Literature review advertising

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The research of Dr. Rajesh Mahajan and Prof. Sunil Kumar reflects that the Punjab market is actively participating e-markets and there is huge scope among the marketers to dominate the internet market globally in future as web marketing is growing very fast and market has more scope. For the betterment of internet or web based marketing only requirement to strengthen the information. Literature has laid a great importance of advertisement on the behavioral aspects of consumers. So far in the literature Ilicic and Webster, while explaining the effect of celebrity being used in an advertisement said that if the celebrity is well known and at the same time the celebrity is endorsing multiple brands, it would eventually lead towards the decrement of purchase intention.

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Please join StudyMode to read the full document. The marketing skills that these companies possess are the reasons both Coca Cola and Pepsico are so successful. The marketing tactics the companies use and how they compare to each other. The use of new technologies, advertising and political environments that will include when determining what affects the marketing strategies the companies choose to take.

The audience in this context use logical or factual information such as numbers, polls and statistics to make a decision. Ethos, Pathos and Logos in advertising and marketing For some time by now, marketers and advertisers all over the world have used ethos, pathos and logos to communicate with consumers at different levels. Ethos is what marketers and advertisers use for relationship building, establishing credibility and loyalty between the consumer and the brand. Ethos, in short is how the consumers understand what the brand stands for in the global market place. Pathos talks about what marketers use to appeal to the emotions of the consumers or in other words how advertisers choose to connect with their audience at an emotional level.
If a brand has a good reputation, customers and businesses, are more likely to purchase that brand. Examples include logos and packaging. These need to capture the attention of their customers because businesses have competition and therefore need to stand out. B2C transactions are likely to use marketing such as advertising, direct and Internet selling to market their products and services.
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