Consumer Behavior Unit I Review

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EVALUATING ADVERTISEMENT: THE ROLE OF CUSTOMER’S

DECISION-MAKING STYLE, INNOVATIVENESS, AND IDEOLOGY

Fatemeh Shateri

Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran Shahnaz Nayebzadeh *

Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran Abolfazl Davoudi Roknabadi

Department of Design and Clothing, Yazd Branch, Islamic Azad University, Yazd, Iran * Corresponding Author: [email protected]

Abstract

Advertisement is one of the most important ways of attracting consumers and informing them of new products and services as well as changing their attitudes. Most suppliers try to apply various advertisements to lead consumers toward their products. By doing so, they also try to create positive attitudes among the consumers of their products. Moreover, a great number of consumers with intense interest in innovation provide the profits of the companies which produce new products. In other words, the life of these suppliers depends on such consumers. Therefore, being aware of the behavioral characteristics of such consumers helps the managers of the companies which tend to produce new products, and significant investment is made to attract such consumers. The current study presents new definitions and models based on evaluation of advertisement: customers’ decision-making style, innovativeness and ideology.

Keywords: decision-making style, innovativeness, ideology

Introduction

To the companies, survival within the very competitive environment of today’s world is

not possible unless through acquiring competitive privilege which means the market

power of the companies [1]. Competitive privilege is the additional attractiveness of the

offers made by the company in comparison with other competitors in customers’ eyes.

This includes a set of abilities and capabilities which allow the organization to show a

better performance than competitors. Therefore to achieve this privilege, an organization

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must notice both its external situation and its internal capabilities [2]. Regarding what

already mentioned, investors and stockholders in capital market need information which

helps them with making decisions in terms of evaluating the quality of companies’ profits

and determining companies’ survival capabilities and strength within the competitive

market. Determining the effects of product market competition and industry structure on

the quality of companies’ profits can help with accurate assessment of future survival

capabilities of organizations and the effect of competition on earnings, and leads to

conscious decision making [1]. In this respect, using advertisement results in changes in

the knowledge, attitude and behavior of the audience. Informing, encouraging, reminding,

strengthening the relationships, and accelerating the correspondence are among the

functions of advertisement, and evaluating the effects of advertisement on each of these is

a necessity for the organizations who consider advertisement as a requirement for

development and growth. Furthermore, one of the criteria for measuring successfulness in

organizations is the degree to which the organization has managed to realize its goals.

Here the successfulness of every organization is determined according to the goals of the

organization. This has been addressed in the literature of management as efficacy. Efficacy

is, indeed, the degree to which an organization meets its goal. To measure the efficacy in a

given organization, some goals must be considered in advance. Then, the programs

designed to achieve these goals are compared [3].

With regards to the fact that consumers are divided into various groups, there exist

different tastes within the market, which are frequently subjected to change. Considerable

expenses are spent on advertisement. To achieve a proper position in the market and to

realize success, certain factors are required to come together [3]. This refers that what

content must be conveyed to the audience at what time, through what media, and in what

manner, so that maximum effectiveness is achieved [4]. Therefore in this paper,

decision-making style, innovativeness, and ideology are considered, which are among the

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most effective individual factors in evaluating advertisement and attracting customers.

Furthermore the new model is presented based on a comprehensive review of the research

background.

Review of Related Literature

Within the present competitive market environment, where solely products and services

are not sufficient to attract a new market or even to retain the current market and

customers, it is believed that the emotional aspect of the products is the key distinction in

the ultimate selection of the product and the price that the customers will readily afford;

also that the main emphasis is on promotion and improvement of the products with

trademarks which meet the emotional needs of the consumers [5]. Therefore advertisement

is regarded as one of the main tools of communication with the audience of the

organizations and the organizations are trying to leave the most effects on the customers

by affording the least possible expenses. Any professional marketing will lack efficiency

without advertisement. This is why advertisement is regarded as investment rather than

expenditure despite its fairly high costs. This effective tool is no more for buying and sale

only; rather it is an important tool for conveying a message or introducing a goal. One of

the most important steps in any advertisement plan is evaluation of the effects of

advertisement. By studying the effects of advertisement and its relation with the goals of

the organization, one can make changes in advertisement budget, form and content of the

messages, type of media and communicative channels, and even the time and conditions of

implementing the advertisement so that it will be more efficient than before [3]. In this

respect, only the advertisement will be successful which can attract the audience, leave

and evocative effect, stimulate buying reaction of the audience, and awaken their sensory

perception. Therefore, it is required to apply a set of factors in order to affect the

audience’s perception and sensation and to realize the anticipated goals of advertisement.

