Advertising And Consumer Behavior Essay

1157 Words5 Pages
Almost every one grows up in the world which is flooded with the mass media e.g. television, advertising, films, videos, billboards, magazines, movies, music, newspapers, and internet (Latif & Abideen, 2011). Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007).
The evolution of advertisement dates back into the ancient times. Societies used symbols, and pictorial signs to attract their product users. Over centuries, these elements were used for promotion of products. In the early ages, these were handmade and were produced at limited scale for promotions. Later on, this phenomenon gained strength more intensively for promotional purposes. Today’s modern
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• To find out the features in adverts that can influence people to buy mobile handsets.
• To determine the effect of advertising on consumer buying behavior of mobile handset users in Lahore.
1.4 SIGNIFICANCE OF RESEARCH
Advertising and its significance to businesses has never been in doubt. It has also been well investigated into by various researchers on different and specific dimensions. The researcher’s conviction for undertaking this study is the dimension it brings to bear on the topic. That is: how consumer buying behavior is affected by mobile handsets adverts.
This research is important in the following sense:
• It will provide helpful information to mobile handset companies, advertising agencies and media houses on how to design and create advertising messages in order to attain optimum impact on consumer buying behavior.
• The research work will also give precious data on dynamics of consumer buying behavior for various managerial decisions in the mobile handset sector.
• Finally, the study will add knowledge to the college and also form basis for further research endeavors into the topic or other related
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