A Comprehensive Literature Review on Advertising and its Impact

This literature review explores the multifaceted impact of advertising on consumer behavior and the evolving landscape of e-commerce. It begins by introducing the core concepts of advertising, emphasizing its role in enhancing productivity and facilitating direct interaction between businesses and consumers, particularly through online platforms. The review then delves into the influence of advertising on consumer attitudes and behaviors, highlighting factors like brand image, cultural diversity, and family dynamics, as well as the importance of online transactions. It examines the impact of advertising and e-commerce, discussing the emergence of the internet as a crucial medium for product promotion and purchase, and exploring various advertising methods and their effectiveness. Furthermore, the review analyzes the factors influencing advertising, such as target markets, media selection, sales figures, and budget allocation, emphasizing the importance of strategic planning and the selection of appropriate advertising channels. The conclusion synthesizes these findings, underscoring the significance of advertising in market dynamics, business operations, and consumer engagement, while also acknowledging the role of e-commerce in facilitating product services.

Research Methodologies

Table of Contents
LITERATURE REVIEW................................................................................................................1
Introduction.................................................................................................................................1
Consumer attitude and behaviours:.............................................................................................1
Impact of Advertising and E-commerce.....................................................................................2
Advertisement and factors influencing.......................................................................................4
Conclusion...................................................................................................................................5
REFERENCES................................................................................................................................6

LITERATURE REVIEW
Introduction
Advertising is the best platform to increase their productivity and with the help of this
technology, the customer are easily interacted with the buyer. The person has some knowledge
and skill to analysis the whole methodology of advertising and it is great achievement to sell
their product in market. Most of the companies are using website for the online marketing with
the help of this e-commerce site the customer directly interact with the buyer and can be concern
the new product. This is effective medium to directly published their product detail on the
internet. The researcher will find the new theoretical approaches to participate on a particular
topic. They are analysis the whole research data using different sources and identifying the
relevant data that are help to preparing a case study. Literature review is useful for the
experience of the people. Past research area analysis and can be determine the actual role of data
in the research area. This is the best approach to understand the key areas for the researcher.
They are collect a data from different source and can be merge according to their skills and
identifying the best possible result. There are many popular articles published in market and it is
the best source to increase their knowledge and gain lot of skills. The researcher always take an
important element through the article and research paper because the element are introduced the
whole concept of research areas. This is very important approaches for the business field. They
are determined the actual value of advertisement in market. Many peoples are interacted to the
sales team to identifying the new product details. The new product are always launched in
market. In this way, it will provide the information related the product are launch in market
through Advertising.
Consumer attitude and behaviours:
According to Azam, 2015 users purchasing action are mostly highly affected by various
factors it includes such as brand image, cultural diversity and family. The advertisers not spend
so much time in to invest as compared to advertising their products so this factor can focus on
the advertise for the consumer it can influence. Playing a important role in business to advertise a
product of the company it can help to promote products and services it is offered by the
organisation towards user effectively. Advertisement process is helping to provide a information
to the customers to buy a product or services in the market place. Online transactions are
nowadays playing a important role in the world it is very helpful to the between customer and
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firm it directly interacts with each other any place any time with the effective uses of emergency
technology like mobile phone app etc. It is studied that advertisements is a subset of publicity in
the marketing mix decision of business it can also include mass communication of the services
and products is helping in the part of advertising such as social media platform, face to face
interaction, online websites, and telephone communication.
The Wamba and Akter, 2016, the online and advertisement process is certain connection
with each other and different also in the market online process is very important as compared to
advertisement process, this two processes are crucial for industry to promote a goods and
services in the market towards users effectively by this two processes. Overall process leaved a
image on customers mind and thought to convincing the buy the products easily. There are
several types of advertisement which helps to promote various activities in order to enhance
profitability and sales. Using different types of methods to implement the services which is
essentially important for the organisation in budget and requirement of different activities. In the
market so many competitive and competitors are there which can affect in the business benefit
and production effectively. In an organisation choose effective method to create correct and
valuable information to the users to considered with the another organisation of products is
related to the same method. There are no businesses and theory to justify the method of
advertisement work no arguments are there is to be considered cannot explain single theory how
the advertisement work. The advertisement process is very play a good role in the firm it is
helping in customer demanding their thought as well and advertisement can control the power of
business and increasing in the goods and services as well as products to achieve a goals and
objectives to enhance profitability. In the market day by day competition is rising frequently so
advertisement is helping in the organisation to helps in profitability and achieving a goals and
objectives in the organisation. Overall understand this online and e-commerce is s major part of
the organisation in the market and doing a work rapidly it helps the organisation to achieve a
goal.