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Hence only the factors should be applied which objectively convey the message to the

audience, involve their trained mind, and contain effective components [6].

Advertisement Evaluation

Generally, display advertisement is divided into three main categories. The first category

includes the commercials which are usually displayed between TV programs. The second

category is called subliminal advertisement, and finally the third category is considered as

intangible advertisement. Due to its key role in determining the goals and measuring the

results, efficacy has a long history in promotion, advertisement in particular. For the first

time, Levis (1989) the author of the book “Propaganda”, proposed his well-known

four-word manner (notice, interest, desire, and attempt) to make the advertisement more

efficient. Since then, the criterion became one of the most important issues in

advertisement discussions. Therefore, awareness of the factors which are effective in

assessment of commercial advertisement helps the marketers and advertisement designers

in designing high-quality and efficient advertisements. The most important of these factors

include:

Attitude towards the brand: attitude towards the products and services can affect

assessment of advertisement because consumers are responding to the advertisement

affected by their own attitudes towards the products. Attitude towards the advertisement

affects the consumers’ buying intentions and mental backgrounds regarding the brand. A

customer with a positive attitude toward a brand gradually moves toward commitment.

This issue is so critical and can be regarded as the most important achievement of an

advertisement. When a brand which has created a positive image in customers’ mind is

re-advertised or other products and services of the same brand are advertised, customers

pay considerable attention to the advertisement of that brand. This is a great step in

establishing a group of loyal customers [7].

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Self-efficacy in remembering: remembering the brand is the second stage of brand

awareness and is tied to the consumer’s ability to recover a brand from his memory when a

relevant sign is presented. According to Keller, remembering the brand depends on the

customers’ ability in recovering data from their memory [7].

Brand buying intention: buying intention is a concept particularly considered in marketing.

Buying intention of a given product is depended to the attitudes towards that product.

Today, buying intention reflects the consumer’s predictable behavior in future shopping

decisions, which significantly contributes to the formation of the consumers’ attitudes. In

fact, buying intention is a pattern of conveying attitudes regarding a future purchase [7].

Attitude toward advertisement: attitude toward advertisement is defined as the background

to respond to a particular advertising stimulant, desirably or undesirably, through a given

display context. Attitudes formed toward advertisement affect the consumers’ attitudes

toward the brand and their buying targets. If the ultimate goal of advertisement is to create

a positive attitude toward advertisement and the brand, increasing the likelihood of buying

through a positive emotional response to the advertisement can be the best measure for

evaluating advertisement effectiveness. Various research show that a positive emotional

response to advertisement has a correlation with brand recognition and positive attitude

towards the brand as well as the consumers’ buying intentions [6].

Decision-making style: consumer’s decision-making style refers to the mental orientation

indicating how a consumer selects. Consumer’s decision-making profile is very critical to

marketers and advertisers [8]. Sproles and Kendall (1986) define consumer’s

decision-making style as a tendency or mental inclination which describes the consumer’s

orientation toward selecting [9]. The eight decision-making styles proposed by Sproles and

Kendall are as follows: 1) perfectionist and sensitive to premium quality; these individuals

are systematically seeking for the premium quality of a product and do not suffice to the

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products in “good enough” category. 2) Sensitive to brand; individuals who buy more

expensive products with a well-known brand. They prefer to buy expensive and famous

brands and believe that products of higher quality are more expensive. They usually select

advertised brands. 3) Stylish and innovative; the privilege of these individuals is that they

prefer products of new style to old-fashioned ones [8]. 4) Sensitive to price; these

consumers value money and generally include individuals with considerable awareness of

prices, low prices in particular, who are seriously seeking for the best value for the money

they pay [10]. 5) Looking for entertainment; the most important characteristic in this

category is enjoyable shopping. Previous studies showed certain factors inhibiting the joy

of shopping including worrying about time. However, certain efforts have been made to

add joy to the act of shopping [11]. 6) Careless and impulsive; these are individuals who

do not have any plan for their shopping. It seems that they do not notice the amount of

money they spend and usually regret for their decisions. These individuals tend to buy in

the moment (impulsive buying) [10]. 7) Confused due to so many alternatives; this style of

decision-making examines the factors confusing the consumers due to the variety of

products. Data from these factors analyze the problems related to the variety of products

and brands. Furthermore, experimental data can also help with better perception of this

factor [11]. 8) Habit-oriented and committed to brand; these are individuals who usually

buy from the same brand and supermarket [10].

