Consumer Behaviour Mobile Marketing Communication Media Essay

Consumer Behaviour unsettled Marketing Communication Media Es hypothesizeThis query, call how has refreshful media technologies alter the publicise application and consumer behavior? Shall taper on young media is and how it has impact on de n whizz and consumer behavior. The mass media has al focuss been with us in approximately form or the separate for centuries and over the historic period rail elan locomotiveering has recrudesced to such an extent that the world has roughly shrunk in size before our very eyes, without delay sight keister communion with eitherbody wherever they may be and communication features be embedded in virtually everything produced these days, Game consoles be in a flash internet ready and two stack crossways the world croupe play the alike game unneurotic in real judgment of conviction. This look shall look at these technologies and see how they hit into the world of publicise and its implications for the industry and how consumers be reacting to these alters. The research tries to de bourneine how invigorated media technologies necessitate affected the kind of substances created and how state perceive them. I shall give way under ones skin phthisis of Hierarchy of assembles theories and expert determinism as the theoretical poser for this research, these theories so far out some interesting bases for this research. I however want to refer that this is a marriage offer and every concept, possible action holdd in this proposal shall be elaborated upon during the main research and final compilation of encounterings.Finally, I fancy that by the end of this research, I would suck scram a signifi postt contribution to the field of advertising, business and communications and jockstraped form the stand for more research in this field.INTRODUCTIONAccording to Wikipedia, New mediais a broad term in Media Studies that emerged in the later part of the twentieth century to encom exoner ate the amalgamation of traditional media such as film, images, music, mtabooh and written word, with the interactive power of computer and communications engineering, computer-enabled consumer devices and close signifi bunstly the Internet. New media has alike been referred to as technologies of telecommunication and computing, tonic user devices (e.g., tellydisk open machines), and their practical applications in office, home, business, health or educational environments. (Williams, Rice, and Rogers, 1988 xi).However for the office of this research b atomic number 18-assed media technologies shall be limited to think of any device, mover or average through which messages in whatever format post be broadcastd to mass or limited auditory modality.virtual(prenominal)ly everything has an IP turn these days, from refrigerators, game consoles even to handheld games like PSPs, Nintendo DS and so on. immediately with the result of some cutting edge gad pulls and acces sories everyday life has changed a prominent deal, people no monthlong make to leave their houses to masturbate recents authorships, buy hard copies of the latest novel from your favorite author, most of them can be downloaded to your Ipad or you kindle or even to your mobile voguish phone. This opens up a lot of opportunities for businesses, but poses a fuss to advertisers and advertising agencies. Now advertisers atomic number 18 faced with the problem of creating messages that ar fast paced and can communicate in effect through the most available and likely most preferred mediocre the mobile phone and handheld communication devices. restless marketplaceing is fast becoming one of the best means of ambit the auditory modality. Anderson behind up this claim in his assertion that the effectiveness of traditional, retail, break up and other media carry is fast reducing, due to the high level of fragmentation in traditional channels. He went on to say that with t he emergence of new media channels other media like, newspaper, magazines, radio and television atomic number 18 rapidly losing their audiences or market (in Becker, 2005)The research shall focus on determining the effect of new media on advertising, taking into consideration the effect these new media are bound to have on the creative aspect of advertising and overly the dissemination of the messages.In oecumenic there are a lot of books and research on new media engineering science, but because of the ever changing dynamic world of mod engine room it is important that a research into this field is carried out specially as it is concerned with advertising and consumer behavior.LITERATURE REVIEW various books and journals shall be sourced and used for this research. The books should give the tec better insight into progress made in this field and other resembling and relevant researches that have been carried out in this field.DEFINITIONS OF NEW MEDIALev Manovich (200143) de fines new media as cultural objects which use digital computer technology for distribution and exhibition. Thus, Internet, Web sites, computer multimedia, computer games, CD-ROMs and DVD, Virtual Reality, and computer-generated special effects all fall under new media. This commentary is supported in Webomedia.net which defines new media to mean a generic term for the many different forms of electronic communication that are made likely through the use of computer technology. This cl primaeval shows that new media is electronic and make use of computer technology.Teemu Leinonen (2011) gave a good illustration of new media and even its characteristics all in a single simple diagram, which he highborn holy-trinity-new-mediaThe diagram best describes new media and it is based on this summary by Teemu Leinonen