BILLBOARD ADVERTISEMENT AND IMPACT OF BRAND TAGLINE

Abstract

Advertisements are being used to communicate, persuade, or remind buyers regarding the goods or services offered by any business, and they invest a substantial amount of money in various types of advertising to get the most market share. The major way of grabbing a customer's attention is through advertising. Across industries and businesses which are having a large number of potential consumers and a variety of options/ assortments available, as well as a coupled tough competition in which each firm is facing survival issues. These businesses promote and hope that customers will respond favorably to their offer. As a result, measuring the impact or efficacy of marketing is critical for these businesses. The project considers the impact of ads and their dynamic.

Despite the significant impact of various advertisements and marketing efforts and dynamics by firms, taglines on billboard advertisements have a different impact on customers, past research has misunderstood the idea of strategic taglines as discursive resources. A tagline with purposeful ambiguity has a substantial impact on customer attention. However, when consumers were exposed to the commercials, I noticed considerable impacts of attitude toward tagline advertising, perception toward tagline ads, and brand reasons employing tagline ads on consumer attention, indicating that the tagline is successful in capturing consumers' attention.

During this study I used tools and techniques to observe the behavior of customers and their attitude towards a brand tagline. There was a questionnaire survey through which I collected the data and then finally used statistical tools to arrive at a relation between the responses and their relevance with my study.