The way information is provided effects the way consumer interprets that information. The goal of advertisings is to increase the quality, trust, participation and efficiency of consumer decision making process. Interactive advertising depends on the selection of medium, way information is interpreted, how consumer perceives information, way message delivered and advert
It 's no more about the promotion of goods and service - the objective now is to provide an experience to the audience, to be specific, the "target group" of the brand. Because of all this, advertising has created a strong impact on our lives - not just in terms of lifestyle but also our psychology, behavior and aspirations. We see an ad where a child goes to a store and asks for 'namak ' and gives a lecture on purity to the shopkeeper on receiving some other brand of salt. Why do we see this? Because through advertising, every single person has evolved in terms of awareness of the brands, which earlier used to be an objective to achieve.
They now create quality and practical ads and that shows the brand maturity and status. FUTURE RESEARCH This research may further be followed by students because this is a very vast topic and can be continue in future studies as a source of information. Students can contribute in this research by investigating on other topics related to advertisements effects on consumers. Here are some recommendations for the advertisements to be more attractive. Offer the best up-to-date product or service.
Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.
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.
In modern business world, advertising plays an important role to establish contact between the buyer and seller. Advertising is the medium through which the customer comes to know of the existence and the utility of the items available in the market. In modern times, the business world has become very complex with keen competition. So businessmen spend huge sum of money on advertisement and this is a highly profitable investment. Advertising Medias: Internet and online media, Newspapers, periodicals, cinema slides, wall hoardings, banners, radio and television are the various mediums of advertising.
With the development of the society, the advertising industry has been thriving for decades. Advertisers utilize diversity ways to demonstrate their products, and to evoke the purchase desire of consumers. The certain technologies of advertise affected to us are: logos, pathos, and ethos. Advertisements are like hooks to grab customers’ eye balls, and to let them pay attention of the products that the advertisers are trying to sell. Each advertise has one thing in common which is to attract customers to buy the products, and to make money from them.
Nowadays, people are exposed to the advertising process wherever they are. Advert is financed by businesses and employs an openly sponsored, non-personal message. The message, that advertiser has control over, is not directed to a particular individual but rather to a group of recipients. Advertising is not only a tool created to reach people economy-wise, but most of all is a device of establishing and maintaining social, cultural, political or even psychological contact with exposed people. Economy-wise, advertising carries two functions: (1) to persuade potential customers, (2) to provide information.
Advertisers utilize this particular influence to advance their products and reach consumers in an effective and profitable way. Pamela K. Morris (2005) states that “Advertisements guide thinking, action, and behaviours as people come to accept mainstream ideas through visuals. The most crucial of these is what it means to be a man or a woman. Ideas about how to feel, dress, look, and behave, and how to interact with other men and women is the bedrock of the culture in which we live”, this means that advertisements provide knowledge which assists society in forming perceptions and expectations of what is classified as feminine and masculine; these perceptions are incorporated into culture and are then reinforced by more advertisements promoting the same stereotypes therefore being reinforced and leading to gender roles. Because of its influence, it is evident that advertising plays a dominant role in redefining and forming gender roles and gender stereotypes.
Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions. Accordingly, for institutions or enterprises, advertising is of great importance in drawing the attention of the customers and affecting their choices among numerous products (Oluç, 1990, p.3). On the other hand, advertising, from a consumer viewpoint, is regarded as a guide that helps consumer to choose the most appropriate and rational product for him/herself among the thousands offers on the market so as the best to meet his/her own needs. Advertising, when used for various purposes, such as