively in order to get a true and genuine picture
relating to the research topic. Another important ethical principle that was given high priority
while working on the research study was carefulness. The anonymity of the participants from
whom the primary data was collected was very strictly maintained. They had been assigned
codes so that no personal details such as name, age, etc., could be linked back to them in any
manner. The collected data, including the secondary data as well as the primary data, was
carefully collected and identified so that accurate and precise conclusions could be drawn
from them. No kind of discrimination was done while working engaging with the participants
of the research study.
Ethics formed an integral aspect of the research study and acted as guidance. According to
Schmidt (2010), it is quite natural for researchers working on marketing research to encounter
ethical issues and dilemmas. It is necessary to address these concerns as they could defeat the
entire purpose of carrying out the research study. Ethical considerations must be given high
priority as they can play a key role to ensure that unethical and unprofessional approach
towards the research study is avoided at all costs 307. As a comprehensive ethical process was
deployed while working on the research topic, the entire study was ethical and genuine in
nature.
6 Analysis of Data
The data analysis that has been carried out is a vital component of the research study as the
outcome of the study is based on the analysis and examination. The data analysis process can
be defined as the application of logical and/or statistical techniques for the purpose of
describing, illustrating, condensing and evaluating the collected data. The data analysis
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“Ethics in Marketing Research - Schmidt - 2010 - Major Reference Works - Wiley Online Library,” accessed
January 8, 2021, https://onlinelibrary.wiley.com/doi/abs/10.1002/9781444316568.wiem02003.
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process is indispensable while working on a research study. In fact, the study cannot be
complete unless and until the collected data has been analysed to draw some kind of relevant
meaning from it. In the research study on the topic ‘Impact of advertisement on buying
behaviours of Smartphone among various age groups’ both the primary as well as the
secondary data have been thoroughly investigated and analysed. The purpose of such a
process is to understand the exact role that the advertising strategy of a smartphone company
plays to influence the purchasing intention and buying behaviour of the customers in the
Ranchi city. Further, the analysis of the collected data in the research study has also shed
light on how the age of the existing customers as well as the potential customers comes into
play to mold the impact of smartphone advertisements.
While working on the primary data that was collected from the residents of Ranchi city, a
number of themes have been identified in the study. For instance, the data that was collected
from the research respondents indicated that advertisements of smartphones help them to get
an insight into the new features that the marketer has to offer to them. Since technology is
evolving at a very rapid pace, the companies that offer smartphones are using these elements
to offer something new and valuable to the market audience. The advertisements that are
designed by the marketers play a major role and help the audience to be better aware of the
offerings and other features of the smartphone308. Similarly, the secondary data that has been
collected while working on the research study has also shed light on the vital role that
advertisement plays to connect marketers with the customers in the diverse market landscape.
This communication platform helps them to interact and engage with one another, which
further influences their association and the customer behaviour and purchasing decision-
making process. The research study has also highlighted that the effectiveness of an
advertisement strategy mainly depends on the quality of the content as well as the
308
Ingavale, “Impact of Advertisements on Purchase Decision of Youth with Reference to Consumer Goods.”
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information that is shared by a smartphone marketer. In other words, the information that the
existing customers or the potential customers come across needs to be of some value for them
so that the advertising strategy can have a positive impact on their perception of the brand
and the overall buying behaviour that they exhibit towards the smartphone brand and its
offerings309.
Another important theme that has been identified in the study relates to the age factor of the
market audience. The role and overall effectiveness of the advertising strategy of a
smartphone business entity has a vital link with the age of the audience. Even though
marketers and business entities do not have any kind of control over this macro factor, they
need to carefully design the advertising communication so that it can be relevant for the
market audience and it can influence their buying intention and their purchasing behaviour in
favour of the specific smartphone business entity. The connection that exists between the
advertising and promotional strategy of a smartphone business and the customers plays a
cardinal role as it can influence the sales performance of a business. In the highly competitive
business setting of the 21st century, the advertising strategy talks up the role of vital strategic
communication tool for a business as it can mold its market performance as well as sales
turnover. The primary data that has been captured while working in the research study has
shed light on how the advertising strategy of a smartphone business entity has the ability to
persuade, reassure or simplify the shopping experience of the market audience. The
secondary data that has been collected has also highlighted the fact that advertisements play a
multidisciplinary role in the prevailing market setting and can have a major impact on how
the business performs and interacts with the existing customers as well as the potential
customers in the market setting. The themes and patterns that have been captured from the
collected data have been used to understand the power and scope of advertising strategy for
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200
smartphone companies. Further, the analysis that has been carried out has played a vital role
in addressing the research questions in a simple and comprehensible manner. The core
themes that have been found in the study have been elaborated in detail. As the entire
research topic is very vast and it plays a very important role in the existing business
landscape, all the details that are of relevance in the study have been taken into consideration
for the purpose of data analysis and evaluation. Both the primary data as well as the
secondary data that had been collected have been thoroughly analysed to arrive at a
comprehensive and holistic inference. The collected data have been used together so that the
second-hand data can complement the primary data and help in the simpler understanding of
the input that has been presented by the respondents of the research study. Various kinds of
associations have been pointed out in this segment of the study so that it will be easier to
understand how advertising has become an indispensable tool for smartphone companies in
the competitive business climate.
6.1 Importance of advertising
The concept of advertising has always played a vital role in the market setting. The secondary
data that has been collected shows that advertising is a key component of the marketing mix
that acts as the backbone of the communication strategy of a business entity, irrespective of
the industry or sector in which it operates. In fact, it acts as one of the most vital elements
that link a business with the target market audience. Many authors and researchers such as
Terkan (2018) have pointed out that the advertising strategy of a business entity primarily
helps it to promote as well as publicize its offerings, including products and/or services 310.
The author has further pointed out in the highly unpredictable and competitive market arena;
marketers try to introduce creative advertisements so that the communication can have a
310
201
greater degree of impact on the intended market audience 311. The kind of product that a
business entity is involved in, plays a vital role to decide the kind of advertising medium that
is chosen for the purpose of engaging with the existing customers as well as the potential
customers in the market setting312. According to the author, different business entities design
and manage their advertising strategies in different ways. The marketing mix component is
considered to be a vital tactical tool that has a key influence on a business and its market
performance. One of the integral elements of the marketing mix tool is the advertising and
communication component. The advertising strategic approach acts as the chief promotional
approach, which helps business entities to shed light on the merits or core attributes of the
offerings. Even though the advertising strategic approach that is adopted by business entities
might vary to a great extent, but their fundamental purpose remains the same, i.e., to
communicate with the target market audience about the core business offerings and how it
creates value for them313. The former research studies that have been carried out in marketing
and advertising shed light on the significance of these elements for business entities. These
elements have played a vital role in the business landscape, but the high intensity of
competitors and the high level of uncertainty have further increased their relevance as well as
value for the marketers.
The response collected from the participants of the study in the Ranchi city has shown that
the details and information shared by a business in the advertisement play a key role and help
them get a detailed insight into what the brand has in store for them. The respondents have
pointed out that some of the key elements that influence them in the market setting are the
price factor of a smartphone, the value that they can derive from the market offering, and the
311
Remziye Terkan, “Importance of Creative Advertising and Marketing According to University Students’
Perspective” 4 (2014): 8.
312
Remziye Terkan, “Importance of Creative Advertising and Marketing According to University Students’
Perspective” 4 (2014): 8.
313
“(PDF) MARKETING AND ADVERTISING STRATEGIES,” ResearchGate, accessed January 8, 2021,
https://www.researchgate.net/publication/337145044_MARKETING_AND_ADVERTISING_STRATEGIES.
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attractive look of the product. Most of the marketers shed light on such information in their
advertising and communication strategy so that the customers can be aware of the basic
elements that matter to them and influence their buying intention and purchasing behaviour.
According to Bleier and Eisenbeiss (2015), in the technology-driven business setting,
marketers have the opportunity to use a diverse range of online advertising elements so that
they can tailor their message and advertising strategy as per the persona of the target market
audience314. When it comes to online advertising, marketers create the communication model
so that a sense of trust and bond can be created between the business entity and the intended
target market audience. The authors have highlighted in their research work that marketers
that operate in the prevailing business climate have realized the significance of advertising
strategy, especially the online advertising approach. This is why there has been a steady
growth in the overall level of online advertising.
Lane and Manner (2011) have highlighted in their research work that when it comes to
advertisements and promotional strategy that influence the smartphone ownership by
individuals, their personality plays a key role315. Thus the marketers need to design their
advertising and communication model by aligning it with the target market audience and their
unique and distinctive characteristics. The primary research study that has been carried out
has helped to understand that age is a vital factor that comes into play and has an impact on
how they perceive advertisements. But Lane has highlighted in his study that the personality
is also an equally important element that comes into play and can have a major impact on
smartphone purchase intention and smartphone ownership. For example, the people who have
the ‘extraversion’ trait are highly inclined to care about their social image and status, which
314
“Bleier: The Importance of Trust for Personalized... - Google Scholar,” accessed January 8, 2021,
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=https%3A%2F%2Fwww.sciencedirect.com
%2Fscience%2Farticle%2Fabs%2Fpii%2FS0022435915000263&btnG=.
315
Wilburn Lane and Chris Manner, “The Impact of Personality Traits on Smartphone Ownership and Use” 2,
no. 17 (n.d.): 7.
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influences the smartphone choices that are made by them. Advertisements play a key role and
help them to choose a product that is in sync with their outgoing personality and their active
social life. Similarly, the individuals who are open to new kinds of experiences opt for the
latest smartphone offerings in the market that come with new features, specifications,
technology, and functionality. The findings of the research study have shed light on the fact
that the personality of smartphone users comes into play and influences the smartphone
choices that they make while making their purchase decision 316. Thus, it can be understood
that even though the advertising strategy of a smartphone business plays a vital role, there
exist other factors as well that have the power to influence the impact of the advertising
technique.
Raza and Isa (2019) have stated that when celebrities are involved in the advertising strategy
of smartphone business entities, the overall impact of the tactic changes 317. Many advertisers
believe that when celebrities promote their smartphone brand and play a vital role in the
advertisement, the overall level of impact on the customers, increases to a substantial extent.
This is because it has a positive influence on brand recall as well as brand recognition. A
diverse range of research studies that have been carried out in the past also showed that
celebrity advertisements and endorsements play a cardinal role in influencing how the market
audience perceives a smartphone brand. In addition to this, it can also have a major effect on
their level of awareness relating to smartphone brands and it can help the brand by generating
the interest of customers towards its market offerings. When celebrities are involved in the
advertising or promotion strategy of a smartphone business entity, a diverse range of
variables come into play, such as the level of trust, familiarity, attitude, congruency,
expertise, experience, and other elements. It has been observed that the market audience is
316
Lane and Manner.
317
Muhammad Raza, Normalisa Md Isa, and Shamsul Huda Bt Abd Rani, “Effect of Celebrity-Endorsed
Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan,”
Journal of Management Sciences 6, no. 1 (2019): 15–29.
204
able to recall the smartphone advertisements where the celebrity endorsing it is attractive,
funny or expressive318. The author has carried out a research study to explore how the
advertising strategy of the Sony smartphone plays a key role in influencing its brand equity.
In the highly competitive business climate, most of the smartphone companies such as
Samsung, Sony, Lenovo, etc., are trying to enhance their overall brand equity in the dynamic
and competitive market setting. In the digitalized era, the tendency of the market audience to
use smartphones has substantially increased. This trend has increased the overall opportunity
for business entities that operate in the smartphone industry. But due to the attractiveness of
the technology-driven industry, the intensity of competition has also intensified like never
before. In order to have an edge over the market rivals, many smartphone companies are
using their advertising strategy as one of the most vital strategic tools. In the research work,
the author has primarily laid emphasis on the Sony brand, which is known to be one of the
most popular smartphone companies in the world. In order to remain an active player in the
competitive business arena, the brand has relied on its advertising and communication
strategic approach. The advertising strategy that is designed by a smartphone company,
whether effective or ineffective, plays a key role in influencing the brand equity and how the
brand is perceived by the target market audience. Thus, smartphone brands have to be extra
cautious while designing their advertising and promotion approach as it can have a lasting
and vital implication on their brand image and their overall performance in the competitive
market setting319. The Authors have pointed out that smartphone business entities have been
facing a number of challenges while advertising and promoting their brands. This is due to
the fact that dramatic changes and modifications have taken place in advertising channels in
the 21st century. In spite of these challenges and hurdles, marketers operating in the
318
Muhammad Raza, Normalisa Md Isa, and Shamsul Huda Bt Abd Rani, “Effect of Celebrity-Endorsed
Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan,”
Journal of Management Sciences 6, no. 1 (2019): 15–29.
319
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smartphone industry are trying to make the most of the advertising landscape so that they can
reach out to the target market audience in different ways and on diverse communication
platforms. In this research, the data shows that some of the key elements that have a
favourable impact on smartphone advertising attitude are context awareness as well as
advertising value. The differentiated and unique advertising strategic approach by business
entities that offer smartphones can play a vital role in giving them a competitive edge in the
market and positively impacting the target market audience. In this research, the studies show
that the overall impact of the advertisements designed by smartphone business entities can
