Attention Of Potential Customers Research Articles

Advertising Management: Smes and Local Brand Development Through Brand Voice in Micro-Influencers

This research was conducted to explain and understand how packaging practices brand voice to develop SMEs and local brands to attract consumer interest. The method in this study uses a qualitative descriptive approach, namely a focused method, involving interpretation and a natural approach to the subject matter. The social settings in the research conducted are micro influencers who contribute to the development of local brands and SMEs and have carried out brand voice in promotional media. Determination of informants using purposive sampling technique. The theory applied in this study is the Advertising Management Strategy Theory which is reviewed by 2 models (AIDA Model and Securities Hierarchy Model) and supported by Brand Voice Theory which acts as a bridge in this research process. The results of this study are that the development of small businesses in product promotion involves many strategies, one of which is the use of micro influencers. These people have followers with reach that can be used to promote brands. Micro influencers can help small businesses get the attention of potential customers by creating content relevant to their industry. The steps taken by these micro influencers are clear evidence of the quantity and quality of endorsement actions on their social media which function as promotional media. Micro influencers help in increasing brand awareness by creating engaging and shareable content. Having partners helps SMEs capitalize on the trust and enthusiasm of their followers, which in turn increases brand awareness and drives sales.

The Influence of Fadil Jaidi Influencer Attractiveness on Brand Engagement in Self-Concept, Brand Expected Values and Purchase Intentions on Recommended Products

Influencer marketing is considered a form of endorsement using the influencer's product recommendations to drive sales, but its purported purpose involves a much broader outcome of getting the attention of potential customers, generating word of mouth, and creating customer engagement with a brand or product. This research is based on Observational Learning Theory which explains new individual learning behavior by observing other people and the consequences of their actions. This study aims to determine whether influencer attractiveness has an influence on brand engagement in self-concept, the expected value of the brand and the purchase intention of the recommended brand. The method used is the structural structural model (SEM) to distribute samples from a total of 220 respondents in the questionnaire. Testing was carried out using the IBM SPSS 25 program and SmartPLS ver 4.0 software. The results of this study indicate that the rejection of one of the hypotheses that attracts influencer attractiveness has a positive but not significant effect on the intention to buy the recommended brand.

Англомовна реклама: її специфіка та особливості перекладу українською

In modern science, linguistic research of advertising as a text is intensified, as advertising is an integral part of modern culture. The topicality of considering the problems associated with the translation of advertising texts is stipulated by the need to determine the degree of verbal manipulation, which is encoded in modern English and Ukrainian advertising, as well as methods and features of their rendering into Ukrainian. The purpose of the work involves consideration of English advertising and the features of its translation into Ukrainian. Research methods are method of continuous sampling, used when working with factual material, namely advertising texts, and a comparative method that revealed the common and distinctive characteristics of Ukrainian and English advertising slogans. Among the diverse number of methods, strategies, transformations and ways of translating the English advertising texts, we will highlight those that are used in the Ukrainian advertising field most often, namely: transliteration, literal (direct translation), loan translation, indirect translation, adaptation, creative translation using occasionalisms. Speaking about the methods of linguistic manipulation, we point that they include the variability and creativity of the text, as well as rhetorical figures, tropes, imagery, besides, we can mention here manipulation at different levels of language: morphological, graphic, syntactic, lexical and phonetic. The main goal is to achieve greater expressiveness and conviction. Therefore, we can conclude that advertising is a product of advertising activity, whose pragmatic orientation is the need to induce the addressee to take certain actions: purchase of goods, ordering some services. The effectiveness of an advertising campaign depends on the verbal means of influencing consumer motives. It should be noted that when translating advertising texts, the translator is to take into account a number of linguistic and cultural features: syntactic, semantic, as well as inter-contextual. What is more, the most actively perceived by the recipients is the sound image of the advertising text, because it is the key to the success of the advertising campaign, it is what attracts the attention of potential customers from the first sounds heard. After analyzing the above-mentioned methods of translating English advertising texts, we can conclude that the translator has a fairly large variety of translation transformations. For successful translation of the advertising text it is possible to allocate certain recommendations: 1) to be convinced that the advertising text should be translated. Basically, company names and some slogans are not translated into Ukrainian if they carry a minimal semantic loading; 2) to analyze the text in English, examine it for the presence of socio-cultural realities, allusions, literary parallels, metaphors, puns, polysemy; 3) to be convinced of own understanding of the maintenance of the advertising message; 4) to perform a preliminary version of the translation, choosing one of the translation methods; 5) to analyze the possible reaction of the recipients of the translated text, taking into account the cultural and age characteristics of the target audience, if necessary, make changes to the translated text; 6) to make a translation decision, perform the final version of the translation based on the fact that as accurately as possible to convey the content, emotional message and spirit of the advertising text of the original language.

