Associative approaches to product advertising

Abstract
In the context of increasing competition and crises, companies are aspiring to affect consumer behavior by stimulating promotion of their products. However, with the growth of production diversity and fierce competition, familiar marketing methods, established in the practice of companies, cease to be effective. This fact forces marketers to invent unconventional methods of product promotion, among which is the associative approach that is gaining increasing popularity. The aim of this article is to describe the practical research of the product advertising campaign based on the association approach, as well as to give recommendations to marketers that are searching for new and more effective advertising methods. An online survey was chosen as a study method to interview potential consumers of the selected product – milk chocolate. The research revealed a significant effect of the chocolate package colour on the choice of consumers, as well as the influence of national factors on the perception of the product. The findings of the study can be used by marketers to develop an effective advertising campaign of a product.

Keywords:
association, marketing innovation, advertisement, consumer, perception, package, colour



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