that I would attempt a definition of new media that would serve as its meaning throughout this research. From the several(a) definitions from different scholars, new media are media that combines the features of various electronic media such as internet, computers and traditional media that allows for instant communication and feedback and to a fault gives the user a authoritative amount of control.DEFINITIONS OF MOBILE MARKETINGDifferent scholars have defined mobile trade differently, some scholars call it radio digital advertising, permission-based mobile advertising, Mobile or wireless advertising, etc the implication is that in most cases these terms are used inter changeably, though they faculty not necessarily mean the exact same thing when looked in broader and more elaborate terms.Barnes (in Bruner II and Kumar, 2002) describes mobile market to be a permission-based mobile advertising that is a flexible, tactical medium suitable for short, time-based communication. Bulander et al (2005 285) describes it simply as advertising that uses mobile terminals as its target platform. kwai Tsao ( in Jaana Tahtinen, 2006) defines mobile marketing comm unications as, as a contextualized advertising that makes use of a medium to disseminate customized foot races targeting users according to where they are, their needs at the moment and the devices they are using. Scharl et al. (2004) define mobile marketing as the use of a wireless medium to show customers with individualized information approximately products, services, and ideas at any time and statuss, which bene get all stakeholders. In the same vein, according to Advertising age (2006 20) mobile marketing is defined as the use of wireless media as an integrated content delivery and turn to-response vehicle within a cross-media marketing communications program.Leppaniemi (2008 9) gave a very detailed list of what qualifies as mobile advertising or mobile marketing he suggested five categories which mobile advertising can be categorize into web category which includes mobile internet, Broadcast category, narrow cast category, somatogenetic browsing category which include s divergent methods such as touching, contingenting and scanning that can be used to distribute information to mobile phones and lastly a category which he labeled other that covers advertising formats that did not fit fountainhead into any of the other four categories listed.From these definitions, it is clear that mobile marketing is basically communication of marketing/advertising messages directly to the target audience through mobile devices over Bluetooth, mobile internet or GSM insurance coverage/WIFI. Any kind of advertising that makes use of mobile phones, PDAs, Ipads or any mobile communications device to communicate the message qualifies as Mobile marketing, examples are proximity marketing, sms marketing/advertising, Bluetooth advertising etc. The detective then wants to find out how this increasingly popular medium is affecting the way advertisers create and communicate their messages and its impact on consumer behavior.CHARACRTERISTICS OF NEW MEDIAFrom the forgoing we kip down new media is electronic, interactive, uses computer technology amongst other things. The researcher however wants to find out the distinguishing features of new media, what makes them unique and why they are called new.Martin Lister, et al (200313-27), in their book titled New Media a critical introduction, gave the characteristics of new media as digital, interactive, allows for registrational interactivity which they described to mean the opportunities new media texts affords their users to write back into the text that is to say to add text by registering their own messages, new media allows for Interactive communications.This is supported by Henry Jenkins (2006), when he asserted that new media, virtually removes the problem of geographical separation, it is Ubiquitous, new media is digital, it is space binding and Distance Insensitivity new media is modifyd implying that these systems can be instructed to customize, individualize information for each(prenominal) user. He went on to say that new media is interactive, it is convergent denoting that formally separated technologies are blending together with a digital common denominator, an example is Intercast a blend of web pages and TV.From the characteristics of new media suggested by different scholars it is clear that communications technology has evolved and there is now a intersection or lapping of different media to create new media. The realities of these changes are not farfetched and we grow them every day. Our mobile phones have combined features of calling, texting, typing, photo editing, surfing the internet, video calling, voice sms, social networking, e-book readers, camera, and recording sound, amongst other features. All these features used to be exclusive of one another(prenominal), but todays technological advancements have seen a convergence in all these media into one media-mobile phone.HISTORY OF NEW MEDIAMedia simply means communication channels through which news, entertainment, education, data or promotional messages are disseminated. It includes every broadcast or narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax and internet. If this is true then the media has always been with us for socio-economic classs, centuries even antiquated African kings had town criers and roman empires of old had scribes, they all tried to pass messages to a target audience.Until the 1980smediarelied primarily upon print andanalogbroadcast lessons, such as televisionandradio. And since then it has been one innovation to the abutting the internet was invented, computer games were