increase if they can provide valuable and useful information for the target market audience.
This aspect of advertising strategy plays an indispensable role as it can help marketers to
effectively grab the attention of the existing smartphone users and the potential smartphone
users towards their market offering. Hence while engaging with the potential and existing
market audience, smartphone marketers need to lay emphasis on the advertising information
that is shared by them. Such an approach can help them to enhance the context-awareness
value, which can further influence the effectiveness of the advertising strategy of the business
entity320. Thus, the secondary data as well as the primary data that has been captured in the
research study showcase that advertisement is considered to be a very important strategic
function for business entities in the market setting, especially the smartphone business
landscape. Marketers consider it to be of cardinal importance as it enables them to
communicate with the target market audience and create a meaningful relationship with them.
On the other hand, the market audience also considers the advertising component of a
smartphone business entity to be important as it helps them to get a detailed insight into the
offerings that are being made by the brand. The response that has been given by the research
participants has helped to identify some of the key information that they consider to be useful
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in an advertisement. For instance, the message that is shared via advertisement of a
smartphone brand helps them to realize whether the product would be valuable for them or
not. In addition to this, the advertisement of the smartphone also helps them to take a closer
look at the attractive features and design of the smartphone. It has also been observed in the
study that the advertising strategy of a smartphone business entity can help to persuade and/or
reassure the target market audience. Apart from this, the advertising strategy of a business
also plays a key role as it can influence the overall shopping experience of the customers
when they purchase a smartphone in the market setting. For instance, the advertising that they
come across on television or other communication medium helps them to identify the exact
features and qualities that they are looking for in a smartphone. Thus, when they come across
these pieces of communication, their experience gets simpler, convenient, and better. Thus,
the research study has revealed that advertising is considered to be important not just for the
marketers that operate in the smartphone industry but is also regarded to be important for the
existing market audience as well as the potential market audience, in the smartphone business
landscape.
6.2 Diverse impact of advertising strategy on the market audience
In this research, the data captured has shed light on how advertising impacts the market
audience, their buying intention, and ultimate buying behaviour. Both the primary data as
well as the secondary data that have been collected have been thoroughly analyzed to get a
comprehensive insight into the advertising concept 321. The diverse secondary data that has
been used from a wide variety of resources has helped to get a bird’s eye view relating to
advertising and its overall impact on the customers in the market setting. On the other hand,
the primary data that has been collected from the respondents in the Ranchi district has
321
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helped to get a detailed insight into how the advertising strategic approach that is used by
smartphone businesses molds their buying behaviour and purchasing decision in the vast
market setting.
According to Ahmed (2013), the advertisement that is designed by business entities has an
impact on the market audience at different levels and in a different manner. The author has
pointed out in her research study that the advertisement can shape what the customers think
about the brand image. Some of the key factors that have been identified by Ahmed in her
work include celebrity endorsement in advertising, persuasiveness, and brand image. These
are the vital elements that have the capability to raise the intention of the market audience
towards a specific market offering and influence their ultimate buying behaviour 322. The
advertising strategy in business entities is considered to play a vital role as it takes the central
position that customers use to know about a business entity and its offerings for them 323.
Many research studies have also pointed out that the advertising strategy can have both
positive as well as negative impacts on a business entity. The overall success rate of such a
promotional tactic primarily depends on how effectively a business entity is able to share a
relevant message with the target audience so that it can create value for them. In addition to
this, the advertising strategic approach must be able to assist business entities to forge long-
lasting relationships with the existing customers and potential customers that are based on
trust and mutual understanding. In the intensely competitive market arena, a poor and
ineffective advertising approach could lead to a detrimental impact on a business entity. In
fact, it could also threaten the very existence of a business undertaking in the highly
unpredictable and competitive business landscape. According to a news report, the amount of
322
323
“(PDF) Impact of Advertising on Consumers’ Buying Behavior through Persuasiveness, Brand Image, and
Celebrity Endorsement,” ResearchGate, accessed January 8, 2021,
https://www.researchgate.net/publication/296204657_Impact_of_Advertising_on_Consumers'_buying_behav
ior_through_Persuasiveness_Brand_Image_and_Celebrity_endorsement.
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money that the Samsung brand spends on its marketing and advertising strategic approaches
rarely produce the desired results in terms of sales turnover of the brand. The South Korean
technology giant is known to make a significant amount of investment in its advertising and
publicity activities. The ultimate intention of the business entity is to strengthen its brand
image in the competitive business landscape and have a competitive edge over other players
that operate in the industrial setting.
The diverse range of secondary data that have been captured in the research study sheds light
on a number of practical examples where the advertising strategic approach of a business
entity can have an adverse impact on its core activities and functions. When marketers share
their message in the form of advertisement, it is very important to make sure that the intended
message is sent across in a clear and simple manner324. The poor message delivery could
defeat the entire purpose of the advertising and communication strategy. In addition to this, it
could also have a negative impact on the brand image and reputation in the competitive
market arena. The example relating to the Samsung brand that has been highlighted in the
above section shows that in spite of spending a lot of money on an aggressive advertising
approach, the South Korean tech brand has not been very successful in generating substantial
returns. Ramu and Sabikshaa (2018) have highlighted in their research study that for each and
every brand, including Samsung, advertising strategy acts as a vital promotional tool that can
help in achieving the organizational goals and objectives325. In this research, the work shows
that to ensure that the ultimate advertising needs are fulfilled, business entities must ensure
that the target market audience responds to the shared message in the planned manner. In case
the advertising strategy or the communication message that is shared through advertising
does not have the desired impact on the potential customers or existing customers, the
324
325
P Subikshaa and Murugan Ramu, “A Study on Advertisement Marketing Strategy on Samsung Smart
Phones,” n.d., 8.
209
performance of the business entity could have a direct impact. According to the authors, the
advertising strategy that the Samsung brand adopts while promoting its smartphones in the
market setting plays a key role in molding the behaviour that is exhibited by the market
audience and customers. The findings of the research study have indicated that many
customers are aware of the Samsung brand and its offerings in the market offerings because
of the advertisements that they come across on television and other communication media.
This indicates that the advertising strategy of the Samsung brand has helped it to strengthen
the brand awareness in the dynamic and competitive market environment 326. Even though the
Samsung business entity has been able to strengthen its overall brand awareness thanks to its
advertising strategy, it has also been heavily criticized due to its poor and ineffective
advertising approach on a few occasions. For example, the Samsung brand came under fire
because of poor and blatant product placement in a number of behind the scene videos while
working on a short-film contest finale. This simple example shows that even though Samsung
is known to be a global brand, it has also taken poor advertising decisions that have not been
aligned with the business strategy and goals. Ramu (2018) has pointed out in his research
work that the advertising strategy of a business entity could have a diverse range of impacts
on the target market audience 327. But the marketer needs to mainly focus on the key elements,
namely inform, remind and persuade. The inform element basically revolves around raising
the level of awareness of the market audience. It can help to establish a competitive
advantage for a business entity in the highly dynamic as well as unpredictable market
landscape. The persuasion element basically relates to generating a moment response so that
the market audience will be influenced to purchase the offerings of the business firm.
Ultimately, the reminding aspect makes sure that the business undertaking is able to take care
of the enthusiasm as well as the interest relating to the offering, which could be a product or a
326
P Subikshaa and Murugan Ramu, “A Study on Advertisement Marketing Strategy on Samsung Smart
Phones,” n.d., 8.
327
210
service. These are the key elements that the advertising and promotional strategy of a
business undertaking must be able to accomplish so that it can help the firm to reach the
business goals and objectives.
In the smartphone business landscape, there exist a number of business entities that have
failed miserably to create a favourable and impactful advertising strategy which further had
an adverse impact on their overall market performance. One of the smartphone brands is
Blackberry. There was a time when the brand was ruling the mobile business setting. But
very soon, it faded from the market scene. In fact, today, it hardly has a presence in the
market. Many experts have criticized the advertising strategic model of the business entity
because of its lack of cohesiveness and uniformity 328. The marketing, especially the
advertising tactic, has failed to grab the attention of the market audience. In the initial phase,
the business entity had succeeded in building on the overall popularity of its communication
devices. But the brand failed to catch up with other smartphone brands such as Apple Inc. and
Samsung Electronics introduced new touch screen phones, which were highly popular among
the target market audience. The problem that was faced by the Blackberry brand further got
intensified due to its poor advertising strategic approach. For example, in one of the
advertisements of the Blackberry brand, a woman was shown saying that it would be very
difficult to write one thousand emails on a touch screen. But just after two months of the
advertisement release, the Chief Executive Officer of the Blackberry brand, Thorstein Heins,
made the announcement that the first BB10 that would be released in the market setting
would be a touch screen. Such a strategic move by the brand defeated the very purpose of the
previous advertising strategy, where the concept of touch screen was being criticized. This
example shows that the lack of consistency, uniformity, and cohesiveness in the advertising
strategy and the message that is being communicated by a business entity can have an
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adverse impact on its brand value as well as goodwill. The case of the Blackberry brand
shows that there was an absence of clarity in the overall brand messaging that was made by
the business entity. The inconsistency in its advertising strategy showed that the brand was
itself not sure about what it believed in and how it wanted to create value for the intended
target market audience. This real-life example sheds light on the fact that poor advertising
strategy by a business can lead to a negative impact on the customers, and they can shift their
loyalty towards other smartphone brands with which they can develop a sense of association
and closeness329.
The primary data that has been collected from the respondents in the Ranchi city has revealed
that mostly the impact of the advertising strategy of a smartphone business entity is positive.
But there are other occasions as well when such a strategy has a negative impact or no impact
on the target market audience. The overall impact of advertisement of a business mainly
depends on the kind of message and content that the business entity is sharing with the
potential customers or the existing customers in the market setting. For example, when a
business entity tries to share the same message with the market audience that it has already
shared with them, the communication approach might hardly impact them and their
purchasing behaviour. On the other hand, when a business fails to share a consistent and
uniform message with the target market audience about how it plans to create value for them,
it can give rise to doubts in their minds. In addition to this, the perception that they have in
their mind towards the brand might change for the worse. Thus, in the highly competitive and
dynamic business climate, marketers who operate in the smartphone industry need to be very
cautious while planning the advertising strategic approach as well as the message that they
intend to share with their potential customers and the existing customers in the market
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setting. These elements have the power to influence the market audience in a favourable or an
unfavourable manner. The advertisement that is designed needs to be used as an opportunity
to engage with the audience and create or strengthen the relationship with them. When the
advertising strategic approach of a business entity fails to have any kind of impact on the
target market audience, it is a lost opportunity. It could haunt the business entity in the future
as its rivals in the industrial setting could try to snatch away its customers by designing a
better advertising strategy where they highlight the value that they have created for the
market audience. The case of the Blackberry brand shows that when the brand was not sure
about the message that it wanted to share through its advertising strategy about the touch
screen concept, its rivals such as Apple and Samsung were creating new and improved
smartphones. In addition to this, these business entities also made sure that the market
audience was aware of their latest offerings that they had designed for them and how they
could create value for them330.
6.3 Role of the age of the market audience
A vital component that the research study has been able to capture relates to the age factor
and how it comes into play in the advertising domain. Both the primary data as well as the
secondary data that have been used in the research study have shed light on the fact that the
age factor plays a key role and influences the overall effectiveness or ineffectiveness of the
advertising strategy of a business entity. Furthermore, the age of the target market audience
also plays a vital role in influencing how they reach to advertising strategy of smartphone
brands and the ultimate buying decision that they make. The studies that have been referred
to while working on the research study show that age is one of the most cardinal elements
that come into play and influences how the market audience perceives advertisements that are
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showcased by business entities offering smartphones in the market. Former research studies
indicate that it is easier for the younger market audience to recall the details that have been
highlighted in an advertisement of a brand. But it does not imply that it is easier to persuade
them to make a purchase decision. On the other hand, the older market audience finds it
challenging as compared to their younger counterparts to remember what has been
communicated in an advertisement of a business entity.
Nevertheless, it is easier for business entities to persuade this section of the audience in the
market settings to make a purchase decision. This shows that age is a critical factor that
marketers need to give high priority to while designing their advertising and promotional
strategic approach. Studies show that the age of a person is a vital demographic variable that
has the power to influence how well the advertising approach of a business undertaking is
capable of persuading the customer while he is making a purchasing decision in the market
setting. It has been determined that the people who are younger cannot be easily influenced or
persuaded to make their purchasing decision. Marketers need to carefully design the
advertising technique as well as the information and the content they resent in their
advertisement so that they can influence this section of the market audience 331. The primary
research study that has been carried out for the purpose of assessing the impact of
advertisement on the buying behaviours relating to the smartphone among various age groups
shows that age is a key factor. The data that has been collected by conducting the primary
research study has revealed that the advertisement strategy of a smartphone business entity
could persuade, reassure, simplify the shopping experience of the customers and moderate the
price factor for them, depending on the age factor of the target audience in the market setting.
