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Effect of Advertisement on Consumer Behavior
Major advertising strategy
effect of advertising on consumer behaviour
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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.
Advertisement over the years have been very relentless with a few inventories for its expansion. It can be a very persuasive tool towards getting a result. GM uses a tradigital marketing strategy type of advertising which combines both the traditional way of advertising and the new age way of advertising which is computer based also known as digital. However, there’s always room for improvement. According to John Wanamaker, he stated that “I know that half of my advertising dollars are wasted…I just don’t know which half” (Rosenblum, 2011). It is known for years as an accepted truth that 50% of every advertisement dollar is wasted. Is it because we are doing too much or too little to convince our potential buyers? This is a questionable factor that need answers. I recommend changing the key performance indicators from a marketing to a business focus, create a superior experience that at the end of the day simplify consumer’s lives and create an educational platform.
Advertisements have an enormous effect on the collective conscious of consumers today. Advertisers, through advertisements, have the ability to manufacture a world that may seem real to the consumer. In these manufactured realities, advertisers entice consumers to buy products specifically marketed to them.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Businesses are always figuring out new trends that can help them reach the people who are most likely to buy their products and services using the most cost-effective method possible. Advertising is certainly one of the major things that businesses use to influence consumers’ behavior since it is something they can control. Even though some influences are temporary, others are enduring. However, whichever the case different influences affect the way consumers behave whether they influence them to make a single purchase, buy more products or purchase nothing.
Ahmed & Talaat (2007) found out that social advertisement can change public behavior and attitudes. When the advertisement is about to sell products or services, it can create audience's desire to act towards the advertisement. It leads to the sales and profit of the company.
Whether [the people influenced by the advertisement] like it or not, products play a role in
Advertisements are ubiquitous, no matter what everyone is somewhat affected by advertisements. Advertising pulls at our needs with products and promises that lead consumers to believe that the product will suppl...
Advertising effectiveness refer to the changes that advertising causes in the mental or physical state or activities of the recipient of an ad (Jellis Gerard).
Advertising research in the affective dimension - investigates how consumers’ attitude for a particular product/service has changed because of advertisement exposure. The data is gathered in variety of ways which includes focus groups, central location testing, telephone studies, and varieties of physiological measurements.
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.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
In conclusion, I believe that the advertising can affect and manipulate consumers to buy things they do not actually need. Nevertheless, if we want to buy something, our decision-making processes will be additionally influenced by our income, relatives and lifestyle.
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
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.