created, books were written and sold without it ever being printed in hard copies The last twenty-five years have seen the rapid teddy into media which are predicated upon the use of digital computers.Andrea Botero and Teemu Leinonen (2011) in their attempt to create a timeline for the evolution of new media suggested that there has been a convergence of communication and technology since as early as 1844, when the Morses communication innovation used electronic impulses, a key and a special code that sequences the impulses to letters of the alphabet, they speck this evolution from then till recent times when telephones using artificial satellite signals were invented.Manovich (2001) explained the evolution of new media from 1800 when J.M. Jacquard invented a loom which was automatically controlled by punched paper cards, which later inspired Babbage in his work on the Analytical engine used for numerical calculations. He traced the history on to 1839, when Daguerre launched the new upbringing process in Paris. He continued tracing the history to the point when motion picture was invented in the 1890s. then in 1936 the universal Turing machine was invented which was capable of still four operations. Also in the same year Konrad Zuse invented the first working digital computer. In a nutshell Manovich consid ered the evolution and presentation of new media as the meeting or overlapping of Daguerres daguerreotype and Babbagess Analytical Engine, the Lumieres cinematography and Holleriths tabulator-merging into one. From here on, new media became a combine of all this features.Today technology has evolved so much that it is almost impossible to separate everyday activities from them. nearly everything we do uses some sort of fantastic technology, even switching on the bulb is not as straight forward as it was it can be made much easier just clapNEW MEDIA, advert AND CONSUMER BEHAVIOURConsumer behavior in simple terms is the adopt of when, why, how, and where people do or do not buy aproduct. real factors affect all the variables listed in the definition. It is clear that the way we perceive and get information has changed or is changing people are no lifelong controlled by the media now you can record live programs and watch it when you have the time When, where and how we buy items have changed virtually anything can be bought online these days. This nonplus is supported by Lauren Maynard (2011) when she asserted that, television experience has changed in the past times decade since we no longer into appointment TV we no longer have to sit down at a proper(postnominal) time of day to watch a specific show. She went on to state that, today, two significant behavioral changes in consumers are redefining the entertainment landscape.These changes require television networks and advertisers to evolve rapidly to keep their shows, content, and ad buys relevant to a demanding consumer set.People now consume television via time-shifted DVR, online (legally), online (illegally), mobile device, Internet streaming to TV, and a large-minded variety of other methods.Viewers now consume multiple forms of media at the same time, such as watch TV on a television while checking Face book on a computer. This is commonly referred to as two-, three- or multi-screen viewing. Because people are changing the way they get information, advertisers need to hold in that they create adverts for different communication platforms that would effectively communicate with the target audience. Technologies are changing consumer behavior, which in turn changes the type of message and medium that would appeal to the consumer, hence forcing advertisers to accept these changes and post adverts to suit these new needs.Christina Spurgeon (2005 1), argues that Debate about how new media will impact on advertising in the medium- to long-term future has focused extensively on the new technological capabilities that enable consumers to avoid advertising. the implication for advertisers is that they now have to fall up with ways to ensure that their adverts are viewed by the target audience ( it can no longer be taken for granted that everybody watching the 7pm news would see the advert during the news break), Christina (2005) highlighted some ways advertisers are trying to cope with the new media trend, she posited that, Branded content, conversational interaction with consumers are some of the ways advertisers are trying to circumvent the problem of people intentionally not seeing the advert messages because of emergence of technologies that makes this possible.It is clear that in the very near future consumers would control the type of advert messages they are exposed to. In fact Our present technologies already allow consumers to provide information to retailers and manufacturers, voice their preferences, and communicate with other consumers, salespeople, and producers (Pavlou and Stewart 2000). Marketers are able to use the information provided by consumers to segment the market, generate ideas for future products or services, and personalize their advertising messages. Thus ads can thereof be targeted not only to a demographic or psychographic group, but also to a specific individuals wants and needsIt is against this backdrop that I have decid ed to engage in this research. New media has created new ways for consumers to get information and of course this in turn has changed the way adverts are created and how they are communicated to the consumers. It is therefore imperative to follow how new innovative technologies in communication has impacted on advertising in terms of creativity, communication, market/product reach amongst other things and how the media and also the message has affected or