CONTRASTIVE ANALYSIS OF MULTICOMPONENT NEOLOGISMS IN MODERN RUSSIAN AND CHINESE: NEOLOGICAL ERGONOMICS

Extra-linguistic factors in the languages of different typological systems require compressive means to express new names of enterprises, which leads to active formation of complex ergonyms. However, the types and models of composing remain the same. There is an active change of their productivity, the previously unimportant models of compounding come to the front line. The analysis of the lexical material confirms the hypothesis that the well-known word-formation models are filled with new lexical content. The character of the enterprise and the naming principles lead to the formation of ergonyms that are different in structure and semantics. The analysis has revealed a high percentage of neologisms with abbreviations, foreign components and unusual graphics. Speech game is widely used to create a unique name that attracts the attention of potential customers. In addition, both languages experience significant influence of English in the process of naming of new objects. Naming principles (such as reflecting the business profile, uniqueness and clarity of the name) are not maintained when a new name is coined.

The Negative Effect of Tensile Promotions in Digital Marketing Communications

To attract the attention of potential customers, firms often advertise the maximum discount offered on any one good in the store, rather than the specific discount offered for the advertised product. However, it is unclear how such tensile claims of, for example, ‘up to 70%’ off, perform. On the one hand, promoting the maximum discount may help ads grab consumer attention in a cluttered advertising environment. On the other hand, consumers may be looking for credible and specific signals in price promotions, not non-specific tensile claims. We use data from an online retailer that experimented with a large number of display advertising campaigns which varied whether they advertised the maximum price discount they offered, or the actual discount on a specific item. Surprisingly, we find that tensile price claims that promote the maximum discount available are, on average, ineffective. A tensile price claim not only reduces a consumer’s likelihood of clicking on an ad but also, conditional on clicking, reduces their likelihood of adding a product to the shopping cart once they have arrived on the retailer’s website. We present evidence that tensile price claims perform better than specific price claims only in instances when consumers are likely to have little price knowledge. One explanation of these results is that tensile promotions are not considered as credible signals, especially by experienced consumers who have more price knowledge. We discuss implications for retailers as well as for policymakers concerned with consumer protection.

Product Configurations in Terms of Mass Customized Assembly Systems

In current production and business environment many Original Equipment Manufacturers (OEMs) apply strategy of mass customization (MC). They do so in order to draw the attention of potential customers, by offering a high level of product customization. The product differentiation in context of mass-customized production (MCP) brings massive changes into facility operations, fundamentally influences the character and substance of assembly processes which causes significant changes in assembly complexity. This paper firstly presents a methodological framework for generation of product configurations depending on the composition and number of initial assembly components, subsequently, a procedure for assessment of configuration complexity is proposed. The presented methodological framework is further applied on a specific model of customized assembly of washing machines where the configuration complexity is further compared with generally applicable Shannon`s (entropic) structural complexity.

A internet e a internacionalização de pequenos negócios (PMEs) do setor de turismo no Brasil

Considering the fierce competition faced by most companies in a globalized economy, it is important to increase bonds to customers. In a scenario of mutual enforcement of globalization and the information and communication technologies that enable it, increasing the access to information and connectivity among people offers several opportunities in the international tourism arena. The objective of this paper is to discuss the use hostels in the Northeastern coast of Brazil are making of the Internet as a “virtual shop window” to advertise their business proposals and to capture the attention of potential customers, specially international ones. In order to do that, a protocol was used to collect data from the hostels websites, with focus on four major issues: the first impression given by the website, its content, quality and design.