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Effect of Advertisement on Consumer Behavior
Major advertising strategy
Effect of advertising on consumer behaviour
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From papyrus advertising in ancient Egypt to commercial images in Pompeii, Advertising has been around for many year and usually tends to evolve with society. Advertising is basically a type of communication and is a cornerstone in our daily lives. It attempts to persuade potential customers to purchase or consume a product or service. We see advertising practically everywhere, television, newspaper, buses. Nowadays, even people are walking billboards for brands such as Nike, Adidas and so on. Advertising is designed in such a way that it creates and reinforces brand image and leads to customer loyalty. Customer loyalty is defined as a customer's attitude to the service. It is formed by a customer's cumulative experience with the service over time, not by a specific service encounter. It is widely accepted that customer loyalty has a strong relationship with customer satisfaction, and that it is an antecedent of financial outcome.(Ekrem Cengiz, Hasan Ayyildiz, & Bünyamin Er. 2007). Advertising plays a very important role in forming consumer behaviour. Advertising is usually important for triggering a first time purchase of a product. Then, if the consumer likes it, he or she will purchase the product again.
For many years companies have been spending billions of dollars to perfect advertising efforts in order to reach a vast array of consumer in the most effective way. Between 1997 and 2006, television expenditures rose by 24% in the United Kingdom, by 43% in the Netherlands, and as much as 57% in the US (van den Putte, B 2009). The problem is that in the real world it is hard to quantify the success of an advertising technique because there are numerous unknown facto...
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...s, even for rational products.
The likeability and emotions strategies might have a more positive effect on purchase
intention for both cleaning and food products because most respondents probably have a low level of involvement with these products, particularly when they have less personal experience with the brand, as in the case of the small brands. When people have low levels of involvement, it is less likely that they will process the message content, particularly when they are in a positive mood (Zhang & Zinkhan 2006).
When respondents are evaluating an advertisement that utilizes the likeability strategy they tend to evaluate it more positively, whereas the information strategy has a negative effect on the respondent. Also, when people observe an ad they like, their mood tends to become more positive thus further decreasing the processing of information.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Advertisements influence people more positively than negatively by helping satisfy one’s needs. They help us accomplish one’s motives; the needs to nurture, achieve, and affiliate. To avoid advertisements from negatively convincing us, we need to appear cautious about a product. We need to be aware of the pros and cons of a product, look at product reviews, and understand the importance of an item when purchasing one.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Whether [the people influenced by the advertisement] like it or not, products play a role in
Advertisements are ubiquitous, no matter what everyone is somewhat affected by advertisements. Advertising pulls at our needs with products and promises that lead consumers to believe that the product will suppl...
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
Advertising is designed to get information from the companies to the consumers. With that being said, there are several ways in which companies will go about this to ensure that their information is relayed to the consumers effectively and efficiently. According to George N. Root, from Demand Media, “advertising uses misguided promises of desired results to convince customers to purchase a product.” Nancy Day expresses in her book, when there are many of the same products, companies need to convince the public that their product is superior. Which results in an increase in the demand for advertising (7-8). This is when informative advertising turns into manipulative advertising. Root goes on to explain that advertising agencies use manipulative techniques such as “expert” opinion, attractiveness, lifestyle, and fear to control their audience.
Advertising research in the affective dimension - investigates how consumers’ attitude for a particular product/service has changed because of advertisement exposure. The data is gathered in variety of ways which includes focus groups, central location testing, telephone studies, and varieties of physiological measurements.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
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.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a 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 and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
Advertisements can be many types and each of them carries different impacts on different target. The latest study through a survey conducted in 2009 on the consumer behavior to different types of advertisements for products including Television, Online and Magazines, revealed that advertisements have modified the consumer behavior in such a ways that they only go for brand favorability despite of ad awareness in every type of media. Surveys show that magazine advertisements provide great impact on purchasing behavior of consumers. Mostly people go for purchasing according to the product value shown in advertisements despite of cost of the product as they spend a lot more than the actual value only due to the influence of advertisements (Rai,