Advertising is an important part of marketing strategy because advertising plays an important role in promoting the product and to make the customers aware about the benefits and uniqueness of the product so that the customers become interested to buy the newly launched products (Krushali et al. 2018). There are different techniques and online assignment help Luton of advertising like social media advertising, TV advertising, newspaper advertisements, leaflets and banners and so on. These are all traditional ways of advertising a product or service. However, in this digital era, companies have become tend to using different types of modern techniques of advertising like advertising a product by taking help from famous video influencers and pop up advertisements. These are some new trends to advertising.
Pop up advertisements are those advertisements that appear in front of people in the form of new windows during an online browsing session. As in this digital era, a large number of people prefer using various types of digital marketing techniques for promoting new products, the popularity of pop up ads as an online advertising technique has increased considerably in these days (Mbugua and Ndavi, 2021). While surfing the internet, we often come across to various types if pop up advertisements that provide information regarding various newly launched products and services. Like other types of advertisements, the pop up advertisements are also aimed at influencing the buying behavior of customers in order to increase the sales of those particular products and services. The main objective of the study is to analyze the impact of pop up advertisements on the buying behavior of the customers.
Relationship between pop up advertising and consumer purchasing
Advertising plays an important role in influencing the behavior of the customers. An attractive advertising can influence the customers positively and the customers become interested to get help of Dissertation writing service buy the products that have been shown in the advertisement. On the other hand, if the advertisement is not enough attractive or even if the advertisement is misleading, the customers become less interested to buy the products that have been advertised (Hanbazazh and Reeve, 2021). Considering these facts, it can be said that advertisements play an important role in influencing the buying behavior of the customers and the advertisements also can play an important role in increasing or decreasing the sales of an organization. For this reason, majority of the reputed organizations invest a lot of money for developing attractive advertisements so that the customers become interested to buy the products of the company and the company can earn enough revenue and profit.
Though there are various ways MBA Essay writing help of advertising various products and services, in this digital era, a large number of companies usually prefer using different types of digital advertising techniques so that they can easily reach a large number of customers and can influence them for buying their products. Pop up advertising is also a kind of digital advertising in which the advertising suddenly opens up in a new window during an online browsing session (Deshwal, 2016). The main purpose of pop up advertisements is to attract online traffic. In this digital era, millions of people use social media platforms, various search engines and OTT platforms for various purposes like communication, entertainment and for collecting information regarding various matters. As a result of it, when an organization use online advertising techniques, it becomes easier for the organization to reach maximum number of people in order to make them aware about the features and special benefits of their products so that the customers show interests to buy those products (Martins et al. 2019). It has also been revealed in studies that when at attractive pop up advertisement appears suddenly in front of a person during the time of internet surfing, it can easily capture the attention of the person.
Specially, in these days, millions of people use the social media platforms, e-commerce sites and various search engines in order to buy various products and they also use the internet for following their favorite brands. Therefore, when attractive op up advertisements appear before these people, there remain chances that the people become interested to buy the product or to avail the services that have been depicted in the pop up advertisement (Wijaya and Yulianti, 2020). Considering all these facts, it can be said that pop up advertisements can also play an important role in influencing the buying behavior of the viewers. Attractive pop up advertisements can also help increase the sales of the products that have been depicted in the advertisements.
Theories and models of consumer decision making
In this context, we can discuss about various relevant theories of marketing and advertising in order to analyze the possible impact of pop up advertisements on the buying behavior of the customers (Tambajong et al. 2019). In this context, we can discuss about the model of Engel Kollat Blackwell. According to this model, there are mainly four phases in the decision making process of the customers when they buy any products. These four stages are input, processing of information, decision stages and variables for decision making (Taufique and Vaithianathan, 2018). Input means the situation when the customer becomes familiar about various products through advertisements. Here, the advertisements are called inputs because they provide information regarding various product and the advertisements generate the desire among the customers for buying those products. After viewing the advertisements, the customer processes the information within his or her mind and then decides which products the customer needs to buy (Marriott et al. 2017). In this decision making phrase, the customer chooses some particular products that can help satisfy his or her needs. In this phase, the customer can also decide avoiding specific products in case; the advertisements have provided any negative information regarding products. In the fourth phase of customer decision making, the customer might buy any product or in case, the customer decides to avoid buying any product in the decision making phrase, the customer does not buy the products (Yi, 2021). The assumptions of this theory are also supported by the modern and modified customer decision making model.
According to the modern theory of customers’ decision making, there are mainly five phases in the decision making process of buyers. These five phases are problem recognition, information search, alternative evaluation, purchase decision making and post purchase evaluation (Lo et al. 2016). Though there are some similarities between the model of Blackwell and the modern model of purchase decision making. According to this model, the first stage of purchase decision making is problem recognition that refers to the identification of own needs and feeling to buy any product that can satisfy the needs of the person (Marriott et al. 2017). Unless an individual identifies the need of a new product, the person cannot be influenced by any advertisement. Nor does the person tries to buy any product. Therefore, problem recognition is the first stage of buyers’ decision making. After problem recognition, the person searches for information regarding various products that can satisfy his or her needs and compares between the features of the products in order to identify an appropriate product that can satisfy his or her need.
In these days, majority of the customers search for product information using the internet, social media platforms and e-commerce sites and they also compare between the features of those products before making decisions regarding or not buying any specific product. In this context, the pop up advertisements play an important role to make the customers aware about various new products and in many cases, the customers also are influenced by the attractive pop up advertisements and they decide to buy various new products (Zhang et al. 2019). However, buying a specific product is not the last phase in modern model of buyers’ decision making process. The last phase, in this model is pot evaluation phase. After purchasing a specific product, if the customer finds that the features of the products are exactly same as described in the advertisement, the customers decide to buy the products again and again and the customer also remains satisfied.