changed consumer behavior and to what extent.THEORETICAL FRAMEWORKI shall run along ideas and build around the following theoriesLavidge Steiners hierarchy of effects hypothesisTechnological determinism. distribution of innovations theoryBarry and Howard (in Lapointe, 2006) assert that the Hierarchy-of-effects model is created to show the process, or locomote, that an advertiser assumes that customers pass through in the actual leverage process. The model is based on seven steps.According to the Pat Lapointe (2006), The Hierar chy of effectuate (HOE), was founded upon the assumption of a three-stage process underlying consumer purchase behavior comprehension Affect BehaviorLavidge and Steiner (1961) write that the steps have to be correct in a linear way, but a potential buyer sometimes may move up several steps simultaneously. The steps consumers go through before arriving at a purchasing purpose are1. Close to get, but still a long way from the cash register, are those who are merely aware of its existence.2. Up a step are prospects who know what the product has to offer.3. Still closer to purchasing are those who have favorable attitudes toward the product those who like the product.4. Those whose favorable attitudes have developed to the point of preference over all other possibilities are up still another step.5. Even closer to purchasing are customers who couple preference with a desire to buy and the conviction that the purchase would be wise.6. Finally, of course, is the step which translat es this attitude into actual purchase. (Lavidge Steiner, 1961, p. 59)In short the stages are unawareness, awareness, knowledge, liking, preference, conviction, and purchase.Using this theory, the researcher hopes to identify what has changed in consumers buying pattern since the emergence of certain technologies.Technologicaldeterminismis areductionisttheory that presumes that a ships companys technology drives the development of its social structure and cultural values. The term is believed to have been coined byThorstein Veblen, an American sociologist.Winston (in Chandler, 1994) defines it as the idea that the technology is the primary force that controls how individuals and society change.Chandler in an article written for The UK Technology Education Centre posits that Indeed, technological determinism, effectively the opposite ofsocial determinism, is a theory which points to technology as beingtheforce which shapes society.He explained that Technological determinists hold th atLike the weather, technology is autonomousIt causes social changeBy determining how new media has impacted on advertising and consumer behaviour, one can easily relate this theory to this research, since technological determinism focuses on how technology shapes society. Advertising has been a major routine in our life, every day we are bombarded by it advertising in turn enchants our buying patterns or decisions to a large extent. So it is the hope of the researcher to find out how new media has sponsored shape our society into what it is today.Diffusion research centers on the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture. Diffusion of innovation theory predicts that media as well as interpersonal contacts provide information and influence opinion and judgment. analyze how innovation occurs, E.M. Rogers (1995) argued that it consists of four stages invention, diffusion (or communication ) through the social system, time and consequences. The information flows through networks. The nature of networks and the roles opinion leaders play in them settle the likelihood that the innovation will be adopted. Innovation diffusion research has attempted to explain the variables that influence how and why users adopt a new information medium, such as the Internet. Opinion leaders exert influence on audience behavior via their personal contact, but additional intermediaries called change agents and gatekeepers are also included in the process of diffusion. Five adopter categories are (1) innovators, (2) early adopters, (3) early bulk, (4) late majority, and (5) laggards. These categories follow a standard deviation-curve, very little innovators adopt the innovation in thebeginning (2,5%), early adopters making up for 13,5% a short time later, the early majority 34%, the late majority 34% and after some time finally the laggards make up for 16%.It is on the basis of these gre at works of very admirable scholars that the researcher as decided to focus his research.STATEMENT OF THE PROBLEMThe emergence of new technologies to enhance communication and simple everyday activities has seen an explosion of chatter and communication. Everybody is talking to somebody all of the time. So many gadgets and social networking sites are available and all trying to beam themselves with some having as many as 500,000,000 (Five Hundred Million) members. This new lodge or country produced by technology has created a very ancient opportunity for advertising and the advertising industry at large. It has however produced another problem for advertisers now advertisers now have to redefine who their audiences are and how has their demographics changed, advertisers now have to create messages/adverts that communicate effectively through the various media available.Who merely are our audiences? How best do we communicate with them? Which medium or combination of media should be used? What time should the advert be up? Where are our audiences? These are some of the questions advertisers would be trying to assist for a very long time.It is therefore the aim of this research to discover how the emergence of some unique media has affected advertising and what consumers responses are.SIGNIFICANCE OF STUDYThe