The Influence of Mass Media Advertising on Consumer Behavior

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The advertising industry is a multi-billion dollar industry in the United States. Companies compete against each other and allocate big budget to improve and promote advertisements solely to persuade consumer’s preferences toward their brand or product. Advertisers construct a sense of synonymy to brands and products while influencing consumer’s settled way of thinking or feeling about the brand or product, typically one that is reflected in a person’s behavior. The purpose of advertising itself is to persuade audience (viewers, readers, or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). The success of advertisements can be determined by the consumer’s final decision to consume the said products or service, in oppose to the competitors. In correlation, consumer behavior indicates the act of acquiring, using and disposing of products, services, ideas, or experiences whilst includes the search for information and actual purchase. It also refers to the understanding of consumer thoughts, feelings, and actions (Harich).
Advertising through the use of mass media is a common practice, due to its ability and practicality to reach numerous potential consumers at once. The importance of impressing the public and the necessity to plan an elaborate promotion make this advertising quite costly. The outlets of mass media include, but not limited to billboards, Internet, magazine, television, and radio. Mass media advertising generally dwells on multiple outlets and tends to be consistent when it comes to visually branding their image. This serves the purpose of generating consumer’s association with specific value and concepts with the company’s products.
In order for the advertisement to be effecti...

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.... Martin's, 2013. Print.
Curtis, Anthony. "What Is Advertising?" What Is Advertising? University of North Carolina at Pembroke, n.d. Web. 02 May 2014.
Harich, Katrin. Marketing: Buyer Behavior. Fullerton, California: College of Business and Economics California State University, Fullerton, 4 Sept. 2006. PPT.
Samson, Alain. "Seven Reasons Why We Buy Things We Don't Need." Psychology Today: Health, Help, Happiness + Find a Therapist. Psychology Today, 25 Sept. 2013. Web. 01 May 2014.
Sutherland, Max, and Alice K. Sylvester. Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why. St. Leonards, NSW: Allen & Unwin, 2000. Print.
Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.
Wheldon, Julie. "Adverts do make teens drink more. " Daily Mail 3 Jan. 2006, ProQuest
Newsstand, ProQuest. Web. 30 April 2014.

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