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study and providing insights for retailers and advertisers seeking to
enhance the effectiveness of their advertising efforts.
Major themes and trends in retail advertising.
Retail
advertising has undergone significant changes in recent years due
to technological advancements and changes in consumer behavior.
According to Tversky and Kahneman's prospect theory, consumers
are more sensitive to losses than gains, and emotional appeals are
more effective in influencing their decisions (Kim and etc., 2021).
Retailers have been using emotional appeals, such as fear, humor,
and nostalgia, to create brand awareness, increase engagement, and
drive sales (Karray and etc., 2022; Bartholomew, Williamson, 2022).
Moreover, technological advancements have led to the emergence
of new advertising channels, such as social media, mobile devices,
and virtual and augmented reality (Solberg and etc., 2020, Kim and
etc., 2021; Hess and etc., 2020; Morgan and etc., 2018; Barton and
etc., 2017). These new channels have enabled retailers to reach a
wider
audience,
personalize their advertising,
and provide an
immersive experience to customers (Hess and etc., 2020; Mogaji and
etc., 2017; Morgan and etc., 2018; Bartholomew, 2022). However,
the effectiveness of these channels is dependent on various factors,
such as the target audience, the type of product, and the advertising
strategy used (Kim and etc., 2021; Morgan and etc., 2018; Mills and
etc., 2018; Zhuang, 2021).
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