Impact of Advertising and E-commerce
According to (Jansen and Resnick, 2016) Internet is emerging as an innovative and new
method to promote as well as purchase various products and services in a market online.
Advertising is an essential part or functions performed by an organisation or business.
Advertising referred as any paid type of non personal communication of information and ideas
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related to products, moving pictures, videos etc. Another significant web ad includes are the hunt
and ordered commercial. With no uncertainty hunt and ordered notice turn out to be more
alluring and engaging for the clients who are searching for web based shopping reason (Lowry
and et.al, 2018). Advance an investigation demonstrate that hunt and ordered ad are the best and
put proficient impact on the purchaser recognition for the specific items are benefits on the
Internet when contrasted with the substance notices. Hunt and characterized promotion are filling
in as a successful apparatus in drawing the watcher consideration towards itself. In any case,
there are sure disadvantages of this online notice highlight. The primary downside of this
component is this that it requires some investment with a specific end goal to download the
photo and turn out on to the watcher's screen. An investigation discovering demonstrates that
regularly a purchaser sit tight for 15 seconds for any photo to download with the goal that he or
she can see it. So it gives the idea that if a photo or picture would not download before 15
seconds then customer will switch towards some other web. Publicizing capacities help an
association to advance its items and administrations to an extensive variety of crowd with the
assistance of web. (Suh and Han,2017) expresses that Companies or association can utilize
different sorts of publicizing that can bolster in exhibiting or advancing an item or administration
to the clients in the most suitable way.
On the other hand, E-commerce is also a popular term in the present market. The
companies are providing effective ways to the customer for buying or purchasing products or
services online with the help of internet. According to (Duffy, 2015), E-commerce business is
growing with a high rate as people are getting attracted towards online shopping, companies are
offering wide range of products and services impressively to the customers. This has increased
the sales of the products highly leading to increase in profitability. Advertising and E-commerce
shares a strong relationship among themselves, it develops an effective strategy to attract and
influence people to purchase products or services offered by the companies. The e-commerce
business is getting more and more popular as the number of people using internet is increasing
day by day. Organisations are introducing attractive websites and online portals such as
applications which helps people purchasing products or services easily. There are easy methods
of online shopping available presently, customers can also buy products by using smart-phone
technologies. In addition to this, payments methods are also increased such as online payment
through debits and credit cards, or bank transfers (Kim and et.al, 2017).
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Advertisement and factors influencing
As per the Effendi and Ali, (2017), advertisement plays effective and efficient role in
promoting and expanding the product and services of the company. It is the best mode of
communication as it assist the people to know about the products and services of the company. It
helps the consumers to get information about the brands available in the marketplace and the
variety of goods serviceable to them. Human will not able to think of product without the
advertisement and company makes use of different modes of advertisement like on television,
radio, social sites, banners, hoardings and many others. When company go for launch or
announce of new products. Advertisement also works as a source of revenue as by using
effective mode advertisement generate high profit. The brand image is build by using effective
channel of advertisement.
As per the Sudaryanto and Hermanto, (2018), advertisement also helps in promoting the
goods and services, ideas and events to the consumers. By promoting, goods and services people
will get to understand and know about the quality of the goods offered to public. The main and
critical role played by advertisement is it helps in increasing the sales of the company which
results in maximising the profit of the company. Advertisement help in creating awareness of the
products to the consumers. Advertisement assist in educating the society by increasing the
standard of living of the people. Advertisement is the main elements of marketing mix.
