The Influence of Mass Media Advertising on Consumer Behavior

1336 Words3 Pages
bulb-icon

Recommended: the relationship between consumer behavior and marketing

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...

... middle of paper ...

.... 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.

Show More
Related

  • Analysis Of Typographic Mind By Neil Postman

    725 Words  | 2 Pages

    Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.

    Read More

  • Rhetoric In Advertising

    1170 Words  | 3 Pages

    These are all commonplace characteristics of most advertisements which manipulate and persuade the public through print, radio, and television campaigns most of us encounter daily that all attempt to persuade us to buy a product just a few popular examples include Nike, Adidas, Calvin Klein, Old Navy, JC-Penny, Etc...

    Read More

  • Smokey the Bear

    1239 Words  | 3 Pages

    Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.

    Read More

  • Charmin Toilet Paper Ad

    865 Words  | 2 Pages

    Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.

    Read More

  • Fashion Only Exists In Representation Essay

    1959 Words  | 4 Pages

    We are attracted to some advertisements because either they sell a product, which tempts us, or they have a unique design that appeals to our senses of sight or sound. There are others, which we understand the meaning of, but we ignore them as we come across so many of them. Art critic John Berger, who explains the role of advertising and publicity in his book, Ways of Seeing, wrote that there is a high number of visual images, which confronts us daily in city lives. Advertising has th...

    Read More

  • Summary Of Jose Cuervo Tequila Advertisement

    2852 Words  | 6 Pages

    Goldman, R. & Papson, S. Advertising in the Age of Accelerated Meaning. In Schor, J.B. and Holt, D.B. (eds.). (2000). The Consumer Society Reader. (pp. 81-96). New York: The New Press.

    Read More

  • Consumer Behaviour Case Study

    802 Words  | 2 Pages

    The consumer decision-making process according to (Jha, 205) is a process that should be perceived by marketers to place a heavy importance upon how consumer behave and in particular, the mental processes that take place allowing the for decision to be made can immensely influence the end result. (Deka, 2016) states that the Consumer decision-making process helps marketers and advertisers identify where key consumer touchpoints can be fully utilised in which consumers can be reached and exposed to advertising. However, (KOLLAT, ENGEL, & BLACKWELL, 2005), (Rust & Espinoza, 2016) states that due to the technological advances in media and the way in which consumers now seek and find information through numerous media, it has become harder to identify the most appropriate form of advertising and touchpoints to use to create exposure to the target audience. (Rust & Espinoza, 2016) states that due to the advances in modern technology Marketers need to shift their focus from textbook methods of marketing too much stronger emphasis on service and relationship with

    Read More

  • Essay On Culture Jamming

    531 Words  | 2 Pages

    We live in a society where advertising plays a significant role in our lives. By being flooded with by products and brands which encourage ...

    Read More

  • Female Role in Society and its Perception

    969 Words  | 2 Pages

    Kilbourne, J. (1989). Beauty and the beast of advertising. In K. Ackley, Perspectives on Contemporary issues: Reading across the disciplines (2nd ed.)(p. 237-240). Ft. Worth: Harcourt College Publishers.

    Read More

  • Analysis of McDonald’s Corporation Advertising

    1431 Words  | 3 Pages

    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.

    Read More

  • How Are Radio Ads Effective

    1094 Words  | 3 Pages

    Americans today are living in “the most marketed-to culture in the history of the world” (Ramsey). In light of that fact, people need to become more aware of the techniques of advertising so they can be careful to not get sucked into buying things they really do not want or need. A simple understanding of these concepts can help keep a person from regretting their purchases.

    Read More

  • Advertising For Success

    980 Words  | 2 Pages

    Allor, K. (2006, August 24). The Rise of Advertisement and American Consumer Culture. Retrieved December 10, 2013, from The Rise of Advertisement and American Consumer Culture: http://teachingamericanhistorymd.net

    Read More

  • The Power of Advertising

    1367 Words  | 3 Pages

    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.

    Read More

  • The Positive and Negative Effects of Advertising on Consumer Behavior

    1661 Words  | 4 Pages

    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.

    Read More

  • Essay On Media And Advertisement

    1350 Words  | 3 Pages

    In todays world the media has been a key player in the transformation of ideologies and mind sets of humans. In one way or another, it controls human nature and thinking, and the best example of this is advertisements. The media and advertisements influence highly influence human mind set and mentalities. “ Advertising is the art of arresting the human intelligence just long enough to get money from it”. Now since the media has transformed and become mass media, small and large scale industries and buisnesses have extensively used them as a medium of communication for advertising their merchandise. It has become a good medium for innovative concepts and ideas to be shared with consumers. However as time passed, the levels of advertising has become much more advanced. The advertisements have become very tempting and attractive. It has lead to the consumerism at a very large scale and luxuries are now regarded as necessities.

    Read More

More about The Influence of Mass Media Advertising on Consumer Behavior

Open Document