Essay on The Impact of Advertising on Consumer Purchase

Essay on The Impact of Advertising on Consumer Purchase

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I endeavour to look into research projects that surround the topic ‘what impact does advertising have on consumer purchase?’
Britain made history on the 22nd of December 1955 when they released the first television advertisement; it was for “Gibbs SR Toothpaste”. Since then advertisements have grown into a world-wide phenomenon used every ten to fifteen minutes on free to air television for all kinds of products, services, promotion of shows and other objects for consumer purchase. Through this research project I endeavour to investigate the links between various forms of advertisements and consumer purchase. Promotional tactics, visually evocative images, slogans and trade mark jingles are all used as selling mechanisms in the world of advertisement, but the question to be investigated is what aspect of an advertisement leads to consumer purchase.
Over the years many individuals have delved into the research of consumer behaviour as a response of branding advertising. “Impact of Brand Image and Advertisement on Consumer Buying Behaviour” is a paper from the ‘World Applied Science Journal’ published in June 2013. This article establishes the stance that our modern society is so consumed in profile and personal status that we buy not based on quality but as a result of a brands status. It also suggests that the war between companies is no longer based solely on price but surrounds customer attraction attained through advertisement. Advertising plays a ‘crucial role’ in drawing in customers to a brand and/or product and is a vital mechanism on impacting ‘consumers buying behaviour’. A counter argument to these prominent ideas relates to the many people and families in the 21st century society who often buy on the merit of price. P...


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...profile sporting personal was great for the original increase in profits; however after the front of a new face were forgotten sales once again dropped off within the time frame of a year. Throughout the research several implications were established, one prominent one was that there was a positive increase in sales, high stock returns and overall positive outcomes therefore celebrity endorsement has shown to be successful. In my opinion the face of someone the public knows, loves and trusts can do wonders for a brand as individuals are more likely to buy a product that they believe stands on good merit and is not dangerous in any way as it is viewed as trustworthy due to the face it is supported by. However as less spruiking and promotion after the initial stages of endorsement people are less aware of the face to the brand and therefore sales are likely to drop.


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