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How Does Advertising Influence Customers Buying Behavior

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2.0 Introduction This chapter focuses type of advertisement that influences customers buying behavior. This include the capacity and understanding of buying behavior among UNIMAS students in the context of buying behavior, advertisement quality, consumer awareness, approach in measuring types of advertisement, and the conceptual advertisement used in measuring the customer acceptance toward type of advertisement.
2.1. Types of Advertisement Influence Buying Behavior Advertisements that are interesting will attract customers to buy a product. This will enable the involved organization become more profitable. Advertisements also include service sectors. There are several researches carried out by marketing academicians especially in the field of advertisement quality.
According to Etzel et al. (1997), advert have four features which are verbal or visual messages, sponsor who is identified, delivery through one or more media and payment by sponsor to media carrying the messages. An effective advertisement is when most customers understand the delivered messages and give positive attitude toward the advert. The environment response occurs when that particular customer purchases a product unintentionally and unplanned while a customer feels pleasure, dominance or arousal as an emotional response (Adelaar et al., 2003).

2.2. …show more content…

Investments in brand equity and in particular brand awareness can lead to sustainable competitive advantages and thus to long term value. Brand awareness can add value by placing the brand in the consumer 's mind, acting as a barrier to entry to new un established brands (Stokes 1985), reassuring the customer of the organization’s commitment and product quality, and providing leverage in the distribution channels (Aaker

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