The term “advertising” originates from the Latin word “advertere” which means “to turn the mind towards”. Advertisements create impact on consumers’s mind and affect their purchase behavior. As a marketing strategy, advertiser’s aim is to persuade their potential buyers (Armstrong, 2010). To fulfill this goal, advertisers must seek to know what stimulates consumer’s mindset that initiates purchase. Thus, print advertisements have a vital role in convincing the consumers to buy a certain product. Moreover, print ads also influence consumer’ behavior by influencing their consumption. A marketer does not only focus on identifying the consumer’s wants, but also encourage them that they need their product. That is the reason why creating effective print ads is crucial for the promotion of the product in the market (Solomon, 2010).
Over time, marketers have developed theories about why consumers buy (Murray, 2013). Most of these theories are taken by viewing the scenario through the eyes of consumers looking at a product. Marketers embark to use these features and benefits conduct research about consumer response to find the adequate needs and motivations. More recently, advertising agencies added new innovations to explain and predict consumer behavior. Their approach views the consumer through effective print advertisements. This becomes a positive insight in consumer’s decision-making process in availing a product to accommodate the new brands in the market. According to Murray (2013), “An understanding of consumer purchase behavior must be based on knowledge of human emotion and include the paramount influence that emotions have on decision-making.”
In addition, print advertisements are intended to affect consumer’s feelings, ev...
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... Is An Advertisement Worth The Paper It's Printed on? The Impact of Premium Print Advertising On Consumer Perceptions. Journal Of Advertising Research, 52(1), 118-127. doi:10.2501/JAR-52-1-118-127
Kotler, P., Armstrong, G. 2010. Principles of Marketing. New Jersey: Pearson Education.
Murray, P. (2013). How Emotions Influence What We Buy. Retrieved March 3, 2014. Retrieved from http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy
Olson, P. (2014). Consumer Behavior and Promotion Strategy. Retrieved February 25, 2014. Retrieved from http://answers.mheducation.com/business/marketing/consumer-behavior/consumer-behavior-and-promotion-strategy
Solomon, M. 2010, Consumer behavior –buying, having and being. Pearson.
Weilbach, W. W. (2003). How Advertising Affects Consumers. Journal of Advertising Research 43 , 230-234.
A concept that surfaced in the early 1920’s, advertising is a tactic that has been used to influence and persuade the people to participate in consumerism. Advertising in the 1950’s was mainly displayed by the use of the television, newspapers, billboards, and the radio. At the turn of the twenty-first century, advertisers began to rely more on the Internet and technology to share and provide information based on their products. Many relied on the usage of electronic billboards, sporting events, and even video
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
Authors Richard A. Westbrook and Richard L. Oliver (1991) illustrate the definitions of satisfaction and consumption emotion through interviewing new owners of cars on their post-purchase evaluation. Satisfaction and consumption emotion are defined to show the relation, as well as, the difference in the two ideas. Westbrook and Oliver define satisfaction as “a post choice evaluative judgment concerning a specific purchase selection”; consumption emotion is defined as, “a set of emotional responses elicited specifically during product usage of consumption experiences” (Westbrook & Oliver, 1991). The definitions vary slightly due to the idea that satisfaction is the comparison of what the individual thought the outcome of the product or service should be, where consumption experience is a list of emotions the individual felt during or after the purchase without comparison (Westbrook & Oliver,
Companies now have a difficult decision to compose about how they advertise. A few companies do not know if they should still use print advertising in fear that internet advertising is taking over and they also do not know whether internet print advertising or internet advertising will excel. There are a copious amount of pros, cons, and differences between their history, price, and how much they will be seen. When print advertisements started, merchants “...were far from convinced that the press was the best advertising medium, as hundreds of thousands of Britons did not read newspapers” (Advertising Age) but, as more Britons started to become more educated, merchants relied further upon print advertising to sell their products. Even when
Print Advertising has been one of the oldest means of product endorsements. For more than 400 years, it is able to become one of the most used types of advertisements. Originated from England, the first customer of print advertisement is the migration of the English to the United States. This timeline is dated to be the era when United States is still a colony of the English. Thus, this innovation in advertising was able to reach the U.S. through the newspapers printed with advertisement. (History of Advertising in Print Media, 2012)
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
We are all the time surrounded by advertisements. It's obviously that the main purpose of advertisements is to get the consumer to purchase a product. The message within the advertisement has to be persuasive and has to awake certain emotions and feelings in the consumer. Print advertisements are extremely effective in reaching targeted audience. Print advertisements draw our attention through technical and psychological effects. And analysis of advertising is important to understand its real meaning and intended impact on readers.
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Upper Sadle River, NJ: Pearson.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
Advertisement Understanding the effect of advertisement on business is an important question. Advertisement may affect the organization performance. It strong effect on sale volume of the companies. It shows that advertisement and brand image powerfully influence the consumer behavior (Malik, 2013). As an important division of services advertising, professional services advertising has grown fast and is becoming increasingly important (Fugate.D.L G. , 2000). Advertisement effects consumer memory that drives consumer attention even advertisement focused on inducing effect (Krishnan).