Advertising and Promotion in Azerbaijan

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TABLE OF CONTENTS

CHAPTER 2: REVIEW OF THE LITERATURE1

Introduction to Advertising2

Theoretical Background3

Medium used for Advertising: Promotion5

Advertising and Promotion in Different Countries7

Factors that affect Advertising and Promotion in Different Countries9

Cultural issues9

Legal restrictions10

Symbolic dimensions10

Technological advancement11

Medial selection and target audience11

Advertising and marketing Ethics13

Advertising as a Powerful tool in the Developing Countries13

REFERENCES15

CHAPTER 2: REVIEW OF THE LITERATURE

In this section, the efforts have been made to achieve a strong theoretical base. This chapter includes how the data of the literature have been effectively analyzed. The conceptual clarification of the literature will ascertain the reader what are the main themes of the research understudy. It also covers what others have said about the term and their findings. That would help in the overall research process of the Advertising in relation to the buyer's behaviour (Jolson 2003 p.38).

The chapter starts with meanings and definitions of the term Advertisement to know the basics of the concept, some definitions to understand what exactly the term means, its effectiveness and the related matters like role, and how advertising and promotion is affected in different countries according to different national factors like law, culture business ethics, and etc in different countries like Azerbaijan. This was to ensure that the theories cover comprehensively the subject of the research. Furthermore, the chapter also includes the other relevant empirical studies that are related to the research in developing countries like Azerbaijan. Also, the studies related to the subject were conducted and critically reviewed (Hsu Daniella 2002 p.19).

There is currently lot of information available in magazines, newspaper articles and on the internet focusing on advertisement influence on buying behaviour of consumer. But the credibility of these sources is not guaranteed. Books and Journals are both credible sources but a very limited data is available. However they can provide some useful information. During the search many academic journals database were used which include science direct, emerald and Journal of leadership.

Introduction to Advertising

According to Kotler (2004, p.56), any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor is called advertising. Selected media is used to deliver the advertisement and advertisement is never done for free and in order to deliver the message a certain cost is bear by marketer. Advertisement is the form of mass promotion because through advertisement a single message is delivered to mass population. However, the traditional school of thought suggest that advertisement is one form of marketing in which only the sender can send the message but the respondent cant respond to the message. It is expected that in next few years, this trend will change and people would be able to respond to the message by clicking on the TV for further details. There are many forms of advertisement which include Print ads, radio, television, billboard, brochures and, signs, in store displays, posters, motion pictures, and banner ads.

Advertisers constantly pursue strategies designed to attract attention to their communication efforts to distinguish their ...