Advertising is the key issue for business success
...atform between the business organizations and the buyers. From the point of view of customers, few people will buy a certain product in the situation where they have never heard of it. In fact, most customers make the buying-decisions depending on the specific advertising. According to a recent study in Asia, consumers in the three main markets of Hong Kong, Malaysia, and Singapore, respectively, whose ages are between 17-30, felt that it was difficult to make a decision on what to buy, if there were no advertising (Ewing & Caruana, 1999, pp.45-49.). As shown, advertising has been chosen as a reliable and useful reference by customers before making decisions, because it can communicate the detailed information about the product, meet the consumers¡¯ various requirements and influence the purchasing. All of these factors can be regarded as the main reasons why advertising is the most important factor for the companies. Another specific study can provide further explanation. Jones¡¯s research about the influence of advertising examined 110,000 product samples which covered 142 brands, and showed that seventy percent of advertisements led to sales increase instantly, while forty-six percent of the whole samples had a ¡°long-term effect¡± on sales (1995, pp.9-16.). Apparently, advertising bring a great amount of profits to the company based on introducing the customers to the product and influencing the consumers¡¯ buying choices. Consequently, it is clear that advertising is the crucial factor for business achievement. Advertising can influence the customers¡¯ attitudes on particular products in order to create profits dramatically (Allen & Wootten, 1998, p.54). In modern society, consumers have plenty of opportunities to make decisions on what kind of products they will buy. Customers often choose products which will represent their attitudes, because attitudes can reflect customers¡¯ habits, interests and life styles. Good advertising strategy can assist the company influence the consumers¡¯ attitudes so that the profits will increase significantly. For example: ¡°Aqua Velva men¡±, a famous brand of aftershave, frequently consumers of this product are aged 50 or even older. Only a few young consumers purchase this product, because they think the product belongs to their father¡¯s generation. In order to improve the sales performance, the owner of the product designed a new advertisement to attract consumers from a different age group. The advertisement introduced the new products named ¡°Ice blue ¡°and ¡°Ice sport¡± to young people and emphasized that the new products belong to the young generation by using special expression skills. After that, the product became popular for consumers aged 25 to 45 immediately and the sales performance improved by 21.3% in 12 weeks. In this case, the reason that young consumers were attracted to the product was that the advertising represented young consumers¡¯ positive living attitudes such as, sporting, fashionable and energetic. The similar study provided by Wansink also proved that effective advertising campaign can affect customers¡¯ attitudes and create amazing sales performance for the company. The specific study was three kinds of products used as the targets for researching: cranberry sauce, canned soup, and gelatin. The advertising campaign was designed to introducing some new and unusual uses of the three products to customers, which can change the consumers¡¯ attitudes and life styles. The result of study showed that all of the products¡¯ selling performance increased significantly. One of the target product¡¯s sale performance rose from 1% to 142% per month (2000, pp.153-158). Obviously, Advertising established a deep impression in customers¡¯ minds in order to influencing consumers¡¯ attitudes when they were buying. From the examples above, it is very clear that the company obtained numerous benefit from the effective advertising campaigns Advertising is a significant method to create the brand awareness and establish brand loyalty in specific product market. In general, brand awareness is a fundamental section of brand loyalty. Advertising can foster customers¡¯ brand loyalty based on brand awareness of specific product. According to the recent study, it has been found that brand loyalty has quite a few good benefit for business organizations such as, lower costs to maintaining the old customers than finding the new ones; less costs and marketing strategies on ¡°the same brand-set purchasing¡± of loyalty customers (Bennett and Bove, 2001,pp.27-30). In fact, all the benefit presented above are related to the companies¡¯ profits, the reason is saving costs is another way to creating profits. A particular study provided by Staplehurst, which in...