The former studies indicate that persuading the younger audience is not an easy task for a
business entity, but it is easier to persuade a matured customer while he or she is making a
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purchasing decision. Thus, the study has revealed age to be a cardinal variable that comes
into play and influences how the advertising strategy of a smartphone brand impacts the
customers in the market setting and the ultimate buying decisions that they make regarding a
smartphone.
Interlink between the age factor and the impact of the advertising strategy of
smartphone business firms
The other important area that has been critically explored in the research study relates to the
association that exists between the age factor of the target market audience and the impact of
the advertising strategy that is adopted by business firms offering smartphones in the market
setting. Cartocci et al. (2016) have highlighted in the research study that while coming across
an advertisement, the age-related effects must be taken into account by business entities 332.
Such an approach can play a vital role and help to design the right kind of advertising
strategy and the appropriate kind of message that will have relevance for the intended
audience in the market environment. In this research, the authors have highlighted that some
kinds of advertisements could have more impact on older adults, whereas other kinds of
advertisements could have more impact on younger adults. For instance, the advertisements
that shed light on new and improved kinds of technical specifications and functional aspects
might have a major impact on the younger market audience, and it could also play an integral
role in molding his or her purchasing behaviour while buying a smartphone. On the other
hand, the details relating to the functional elements as well as the technical characteristics
might not have much relevance for an older adult who is not very inclined towards
technological innovation in smartphones. This example shows that age is a vital factor, but
there is also another factor that can mold the impact of the advertising strategy of the business
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Neuroscience, vol. 2016, Article ID 3795325, 10 pages, 2016. https://doi.org/10.1155/2016/3795325
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entity. The factor relates to the interest and inclination towards technology. Since the research
study mainly lays emphasis on the age factor, other factors have not been taken into account
as they are beyond the scope of the research study.
The primary research study has also highlighted the fact that the age has a vital connection
with the impact of the advertising strategy of a smartphone business. This aspect needs to be
taken into account by the business entities that function in the competitive and dynamic
industrial setting. It can play a vital role and help them to design the advertising and
communication strategic framework that they design to influence and inform the target
market audience. The study has revealed that age is a very important demographic variable
that comes into play and influences the customers and the decisions that they make while
purchasing a smartphone in the market setting333.
The captured primary, as well as secondary data, have revealed that advertising strategy that
is designed by the business entities that offer smartphones plays a vital role in the market
setting. It acts as one of the chief communication and promotional tools that come into play
to increase the level of awareness of the market audience when a new offering is introduced
in the market setting by a business firm. But the scope of the advertisement is very vast. Thus
marketers need to lay emphasis on various elements such as the medium that is used to share
the advertisement message, the kind of information that is shared with the intended market
audience, and many other factors. In the highly dynamic as well as the competitive business
landscape of the 21st century, marketers need to act in a strategic and cautious manner so that
their advertising strategy can be used by them to give them a competitive advantage against
their industry rivals. One of the chief factors that have been identified in the primary as well
as the secondary research revolves around the age factor of the target market audience 334. The
333
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2021, https://www.hindawi.com/journals/cin/2016/3795325/.
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age of the customers plays a key role in influencing how they perceive the advertisement of a
smartphone brand in the market setting. In the dynamic market landscape, the age of the
existing customers, as well as the potential customers in the market setting, need to be taken
into account. In fact, on the basis of this element, the marketers need to shape their
advertising and promotional model so that the desired kind of impact can be generated in the
specific market audience, which will be in their favour and can give them a competitive edge
over their industry rivals. Such an approach is a necessity in the unpredictable business
context as it can help them to use their advertising technique as a strategic tool to influence
the behaviour of the customers and the decisions that they make while purchasing a
smartphone in the market setting335.
Impact of Corona virus on buying behaviour
In the research study, special attention was given to the corona virus pandemic that has
brought the existing business scene to a grinding halt. This pandemic has had a major impact
on the business landscape, and its implication can be felt across a diverse range of industries
as well as sectors all across the globe. A diverse range of research studies has been carried
out that shed light on the impact of the ongoing pandemic on the existing business landscape.
A majority of the research studies indicate that the pandemic has exposed the weakness and
vulnerability of the business participants that function in the prevailing market landscape.
The infectious nature of the virus, coupled with the strict lockdown and social distancing
restrictions that have been imposed by the government across different regions, has been a
major blow for many business entities in different market settings. This aspect was given
great attention in the research study as the pandemic is ongoing in the current times, and it is
still giving rise to serious consequences for business entities across different markets,
including the smartphone market setting. Due to the pandemic, the behaviour of the vast
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market audience when it comes to buying has significantly changed. Such a change has had a
major impact on the market performance and sales of the business firms. Some of the key
industries and businesses that are at the receiving end due to the corona virus pandemic
include the hospitality and tourism industry and the businesses that are involved in selling
luxury items such as electronic items such as television, smartphones, laptops, etc. Both
primary and secondary data were collected on the impact of the corona virus pandemic. The
objective was to get a detailed insight into how the ongoing outbreak has influenced the
buying behaviour as well as the spending pattern of the target market audience while making
the purchasing decisions. While collecting the primary data, an open-ended question was
asked relating to the pandemic so that the respondents in the Ranchi city could give a genuine
response to the question336. The data that has been collected and analyzed shows that in the
current market landscape, the pandemic is considered to be one of the most influential factors
that the market audiences take into consideration while making purchasing decisions. As the
pandemic has had a major impact on the lives of people at different levels, including the
personal level as well as at the professional level, people are cautiously spending the amount
of money that they have so that they can avoid the unnecessary spending of financial
resources in such trying and challenging times. Studies indicate that most of the business
entities have been affected due to the on-going pandemic. Due to the strict government rules
and regulations relating to social distancing to curb the spread of the infectious virus, the
manufacturing and production activities have come to a grinding halt. The matters have
become worse as the demand in the market setting has also been hit very badly. The manner
in which people spend their money and make purchasing decisions and buying behavior have
dramatically changed during the outbreak. In fact, people have been avoiding to spend money
on non-essential items such as smartphones, and it has taken a major toll on the performance
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of the businesses in the competitive and dynamic industrial setting. In addition to such kinds
of challenges as well as complexities, the supply chain operations have also been affected as
the transportation and movement of equipment have been severely affected in various
locations due to strict travel bans and restrictions. A recent report shows that a large number
of business entities across different nations have been affected by the on-going crisis. In fact,
the impact has been so serious on nature that the very existence, as well as sustainability,
have been threatened. In such complex and hard times, business entities are trying very hard
to revive themselves and their business operations so that they will be able to survive in the
market setting and adapt to the new and challenging business landscape that the corona virus
pandemic has given rise to337.Some of the latest reports that have been prepared specifically
shed light on the changed customer attitude and behaviour that has molded how they make
their purchasing decisions. During the on-going pandemic, a large number of people have lost
their jobs. Even if some people have not lost their jobs, they have been facing serious
financial constraints that have impacted a lot on how they spend the disposable income that is
available with them. In order to manage the available finance in an effective and efficient
manner, the market audience has changed his or her purchasing habits significantly, which
has further influenced the sales turnover and market performance of business entities that
function in the current market landscape of the 21st century. A diverse range of studies
indicates that most of the purchases that are being made by the market audience revolve
around the most fundamental needs that they have. In fact, in the current times, it is evident
that people are making a conscious effort to make conscious and careful purchasing
decisions. Another vital trend that has been identified during the ongoing coronavirus
pandemic is that people are embracing digitalization while making their purchasing decisions.
In other words, in order to adhere to the stringent social distancing rules and regulations that
have been imposed by the central government as well as the state government at different
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levels, people are preferring to make purchases online instead of venturing out of their homes
and buying stuff. In spite of the fact that there is a constructive change as people are moving
towards technology and innovation, the business entities that have a restricted use of
technology-based elements are facing a lot of hurdles in the current times. In the trying times,
the use of technology-based approaches can play an integral role in reviving the business
entities and how they carry out their business functions, including their advertising and
communication activities. The primary data that has been collected by designing an open-
ended question has given a direct and in-depth insight into how the buying behaviour of the
respondents of the research study has been impacted due to the ongoing pandemic. A
majority of the participants of the research study have stated that there has been a major shift
in how they make their purchasing decisions; in fact, they have also shed light on the fact that
due to the on-going coronavirus pandemic, they have started to pay less attention to the
advertisements and promotional messages that they come across on a diverse range of
platforms338. As they have restricted money in their hands, the communication approaches
that are designed by marketers and business firms of smartphones do not play any role and do
not have any kind of impact on their purchasing behaviour or buying decision. Thus, it can be
understood that in normal times, the advertisement that the market audience comes across
plays a key role and influence their ultimate buying behaviour. But in the current times, the
ongoing pandemic has significantly impacted the overall role and effectiveness of
advertisement and communication function that is adopted by business entities. The
conscious purchasing behaviour has increased the challenges and complexities of a large
number of business entities across a diverse range of industries and sectors. For example, as
people prefer to spend less money on electronic commodities such as personal computers,
tablets, and smartphones, the sales turnover of the business entities has been negatively
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affected, and it has further harmed their performance in the competitive and dynamic market
landscape. The studies that have been carried out further indicate that business entities that
operate in the prevailing business landscape of the 21 st century need to adapt to the new
landscape that has come into existence due to the ongoing pandemic. They have the
opportunity to mold the manner in which they carry out their functions so that they can create
value for the target market audience and continue to have a sustainable existence in the
dynamic and evolving market environment. In the new business landscape, marketers across
different industries as well as sectors are expected to keep a tab on the changing buying
behaviour of the target market audience so that they can adapt to the new market landscape
that has come into existence because of the on-going pandemic. Such an approach has
become an urgent necessity for businesses irrespective of the offerings i.e. the goods or the
services that they offer in the market. This is because the pandemic has impacted almost
every kind of business entity that exists in the prevailing market setting339.
6.4 Discussion based on Data Analysis
In the prevailing business landscape, business undertakings in different industries and sectors
face tough competition. The research primarily revolves around the smartphone companies
that operate in the Ranchi city in India. The analysis of the primary, as well as the secondary
research, has revealed that the advertising strategy is considered to be one of the most
cardinal tools used by the marketers to influence the target audience in the market setting. It
basally creates the right opportunity that allows them to engage as well as interact with the
existing customers and the potential customers in the market environment. The secondary
sources that have been referred to in the study have revealed, that marketers make use of their
advertising strategy so that they can gain a competitive advantage against their industry
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rivals. Studies have revealed that one of the techniques of gaining a competitive edge in the
highly unpredictable and uncertain business landscape is through the strategic application of
the advertising strategic approach. The advertising approach that is implemented by a
business entity can play a cardinal role to give it an upper hand against its rivals. The
advertising of a business can help a business by making the market audience aware of the
offerings, including the products as well as the services that the entity has to offer for them. A
number of researchers have pointed out in their work that when a business is able to do its
advertising activity in the right manner, it can also improve its level of sales turnover in the
competitive business landscape. Advertisements can be used by marketers in various manners
so that they can gain an edge over their rivals in the market setting. For instance, it can be
used as a defensive plan to justify how it intends to create value for the intended audience in
the vast market setting.
On the other hand, business entities can also design and employ their advertising strategic
approach to attack competitors in the competitive business environment. Marketers have the
option to make use of a diverse variety of communication techniques and tactics so that they
can engage with the target market audience. Out of the available communication and
engagement approaches, advertising is considered to be one of the most effective and
common approaches. This is because of the simple and effective nature. But in the highly
dynamic and competitive business setting, various marketers have started adopting an
integrated communication and advertising approach340. The intention is to engage and interact
with the potential market audience as well as the existing market audience at different levels.
A planned communication approach by a business entity helps to create a positive brand
image. It can act as a crucial asset for a business undertaking and give it an edge against the
rivals operating against it in the same industrial setting. The advertising element has been
340
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identified as one of the most vital components of the promotional mix that can be employed
by a business in the cut-throat competitive business environment in order to forge a deeper
connection with the intended audience in the market setting. Some of the key advantages of
advertising include the high level of visibility of the communicated message and the
improved ability of a business entity to persuade the target market audience to make a
purchasing decision. Advertising can be understood as the dissemination of information by
using non-personal means by a business firm. This communication and interaction approach
involves the use of paid media where the sponsoring organization acts as the source341.
In the highly competitive smartphone business setting, the role and relevance of the
