Essay --

CHAPTER 2 LITERATURE REVIEW 2.0 Introduction This chapter introduces the definition and importance of customer attitude toward health advertisement and followed by how determinants of health advertisement affect the customer attitude toward advertisement. This chapter also discusses the theoretical framework for the four independent variables such as credibility, informative, pleasure and good for economy that influences the customer attitude toward health advertisement. 2.1 Health Advertisement According to the American Marketing association stated that â€Å"advertising refer to any paid from of non-personal presentation and promotion of ideas, goods and service by an identified sponsor†. The advertisement is directed toward increasing the sales of the business. The one of the trait of the advertising is for communication, information and persuasion. Advertisement is non-personal communication that use mass media. Buyer can get information from the advertisement about the particular product that they want to buy. Advertisement create favorable attitude of the customer that lead to the favorable actions. Dofman, Woodruff and Wallack (1993) stated that public service advertisement used for selling good health behaviors. Personal behavior will determine their own health status. They believe that health promotion advertising has been used to benefit the advertisers and industry. The mass media provide the solution of health problem. The public health professionals need to take the risk to use the advertising to change the attention from the personal to social. Health advertisement helps the company to sell their health product such as product that can lose weight, increase antibody, and multivitamin product. The health –rela... ...ponse produce the behavior. The behavior was created by three factors which is pleasure, arousal and dominance. Pleasure refers to a person feel happy in a certain situation. Arousal means that feeling that vary from person to person in different situation such as bored and excitement. While dominance refer to the individual feeling which are control in particular situation. When the consumer watches an advertisement thus develop the feeling of like the product then the willingness to buy it. The advertisement was consider as successful advertisement when the consumer has the ability to recall the brand in the advertisement. A firm can have the competitive advantage if the consumer can recall their brand through the advertisement. The positive attitude of a consumer can easily recall the advertisement than those who has negative attitude toward the advertisement. Essay -- CHAPTER 2 LITERATURE REVIEW 2.0 Introduction This chapter introduces the definition and importance of customer attitude toward health advertisement and followed by how determinants of health advertisement affect the customer attitude toward advertisement. This chapter also discusses the theoretical framework for the four independent variables such as credibility, informative, pleasure and good for economy that influences the customer attitude toward health advertisement. 2.1 Health Advertisement According to the American Marketing association stated that â€Å"advertising refer to any paid from of non-personal presentation and promotion of ideas, goods and service by an identified sponsor†. The advertisement is directed toward increasing the sales of the business. The one of the trait of the advertising is for communication, information and persuasion. Advertisement is non-personal communication that use mass media. Buyer can get information from the advertisement about the particular product that they want to buy. Advertisement create favorable attitude of the customer that lead to the favorable actions. Dofman, Woodruff and Wallack (1993) stated that public service advertisement used for selling good health behaviors. Personal behavior will determine their own health status. They believe that health promotion advertising has been used to benefit the advertisers and industry. The mass media provide the solution of health problem. The public health professionals need to take the risk to use the advertising to change the attention from the personal to social. Health advertisement helps the company to sell their health product such as product that can lose weight, increase antibody, and multivitamin product. The health –rela... ...ponse produce the behavior. The behavior was created by three factors which is pleasure, arousal and dominance. Pleasure refers to a person feel happy in a certain situation. Arousal means that feeling that vary from person to person in different situation such as bored and excitement. While dominance refer to the individual feeling which are control in particular situation. When the consumer watches an advertisement thus develop the feeling of like the product then the willingness to buy it. The advertisement was consider as successful advertisement when the consumer has the ability to recall the brand in the advertisement. A firm can have the competitive advantage if the consumer can recall their brand through the advertisement. The positive attitude of a consumer can easily recall the advertisement than those who has negative attitude toward the advertisement.