Thought: human is regarded as sophisticated when compared with other creatures.

Psychologists try to attribute the same behavioral characteristics to different individuals.

Individuals’ personality reflects their traits and behavioral preferences, and includes

instructions, emotions and intuitive behaviors. Individuals’ reactions in different situations

are led by their personality, and conscious selection can prevent response to various

stimuli from being accidental. Due to personality differences, individuals use their mental

abilities differently. Hence, perception of the surrounding environment and others and the

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related decision making will also be different. Meyers and Brigs have managed to

determine four opposing preferences based on Young’s studies. These include energetic

preferences, data collecting, decision making, and lifestyle [12].

Extroverts/Introverts: extroverts act upon taking energy from other individuals and objects

while introverts use their internal energy and their own ideas and concepts. Extroverts

focus on the surrounding world, individuals, things, and tasks and explicitly express their

feelings. They enjoy communicating with other individuals. They like dynamicity and are

hopeful to the future and success. They first act and then think about what they have

already done. On the contrary, introverts avoid expressing their feelings. Sometimes they

get tired of communicating with too many individuals. They also think well before they act

[13].

Table 1: Key features of introverts vs. extroverts [13]

• They have calm and well-considered behavior.

• They talk less.

• They are usually self-contained.

• They think before they talk.

• They speak more slowly and gently.

• They can focus their concentration.

• They work on one project at once.

• They tend to spend their time alone.

• They avoid being the center of attention.

• They are rather cautious and hesitant.

• They have warm and friendly behavior.

• They talk more.

• They are more dynamic.

• They speak fast and loudly.

• They are easily distracted.

• They easily shift the topic.

• They prefer to be with others.

• They tend to be the focus of attention.

• They first act, and then think about it.

Contemplative/emotional: a logic individual in Meyers-Brigs theory makes rational

decisions. He observes the shortages and criticizes. He gives value to the reality and is

motivated by his tendency to succeed. An emotional individual, on the contrary, does not

make rational decisions. He considers value for sympathy and harmony. To an emotional

individual, politeness is more important than reality. He is motivated by the tendency to be

appreciated [14].

Table 2: Key features of emotional vs. logical [13]

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• They are friendlier while treating others.

• They feel sensitive about their emotions

regarding others.

• They are usually moderate and considerate.

• They meet the ceremonies and traditions of

social life.

• They avoid conflict and confrontation.

• They start conversation with greetings.

• They might seem excited and thrilled.

• They may lack venture and self-confidence.

• They usually call people with first name.

• They are usually engaged in service jobs.

• They are less friendly in their treatments.

• They may seem as lacking emotions.

• They might be inconsiderate and relentless.

• They usually seem serious and

hardworking.

• They may argue for fun.

• They are usually impassive.

• They go directly to the heart of the matter.

• They seem conservative and realistic.

• They are usually assured and insistent.

• They seldom call people with first name.

Intuitive/Sensual: according to Meyers-Brigs, an intuitive person is an individual with

strong sixth sense. He pays attention to meanings, relations, likeliness, and deduction. He

notices the future and does not carefully consider the details. Sensual individuals, on the

contrary, have strong five senses. They trust at their own experiences. They live in the

moment, regard common sense, and use their skills. While learning, they consider practice

and application [14].

Table 3: key features of sensual vs. intuitive [13]

• They have simple and clear verbal patterns.

• They have continuous and chain thoughts.

• They are more accurate; they use facts and

real instances.

• They use language as a tool.

• They are well aware of their body.

• They are attracted to jobs requiring realism

and practice.

• They are less likely to get a university

• They have sophisticated verbal patterns

abundantly using compound sentences.

• They have deviant thoughts; they jump

from one to another.

• They are more imaginative; they frequently

use simile and metaphor.

• They use language for themselves.

• They are rather adrift in their mind.

• They are usually attracted to jobs requiring

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degree.

• They prefer non-fictional contents for study.

• They speak with short and explicit words.

• They consider the details.

• They clearly remember the past.

• They listen as far as others explain all their

thoughts.

creativity.

• They are more likely to get university

degrees.

• They prefer fictional contents for study.

• They repeat and restate their word.