advertising component are considered to be indispensable in nature. This is because it creates
a chance for the marketer to establish a connection with the market audience and
communicate with them at a diverse range of levels. The high intensity of competition
coupled with high unpredictability that exists in the industrial landscape increases the
significance of the advertising approach that is employed by the business entities dealing with
smartphones. The companies that offer smartphones make use of advertising techniques in
unique ways so that they can have an edge over their rivals in the competitive business
landscape. The practical examples that have been highlighted in the study indicate that the
advertising strategy of smartphone companies varies to a significant extent in the industrial
setting. Similarly, the impact of the advertising strategy of these business entities is also
different on the target market audience. The study has highlighted that the advertising
element is not only beneficial for business entities, but also creates value for the intended
target audience in the dynamic market setting. It is considered to be of paramount importance
for business undertakings as it enables them to communicate with the market audience and
influence their buying decision and purchasing behaviour in different ways. On the other
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hand, the advertising element is also considered to play a key role for the market audience as
it helps them to improve their overall level of awareness before making a purchasing
decision. In fact, they are able to get a much better insight into the options and choices that
are available before them before they make the final call to purchase a product or service in
the vast and diverse market setting. The primary study that has been carried out has shed light
on what the customers in the Ranchi city perceive when it comes to the advertisements of
different smartphone brands. In the intensely competitive market setting, advertisers and
marketers have tried to integrate creativity and innovativeness in their advertising strategy so
that they can have a better impact on the purchasing decision of the intended target audience
in the dynamic market setting 342. The practical examples relating to different smartphone
brands highlighted in the research study, such as Samsung, Sony, etc., show that each
smartphone business entity uses its advertising strategic element in different ways. In spite of
the fact that the underlying objective of these smartphone brands is to communicate and
interact with the target market audience, they adopt different tactics and share different
information with the market audience. The analysis of the collected primary and secondary
data has revealed that the message and content that is shared by a smartphone brand play a
cardinal role in influencing the buying decisions as well as the buying behaviour of the
intended audience in the market setting. For instance, the primary data that has been analyzed
has shed light on the fact that the advertisement of a smartphone could persuade the
customers, reassure the customers, simplify their overall shopping experience or help in the
moderation of the price factor. The secondary data that has been analyzed in the research
study has helped to understand that the underlying message that a business firm shares with
the market audience in the business landscape plays a key role in influencing the kind of
impact that it has on them. For instance, sharing the old and irrelevant message with the
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Bassano, C., Gaeta, M., Piciocchi, P., & Spohrer, J. C. (2017). Learning the Models of Customer Behavior:
From Television Advertising to Online Marketing. International Journal of Electronic Commerce, 21(4), 572–
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target market audience might not serve any purpose for a business entity that deals with
smartphones. On the other hand, when a business entity sheds light on any new technology-
driven features that it has integrated into its new offering, it might be able to capture the
attention of the target market audience. Furthermore, it could also succeed to mold their
buying behaviour to a considerable extent in the vast and dynamic market backdrop. The
thorough and in-depth research work has also shed light on the fact that the advertising
strategic approach of a business could have a positive or a negative impact on the buying
behaviour of the target audience in the market environment 343. The inability to share the
message in an interesting manner might not help a business entity to capture the attention of
the audience and attract them towards the new offering that they have designed for them. For
instance, if a business has integrated new technical features and functionalities in its
smartphone offering, but it is not able to articulate the same in its advertising, it might face a
lot of challenges to mold the overall buying behaviour of the intended audience in the market
setting. This example shows that in spite of the fact that the business might have something
of value for the market audience, its inability to engage with them might restrict the
awareness level of the potential customers and existing customers regarding the new offering
of the brand. Thus, advertising plays a key role in influencing the customer behaviour and the
sales turnover that a business has in the highly dynamic and competitive market environment.
The broad range of research studies, academic textbooks and other works that have been
referred to in the work indicate that the advertising component plays a key role for marketers
irrespective of the industry and sector in which they function. This is because, advertising
acts as an ideal communication form that enables business entities to shed light on their
offerings and influence the customers to choose their products or services over that of their
rivals and competitors in the industrial setting. One of the key variables that the study has laid
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emphasis upon is the age factor. The study indicates that the age of the target market
audience plays a key role and it has the power to mold how effective or ineffective the
advertising approach of a smartphone brand could be. In fact, marketers need to give high
importance to this demographic factor while designing the advertising framework so that the
desired and intended effect can be produced in the target market audience 344. The secondary
data that has been analyzed has revealed that it might be easier to persuade matured or older
audience for a business entity. On the other hand, it might be a challenging task for a business
entity to persuade the younger market audience to make a purchasing decision. It has also
been identified that other factors might also play a key role, and they could influence how
effective the advertisement of a smartphone brand is to influence the overall buying
behaviour of the target customers. But the main focus of the study has been on the age
variable of the customers. Both the primary as well as the secondary data has revealed that
the age of the customers is an important element that can shape the effectiveness of the
advertising tactic of a smartphone business entity. For example, the young market audience
who are tech-savvy might be attracted by the technical features and functional aspects of a
new smartphone. Thus, they could be encouraged to buy the smartphone of a specific brand.
On the other hand, the details relating to the new technical features might not encourage an
elderly market audience who has a limited level of knowledge and interest when it comes to
technological innovation in smartphones. Such a scenario sheds light on the fact that the age
variable is an integral element that has the ability to mold the level of success or failure of the
advertising tactic of a business firm offering the smartphone in the market setting. Thus,
while studying the impact of advertisement on buying behaviours of smartphones in Ranchi;
it is necessary to consider the age groups of the market audience.
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A key element that has been identified and thoroughly analyzed in the research study
revolves around the ongoing coronavirus pandemic. The infectious outbreak has had a major
impact on the business landscape and the business undertakings that operate in it. Both the
primary and secondary data captured have shed light on the fact that the outbreak has played
a cardinal role in the market setting. In fact, it has been significantly shaping the behavior of
the market audience in terms of their buying behavior and purchasing decisions. One of the
key elements that were significantly affected due to the pandemic situation was the
disposable income of the market audience. As a large number of workplaces and businesses
have come to a grinding halt, the source of income of many people has been adversely
affected, which has further restricted their ability to make purchases. Thus, in order to make
cautious use of the available sources of money, the market audience has been spending on
essential commodities and/or services instead of spending on non-essential commodities such
as smartphones345. The financial challenges are not the only factors that have impacted the
buying behavior of the market audience during the pandemic times. The severe restrictions,
lockdown rules, and social distancing measures that have been introduced by the government
have also played a major role and molded the buying behavior of the market audience
regarding the purchase of smartphones. For instance, due to the disruption in movement and
transportation activities, the supply chain in the smartphone industry has also been
significantly impacted, which has further affected the ability of the market audience to make
purchases of the market offerings. Thus, the analysis has revealed that even though the
advertisements play a major role to mold the buying behaviour of customers belonging to
diverse age groups while purchasing a smartphone, there exist other factors in the external
setting that are beyond the control of the marketers. These factors, such as the coronavirus
pandemic, etc., can have a major implication on the overall effectiveness and impact of the
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advertising approach that has been designed by a smartphone business entity to engage with
the intended market audience. Marketers need to act in an extremely cautious and tactful
manner while designing their advertising and promotional tactic so that they can enable them
to have sensible and appropriate communication with the target market audience. The
inability to have a genuine and sincere interaction by smartphone companies by using their
advertising mechanism could have an adverse impact on their goodwill in the highly
unpredictable as well as uncertain market setting. The ability to respond to such uncertain
times and making use of the advertising tool in a strategic manner can make a major
difference for business undertakings. It can play an integral role to redefine and strengthen
their relationship and rapport with the target market audience. Thus, marketers who operate
in the prevalent business landscape need to keep a tab on the macro factors and elements that
exist in the market landscape, so that they can deploy their advertising technique in a suitable
manner that can be useful for the organization as well as the target market audience346.
The concept of advertisement has broadened and significantly evolved in the market
landscape in the past few years. It has been playing a cardinal role since its very inception as
it helps marketers to move forward to reach their business goals as well as objectives. Studies
that have been conducted have shown that advertisements act as a vital tool that empowers a
business entity as well as the target market audience. For instance, the integration of
technology has brought about a dynamic transformation in the advertising landscape.
Especially, the existence of the internet has given rise to the opportunity to have a direct
engagement among users, including customers and businesses. The authors have highlighted
in their study that in the digitalized times, people are strongly connected to the virtual world
and digital media through their smartphones, laptops, computer systems, tablets, and many
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more electronic gadgets347. This has created the opportunity for business entities across
different industries and sectors to reach out to these users and make them aware of the
offerings of the brands. At the same time, the high presence of the online landscape has also
made it possible for people to identify new ways of fulfilling their unfulfilled needs and
requirements. They try to carry out their own research before making a purchase decision so
that they can come across the best buying options and choose the ideal option that is aligned
with their needs and preferences. As a consequence, business entities are also able to reach
out to their existing customers as well as their potential customers all around the day with a
diverse range of innovative advertisement and communication formats. The digital
advertising industry has undergone an exponential growth in the recent years and it has
significantly influenced how business firms in different market settings deploy their digital
advertising strategy in order to accomplish the business goals and objectives. One of the key
highlights of advertising in the current era is the digital advertising approach. It gives an
excellent opportunity for the marketers to engage with the market audience on a real-time
basis and create a close as well as a long-lasting relationship with them. Apart from these
unique attributes, digital advertising also enables business entities to bypass any kind of
customer resistance as well as scepticism 348. This is possible because when it comes to the
digital advertising concept, the potential customers or the existing customers get the
opportunity to directly be a part of the communication process. The modern concept of
advertising has revolutionized the role of the market audience. They are no longer considered
to be passive members in the process who are not able to raise their voices and convey their
opinions. On the contrary, the evolved advertising approach enables the market audience of
the 21st century to act as a proactive distributor, contributor and even creator of advertising
and communication content. The market audience is able to act as a distributor by sharing the
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348
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advertisement content with friends and family. The customer is able to act as a chief
contributor in the prevailing advertising landscape by publicly commenting about the content
of the advertisement and making his voice heard. He is also able to act as a creator in the
current advertisement setting by co-creating the communication content with a business
entity349. In the current times, when the customers have become more empowered, business
entities use their advertising approach to share impactful messages and information with them
so that the communication can act in the favour of the business and assists in gaining a
competitive advantage over its competitors and peers in the industrial setting. In order to
adapt to the vast market landscape and make the best purchasing decisions, most of the
customers have successfully elbowed their way into the modern and dynamic advertising
ecosystem. The change in the advertising landscape that has been introduced has changed
how marketers create their advertisements and how the intended target audience reacts to
such models of communication. The uniqueness that advertisement has brought along with
itself in the prevailing business setting has made it an indispensable and important element
for the business entities that function in the current times.
Figure 7: Evolution of Advertisement
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Raza, Isa, and Abd Rani, “Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on
Purchase Behavior of Smartphone Consumers in Pakistan.”
230
The figure that has been presented sheds light on how the evolution of advertisement has also
brought about a major change in the role of the customers. In the former times, customers
were known to be passive participants who were the mere receivers of the communication
message of a business entity. But in the 21 st century, the customers have taken up the role of
empowered and proactive customers. They are actively involved in a diverse range of
advertising processes that revolve around value, creation, and delivery350. The advertisement
function acts as a vital strategic tool that is used by business undertakings in a diverse range
of industrial settings to involve the customers who have become active members in the
market landscape. Due to the important as well as the influential role that is played by the
market audience in the current times, business entities very cautiously decide what
communication and message they create, as well deliver to the intended market audience. In
order to make the optimum and productive use of advertisement, marketers have been
deploying it as a cardinal strategic tool so that it can have a constructive as well as a
favourable impact on the buying behaviours of the target market audience when they make
their purchase decisions. In the highly competitive and dynamic smartphone business
landscape, the business entities that are operational in the industry use their advertisements to
gain an upper hand in the market setting over their rivals as well as competitors. In fact,
advertisement serves as one of the most effective tools which support business entities to
expand their loyal customer base and the overall performance in the market setting.
Advertisement creates a suitable opportunity for a business to shed light on the unique
offerings that it has to offer in the market to fulfil the needs as well as expectations of the
target market audience. From the perspective of the target market audience, it enables them to
get a detailed insight into the available options in front of them in the market setting and thus
simplifies their purchasing decision-making process. According to Malik and Ghafoor

