Aesthetics and Product Advertising of Manufacturing Firms in South-East, Nigeria (Published)
This paper explores the profound influence of aesthetics in product advertising. Aesthetic appeal plays a pivotal role in capturing consumer attention, fostering emotional connections, and shaping brand perceptions. Through an interdisciplinary examination of psychology, marketing, and design principles, this paper delves into the mechanisms through which aesthetics impact consumer behavior and purchase decisions. By analyzing case studies and empirical research, it elucidates the significance of visual and sensory elements in advertising campaigns. Additionally, the paper discusses the ethical considerations and challenges associated with leveraging aesthetics in advertising practices. Ultimately, it underscores the critical role of aesthetics in creating compelling narratives and enhancing brand engagement in the competitive marketplace. We, therefore, recommended the following: The management of manufacturing firms / advertisers should allocate resources to enhance the visual appeal of advertisements, ensuring that they are aesthetically pleasing and attention-grabbing,: incorporate storytelling techniques that evoke emotions and resonate with the target audience, leveraging the power of narrative to create meaningful connections, and establish a consistent aesthetic style across advertising campaigns to reinforce brand identity and enhance brand recognition, among others.
Keywords: Advertising, Aesthetics, Product, product advertising
Innovation Practices and obstacles in the Algerian Small and Medium Enterprises (Published)
This study aims to identify the innovation practices and obstacles in a sample of small and medium enterprises at the province of “Batna”, Algeria. The researcher has distributed 88 questionnaires to the individuals of the study’s sample: managers and their assistants, heads of departments. Eighty-two (82) questionnaires were restored, and after sorting them, it was observed that they are all valid for analysis. The researcher relied on the statistical software (SPSS) for data processing using percentages, arithmetic averages, standard deviations, one-way analysis of variance (one-way ANOVA) and simple regression. After a descriptive analysis of the study and testing hypotheses, and based on the obtained results, a set of recommendations were provided including:
- There is an important statistically significant effect of the dimensions of the supporting factors for innovation (the entrepreneur’s personal characteristics, information technology, human resources management and financing source) in the innovation types (product and production process).
- There is a statistically significant positive relationship between innovation obstacles and the types of achieved innovation.
- The respondents’ perceptions of the innovation outputs level moderately
- There is a low correlation between chronological age, the number of the products of the enterprises under study and the types of innovation, while the correlation was high with the industrial sector.
Keywords: Algerian small and medium enterprises, Innovation, Product, production process