Literature communication performance and effectiveness based on Attention,

 

 

 

Literature survey is a
study involving a collection of literature is the selected area of research in
which the researcher has limited experience, therefore critical examination and
comparison of literature to have a better understanding of research area is
necessary. During the process of literature survey for this research, the
following important literature was collected.This Chapter presents a
theoretical background of the effectiveness of integrated marketing
communication. Various literatures focusing on Effectiveness of advertisements,
Personal selling, Publicity, sales promotion, direct marketing and digital
marketing are critically analysed and presented. Literatures on effectiveness
of integrated marketing communication are also analysed. This chapter will also
address the first objective of the study to analyze the influencing factors in
formulating the integrated marketing communication strategies for housing
projects in Bangalore urban district.

 

 

2.1                     
MARKETING COMMUNICATION EFFECTIVENESS

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Marketing communication
is a crucial t strategic marketing efforts, and may include the use of
advertising, public

 

relations and publicity, personal
selling, sales promotion, and direct and interactive marketing, or a
combination thereof (Kotler, 2003). The objectives of a marketing communication
strategy they generally involve informing, persuading and reminding a target
audience about the

 

organisation’s                                        market   offerings  
(Ferr

 

awareness  of 
and  demand  for            that    organisation’s

 

(Schiffman,
Kanuk & Wisenblit, 2010).

 

 

 

Solcansky and Simberova
(2010)researched on the importance of marketing measurement with a special
focus on describing the most important marketing methods that can be
successfully used in practice. They studied the method of ABC (Activity Based
Costing), index ROI (Return on Investment) and ROMI (Return on Marketing
Investment). The study also explored the dependence of revenue development on
marketing spending, and on how the marketing department can quantify the

 

effectiveness
of its activities. The improvement of the company’s effectiveness is possible
only if the activities are numerically evaluated to

 

show the progress and the growth.
Therefore, the study proposed that the current marketing effort to come up with
a method which can comprehensively evaluate the company activities.

 

 

Jerman and Zavrsnik
(2012) discussed the managerial implications of marketing communications in a
B2B market, with a focus on its effectiveness and impact on organizational
performance. They argued that while any company can develop a marketing
communication program regardless of size or budget, the key to implementing a
successful program is to incorporate measurement and analysis right from the
beginning. The increasing call for accountability of significant marketing communication
spending leads to the context of marketing communications effectiveness in a
business-to-business context.

 

 

Amaly (2012) measured
the marketing communication performance and effectiveness based on Attention,
Interest, Search, Action, and Share (AISAS)and Attract, Relate, Compare, Action
and Sustain

 

(ARCAS) model framework in order to
improve the promotion, product aspects that affecting the promotion, strengthen
or rebuild product image. The result conveys that current marketing
communications is not effective.

 

 

According to Roderick
(2007), if the clients brand positioning/key messages are changed, it is
important to see whether the new marketing campaign has been effective by
conducting a pre and post campaign effectiveness study. The reasons for
measuring prompted awareness and recall is due to the low engagement of
respondents with advertising, as a result of the mass of media individuals are
exposed to every day in their personal and business lives. The author concludes
that while for the campaign research it is best to focus in on the areas with
the most activity to really understand the effectiveness of the brand messages
and the communication channels used.

 

 

Zenkin (2007) argued
that measuring the effectiveness of the company’s marketing communications is
advertising and event management. Ho provide with practical methods for solving
the problem. The author

 

 

suggests a new model – Index 3K – that
is suitable for rating the effectiveness of PR communications and has rather
good prospects to be expanded on advertising and event management.

 

 

Pradiptarini (2011)
highlighted the use of social media sites as

 

part
of a company’s marketing strate past couple years. Regardless its popularity,
there is still very limited

 

information to answer some of the key
issues concerning the effectiveness of social media marketing, ways to measure
its return on investment, and its target market. Twitter activities and sales
performances of five companies

 

from
the Fortune 500 companies and its competitors were analysed to identify the
correlation between the company involvement on the social media sites and its
financial outcomes (ROI). The study finds that social media marketing
effectiveness is highly influenced by its messages/contents quality, the
company’s involvement,ththeother marketing platforms. In addition, a complex
and detailed analysis of the strategy is needed in order to accurately measure
the return on investment of the social media marketing.

 

 

 

 

2.2                     
EFFECTIVENESS OF ADVERTISEMENTS

 

 

The most effective tool
under IMC that gains most response process of consumers is advertising.Kotler
& Keller (2011) define advertisingas any paid form of
nonpersonalpresentation and promotion of ideas,goods, or services by an
identifiedsponsor. They highlighted that measuring advertising effectiveness
and the return on advertising investment has become a hot issue for most
companies, especially in the tight economic environment. They proposed that
advertisers should regularly evaluate two types of advertising results: the
communication effects and the sales and profit effects. Measuring the
communication effectsof an ad or ad campaign tells whether the ads and media
are communicating the ad message well. The effectiveness of advertisement is
measured by understanding how audiences like it, and measure message recall or
attitude changes resulting from it. After an ad is run, the advertiser can
measure how the ad affected consumer recall or product awareness, knowledge,
and preference.

 

 

Tellis (2009) define “Advertisingfectiveness”ef
in markets as the market response to a

 

defines “market response” as the firm share in real
market contexts. Advertising Effectiveness is examined by the

 

effects of advertising on consumer
awareness, attitudes, beliefs, and intentions. The research of advertising
effectiveness can be classified into two broad paradigms of research:
behavioural research and field research. Behavioural research typically uses
theatre or lab experiments to address the effects of advertising on mental
responses of individuals such as awareness, attitudes, beliefs, and intentions.
Field research, on the other hand, uses field experiments or econometric models
to assess the effects of advertising on such market responses as brand choice,
sales, or market share.Much of the theorizing regarding advertising effects
deals with

 

consumers’                           processing   of  
advertising

 

 

 

Further advertising
effectiveness researches can be classified as those focus on immediate effect
and those that focus on long term effect. The immediate responses are
considered through persuasive communication theories like cognitive response
model of persuasion (Greenwald 1968; Wright 1980), relevance accessibility
model (Baker and Lutz 1988, 2000) and the elaboration likelihood model (Petty,
Cacioppo and Schumann, 1983). These models have been extensively reviewed by
MacInnis and Jaworski (1989), Meyers-Levy and Malaviy (1999), and Vakratsas and
Ambler (1999).

 

 

Theories such as
response hierarchy model (Strong 1925; Lavidge and Steiner 1961; McGuire 1978;
Vaughn, 1980) and hierarchy-of-effects (HOE) models (Weilbacher, 2001) look at
effects of advertising over time.

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