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(2013), the advertisement component of the marketing mix has always played a pivotal role
in boosting the performance of a business entity by strengthening its brand image in the vast
market setting351. It acts as an implied tool that has the ability to favourably change the
buying behaviour that is exhibited by individuals when they make a purchasing decision. The
findings of the research study have indicated that there is a strong and vital association
between the advertisement of a business entity and its brand image in the market setting.
Moreover, these two elements play an integral role in influencing how customers react
towards a particular brand and its offerings in the dynamic market setting. In the research
study, the researchers have also arrived at the conclusion that the age of the target market
audience plays an integral role to mold their buying behaviour and purchasing decision that
they make ultimately352. For example, the findings of the study indicate that young market
audience, especially teenagers show more inclination towards branded offerings as compared
to their older and more matured counterparts in the market. In this research, the studies have
shed light on how customers from different genders react to brands and their advertisements,
influencing their buying behaviour and purchasing decision-making process. For instance, the
female customers in the market landscape give high priority to the elements such as the brand
status while making a purchase. Other elements that also play an integral role include the
product experience, brand name, and various other variables.
Bassano and Gaeta (2017) have pointed out that in the cut-throat competitive market
landscape of the 21st century, the marketing, communication, and advertising approaches that
are used by business entities across different market settings have become an indispensable
strategic tool. Marketers are capitalizing on these elements so that they can reach out to the
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Malik, Muhammad Ehsan, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, Qasim Ali, Hira Hunbal, Muhammad Noman,
and Bilal Ahmad. Impact of Brand Image and Advertisement on Consumer Buying Behavior, n.d.
352
Muhammad Ehsan Malik et al., Impact of Brand Image and Advertisement on Consumer Buying Behavior,
n.d.
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interconnected market audience at the global level. The underlying intention of the business
entities is to have a constructive impact on the buying behaviour that is exhibited by the
existing customers and the potential customers in the market environment. For the purpose of
having a favourable impact on the customer buying behaviour through advertisement, the
authors have stated that businesses need to have an in-depth insight into how the concept of
customer behaviour has evolved over the years due to the evolution of advertising concept
from television advertising to online or digital advertising. As per the authors, the business
entities operating in diverse industries, including the smartphone industry, could increase the
overall impact as well as the level of effectiveness of their advertising approach by
developing models relating to customer behaviour. It can help them to get a detailed insight
into how an integrated advertising approach can influence customer behaviour in favour of
the business and its offerings353. By deploying a model relating to customer buying
behaviour, a business would be in a position to integrate suitable advertising options by using
television, the online platform, and social networking sites. It would have a positive impact
on the quality of interaction and engagement that a business entity has with the market
audience. An integrated advertising approach is considered to be effective as compared to an
advertising model with a single or limited communication medium. This is because an
integrated advertising and communication approach allows a business entity to engage with
the market audience at diverse levels. It also creates the opportunity to reach out to a broader
section of the audience in the vast market setting 354. The strategic and well-planned use of
advertising by a business entity has the ability not just to strengthen its marketing mix but
also to have a vital impact on how the business creates a relationship with the target market
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audience. The study has revealed that advertising not only has the ability to attract a new
section of the audience in the market setting but it also has the ability to retain the existing
customers. Both these categories of the customers play an integral role in the business scene
and help it to enhance its level of profitability as well as performance in the competitive
market setting.
7. Recommendations
On the basis of the research study and in-depth analysis, it has been recommended that
marketers that operate in the smartphone industry need to make strategic use of their
advertising function. It acts as one of the chief communication weapons that business entities
can use in order to engage and interact with the existing market audience and the potential
market audience. In the current times, business entities operate in a highly dynamic,
competitive and uncertain market landscape355. This makes it important for them to build a
long-lasting association with the market audience so that they can gain their trust and loyalty.
The advertising mechanism that is adopted by business entities acts as an appropriate option
that creates the opportunity for marketers to gain a competitive edge over their peers and
rivals by redefining their relationship with the potential customers and existing customers.
The chief ingredient that influences the effectiveness and relevance of the advertisement of a
business is the information that is integrated into the communication model. Thus, marketers
that function in the highly competitive smartphone industry need to make sure that the
message that they are sharing with the potential customers or existing customers is of
relevance and value for them. It plays a cardinal role in enhancing the overall quality of the
advertising approach of a business entity. In fact, the message and information that are
integrated into the advertising and promotional tool act as the catalyst that can mold their
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buying decision and purchasing behavior. In the digitalized times of the 21 st century,
marketers have the opportunity to make the optimum use of the digitalized and technology-
driven communication tools to engage and interact with the market audience on a real-time
basis. It can create the much-needed opportunity to communicate with the market audience.
Thus, they can influence their purchasing decision so that it can be in the favour of the
specific smartphone business entity. In competitive and unpredictable times, technology-
based communication and advertisement by smartphone brands can play a pivotal role to
keep in touch with the market audience even during the Corona virus pandemic times. During
such tough times, advertisement on the digitalized platform can help smartphone marketers to
increase the level of awareness of their market offerings. They can use the communication
approach for the purpose of highlighting the practices and initiatives that they have
undertaken to act as a responsible corporate citizen. Thus, the advertising tool can help them
to strengthen their reputation in the market setting, and it can give them a competitive edge
against their competitors in the industrial setting.
The analysis has highlighted the fact that the overall impact and effectiveness of the
advertisement of a smartphone business firm is influenced by the age factor of the target
market audience. Thus, while designing the advertising technique, and the information that
would be communicated in the market setting, it is necessary to give due importance to the
age of the target market audience356. This is because some of the information highlighted in
the advertisement might not have much relevance and value for the audience belonging to a
specific age group. Giving importance to the age of the market audience that a smartphone
business entity is specifically targeting can help in developing an effective and impactful
advertisement that can capture their attention and influence their buying behavior while
purchasing a smartphone. In order to make sure that the advertisement of the brand helps in
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strengthening the relationship with the intended market audience, it is necessary to review its
level of effectiveness. Such an approach can help marketers to devise an apt advertisement
and promotional model that is in sync with their business goals and objectives. The strategic
and tactical use of display ads can also help smartphone businesses to stand out from their
competitors. Marketers can think innovatively and deploy traditional and conventional
advertising options to capture the attention of the target market audience. These are a few
recommendations that smartphone business entities could adopt in the prevailing business
landscape so that their advertisement could have a major impact on the buying behavior of
the target market audience while purchasing smartphones. Each of the elements and attributes
of advertisement, such as the information, the advertisement quality and mode of exchange,
must be given careful consideration so that it can serve the intended purpose in the highly
competitive business landscape. During the times of high uncertainty in the market setting
due to macro factors such as a pandemic or natural disaster, it is necessary to make sure that
the advertisement offers ample flexibility to engage in a sensible and responsible manner
with the target market audience357. Such an advertisement model can play a vital role in
strengthening the association between a business entity and the target audience in the market
setting. Since one of the key stakeholders at which the advertisement of a business is directed
is the customer, it is necessary to take into account their needs, and their situation while
establishing a form of engagement with them. Advertisers and marketers need to ensure that
these elements are given priority while working on the advertisement function so that it can
give them an edge against the other players in the highly competitive and dynamic market
setting. The advertisement component of the marketing mix needs to be used as a strategic
tool by business entities that deal in the smartphone market. It would not just help them to
influence the buying behavior of the potential and existing customers in the market. But they
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would also be able to enhance their overall sales turnover. This would be possible as the sales
turnover has a direct association with the buying behavior and purchasing behavior of the
market audience.
The business landscape of the 21st century is extremely dynamic as well as unpredictable in
nature. In order to sustain and survive in the unpredictable business landscape, there is a need
for business entities to make strategic use of their advertising weapon. The effective use of
the advertising function can play an integral role and give the market participants an edge
over their peers that function in the same market landscape. The research study has revealed
that in the cutthroat competitive market setting, advertisement of a business can help it to
establish a strong association with the target market audience that can influence their attitude
towards the business entity as well as the buying behaviour that is exhibited by them in the
market setting358. The proper designing of the advertisement and the underlying message is
vital for a business that can give rise to the opportunity to gain the trust of the existing
customers and the potential customers in the vast market environment. It is also necessary for
marketers operating in the smartphone industry to take into account the macro and external
factors that come into play as they have the power to impact the effectiveness of their
advertisement. One of the cardinal macro factors that have been thoroughly researched and
analyzed relates to the ongoing coronavirus pandemic. In the prevailing market landscape, the
virus outbreak has played an influential role and molded how the target market audience
reacts to advertisements that are showcased by business entities operating in the smartphone
market setting. The analysis has shed light on the fact that the situation that is prevalent in the
external market environment and social setting plays a key role in influencing the buying
behaviour that is exhibited by the market audience. Thus, the marketers and business firms
need to make sure that the advertisements that they design are sensitive and flexible enough
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to strengthen the bond with the market audience during such uncertain and unpredictable
times. In fact, during such tough and challenging times, the scope of advertisements can
further expand, and business entities can showcase through their advertisements how they are
acting as responsible corporate citizens to create value for the stakeholders. The engagement
can play a pivotal role in strengthening the association between a business and its target
market audience that can have a major influence on the former’s performance as well as
profitability in the competitive market setting.
In order to have a lasting and impactful impression on the target market audience, it is very
important for the business entities to give high priority to the creativity and uniqueness aspect
in the advertisement of their market offering, i.e., product or service. The study has revealed
that in the current times when most of the offerings have similar kinds of attributes and
features in a particular industrial setting, it can give rise to confusion for the target market
audience, and they might find it difficult to show their loyalty towards a particular business
entity or brand. In order to avoid such kinds of instances that could erode the profitability of a
business by diminishing the sales turnover, it is necessary to integrate the creative element in
the advertisements. It can play a fundamental role in grabbing the new customers' attention
and increasing the retention rate of existing customers 359