• They speak about world issues and general

images.

• They predict the future.

• They usually complete others’ words.

Judgmental/Observer: according to Meyers-Brigs, a judgmental person likes to work with

planning and order. He considers work ethics and believes in “first work, then play”. An

observer individual, on the contrary, loves freedom. He does not like planning and

organizing. He is flexible and believes in “first enjoy, then work”. His goals can easily be

changed. He adapts to new situations. Finishing the job is not important to him; rather, he

considers the way of performing it. He does not judge people, things, and phenomena;

rather, he observes them the way they are and obtains data from them [14].

Table 4: key features of observer vs. judgmental [13]

• They are more friendly and less conventional

• They are more playful.

• They can adapt to the environment very well.

• They may delay things.

• They might be hesitant and confused.

• They prefer slower rhythms.

• They usually have messy appearance.

• They usually dress casually.

• They are likely to change their goals.

• They prefer to start projects.

• They are more conventional and formal.

• They are more serious.

• They like to take the responsibility.

• They tend to decide quickly.

• They are certain and their opinions are often

strong.

• They prefer fast rhythm (hurry).

• They have tidy appearance.

• They usually dress formally.

• They like to set some goals and to achieve

them.

Innovativeness

Innovativeness is a personality trait often reflecting tendency to change. Innovative

consumers are an important part of the market to marketers. Earnings from the new

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products admitted by innovative consumers play a key role to many organizations.

Appropriate perception of decision-making styles of innovative consumers is too critical in

marketing. Consumer’s decision making style is the mental way in which the consumer

experiences shopping and consumption. These styles can help the researchers of

consumers’ behavior obtain a deeper understanding of consumers’ behavior. With regards

to the gap observed in research background, innovativeness is solely described as a

personality trait in consumers’ innovative behavior [15]. As Inkles and Smith state, the

main feature of innovative individual has two aspects; the internal corresponding to the

opinions, values and feelings; and the external corresponding to the environment [16].

A review of previous research on the effective factors in advertisement evaluation

Table 5 presents a summary of previous research regarding advertisement evaluation

selected as the theoretical base of this study, upon which the conceptual model is designed.

Table 5: a summary of previous research on advertisement evaluation

Ref. Researcher(s) Year Population Variables under study findings

1 Shariat 2007 People of

Isfahan

Advertisement

effectiveness, people’s

attitudes, advertisement

characteristics

TV channels, animated structure,

attractive packaging, informing

bout the quality, background, and

price on TV.

2. Samady 2009 Customers of

Refah Chain

Supermarkets

in Tehran

Evidence of brand,

customers’ satisfaction,

customers’ attitudes,

relations of brand,

intentions of re-buying

Brand evidence and relations

have positive effects on

satisfaction, attitude, and

behavioral intentions.

3. Kheiry 2010 Customers of

Shahrvand

Chain

Supermarkets&

Grand Mall in

Tehran

Buyer’s marital state,

size of family, level of

education, income, age,

having children below 6

years old

Buyers of generic products are

characterized with demographic

features such as being married

and being young.

4. Javadin 2010 Zones of

Tehran

Commitment,

satisfaction, value,

resistance to change,

emotions, brand trust

Brand specific value and trust are

the most effective factors in

consumers’ behavioral patterns

and attitudes of commitment.

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5. Shah

Mohammadi

2011 Inhabitants of

zones 1,2,3,4

in Mashhad

Proper pictorial

manners, audience’s

notice, message

structure, display

methods, amount of

trust

TV commercials between hot

programs attract the audience’s

attention; the attractiveness of a

program is important in attracting

the customer and his notice to the

commercial. This can make the

audience trust at the

advertisement and follow it.

6. Amirshahi et

al.

2011 Students of

Islamic Azad

University,

branch of

Science and

Research,

Tehran

Innovativeness and

buying decision-making

styles

Cognitive innovativeness is

correlated with “perfectionist and

sensitive to premium quality”;

emotional innovativeness is

correlated with “sensitive to

brand”, “stylish and

fashion-oriented”, and “looking

for entertainment”.

7. Heidarzadeh

et al.

2011 The following

four observer

variables:

Speed of

remembering,

attitude toward

the brand,

brand position,

buying

intention

Advertisement,

intangible representation

of the brand, audience

involvement,

advertisement

promotion, demographic

factors

Intangible advertisement of the

brand affect the consumer’s

unconscious in short-term.