Furthermore, it also helps in increasing the employment and helps in reducing the unemployment
in the economy.
As per the Ashidiqi, Laila and Hum, (2018) there are various factors which influencing
advertising are target market, selection of media, gross sales, budget plan, etc. Company spend
huge amount of fund on advertisement to get effective outcomes on profit and market share. The
objectives of the campaign should be define that what is the purpose of advertisement. The gross
sales of the company also influence the decision of advertisement. Advertisement channel of
competitors also affect the channel of advertisement as company has to choose that channel
which competitors have chosen. The market share of the company's products also affect the
advertisement as if company has large market share than company has to select that mode of
advertisement which cover and serve more people.
As per the Delgado (2017), the most critical factor that influence the advertisement is the
budget of the company that what amount of fund is set aside for the promoting goods and
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services. It is very necessary to calculate and evaluate the cost of production first than set fund
for the advertising. It should be ensure by the company that the budget will not be over. The
profit of the company also affected by the advertisement. As the bad selection of the channel
leads to heavy loss to the company and in opposite effective and right selection of the channel
leads to heavy profit to the organization. So budget plays critical role in selecting the mode of
advertisement.
Conclusion
As per discussion, it can be determined the role of Advertising in market. It is an
effective platform to share their product detain in market. With the help of this medium, it can be
increase their productivity. It increases their functionality and performance in the business
operations because the market will share all information related new product through
Advertisement. The organization can be choose different medium to promote their product in
market. The online marketing can play important role in any business because they are providing
the effective product services and the consumer are directly interacted to e-commerce. This is the
best approach to sell their product and enhance purchased information. Some people are not
connected to the company brand so that they will provide the facility to those people who are not
using internet. In this report, advertisement is the best medium to identifying the review of
customer and with the help of review, it can be determine the actual requirement of customer.
There are many firms to provide the customer service facility and they are directly connected to
the client. This is a problem solving features added by the organization to giving all details
regarding product.
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REFERENCES
Books and Journals
Azam, A., 2015. The effect of website interface features on e-commerce: an empirical
investigation using the use and gratification theory. International Journal of Business
Information Systems 19(2) pp.205-223.
Akter, S. and Wamba, S.F., 2016. Big data analytics in E-commerce: a systematic review and
agenda for future research. Electronic Markets 26(2) pp.173-194.
Lowry, P.B., Vance, A., Moody, G., Beckman, B. and Read, A., 2018. Explaining and predicting
the impact of branding alliances and website quality on initial consumer trust of e-
commerce web sites. Journal of Management Information Systems, 24(4), pp.199-224.
Jansen, B.J. and Resnick, M., 2016. An examination of searcher's perceptions of nonsponsored
and sponsored links during ecommerce Web searching. Journal of the Association for
Information Science and Technology, 57(14), pp.1949-1961.
Kim, D.Y., Hwang, Y.H. and Fesenmaier, D.R., 2017. Modeling tourism advertising
effectiveness. Journal of Travel Research, 44(1), pp.42-49.
Suh, B. and Han, I., 2017. The impact of customer trust and perception of security control on the
acceptance of electronic commerce. International Journal of electronic commerce, 7(3),
pp.135-161.
Sudaryanto, S. and Hermanto, H., 2018. The Use of Indonesian/Malay Orthography in Tempo
Doeloe Advertisment and Its Implication for Indonesian Learning. TRANSFORMATIKA:
JURNAL BAHASA, SASTRA, DAN PENGAJARANNYA. 2(1). pp.58-67.
Ashidiqi, S., Laila, M. and Hum, M., 2018. Interpersonal Meaning Analysis of Caption on
Instagram Produced by Tertiary Students during 2017 (Doctoral dissertation, Universitas
Muhammadiyah Surakarta).
Delgado, N., 2017. Rhetoric of Imagery: Gendering and Consumption Throughout Interwar
American Advertisment.
Effendi, M.J. and Ali, S.A., 2017. Click Through Rate Prediction for Contextual Advertisment
Using Linear Regression. arXiv preprint arXiv:1701.08744.
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