Optimal Advertising Techniques to Induce Consumer Behavior

Optimal advertising techniques to induce consumer behaviour

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.