8. Kafash pour

et al.

2011 Students of

higher

educations in

Firdausi

University of

Mashhad

Attitude toward online

advertisement, gender,

entertainment,

informing

Users’ perceived value of

entertainment and informing has

a significant correlation with

attitude toward online

advertisement. Furthermore,

gender has modifier effect on the

relationship between perceived

value of entertainment and

informing and attitude.

9. Moradi et al. 2012 University staff Personal

decision-making style,

responsibility, group

Corporative decision-making

style of the managers is the best

predictor of the employees’

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decision-making style,

consulting

decision-making style,

corporative

decision-making style,

managerial

decision-making style

responsibility

10 Amiri et al. 2013 Employees of

Sepah Bank,

Branch 18,

Ardabil

Commercial

advertisement, attracting

customers, sales

promotion, public

relations, normal data

distribution

Sales promotion has the greatest

impact in attracting new

customers.

11 Kheiry et al. 2013 Students of

Islamic Azad

University,

Science and

Research,

Tehran

Brand attachment, brand

experience, brand

satisfaction, brand

attitude, knowledge of

brand, brand

commitment,

consumers’ tendency to

afford additional costs,

promotion of word of

mouth regarding the

brand

Consumers’ experience and

attitude affect the formation of

brand attachment. No significant

relationship was observed

between consumers’ knowledge

and satisfaction with brand

attachment. Consumers with

brand attachment show higher

levels of brand commitment,

promote word of mouth regarding

the brand, and tend to afford

additional costs of the brand.

12 Tabatabayi

Nasab &

Arjmand

2014 Buying decision-making

styles, aspects of innate

innovativeness, aspects

of consumers’

personality

No significant relationship was

observed between the three

identified clusters in aspects of

innate innovativeness and the

three aspects of neo-personality.

However, there is a difference

between the clusters in two

aspects of neo-personality.

Findings indicate a correlation

between Neurosis personality and

emotional innovativeness.

However, no significant

relationship was observed

between other aspects of

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neo-personality with cognitive

and emotional innovativeness.

13 Shahbandar

Zadeh and

Khosravi

Laghab

2015 413 students of

Khalij Fars

University,

Bushehr

Economic beliefs, social

beliefs, moral beliefs,

legal beliefs,

advertisement

usefulness,

advertisement attitudes

Economic beliefs in

advertisement, moral beliefs in

advertisement, legal beliefs in

advertisement, and advertisement

usefulness affect individuals’

attitudes towards advertisement.

14 Wesley 2006 Shopping

centers in the

U.S Market

SES/Demographic

learning styles, main

reason for visiting, the

intention of visiting the

center etc.

Complexity of the history and the

consequences of consumer’s

decision making style

15 Sara

Sapuletea

Et al.

2009 B.S students in

Netherland

High price, low price,

consultant, decision

making

Managers and official employees

benefit from the effects of

consulting in decision making,

which can result in exploration of

better solutions to decision

making.

16 Park et al. 2010 Young

consumers in a

particular area

of the country

Cognitive

innovativeness, quality,

price awareness,

confused due to variety

of choices, brand

awareness, stylish and

fashion-oriented,

looking for

entertainment, impulsive

and careless,

habit-oriented,

committed to brand,

emotional

innovativeness

Cognitive and emotional

innovativeness can lead to

various buying styles.

17 Dianoux et al. 2010 Students of the

first or second

year of

Management

Advertisement, higher

attention, better

memory, attitude

Nationality (in given parts of

Europe) is not significantly

affected by attitude toward

nudeness in advertisement

because different inclinations

were observed in Czech Republic,

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Spain and France.

18 Liu et al. 2011 University

students in

Australia

Brand personality

congruity, brand

attitude, commitment,

brand user, brand

tendency

Both brand users and congruity

have considerable effects on

brand attitude and brand

commitment. However, no

significant BPC effect was

observed in brand attitude or

brand commitment for the two

examined brands.

19 Liu et al. 2012 Employees of 5

Spanish

organizations

Employees’ relations,

tendency to innovation,

employees’ knowledge,

innovation-orientation,

temporary employees,

foreigner employees

When relationships exist,

employees’ tendency to

innovation is greater, making the

attitudes positive. Different

findings confirm foreigner

employees as the moderating

variable.

20 Burmester

et al.

2014 3336 products

of the market

of video games

Public thoughts,

advertisement, sales

attraction, advertisement

attraction, advertisement

in sales

Public thoughts are more

important than advertisement.