. Adopting creative and innovative
methods for the purpose of advertising their products and services can enhance the overall
effectiveness of advertisement of smartphone business firms. Creativity can be integrated not
just by using technology-based advertising approaches, but it could also be integrated into
traditional advertising techniques. A unique approach could not only capture the attention of
the target market audience, but it could also play a cardinal role to mold their purchasing
behaviour as well as their buying decisions. As the level of competition that is prevalent in
the smartphone business landscape is very severe in nature, marketers need to make sure to
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deploy their advertisement tactic as a strategic tool that can be used to gain an advantage in
the dynamic market setting. In the smartphone business landscape, business entities integrate
new kinds of technologies so that they can fulfil the needs of the target market audience. It is
necessary to make sure that the new features that have been introduced to enhance the value
for the customers must be showcased in an appropriate manner so that the target market
audience would be influenced to opt for the offerings of a specific brand over the offerings of
the rest of the business entities offering similar products and commodities.
The recommendations that have been presented by conducting a research study are based on
the primary as well as the secondary research process. Both the data have shed light on the
important role that advertisements play in the market setting along with the serious impact
that business entities face, on the basis of the effectiveness or the ineffectiveness of their
adopted advertisement approach. In order to gain an edge over the competitors that operate in
the smartphone market setting, it is necessary for the business entities to use their
advertisements as a strategic tool that can help them to strengthen their market performance
and sales turnover by influencing the buying behaviour of the target market audience in their
favour. Since the study has shed light on the fact that advertisement of the smartphone plays a
cardinal role in the market setting to impact and influences the buying behaviour of the users
of smartphones across different age groups, brands must be cautious enough while designing
and presenting their advertisements in the market setting 360. They must also act in a cautious
manner while framing and structuring their advertisements by taking into account the age of
the target market audience. The consideration of macro and external factors beyond the
control of a smartphone business must be considered while working on the advertisement
function so that the business can design an ideal and appropriate communication. Since the
advertisement component of the marketing mix has the ability to redefine the relationship
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between a business and the market audience, it is vital to use it as a strategic weapon that can
give a smartphone brand an edge over its competitors and rivals. The suggestions that have
been presented on the basis of the thorough and in-depth analysis would empower marketers
operating in the smartphone industry to effectively engage and interact with the target market
audience by making use of their advertisement and promotional tool. Just relying on the
offerings that are designed by the businesses to attract the attention of the target market
audience is not sufficient. The advertisement component of the marketing mix makes sure
that the target market audiences are made aware of the new offerings that a business has
designed for them so that they can derive value for it. The information that is captured in the
advertisement has the potential to capture not only the interest of the target market audience
but also influence their buying behaviour. The studies that have been referred to in the
research study have showcased the relevance as well as the significance of advertisement as a
promotional tool for a business entity. The smart, effective, as well as successful use of
advertisement in the unpredictable and uncertain business landscape, can also create the
opportunity for marketers to get a detailed insight into the needs and expectations of the
target market audience. Since the advertisement model adopted in the current times supports
direct communication between a business entity and a market audience, they get the chance
to identify the unfulfilled needs of the audience and work on new kinds of offerings in sync
with their unfulfilled needs and wants. In addition to this, the business entities that operate in
the competitive market setting are able to receive direct feedback from their target market
audience due to the use of innovative and digitalized communication options 361. This
basically enables them to forge a deeper and long-lasting association with the market
audience by paying attention to their needs and expectations. Thus, the direct and
personalized communication that is possible through advertisement can help marketers
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operating in the smartphone industrial setting to gain trust as well as the loyalty of the diverse
market audience. Thus, in order to survive and sustain themselves in the current market
landscape, it has become a fundamental necessity for business entities to deploy their
advertisements as one of the chief strategic elements that can help them by giving them an
upper hand over their rivals in the competitive business environment. The study has shed
light on the cardinal role that advertisement plays for business entities that deal in
smartphones as it can influence the buying behaviour of the target market audience and
further influence the ultimate level of the sales turnover as well as the performance of the
business in the vast market setting.
Advertisement plays an indispensable role for a business entity that operates in the current
business landscape. Its impact is not just restricted to the brand awareness, but it also has a
direct or indirect impact on sales turnover and business performance in the competitive
business environment. This is possible as advertisements act as the core strategic element that
can influence how the existing customers or potential customers in the market setting react to
a business as well as its offerings. A well-constructed and effective advertisement can act in
favour of a business as it can help it to create a positive impression in the minds of the target
market audience362. The positive impression could motivate them to take into consideration
the offerings of a business firm while making their purchasing decision. The role and
usefulness of advertisements impact the communication strategy of the business as well as
the effectiveness of the overall business strategic framework. Thus its design, structure,
content and other features play a key role that impacts the performance of a business in the
highly competitive and uncertain business setting. The recommendations that have been
presented intend to empower marketers to enhance the quality of engagement and interaction
with their target market audience so that the kind of performance that they deliver in the
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market can be upgraded to a considerable extent. There is a vital link between the
communication that a business shares in the market through its advertisement and its
offerings for the target audience in the market setting. As the intention of an advertisement is
to influence the customers to make decisions that are in favour of a business as well as its
offerings, the message that is shared through them needs to be authentic and genuine. In
simpler terms, the advertisements that are deployed by business firms for the purpose of
communicating with the target market audience must share truthful and honest information
regarding the subject matter. The inappropriate, false, or incorrect sharing of information in
the advertisement could backfire for a business firm.
Moreover, it would have an adverse impact on its goodwill and brand image. Market
participants that function in the highly competitive business setting need to be very cautious
and careful so that the advertisement that they ultimately employ for the purpose of
communicating with the existing customers and potential customers acts as an asset for them
and not as a liability 363. The study has revealed that a well-planned advertisement can help a
business to move closer to its goals and objectives by acting as a vital strategic tool. On the
other hand, a poorly planned and ineffective advertisement could give rise to negative
consequences for a business entity. It could even make it challenging for the business to have
a sustainable existence in the unpredictable and competitive business landscape. For example,
in case the communication that is shared by a business firm regarding its offering is not in
sync with the quality of the offering, the customers could have a poor impression of the
business. The poor perception about the brand and its products or services could negatively
impact how they behave towards the business entity while making their purchasing decisions.
Thus, the profitability, as well as the sales turnover of the business organization, would be
negatively affected. Thus the degree of genuineness and sincerity that is integrated into the
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advertisement function of a business entity would play a cardinal role to strengthen its
ultimate level of effectiveness. In the designed recommendations, a high priority has been
given to the variables such as information, message, and content that are presented in the
advertisement of a business entity. This is because these elements act as the key pillars of the
advertisement communication model that has the ability to influence the buying behaviour of
the target market audience. In order to create a positive impact on the buying behaviour and
purchasing decision of the customers, advertisements need to be designed and deployed with
a well-balanced strategic approach. Thus, it would enable a business to forge a deeper
connection with the intended market audience and broaden its customer base. The
advertisement function needs to be used as a tool that should be based on mutual trust as well
as understanding between a business entity and the target audience that exists in the market
landscape364.
8. Limitations of the Research process
The limitations of the research study are the characteristics of the methodology, design, and
other factors that may impact or influence the interpretation as well as the application of the
results of the research study. The limitations act as a constraint to the utility and
generalization of the key findings of the study. It has a significant impact on the effective
decision-making of the potential stakeholders. Limitations are the weaknesses of the study
that are generally out of the control of the researcher and are mostly associated with the
selected research design, funding constraints, time constraints, and other important factors.
The limitations of the research study also impact the audience or the readers of the research
work. Stating the limitations of the study clearly is important for further research that would
be carried out on the topic in the future.
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While working on a piece of research topic, it is very important for the researcher or the team
of researchers to control or curtail the limitations to the best of their ability. The lack of
control over these elements could adversely affect different segments of the research study.
Furthermore, it could have a negative impact on the ultimate research outcome that has been
arrived at. Some of the most common limitations that a researcher could encounter while
working on market research include the effect of the extraneous elements and factors, cost
consideration, restricted availability of time, high time gap while working on the research,
etc. Apart from these limiting factors, while working with primary or first-hand data, the
level of accuracy and validity of the gathered data and the subsequent research outcome is
influenced by their genuine behaviour. For instance, the sharing of inaccurate or false data by
the participants of a research study could distort the data collection process along with the
subsequent processes, including analysis of the collected data, research outcome, and the
designed recommendations. While working on the research, one of the chief external factors
that came into play and acted as a limitation is the ongoing coronavirus pandemic. Due to the
ongoing pandemic, it was not possible to access additional secondary sources such as books,
magazines, newspapers, and journals on the research topic in the local library. Such pieces of
data could have further enhanced the quality of the secondary data on which the conceptual
understanding of advertisement is based upon. According to Ross, research study limitations
need to be taken care of in a cautious and careful manner by researchers as it has the potential
to influence the outcome as well as the conclusion of the study. An internal limitation relating
to the research study is the unpredictability and uncertainty associated with the human factors
that take part in the research study365. As the behaviour of people changes with the passage of
time, and other factors also come into play that brings about changes in individuals, the
generalized ability of the study has been affected to a certain degree. In spite of the fact that
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these elements have restricted the overall effectiveness of the research study, they cannot be
ignored as they have influenced the recommendations that have been designed relating to the
use of advertisements by business entities dealing in the smartphone industry. In the market
research, sincere attempts have been taken so that the limitations could be restricted to the
best possible extent and they could not distort or mold the research outcome in any manner.
Some of the chief limitations that have come into play in the research study have been
elaborated in detail. These weaknesses have impacted the research study and process at
different levels. But their overall impact cannot be negated in any manner in the research
work because the result has also been influenced by these factors and elements.
In this research study of finding the impact of advertisements on the buying behavior of the
consumers for smartphones among various age groups in Ranchi, a number of limitations and
challenges have been found out. While carrying out the research process, one of the major
limitations identified is the restricted availability of time. As studying the impact of the
advertisements on the buying behavior of smartphone buyer is a vast topic, much time is
required to study and analyze the findings. The lack of sufficient time, limited the researcher
from conducting a more in-depth as well as extensive study on the chosen topic. It might
adversely affect the research process as a number of areas could not be covered due to the
shortage of time. This can impact the accuracy of the findings as well. Another significant
limitation of this research study is the lack of adequate financial resources. This further posed
as a restriction for carrying out extensive research and covering more areas of study. Lack of
access to the required finance decreases the boundary of the research work and limits the
finding of the research work366.
Another limitation of this research study is the limited number of samples used for the
purpose of the study. Only 30 samples were selected for the research study. A small sample
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size leads to compromising the conclusion or findings of the study. The smaller size of the
sample restricts the finding of the study to reflect the actual impact of advertisement on the
buying behavior of smartphones in Ranchi as it is based on the inputs from 30 samples only.
Due to all these limitations, the research process of the study has been significantly affected.
However, there is a possibility of managing these limitations. In order to manage the scope of
the stated limitations effectively as well as mitigate it in the best possible way, making
optimal use of the resources available is important. Following this approach could ensure
authentic and reliable outcomes of the research process.
9. Hypothesis
H0 –The advertising strategy of telecom companies influences the buying behaviors of
customers.
Advertising is considered to be a communication form that can help the companies in
persuading a particular group of people to take the desired actions. The main aim of
advertising is to reach out to the target audience and increase the sales of the company. An
advertising strategy is a primary tool used by the business entities in order to inform,
persuade, as well as influence the buying behaviour of the consumers in the intended market
segment. In a highly competitive setting, the choice of advertising strategy plays an important
role in determining the impact of the advertisements on the buying behavior of the
customers367. The popular advertising strategies adopted by the telecom companies include
television advertising, outdoor advertising, commercial radio advertisements, newspapers,
and modern advertising mediums such as websites, blogs, as well as text messages. In most
cases, the buying behavior of the consumers depends on whether the consumer likes or
dislikes the advertisement made by the telecom companies. In order to make a positive
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“( Gender and Age Related Effects While Watching TV Advertisements: An EEG Study,” accessed January 8,
2021, https://www.hindawi.com/journals/cin/2016/3795325/.”
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impact on the consumers, telecom companies need to select the most advanced and robust
advertising strategy.
One of the main elements of the advertising strategy is setting the advertising objective. The
core objectives of advertising are informing, persuading, or reminding the customers about
the products and services of the company. Informative advertising enables the customers to
stay informed as well as updated about the product features and available services of the
company. Similarly, persuasive advertising aims at persuading and convincing the customers
in order to enable them to take the desired action. Reminder advertising keeps reminding the
customers about the products and services of the brand and intends to move them towards
making an instant action. All these factors make a significant impact on the minds of the
customers and influence their buying behavior. For instance, smartphone companies make
use of informative, persuasive, as well as reminder advertising strategies in order to impact
the buying decision of the customers368. Therefore, it is evident that determining the
advertising objectives carefully and deciding the course of action accordingly helps the
telecom companies in successfully influencing the buying behavior of the customers.
The advertising budget is another important element of the advertising strategy. Advertising
budget relates to the expenditure of the telecom companies that they need to make in order to
promote their products and services. Determining an appropriate advertising budget and
deciding to spend as much as possible helps the telecom companies to influence the buying
behavior of the customers significantly. In order to make a positive impact on the smartphone
buying behavior of the customers, different companies use different advertising budget
strategies. Certain companies choose to set the highest budget possible; others prefer
allocating a significant percentage of their sales. Other companies prepare the advertising
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budget according to the business goals or as per the competitor’s spending. Depending on the
advertising budget planned by the telecom company, the outcome of the customer buying
behavior is likely to get impacted.
Another significant element of the advertising strategy is the advertising message. In order to
communicate the message to customers clearly and capture the attention of the consumers,
having a well-framed advertising message is important. It plays an important role in
establishing a strong emotional connection of the customers with the brand. An effective
message is usually creative, unique, and meaningful to make the consumers believe in the
product of the brand and appeal to them. In addition to the content of the message, the style,
framing of words, tone, as well as the form of the message also needs to be effective to
influence the buying decision of the consumers. For instance, smartphone companies employ
conversational messages written in a friendly tone that clearly convey the benefits of the
smartphone and influence the customers to make a purchase. All these factors prove that a
strong advertising message that is a part of the advertising strategy influences the buying
behavior of the customers of the telecom companies369.
The selection of the advertising media is yet another important component of the advertising
strategy. In order to deliver the advertising message effectively to the customers, the
companies need to choose the appropriate media. The most widely used advertising media
include television advertisements, newspapers, direct mail, radio, outdoor advertisement, and
magazines. Word of mouth is also another effective and reliable advertising means to reach
out to the customers and influence their buying decisions. In the modern era of cut-throat
competition, the smartphone companies also make use of the social media platforms like
Facebook, Instagram, Twitter, and more as an advertising media to persuade the customers to
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make a purchase. The right selection of advertisement media enables telecom companies to
reach out to more customers and make a positive impact on their minds. Website adverting is
yet another advertising approach. The modern and advanced advertising media like
television, social media platforms, and website advertising prove to be the most effective
ones. The advertising media that can convey the message of the company effectively in a
cost-effectively way helps in creating a strong impact on the buying behavior of the
customers. Researches show that by viewing the advertisement of the telecom companies on
the most trusted media, the customers feel more confident in making the purchase. Apart
from the right advertising media, the timing of advertising is another major factor essential
for persuading the target customers. Most of the telecom companies use continuous schedule
advertising to attract the attention of the customers better. All these pieces of evidence show
that the selection of advertisement media influences the buying behavior of the consumers370.
A number of studies have been carried out by the researchers in the past in order to study how
the advertising strategy influences the buying behavior of the consumers in the dynamic
market setting. The secondary sources collected for the purpose of the study reflect how the
advertising strategy adopted by Samsung impacted the buying behavior of the consumers.
The reputed android smartphone developer adopted the most effective advertising strategies
in order to create awareness among the customers and influence their buying behavior. The
strategies that the popular brand adopted include television advertising and modern social
media advertising. This enabled consumers to gain more information and insights about
Samsung smartphones and make them feel more connected, thereby positively influencing
their buying behavior. The viral advertising strategy of Samsung helped in significantly
increasing the number of customers purchasing the Samsung phones. Another live example
of a company that has adopted an effective advertising strategy is Apple Inc. The super bowl
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commercial initiated by the company enabled it to capture the interests of the consumers