purposes of this study should help advertisers, scholars and practitioners in the field appreciate some of the innovative revolutionary technologies in the field of advertising and their influence on advertising and the advertising industry and also how they influence consumer behavior. Also it should help marketers and advertisers when planning their marketing campaign and strategies, as they would now have available empirical research to back up their proposals if the campaign would involve new media (which most campaigns would anyway).This research shall draw from the experiences of companies that have used some form of new media proximity marketin g, 3D exclusion, etc to provide recommendations on how to run an effective campaign new media.From this research, barter owners and advertisers can accurately predict the response of their audiences to their advert message and the medium through which the messages are delivered. This would help them develop messages that would appeal to the audiences and also ensure they communicate same message through the right medium.Finally, it is the hope of the researcher that this research shall serve as appoint of reference for other scholars prosecute research or knowledge in the same or similar field.SCOPE OF STUDYThis research shall restrict its definition of new media to mean the following web based advertising, handheld communication gadgets, 3D projection and Bluetooth proximity marketing. It is the aim of the researcher to categorize new media into sub groups and escort who their target markets are and how individual new innovative medium has affected the advertising industry and c onsumer behavior.The researcher shall geographically limit his research to the UK and Nigeria as they represent two very different economies, ways of life and general standard of living.METHODOLOGY AND DATA COLLECTIONThe research is aimed at finding out the effect of new media technologies on advertising and consumer behavior. Researcher shall therefore make use of a combination of the qualitative and the quantitative research methods, which shall include in-depth interviews and survey methods.1,000 (One Thousand) questionnaire would be distributed to people through random picking around Wales and its surroundings, also an online questionnaire would be set up to give the researcher a global perspective of the issues researched.The researcher shall interview distributors and resellers of Bluetooth marketing devices and other new media, critics and professional analyst of some of these new technologies, in UK and Nigeria, also companies that use these technologies for their promotion al and marketing activities shall be interviewed to get their opinion on the effectiveness of the medium they use or have used and the effect it has had on their organization as a means of passing across information and advertising.Also a recall test shall be conducted volunteers shall be exposed to advertising messages on different platforms and their level of recall for each medium is tested and analyzed. This would help give the researcher an insight into which medium is most effective based on how easily people commemorate adverts viewed or listened to via the medium.In analyzing the findings found during the interviews the researcher has chosen to record the interviews to make it easier to go back and go through them again later on.The findings of the questionnaires distributed shall be analyzed using the frequency distributing table.RESEARCH QUESTIONSThe research findings would try to answer the following questionsAre new media technologies generally more effective than acco mplished stand alone media like TV, radio and newspapers?Can new media help increase sales volume?How has these new medium affected the buying pattern of individuals generally?Has it increased consumers awareness and knowledge of what they buy?What are the limiting factors of this medium?What are the advantages of this medium over other customary media like, TV, Radio and Newspaper?How do we determine whether or not a medium is effective?Who are the target audience of new media and why?AIMS AND OBJECTIVE OF THE RESEARCHThe aim of this research is to determine the followingTo provide empirical evidence as to the effectiveness of certain new media as advertising and publicity mediumTo determine the factors and attributes that makes these media effective or notTo determine how new media has affected consumer behaviorTo contribute to knowledge in the field of integrated marketing communications.DEFINITION OF TERMSBelow is a list of some terms that frequently occur throughout this disq uisition and their definition from the context of this particular researchNew Media the term new media for the purpose of this research shall be restricted to mean any communication medium that uses internet, Bluetooth or new innovations in technology that can effectively communicate with a mass or targeted audience.Advertising It is a joint term for public announcements designed to promote the sale of specific commodities or services. Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities think to persuade the public, such as propaganda, publicity, and public relations.propinquity marketing Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.Consumer behavior itis the study of when, why, how, and where people do or do not buy aproduct.TIMESCALESS/NACTIVITYCOMPLETION PERIODREMARKS1Introductions, chapter one6 weeks2Literature review3 months3 pump research3 trips to Nigeria to collate data and distribute questionnaires3-5 months4 info collation and interpretation3 months5Chapter 53 weeks6Cross checking for errors and editing2 months7Binding and submission1 month8Total period for project15-17 months