Cognitive Dissonance and Advertising

The term attitude towards the ad refers to the way you react after making a perception about the ad. Liking of an advertisement can be described as an attitude towards that ad which ultimately leads to the effectiveness of that ad (Haley and Baldinger, 1991). Attitude toward advertising is an affective construct with a cognitive component and is useful in explaining the influences of ad exposure on consumer brand beliefs, brand attitude and purchase intention (Mitchell and Olson, 1981). Some of the researches attitude towards the advertisement is categorized into different areas that are affective responses by the customers towards an advertisement (Andrew, 1991). Attitude towards the advertisement also assist the attention that will be laid on the particular advertisement, which means if the attitude towards the advertisement is positive the attention towards that same advertisement will be ... ... middle of paper ... ...e product or service or not.

Kohli, C. & Thakor, M. (1997). Branding Consumer Goods: Insights from Theory and Practice, Journal of Consumer Marketing, 14(3), 206-219. 18. LeClerc, F., J.D.C. Little, 1997.

It is important to develop successful marketing communication which consists with pricing, promotions, products, and placing. Marketing communication influences us to buy. Compared to consumer psychology it is the study on why or how we buy. Concepts According to, Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision - making process, “…..Communication requires converting the original concepts into symbols, individual or organization who communicates has to transform concepts in a set of symbols that can be transferred to the receiver, who need to decode the symbols, in order to understand the original message (Mihart, C. 2012 p. 4).” This is the importance in the development of a successful marketing communication message. Marketing communication is a fundamental part of successful businesses.

It is this customer orientation of which is the fundamental focus in the marketing process and in becoming marketing orientated; before this organisational strategies stemmed from internal goals such as productivity and sales. This philosophy of satisfying the customer in order to be profitable will create the quality of valuing the customer, which in turn leads to their loyalty. 2.1 The Marketing Audit In considering marketing analysis 'An external and internal audit is carried out as part of the broader process of market analysis to determine the opportunities existing in the marketplace (Gilbert, 1999).' To do this, at stage one, the company needs to gather information for the external audit. This information can be categorised using PESTLE analysis.

Branding Influences Consumer Buyer Behavior In order to fully understand the impact that branding has on the consumer buying behavior, there has to be an understanding of what exactly is meant by it. Branding refers to a name, term, sign, symbol, design, or more than one combined that will allow consumers to identify and differentiate an individual product or service from their competitor. It also adds value to any purchase by being well-known and trustworthy to the consumer. This value and trust allows consumers to develop relationships with the certain brands. Their relationships with these brands affect the buying decisions or behavior.

In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m... ... middle of paper ... ...umption and Identity from the 1900s to 1970s, Aldershot : Ashgate, Page 145 McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111 Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275 Sassatelli, R. (2007).

(1988), “Self-concept and product choice: an integrated perspective”, Journal of Economic Psychology, Vol. 9 No. 1, pp. 1-28. Aaker J L (1997) ‘Dimensions of Brand Personality’, Journal of Marketing Research, vol.

By using influential language or images in an ad, businesses can influence consumers to buy their product. Influential language and imagery in advertising helps point out the strengths of a product or service, which can influence consumers' purchasing decisions. Similar to influencing consumers, the value of a product can be increased significantly by adding value to the ... ... middle of paper ... .... 2014. -Jefferson, Morgan. "Is Advertising Harmful to Society."

Deprived of the understanding of this type of psychology it would be challenging to have an idea of how organization should communicate or at least create content for their targeted audience. With the examination of how individuals think, feel, believe, and pursue marketing communication strategies would be easy to create and follow. Organizations should establish rules and procedures to uphold and protect marketing communication. Once they know who they are targeting, then they can decide how to communicate with them in order to execute their plan. When engaged consumers are attracted to the product because of what it makes them feel like and how they look, they will attract others who will want to feel the same (Olenski, S. (2013).

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.