successfully. An effective advertising strategy helped Apple Inc. in gaining an edge over the
competitors in the industry. With a reputed image in the industry, influencing the buying
behavior of the consumer became easier for the brand. Depending on the target audience, the
marketers need to develop the appropriate advertising strategy and persuade the consumers to
take the desired action. For instance, if a telecom company is targeting young consumers in
the market, developing an advertising strategy that highlights the design, technology used,
advanced features, as well as prices can influence them better. On the other hand, if the target
consumer of the telecom company is the older adults, this strategy may not work in
influencing them successfully. Instead, the company must focus on creating a strategy that
promotes functionality as well as durability in order to influence the buying behavior of the
older consumers in the market setting.
Evaluating the effectiveness of the advertisements on the returns as well as sales is also
important. The scope of advertising strategies has increased. A number of research works
have been carried out in order to shed light on the impact of advertising strategies on
consumer buying behavior. Along with building the brand image, advertising strategies are
being used to shape the perception of the customer about a particular business entity, which
ultimately influences their buying behavior371. The awareness among the customers is the key
to persuade them to opt for the product and services of a business concern. Summing up all
the evidence collected from the secondary sources, it has been proved that the advertising
strategy of the telecom companies influences the buying behavior of the consumers. This can
also be derived from the primary data collected. The analysis of the finding of the primary
research advertisement strategy positively influences the buying behavior of the customers in
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the telecom industry. All the primary as well as secondary data collected for the purpose of
the research study support H0. This clearly validates the H0 hypothesis of the research study.
H1 – The age group is the determining factor for the buying behavior of the customer.
Age is an important factor that influences the buying behavior of customers significantly.
People have different preferences, depending on their age. For instance, an individual within
the age of 30 years will show more interest in buying a smartphone that has an excellent
design and is equipped with all the advanced features. On the other hand, individuals
belonging to the age group of 60 to 70 years will show a preference for smartphones with
simple features but high functionality. With the change in the life-cycle stage as well as age,
the buying patterns of products and services change among the people. Every age has its
unique state of mind, characteristics, as well as perception, which ultimately affects the
buying behavior of the individuals. According to the studies, children are not involved in the
purchase decision and usually depend on their family members to make a purchase. In such a
situation, it is important for marketers to target their family members in order to convince
them to take the desired action. Teenagers, as well as adults, have the full discretion of
making the purchase decision for themselves. Marketers must target young adults directly in
order to influence their buying behavior. On the other hand, individuals belonging to the
older age group also rely on their family members for making a purchase owing to their
economic as well as physical limitations 372.
According to the data collected from the secondary sources and reflected in the research
study, the young audience of the market falling within the age bracket of 18 years to 35 years
is large as well as lucrative for the marketers. Consumers in this age group are always willing
to try different and new products. This group of individuals also prefer spending a lot of
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money on the products they like, thereby creating a good opportunity for marketers to
promote their brand and convince consumers to make a purchase 373. Another characteristic of
the young audience is that they are highly educated and are more tech-savvy. For instance,
the young audience in the market looks for technologically advanced smartphones highly
embedded with smart features. The young consumers do not simply follow others; instead,
they choose to research about the products and services themselves and then make the
purchasing decisions, keeping the pros and cons in mind. The young people are highly
specific and sceptical about the different promotional and advertising strategies or tactics. In
order to influence the buying behavior of the people of this age group, marketers need to
develop effective, well-planned, and appealing advertising strategies with a lot of facts and
figures, demonstrating the benefits of the products or services.
The other age group of consumers included in the research study is mature consumers.
Mature consumers are becoming more critical for businesses around the world in recent
times. They are the individuals above the age of 35 years. The mature consumers are
healthier, more educated, as well as more active in the dynamic market setting. Due to the
availability of higher dispensable income among this audience, the marketers are likely to
target this age group of people more and influence their buying behavior. The perceptions
that mature consumers hold about marketing make it easier for companies to reach out to
them easily374. However, the advertising strategy that is aimed to persuade the mature
consumers in the market needs to be made strategically and tactfully, as it might give rise to a
number of complexities and issues. As the mature group of people is usually stereotypical in
nature, integrating all the essential components into the advertising strategy can help in
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communicating the message of the brand in a more relevant, useful, and meaningful way to
the mature consumers in the market setting.
In order to gain an in-depth understanding of the age factor that influences the buying
behavior, it is also important to study how the consumers of different age groups remember
the information shown in the advertisements. In comparison to the mature or older audiences,
the younger audiences are likely to remember the information about the brands better. With a
lower level of recognition and recalling power, the older market audiences may be
susceptible to different misleading advertisements375. On the other hand, the younger
consumers with a high level of memory and ability to recall the advertisements are likely to
purchase the advertised products that would have appealed to them. Researchers have also
studied the ability to process information as an element that proves age to be a determining
factor in the buying behavior of the consumers. According to the studies conducted by the
researchers, mature consumers face more difficulty in processing as well as remembering the
huge amount of data. For this reason, while targeting mature consumers, the marketers must
make use of less amount of information in persuading their buying decision. On the other
hand, as young consumers can easily process huge amounts of data, marketers need to use as
much information as possible to convince them to make a purchase.
Moreover, as they are more sceptical and tech-savvy, advertising strategies need to be framed
for the young market audience, keeping all these things in mind. Research studies also shed
light on the different factors that influence the buying behavior of the different age groups.
The result of the studies shows that individuals falling in the age group of 35 to 50 years
focus more on the suitability of the product and services when making a purchase.
Meanwhile, the people belonging to the age group of 65 to 90 years prioritize the durability
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of the products. The young consumers falling in the age bracket of 18 years to 25 years give
more weight to the price of the product in comparison to the other factors. Studies also show
that age group also plays an important role in the post-buying behavior of the consumers. The
young adults are likely to fill out all the surveys given by the marketers, make comparisons,
and decide their next purchase carefully. They are also known to share their purchasing
experience as much as possible on their part. The older adults, on the other hand, do not
respond much about their buying experience. Their satisfaction level with a purchase is
reflected in their loyalty or switching to the product of another brand.
In addition to the data collected from the secondary research, the primary data collected for
the research study also reflect the same. The primary data collected shows that the age group
plays an important role in determining the buying behavior of the consumers. Analysis of the
primary data sheds light on how an advertisement for smartphones influences the people of
different age groups in a different manner. According to the responses collected from the
participants of the study, it can be inferred that advertisement makes the maximum impact on
the individuals belonging to the age group of 19 years to 35 years and influences their buying
behavior the most. The individuals falling in the age bracket of 36 years to 50 years are also
greatly influenced by the different advertisements of the marketers and are influenced to
make a purchase376. The participants in this age group have a high degree of knowledge and
therefore give more priority to the advertisements in order to make their buying decision.
According to the analysis of the primary data collected, the young individuals belonging to
the age group of 12 years to 18 years are also significantly influenced by the advertisements
and are persuaded to make a purchase. As per the researchers, among all the demographic
factors, age is the most important one in influencing the buying behavior of the consumers.
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The primary data analysis also reflects that mature consumers find it difficult to retain the
information provided by marketers in order to influence their buying behaviors. The young
consumers, on the other hand, are able to retain higher volumes of data. The findings also
show that it is easier for the different business concerns to persuade the purchasing decision
of mature customers by making use of the advertising tool effectively. However, it is quite
challenging for marketers to persuade and convince the young audiences in the market to buy
the products of their brand. The study also shows that as children and young adults are more
affected by the different advertisements and make a buying decision, the marketers around
the globe focus on this age group the most. Older adults also form a large part of the market.
This makes it important for business concerns to figure out effective advertising strategies in
order to influence their buying behavior significantly. The age factor is an important
determinant that enables the marketers to design the marketing strategies depending on the
age group they are targeting in order to avail of the best possible outcomes. Summing up all
the evidence collected through the primary as well as the secondary sources used for the
purpose of the research study, it can be aptly said that age is an important determining factor
in the buying behavior of the consumers. This clearly validates the H1 of this research study.
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Chapterization
Chapter I: Introduction
The introductory chapter of the research study gives a glimpse into the advertising concept,
which plays an indispensable role in the prevailing business landscape of the 21st century.
Since the concept is very broad, the underlying elements, as well as components relating to
the advertisement, have been highlighted in great detail and precision. The chapter has been
broken down into a number of segments such as the concept of advertising, the unique
features of advertising, the impact of advertising on the customer buying behaviour, the
influence of advertisement on the customer behaviour as well as the sales turnover of a
business, the smartphone market in India, the influence of smartphone advertising on the
purchasing behaviour of the customers, the relationship that exists between advertising and
the sales volume of a business entity and the link between advertising, customer buying
behavior, and sales.
Chapter II: Objective of the Research
The second chapter acts as one of the chief foundations of the piece of research. This is
because it sheds light on the ultimate purpose of working on the research topic. It primarily
focuses on the telecom industry that exists in the Indian nation. One of the key elements
highlighted in the chapter revolves around how the participants in the industrial context use
the advertising tool to forge a deep and meaningful relationship with the target audience in
the market setting. The key objectives that act as the outline of the research study include the
ascertainment of the impact of advertisement on the buying behavior of the customers from
different age groups in the Ranchi city in India, and the determination of how the advertising
mechanisms come into play and influence the customers from various age groups. The other
257
objectives of the research study are the ascertainment of how the buying behavior of the
customers from different age groups affects the ultimate sales turnover of the smartphone
products in the Ranchi city and the determination of the overall power of advertising as well
as its impact on the sales turnover of a product in the market setting. The study has also
helped to understand the relationship that exists between various variables such as
advertising, buying behavior, and sales turnover of a business.
Chapter III: Literature Review
This chapter acts as one of the major pillars of the research study. A diverse range of
secondary sources have been used in these sections that give a detailed insight into
advertising and its role in the evolving market landscape. It basically revolves around the
conceptual framework relating to the buying behaviour of the market audience. It is a
cardinal section of the study as it shows how the customers behave while making their buying
decisions involving smartphones. The focus is on the customers from various age groups in
the Ranchi city.
The scope of the literature review is quite broad as the objective is to provide a
comprehensive insight into the marketing concept. The advertising function has undergone a
dynamic change over the past few years, and the same has been highlighted in the literature
review. One of the key highlights is the important role that technology and innovation play in
the 21st century to mold the functional aspects of advertisements for marketers. Some of the
key subsections that have been highlighted in the literature review section of the research
study are the evolution of advertising, advertising as an integral part of the marketing mix,
the role of advertising in the business backdrop, the role of advertising during a pandemic
like Covid-19, creativity, and innovation in enhancing the impact of advertising, features of
advertising strategy of modern businesses entities, importance of advertising smartphones,
258
advertising factors influencing the smartphone purchase intention, effectiveness of
advertising on the smartphone buying decision, impact of Samsung’s advertisement strategy
on customer behaviour, digitalization concept in advertising, advertising and customer
behaviour, influence of advertisements on individuals from different age groups, and
advertisements of smartphones
Chapter IV: Research Question/Research Gap
The chapter focuses on the question that the study intends to address at the end of the
research process. This chapter is of vital importance in the research work as it helps to
understand the scope of the study and the key areas that have been explored in the research
study. The research topic that has been selected intends to address the gap that exists in the
former studies. As the scope of advertising is evolving with the passage of time, it is
extremely important to get a thorough understanding of how marketers of the 21st century are
using it as a strategic tool to influence the ultimate buying behaviour of the target market
audience. The chief questions that have been answered by conducting the research study
include what is the impact of advertisement on buying behaviour of customers from different
age groups in the Ranchi city, how do advertising mechanisms influence customers from
various age groups in the Ranchi city, and how does the buying behaviours of the customers
from different age groups affect the turnover of smartphone products in the Ranchi city.
Chapter V: Research Methodology
The research methodology chapter is a technical component of the research study as it sheds
light on the primary data and the secondary data and the processes that are involved in
collecting and analysing them. It helps to understand the implication of advertisement on the
buying behaviour of the consumers and its impact on the overall turnover of smartphones in
the market setting.
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The research methodology chapter has a number of subcategories that have been specifically
dedicated to the primary data and the secondary data that have been used in order to carry out
the comprehensive research process. The research questionnaire is the chief research tool that
has been used to collect the primary data from the research respondents in the Ranchi city.
The other details that have been mentioned relating to the primary research data include
sampling, sample size, the primary research study, and the primary research analysis. The
chief topics that have been analysed and elaborated by using the primary data, as well as the
secondary data in the chapter, include the overall influence of advertising on the purchasing
decisions of the customers, key factors that influence the product which customers choose in
the market, impact of advertisement on buying behaviours of customers from different age
groups, determination of how advertising mechanisms influence customers from various age
groups, the Impact of buying behaviors on the turnover of smartphone products, the power of
advertising and its impact on the sales turnover of a product and the determination of the
relationship between advertising, buying behavior and sales turnover of business concerns.
The ethical considerations, data analysis, and hypothesis have also been presented in the
chapter of the research. The limitations that harmed the research process have been
elaborated as well in the chapter. All the chapters have a deep interlink with one another as
they help to address the research question and understand the overall impact of advertisement
on the buying behaviors of smartphones among various age groups in the Ranchi city.
Chapter VI: Analysis of Data
The data analysis chapter of the study is the backbone of the entire research process. The
secondary and primary data collected to understand the impact of advertisement on the
buying behaviours of smartphone buyers of different age groups in the Ranchi city have been
evaluated in this part of the study. The major themes that have been identified indicate that
260
advertisement plays a cardinal role in the business landscape. An integrated data analysis
approach has been adopted by taking into account the data collection set to understand the
concept of advertisement and its impact on business organizations as well as the target market
audience. One of the chief themes that has been identified while conducting data analysis is
that in the digitalized era, innovative technology-driven elements play an integral role in
influencing the association between a business and the potential or existing customer.
Similarly, another important theme that has been identified in the research analysis is that the
age of the market audience plays a pivotal role and influences how their buying behaviour is
affected when they come across advertisements of smartphones. Some of the chief aspects
that have been integrated into the chapter include the importance of advertising, the diverse
impact of advertising strategy on the market audience, the role of the age of the market
audience, interlink between the age factor and the impact of the advertising strategy of
smartphone business firms, and the impact of Corona virus on buying behaviour. These
themes have been discussed and elaborated in detail and helped form suitable
recommendations for businesses to strengthen their advertisement function.
Chapter VII: Limitations of the Research process
A broad range of limiting factors comes into play that restricts the overall effectiveness of a
research study. While working on this research topic, many elements have come into play
that acted as the research limitations. The chapter highlights some of the limitations that
include the restricted availability of time to work on the vast research subject, the high
unpredictability as well as the uncertainty associated with the human factors which act as the
research participants, the use of small sample size, and the lack of sufficient financial
resources. In the study, these limitations have been identified, and the necessary measures
have been taken so that their adverse impact could be minimized to a considerable extent.
261
The limitations relating to the time factor and the availability of financial resources have been
managed by making the optimum use of available resources in hand and making plans in
advance. The limitation associated with the use of a small sample size for collecting the
primary data has been compensated by using a broad range of secondary data on the research
topic. Throughout the research study, steps have been taken to minimize the limitations in the
research so that authentic and genuine outcomes could be arrived at.
Chapter VIII: Hypothesis
The final chapter of the research study revolves around the constructed hypothesis. The
hypothesis that has been formed is that, the advertising strategy of telecom companies
influences the buying behaviours of customers (H0), and the age group is the determining
factor for the buying behaviour of the customer (H1). The research study has helped to
understand that the advertisement of telecom ad smartphone firms plays a key role in
influencing the buying behaviour of the target market audience. The communication and
message that is shared in the marketplace by using the promotional tactic help businesses to
increase the level of awareness of the potential customers as well as existing customers
regarding the product or service that they have to offer. Thus, a favourable kind of interaction
between a business entity and the audience in the market landscape has the ability to mold the
performance of the business by molding the customer behaviour towards the brand. It has
been identified in the research study that the age factor plays a significant role in affecting the
very effectiveness of advertisement on the buying behaviour that is exhibited by the market
audience when they purchase smartphones. The age of a customer plays a key role in
impacting their preferences and expectations. It has been identified that when customers
make purchasing decisions regarding smartphones, the behaviour of the younger audience
and the older or matured audience varies to a considerable extent. This chapter sheds light on
262
the constructed hypothesis and helps to determine the role of age of the market audience that
influences the impact of advertisement on the customer buying behaviour.
All the chapters that have been integrated into the research study are interconnected with one
another. They help determine the impact of advertisement on the buying behaviours of the
market audience of smartphones in Ranchi city.
263
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Dissertation for Ph.D.