On the other hand, if the customers find that the information provided in the advertisement are wrong and the products fall to generate similar values for the customers as it was promised in the advertisements, the customers become dissatisfied and they decide to avoid buying the products again. From this perspective, it can be said that post purchase evaluation plays an important role in the overall process of buyers’ decision making. For this reason, the effectiveness of the pop up advertisements and any other type of advertisements depend on the accuracy of the information that have provided via the advertisements (Sovania and Erasashanti, 2020). In case, the pop up advertisements are attractive enough and the product information provided in the advertisements are true enough, the pop up advertisements can help influence the buying decision of the customers and those pop up advertisements can also help increase the sales of the products of an organization (Klein et al. 2016). However, in many cases, it has been revealed that the pop up advertisements provide very little information about the actual product and therefore, the customers often cannot analyze what they can expect from the products and how much value the product can generate for the customers. Sometimes, some pop up advertisements provide misleading information regarding the products that have been depicted in the advertisements.
As a result of it, the customers often develop high expectations regarding the advertised products. However, when the customers buy the products, they often find that the features of the products are not same as they expected. The products often fail to generate enough values for the customers and therefore, the customers are dissatisfied (Disastra et al. 2019). As a result of it, when the pop up advertisements appear in front of the same customer again and again, they actually ignore the pop up advertisements and they also avoid buying those products again. In some cases, the pop up advertisements provides very little information and therefore, they also fail to get the attention of the viewers and therefore, the viewers are not influenced to buy the advertised products (Wijaya and Yulianti, 2020). From this perspective, it can be said that the impact of pop up advertisements on the customers’ buying behavior can largely depend on the information shared about the products in the advertisements. For this reason, the advertisers need to make sure that the contents in the pop up advertisements are accurate enough and the content describes the product or service accurately so that the customers are not misled. Along with that, the content of the pop up advertisements need to be attractive enough and there need to be sufficient information about the product or services so that the viewers of the advertisements are attracted easily by the content. However, it cannot be denied that pop up advertisements can help an organization to reach millions of people easily. Specially, the generation z customers are usually influenced by the pop up advertisements (Deshwal, 2016).
Various factors that can determine how an advertisement can influence customer purchasing
The impact of pop up advertisements on the customer behavior and the effectiveness of the pop up advertisements largely depend on the culture, language and the preferences of the customer. Studies reveal that all types of pop up advertisements cannot influence the buying behavior of the customers. For example, a person that does not prefer using cosmetics and even does not know the use of different types of cosmetics cannot be influenced by any pop up advertisements that provide information regarding any high quality cosmetics (Hanbazazh and Reeve, 2021). On the other hand, if the viewer of the pop up advertisement cannot understand the language of the advertisement, the buying behavior of the customer cannot be influenced by the pop up advertisement.
For this reason, it is very much important for the advertiser to align the content of the advertisement with the cultural values and the preferences of the target customers. Otherwise it might become difficult for the advertiser to attract the customer for buying the advertised products and services. In addition to this, the advertiser also needs to choose appropriate search engine or platforms for those pop up advertisements so that the pop up advertisements appear in front of the right person and the buying behavior of the person can be influenced positively (Mbugua and Ndavi, 2021). In simple words, when an advertiser is choosing a specific site for the pop up advertisement, the advertiser needs to understand who are the target customers and if those target customers will be interested to browse that website. For example, a website that provides information regarding current affairs can be used by students and young adults and therefore, this type of website will be appropriate for showing the pop up advertisements that are aimed at these customers.
In this context, if an advertiser wants to advertise a newly launched book can use this website for showing pop up advertisement so that maximum number of students can know about the book and they become interested to buy the book. In this context, we can make mention of Maslow’s theory of needs. According to this theory, the individual needs of human beings can be broadly divided under three categories. These are basic needs of shelter, food, rest and warmth, psychological needs and the need for self actualization (Martins et al. 2019). Maslow’s theory is also used by the marketers in order to identify the needs of the customers so that they can develop marketing strategies considering the needs and preferences of the customers. Advertisers also need to identify the needs and preferences of the target customers so that they can develop appropriate content for the pop up advertisements and can also choose appropriate platform for those pop up advertisements. In case, all these factors are managed properly, the pop up advertisements can also influence the buying behavior of the customers positively.
The study discusses about the impact of pop up advertisements on the buying behavior of customers. From the above discussions, it can be concluded that in this digital era, pop up advertisements can help an organization to reach their target customers easily and the attractive pop up advertisements can also help attract many customers to buy the products and services that have been depicted in the advertisement. However, the success of the pop up advertisements largely depends on different factors like the attractiveness of the advertisement, the accuracy of the product information shared via the advertisement, the culture and the preferences of the people who are viewing the pop up advertisements and many other things.
Therefore, an organization needs to identify the culture and the product preferences of the target customers and after that the organization needs to develop attractive advertisements considering the preferences and cultural values of those customers. In this context, one thing also needs to be made sure by the advertisers that the information provided in the pop up advertisements are accurate enough so that the customers do not feel that they are misled by the advertisements. In case, advertisements are misleading it can badly affect the brand image of an organization. Besides all these things, the advertiser also needs to make sure that there are enough information regarding the product and services and the information are sufficient for getting the attention of the target customers. When all these factors are considered, it becomes easier for the advertiser to attract large number of people to purchase the advertised products or services.
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