农村非耐用品(个人护理)电视广告——影响因素的范式转变

Anisa Khanam, A. Verma
{"title":"农村非耐用品(个人护理)电视广告——影响因素的范式转变","authors":"Anisa Khanam, A. Verma","doi":"10.18701/IMSMANTHAN.V12I01.10334","DOIUrl":null,"url":null,"abstract":"TV Advertising has made marketing race to put the brand on the top of the mind, creating\nbrand equity, maintaining the brand loyalty has extended its net to influence the rural\nconsumers. Marketers use different media vehicles to communicate with this target audience.\nIndia is an agro-based economy and the growth of most of the other sectors of economy is\ndriven by rural demand. Consequently, television commercials appear to have a large impact\nupon the brand preference and purchase behavior of Rural Consumers. Of all marketing\nweapons TV advertising has the leading impact as its exposure is more, and is the most\nattractive media for rural consumers. The purpose of this research paper is to study paradigm\nshift in different factors of TV advertising for non durable goods (FMCG) which influences\nrural consumer buying behavior. Rural marketing has become the latest mantra of most\ncorporate even MNCs are eyeing rural markets to capture the large Indian market. Increase in\npurchasing power fuelled lot of interest, several companies are exploring attractive TV\nadvertising like HUL, ITC, P and G etc.","PeriodicalId":135569,"journal":{"name":"The Journal of Innovations","volume":"29 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2017-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"TV Advertising for Non Durable Goods (Personal Care) in Rural - A Paradigmn Shift in Factors of Influence\",\"authors\":\"Anisa Khanam, A. Verma\",\"doi\":\"10.18701/IMSMANTHAN.V12I01.10334\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"TV Advertising has made marketing race to put the brand on the top of the mind, creating\\nbrand equity, maintaining the brand loyalty has extended its net to influence the rural\\nconsumers. Marketers use different media vehicles to communicate with this target audience.\\nIndia is an agro-based economy and the growth of most of the other sectors of economy is\\ndriven by rural demand. Consequently, television commercials appear to have a large impact\\nupon the brand preference and purchase behavior of Rural Consumers. Of all marketing\\nweapons TV advertising has the leading impact as its exposure is more, and is the most\\nattractive media for rural consumers. The purpose of this research paper is to study paradigm\\nshift in different factors of TV advertising for non durable goods (FMCG) which influences\\nrural consumer buying behavior. Rural marketing has become the latest mantra of most\\ncorporate even MNCs are eyeing rural markets to capture the large Indian market. Increase in\\npurchasing power fuelled lot of interest, several companies are exploring attractive TV\\nadvertising like HUL, ITC, P and G etc.\",\"PeriodicalId\":135569,\"journal\":{\"name\":\"The Journal of Innovations\",\"volume\":\"29 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-07-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"The Journal of Innovations\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.18701/IMSMANTHAN.V12I01.10334\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"The Journal of Innovations","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18701/IMSMANTHAN.V12I01.10334","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

电视广告使营销竞赛把品牌放在了首位,创造了品牌资产,维护了品牌忠诚度,扩大了影响农村消费者的网络。营销人员使用不同的媒体工具与目标受众进行沟通。印度是一个以农业为基础的经济体,大多数其他经济部门的增长都是由农村需求驱动的。因此,电视广告似乎对农村消费者的品牌偏好和购买行为有很大的影响。在所有的营销武器中,电视广告具有领先的影响力,因为它的曝光率更高,是对农村消费者最具吸引力的媒体。本研究的目的是研究非耐用品电视广告影响农村消费者购买行为的不同因素的范式转换。农村营销已成为大多数企业的最新口头禅,甚至跨国公司也在关注农村市场,以占领庞大的印度市场。购买力的提高激发了人们的兴趣,一些公司正在探索有吸引力的电视广告,如HUL, ITC, P和G等。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
TV Advertising for Non Durable Goods (Personal Care) in Rural - A Paradigmn Shift in Factors of Influence
TV Advertising has made marketing race to put the brand on the top of the mind, creating brand equity, maintaining the brand loyalty has extended its net to influence the rural consumers. Marketers use different media vehicles to communicate with this target audience. India is an agro-based economy and the growth of most of the other sectors of economy is driven by rural demand. Consequently, television commercials appear to have a large impact upon the brand preference and purchase behavior of Rural Consumers. Of all marketing weapons TV advertising has the leading impact as its exposure is more, and is the most attractive media for rural consumers. The purpose of this research paper is to study paradigm shift in different factors of TV advertising for non durable goods (FMCG) which influences rural consumer buying behavior. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. Increase in purchasing power fuelled lot of interest, several companies are exploring attractive TV advertising like HUL, ITC, P and G etc.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信