Pavlou and David W. Stewart(2010) American Academy of Advertising Although advertising isn’t a new way of interactive communication its scope and importance is increasing day by day because of innovations and new technologies. It’s about how advertising works in determining the effects consumers get by them and how these effects are measured and interpreted. Advertisers of companies are gradually relying on different modes of media to advertise, increase the awareness and to create positive image of their products and services even online as internet is considered as one of the interactive source of advertising. This explains that how traditional norms and its effects about advertising contrast. The way information is provided effects the way consumer interprets that information.
Television advertisements have more access to larger number of people, the sound and moving images, the emotions create more attention. Erik Modig-This artide indicates a new perspective on advertising creativity and links it to the literature about artistry in advertising design. It shows that perceptions of creativity explain the positive effects on brand valuation found when images of art works are added to an advertisement. This research extends the understanding of how the level of artistry in advertising imagery influence brand evaluation by showing that perceptions of advertising creativity are a mediator of the effects. Brett.A.S.Martin (2002) study states the impact of infomercial advertisement design elements, such as the use of consumer testimonials or expert comments and consumer characteristics.
Such effect is examined in literature with different approaches: • sociological; • semiotic; • psychological; • socio-psychological. Sociological analysis focuses on the community, considered as a system governed by rules and social norms, and on the social behavior (Moingeon, 1993). The role of advertising and consumption in the society change is a very fertile topic. Sociology has examined how advertising influences opinions, attitudes and behaviors of individuals and social groups. There are two opposite sociological perspectives to the advertising function in contemporary society.
In advertising language, language and thought are associated. It manages exciting interest and speaking to yearnings in the readers mind. The objective of advertising is to pick up and to persuade readers. Language in advertising is dissimilar to language in Literature. In literature author makes sentiments through words and reader can feel while perusing.
Like the AIDA and DAGMAR models, this model is based on the Hierarchy of Effects Theory but the difference is that it suggests more steps through which the consumer would have to go through before making a purchase of a product or service. The model indicates that it is impossible for consumers to instantly move from “not being interested in a product or service” to “having a conviction to buy the product or service” in just a single step. The model therefore proposes a six-step approach that an advertisement puts a consumer through. The first is the awareness of the existence of the product or service. The second is knowledge of the uses and benefits of the product or service.
advertising. Everyone should look better into the everyday communication and vigilantly consider the quantity and the quality of the information we receive as well as its influence on our behaviour. Considerable attention should be given to the young generation. Theoretical and practical research has proved the ever rising influence of information (especially the one prevalent in advertising) on a society; on its economics, culture, religion, politics and even people’s private lives and behaviour. Children have abundance of free time and, therefore, see a lot of diverse advertising.
Advertising Medias: Internet and online media, Newspapers, periodicals, cinema slides, wall hoardings, banners, radio and television are the various mediums of advertising. These methods compete with each other in the field of modern advertisement. Art of Advertising: Advertising is not an easy art. The technicians in this field have so developed the laws of psychology that they are able to determine the degree of receptiveness of sense organs, particularly vision and hearing and the intensity of external action on such organs to produce the particular effect desired. Disadvantages: Advertisement, however, is not without demerits.
Since they see how it works and how it is packaged, every time they see it they will be psychologically reminded of their desire to have it. Advertising itself has been around for many years now, in various forms. When people think of advertising, however, television is the primary medium recalled (JinLutz, 2013). Over the years, television has gained tremendous power to alter cultures prevalent in societies hence; the images depicted advertisement also influences the viewer’s mindset. Even if advertisers decide to run ads over other media, such as in magazines, or on the radio, television ads may be the most powerful in reaching and influencing consumeperceptions (Jin & Lutz, 2013).
They influence the decisions people make on a daily basis whether they consciously or subconsciously know it. Very few actually sway someone to act impulsively, but people don’t realize how all the other advertisements impact them as well. Not only do they pressure adults, but children are also captivated by their mysterious powers. “Advertisers like to tell parents that they can always… protect their kids from any of the negative impact of advertising. This is like telling us that we can protect our children from air
Conclusion The main object of the study was to examine the impact of consumer perception and advertisement on consumer buying behavior. Findings revealed that advertisement had a strong positive impact on the consumer buying behavior and consumer perception had positive but weak influence on consumer buying behavior. From the results we came to conclusion that quality advertisement and positive perception can really play a significant role in improving consumer buying