INEFFECTIVE ADVERTISING IN MOVIES HAS LED TO A LACK OF CONSUMERISM INFLUENCE IN THE UK
There is evidence that ineffective advertising in movies has led to a lack of consumerism influence in the UK
Consumer behaviour is a selection of continuing using or removing the products or services which they have chosen. Consumer behaviour can be defined as an action of a person, family or a group of people who purchase products or services and use them to satisfy their needs, but not resell them for any purposes (Tetteh, 2008). According to Bolan & Williams (2008) the role of consumer behaviour is considered a center part of marketing activities in the UK. Moreover, it is affected by many factors such as advertisings which often have a certain impact on the public. There are a majority of companies which have sponsored for the movies to make their products or services appear in them and appeal their consumers. 'ITV signs series sponsors ' (2008) reports that there are many companies have the sponsorship of television programs and movies produced by ITV Network Ltd. such as Toyota Motor Corp., Carling Company and Churchill Insurance Co. Ltd. in Great Britain. However, it is said that ineffective advertising in movies has led to a lack of consumerism influence. One example of this is found in Tobacco brands in movies, which reduced after external enforcement in fact, it also coincided with a decline in tobacco screen time and suggested that limited enforcement on tobacco brand placement; as well as it limits the description of the smoking on the screen (Bergamini, E, Demidenko, E, & Sargent, J 2013). This essay will discuss this problem and provide three possible solutions, which are: firstly, the level of the brand awareness; secondly, the effectiveness of advertising and lastly, the product placement.
First, the level of brand awareness can make a positive behaviour of consumers, and it may produce consumers’ intentions to its brand name. It has been
Consumer behaviour is a selection of continuing using or removing the products or services which they have chosen. Consumer behaviour can be defined as an action of a person, family or a group of people who purchase products or services and use them to satisfy their needs, but not resell them for any purposes (Tetteh, 2008). According to Bolan & Williams (2008) the role of consumer behaviour is considered a center part of marketing activities in the UK. Moreover, it is affected by many factors such as advertisings which often have a certain impact on the public. There are a majority of companies which have sponsored for the movies to make their products or services appear in them and appeal their consumers. 'ITV signs series sponsors ' (2008) reports that there are many companies have the sponsorship of television programs and movies produced by ITV Network Ltd. such as Toyota Motor Corp., Carling Company and Churchill Insurance Co. Ltd. in Great Britain. However, it is said that ineffective advertising in movies has led to a lack of consumerism influence. One example of this is found in Tobacco brands in movies, which reduced after external enforcement in fact, it also coincided with a decline in tobacco screen time and suggested that limited enforcement on tobacco brand placement; as well as it limits the description of the smoking on the screen (Bergamini, E, Demidenko, E, & Sargent, J 2013). This essay will discuss this problem and provide three possible solutions, which are: firstly, the level of the brand awareness; secondly, the effectiveness of advertising and lastly, the product placement.
First, the level of brand awareness can make a positive behaviour of consumers, and it may produce consumers’ intentions to its brand name. It has been
References: Bergamini, E, Demidenko, E, & Sargent, J 2013, 'Trends in Tobacco and Alcohol Brand Placements in Popular US Movies, 1996 Through 2009 ', JAMA Pediatrics, 167, 7, pp. 634-639, CINAHL with Full Text, EBSCOhost, viewed 27 May 2014. 'Product placement ' 2007, Bloomsbury Business Library - Business & Management Dictionary, p. 5979, Business Source Complete, EBSCOhost, viewed 26 May 2014.