University Department of Commerce & Business Management

Ranchi University, Ranchi

Impact of advertisement on buying behaviours of Smartphone among various age

RANCHI UNIVERSITY, RANCHI

Under the supervision & Guidance of: Research Scholar

Dr. M. N. Zubairi Kumari Kanak Lata

Assistant Professor (Net Qualified)

Depart of Commerce & Business Studies Roll no. 18ph.DCW81052

Ranchi University, Ranchi (Course Work)

disseminating information by using non-personal means through paid media1.

the importance of advertising is also increasing. The strategic advertising approach is

Product (2020), the role of advertisement is indispensable when it comes to promoting a

product or service for a business concern. Advertisement can be said to be a long-term

customer that influence the purchasing decision3.

refers to “any form of non-personal presentation or promotion of ideas, goods or services, by

individual, nor is it addressed to a specific individual only. This form of commercial

communication is regarded to be extremely useful in the business backdrop as it helps the

the major benefits of advertisement is that it is speedy, and it empowers an advertiser to

component of advertisement is persuasion. Without proper and effective persuasion, an

sustainably perform in the dynamic market backdrop6.

communication medium helps to influence the perception of individuals about a brand.

application of technology in the area of advertisement, marketers are in a position to

efficient and effective manner.

Modern technology significantly contributes to the advertising domain. This is because it

messages as compared to the traditional advertising approaches. Thanks to the use of

chance of influencing customers and molding their purchasing decisions to a significant

profitability and market performance of firms.

of the business concern12.

strategy to their advantage.

1.1. Concept of Advertising

form of non-personal presentation or promotion of ideas, goods or services, by an identified

individual, nor is it addressed to a specific individual only. This form of commercial

communication is regarded to be extremely useful in the business backdrop as it helps the

component of advertisement is persuasion. Without proper and effective persuasion, an

sustainably perform in the dynamic market backdrop15.

communication medium helps to influence the perception of individuals about a brand.

1.2. Unique features of advertising

application of technology in the area of advertisement, marketers are in a position to

efficient and effective manner.

messages as compared to the traditional advertising approaches. Thanks to the use of

better chance of influencing customers and molding their purchasing decisions to a

1.3. Impact of advertising on consumer buying behavior

the purchasing decisions of the consumers19.

important role in consumer behavior20.

of the advertised product from the brand21.

effectiveness. In order to ensure successful advertising, it is important to understand what

product of that brand23.

engages them the most24.

buying behavior as compared to the other advertising techniques.

be based on reality so as to engage them better. Focusing on quality instead of price or

creation of a positive impact, exaggerative advertisements can lead to a negative impact.

compared to television advertisements in order to reach out to a broader audience. Moreover,

avail better benefits.

1.4. Influence of advertisement on consumer behavior and sales turnover

competitive marketplace. It directly influences the purchasing decision of the consumers.

buy the product or not.

and stimulates them towards making a purchase.

Advertisements help in effectively communicating to the people that a particular product is

increasing the sales turnover of a particular brand.

research, with increased advertisements, the consumption of the product automatically

increasing the sales volume33. Advertising is often considered as an effective means to

advertisement also aids in profit maximization through increased sales. A well-planned