n The Retail and Marketing Review - Advertising in the eye of the time-constrained beholder
|Article Title||Advertising in the eye of the time-constrained beholder|
|© Publisher:||MC Cant|
|Journal||The Retail and Marketing Review|
|Affiliations||1 University of South Africa and 2 University of South Africa|
|Publication Date||Jan 2014|
|Pages||1 - 16|
|Keyword(s)||Advertisement, Attitude, Consumer, Media, Purchase intention, Socioeconomic markets and Time constraint|
The magnetism of the advertising media may not only stimulate customers' satisfaction and interest in an advertisement but it may create purchase intention. However, in the process of advertising, consumers take time to view and engage with advertisements. In this regard the question can be asked whether a single advertisement can have the desired impact on a diverse audience's lived experience of the advertising in the light of perceived time constraints. An exploratory study was conducted to investigate this question, in which 52 diverse socioeconomic South African participants contributed to focus group discussions. The findings confirm disparate perceptions in the way consumers from the affluent, middle and mass economic markets engage, utilise and interpret various forms of new and traditional advertising media as a result of profound differing dynamics encapsulating the lived experience of time. By understanding consumers' attitude towards advertising and the media in which it features, marketers can better strategise their advertising designs.
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