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Electronic advertising - Literature review Example

In the survey the researcher emphasizes on the persuasive power and nature of advertising and how it is able to shift the customer preferences in relation to the products. The purposes of advertisement is to alter the preferences and tastes of the customers and consumers in relation to the products of the established companies and businesses or in relation to the operations of the company reputations (Doraszelski, Ulrich, Markovich, & Sarit, 2007).This information falls in line with the study of the use of electronic advertising for the purposes of obtaining a competitive advantage in Ghana since it has a comprehensive investigation into the nexus between electronic advertisement and the competitive advantages to companies (Yucelet, Uger.L., & Erderner, 1999). Developments in Advertising Advertising is a very important aspect of companies ability to sell out its products to the consumers .Consumers are very sensitive to the trends , fashions and the development of products within the economy. Forecasts show that the electronic media advertising in Ghana has been developing exponentially over the years (Asiamah, 2012). Research in this area of electronic advertising in Ghana has taken various avenues with many researchers having done case studies of the approaches and methodologies that are applied by the major companies in the country and the results of their means of electronic advertisements. (Asiamah, 2012) analyzed the impacts of the electronic media in the sales of in the country and the relative efficiency of this type of marketing on the business profitability .Further analysis and studies by Zoubkov et al. emphasized on the developments that have occurred in the industry of electronic advertisements in the country and how effective it has had impacts on the developments in the business industry of the country (Ford & Rochwell, 2002). Marketing and especially electronic advertising the act of arresting the intelligence of the humans for the longest time possible so as to be able to get money from the individuals (Bagdikian, 2000).Advertising has been in existence since the early centuries and the first of advertisement were observed in 300 BC when the Babylonians were observed to have been using store signs and street barkers for the promotion of their wares in stores and their business (Zoubkov, Johnson, Young, Fletcher, & Thomas, 2004).With the evolution and development of the mass media advertising has been embedded in our daily lives ,hence the electronic advertising has become the chore of the advertising with many advertisements barraging the daily entertainment and mass media communication means from the social sites to public media like the television ,radio and internet (Christine, 2010). The advertising industry has advanced in the techniques of operations with every year hence the development and sophistication of the approaches that are used at almost all the levels ,nationally and internationally hence the need for quick adaptations to enable sustainability and success of businesses. Advertising has lead to the development of consumerism and has made the luxuries of society to turn into needs and made needs to be where they ...Show more


Literature Review Name Institution Tutor Date Table of Contents Table of Contents 2 Introduction 3 Theoretical framework 3 Developments in Advertising 3 The effects and impacts of electronic advertising 9 Criticisms to Electronic Advertising 9 Conclusion 10 Bibliography 11 Introduction This literature review will look at what other authors have done and researched upon in relation to the use of electronic advertising for the gaining of competitive advantage over competitors especially in relation to the business operations within and around Ghana…
Author : bulah66
Electronic advertising
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