The effect of advertising on consumer decision making marketing essay

relationship between advertising and consumer behaviour

They concluded that advertising and consumption seem to work on each other. Viewers who respect, look up to those celebrities in the advertisements, and buy the product.

When we see ads, we tend to judge them with their ability to make us laugh or feel engrossed. This keeps the cost per message low. Outlay on advertising certainly is the voucher. Culture also determines what is acceptable with product advertising. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product.

Examples include cars, homes, computers, education.

The role of advertising in consumer decision making pdf

Example — Free sample of a product. The desire and hope for repeat sales insures a high degree of honesty in advertising. Aptly, stated, no matter whether a firm is in IT, infrastructure, computers, none can take the risk of missing Internet advertising. The extent to which consumer make products related decisions depend on the relative importance of brand recall, which can lead to the brand awareness. The consumers are located at five popular existing markets in the metropolis which are Ogbete market, twenty super markets including Shoprite and ten high traffic points across the metropolis. They found that moderate relationship exists between the independent variables and the dependent variable. Latif and Abideen argued that advertising have the potential to contribute to brand choice among consumers. It should give them a more satisfactory expenditure of their rupee. Lower class people tend to stay close to home when shopping, do not engage in much pre-purchase information gathering. They examined how emotional responses are generated, after watching effective advertisement they persuaded consumers purchasing behaviour. He found that advertising and sales promotion together with the image of the company influence the consumer buying decision. But how are these attitudes and beliefs developed? They found that there is a simultaneous relationship between advertising and consumption but not in a unidirectional.

Advertising plays a vital role in reminding consumers of the brand name. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs AIO.

How does advertising influence consumer behavior pdf

There were times that an organization used advertising to help them survive from the impacts of economic trends. There is no commercial in the entertainment but the brand or the product is subtly or sometimes evidently showcased in the entertainment show. Celebrity Advertising Although the audience is getting smarter and smarter and the modern-day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. The questionnaire was self development of items. Example — Thums up, Coke, Pepsi ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Example — Young people purchase things for different reasons than older people. The main characteristic of this method is that the researcher has no control over the variables. Therefore, the population of the study cut across the markets in Enugu State and environs.

Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action though one cannot undo the fact that advertising has positive as well as negative, social and economic impacts on our society. Thus it attempts to induce quick response from the members of the target audience, Ads offering some kind of incentive, or ads announcing contests, or encouraging prospects to place orders on phone or through internet.

They found that advertising has major influence on consumers likeliness for Bounvita food drink. Slesinger and M. Before people can be moved to action in terms of purchase, they must be informed about the same.

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ROLE OF ADVERTISING IN CONSUMER DECISON MAKING