Advertisements are critical marketing tools. In almost all organizations, marketing nix incorporates at least one form of advertising. Mostly, advertising is used for public relations. It makes prospective consumers aware of the existence of the product in the market. Advertisements serve as communication to the customers about the brands quality, price and availability (Aaker and Biel, 2013). For example, a mobile company may advertise a new smart phone that was produced recently. In the advertisement, information about the phones specifications, availability and retailing price is provided. Essentially, advertising implicitly explains to the customer that a brand is superior to similar products in the market. There are many forms of advertising. Marketers may decide to use newspapers, radio, television, internet or billboards for advertising. Online advertisements are common in the current advertising customs due to the spread of technology. On the other side, billboards are relatively traditional, although they also find use even today. They attract the attention of motorists since they are mostly erected by the roadside (Bruneau, 2011). Many organizations combine both online and billboard advertising. When compared vis-a-vis, online advertisements are leaps and bounds ahead of billboards in creating effective brand popularity.
Online advertisements are those advertisements that have been designed and uploaded to the internet for the purposes of brand communication. Mostly, theses advertisements come as pop-up messages in random sites. For instance, advertisements may come up when one is browsing through a blog or a social network. In some cases, the advertisement is a prompt that one must go through before accessing a site of interest. Other online advertisements are found in specially designed sites in form of a video. Regardless of the form in which an online advertisement is, it surpasses the effectiveness of billboard advertising.
First, online advertisements reach out to a bigger audience than billboards (Xu, 2013). Each day, millions of people use the internet. Specifically, a large number of people use Google as their search engine. Therefore, Google ads get attention of very many people. Some of the audience may not have previous knowledge of the advertised product or service. Some may know of the product or the service. In effect, online ads create new customers while retaining the old ones. Billboards only reach a small number of people who are caring enough to read them (Bruneau, 2011).
Second, online advertising is safe. Target customers of online advertising are those that are using internet services for business or communication. A portion of target customers are internet lovers who like reading and writing internet blogs. Normally, a person using the internet is settled in a place, whether seated or sleeping. It means, therefore, online ads find customers who are safely settled to receive the message in the ads. Billboard ads on the other side are erected in roundabouts, on top of buildings along highways or on masts at the side of busy roads. A billboard customer is mostly driving, and the billboard might sway his attention and thus lead to a road accident.
In as much as billboards reach out to a few people and are risky, they are colorfully produced to draw the attention of customers. Usually, they are big and a person can read them from a far. However, effective advertising ought to reach out a high number of people, and therefore its conclusive that online ads are better than billboard ads.
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Bruneau, E. A (2011). Advetising. US small Business Administration, Washington, DC.
Xu, T. (2013). Online Advertising: A Large Scale Computing Perspective. UNIVERSITY OF CALIFORNIA, IRVINE.
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- TOC \o "1-3" \h \z \u Abstract PAGEREF _Toc480186111 \h iiiCHAPTER 1: INTRODUCTION PAGEREF _Toc480186112 \h 11.1.Background information PAGEREF _Toc480186113 \h 11.2.Motives behind Luxury brands PAGEREF _Toc480186114 \h 21.2.1.Materialism PAGEREF _Toc480186115 \h 31.2.2.Vanity PAGEREF _Toc480186116 \h 31.2.3.Conformity PAGEREF _Toc480186117 \h 31.2.4.Consumer ethnocentrism PAGEREF _Toc480186118 \h 41.3.Objectives PAGEREF _Toc480186119 \h 41.3.1.Main Objective PAGEREF _Toc480186120 \h 41.3.2.Specific objectives PAGEREF _Toc480186121 \h 4CHAPTER 2: LITERATURE REVIEW PAGEREF _Toc480186122 \h 52.1.Overview PAGEREF _Toc480186124 \h 52.2.Theories on motivations to Purchase and Consume Luxury PAGEREF _Toc480186125 \h 52.2.1.Self-Discrepancy Theory PAGEREF _Toc480186126 \h 62.2.2.Terror Management Theory PAGEREF _Toc480186127 \h 72.2.3.Social Comparison Theory PAGEREF _Toc480186128 \h 92.2.4.Symbolic Interactionism Theory PAGEREF _Toc480186129 \h 102.3.Hypothesis and definition PAGEREF _Toc480186130 \h 112.3.1.Attitude and consumer luxury preferences PAGEREF _Toc480186131 \h 112.3.2.Relationship between raising economy and buying behavior PAGEREF _Toc480186132 \h 122.3.3.Price advantage and purchase power PAGEREF _Toc480186133 \h 132.3.4.Relationship between attitude and buying behavior PAGEREF _Toc480186134 \h 142.3.5.Relationships between overseas visitation and buying characteristics PAGEREF _Toc480186135 \h 162.4.Chinese Luxury Market PAGEREF _Toc480186136 \h 162.4.1.The rise of market economy PAGEREF _Toc480186137 \h 172.4.2.Market differentiation based on social level luxury PAGEREF _Toc480186138 \h 172.4.3.Chinese perception of consumption PAGEREF _Toc480186139 \h 172.5.Characteristic of consumers of luxury products in China PAGEREF _Toc480186140 \h 182.6.Factors influencing female consumers to buy luxury products PAGEREF _Toc480186141 \h 202.6.1.Brands on luxury products PAGEREF _Toc480186142 \h 202.6.2.Realization of consumer behavior PAGEREF _Toc480186143 \h 212.6.3.Consumer participation in fashioning PAGEREF _Toc480186144 \h 222.7.Empirical Review PAGEREF _Toc480186145 \h 23CHAPTER 3: METHODOLOGY PAGEREF _Toc480186146 \h 253.1.Research Design PAGEREF _Toc480186148 \h 253.2.Measurement of variables PAGEREF _Toc480186149 \h 253.3.Study area PAGEREF _Toc480186150 \h 263.4.Target Population PAGEREF _Toc480186151 \h 263.5.Sampling techniques PAGEREF _Toc480186152 \h 263.6.Sampling size PAGEREF _Toc480186153 \h 263.7.Research instruments PAGEREF _Toc480186154 \h 273.8.Data collection techniques PAGEREF _Toc480186155 \h 273.9.Validity of the instruments PAGEREF _Toc480186156 \h 273.10.Reliability of the instruments PAGEREF _Toc480186157 \h 273.11.Data analysis and presentation PAGEREF _Toc480186158 \h 283.12.Ethical considerations PAGEREF _Toc480186159 \h 29CHAPTER 4: FINDING AND ANALYSIS PAGEREF _Toc480186160 \h 304.1.Findings PAGEREF _Toc480186162 \h 304.2.Discussion PAGEREF _Toc480186163 \h 34CHAPTER 5: CONCLUSION AND RECOMMENDATION PAGEREF _Toc480186164 \h 365.1.Conclusion PAGEREF _Toc480186166 \h 365.2.Recommendation PAGEREF _Toc480186167 \h 37REFERENCES PAGEREF _Toc480186168 \h 38Appendix A: PAGEREF _Toc480186169 \h 44Questionnaire PAGEREF _Toc480186170 \h 44
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