The reverse is true after the

establishment of the product.

21 Rezai 2014 Malaysian

University of

Technology

Brand awareness,

informed price,

entertainment, informed

fashion, price,

advertisement

impulsivity,

perfectionism, product,

retailer

Effective factors in selection of

products include informed price,

brand, advertisement, and

retailing throughout the channel

22 Drossos et al. 2014 Greece Buying intention,

advertisement, product

involvedness, buying

interest

Our perception is aided by text

advertisements on cell phone.

Moreover, the findings show that

advertisement is important for all

products, particularly where a

high level of intervention in

relations is not required, and

increases buying intention.

23 Robin Bell

et al.

2015 Students in

Worchester

Learning, trading Simulation is an effective

technique for active interactions

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between students in learning how

to bridge the gap between theory

and practice. It also can improve

students’ criticizing skills.

24 Uribe 2015 M.S Students

in Santiago

University,

Chile

Brand awareness, brand

attitude, buying

intention, advertisement

Synergistic in common use of

advertisement was not confirmed

in the three studied variables.

25 Shao et al. 2015 Online poll Consumer’s behavior,

advertisement, demand

for advertisement,

self-regulation theory

Consumers can adopt different

combinations of data processing

styles and target orientation.

Conceptual Model

As the literature review shoed, various studies have been conducted on the effective

factors in advertisement evaluation. Having reviewed the previous works, the research

conceptual model was designed, in which the effects of decision-making styles, ideology,

and innovativeness on advertisement evaluation will be examined. To implement this

model, the following hypotheses can be examined.

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Figure1: Research Conceptual Model

Source: Park & Zhou (2010), Lun (2014), Olsson & Romero (2014)

Suggestion (1): examining the effect of ideology on attitudes towards radio advertisement Suggestion (2): examining the effect of ideology on attitudes towards TV commercials Suggestion (3): examining the effect of ideology on brand buying intention Suggestion (4): examining the effect of ideology on self-efficacy in remembering Suggestion (5): examining the effect of ideology on attitudes towards the brand Suggestion (6): examining the effect of decision-making styles on attitudes towards radio advertisement Suggestion (7): examining the effect of decision-making styles on attitudes towards TV commercials Suggestion (8): examining the effect of decision-making styles on brand buying intention Suggestion (9): examining the effect of decision-making styles on self-efficacy in

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remembering Suggestion (10): examining the effect of decision-making styles on attitudes towards the brand Suggestion (11): examining the effect of innovativeness on attitudes towards radio advertisement Suggestion (12): examining the effect of innovativeness on attitudes towards TV commercials Suggestion (13): examining the effect of innovativeness on brand buying intention Suggestion (14): examining the effect of innovativeness on self-efficacy in remembering Suggestion (15): examining the effect of innovativeness on attitudes towards the brand

Results and Discussion

In today’s world, where advertisement plays a significant role in promoting the goals of

the companies, all investors are trying to attract the profits through making consumers buy

their products, which is possible through advertisement. They can change the position of

their products. To do so, they must design an appropriate and unique advertisement plan.

Every day, consumers are subjected to hundreds of commercial advertisements relating to

various mechanisms; hence, the results of advertisement do not seem to appear via

introspection. A question here is why some advertisements are more lasting than others.

Most advertisement companies and customers are seeking for the answer to this question.

To find the answer, one must consider the way of involvement. In this respect, repetition

and the way of presenting the advertisement are the factors which can involve the

customer and audience. Another important factor is perception of the advertisement [7].

Biometric studies have shown that the effects of advertisement depend not only on

information and emotions but also on environmental factors [17].

Individuals increasingly distinguish between the advertisements through the perceived

quality, features and images. Brand commitment is not realized at once; rather, it takes

long time to be fulfilled. Therefore, advertisement should be designed in a way to give a

specific vision to the marketer because the marketer is required to consider the sales and is

most concerned with customer satisfaction. Today, marketing is not solely for products;

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rather it includes brands. Indeed, customers are identified with their brands rather than

products. Therefore an advertisement needs to be effective to transform a product into a

brand in customer’s mind. Moreover, advertisement must be able to improve the customers’

attitudes because attitude is composed of customers’ experiences of the product or brand.

Advertisement affects attitude because people respond to advertisement individually.

Finally, advertisement should be able to revive the experiences in customer’s mind as clear

and complete.

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