Cultural Factors In Advertising
Advertisements in general have always been an important and pivotal tool that are used to promote items and/or products that need to be sold (Scutaru, 2010). Constantly, consumers are being disturbed by television ads and their messages that cause them to change their behavior or reaction about the product (Comiati and Plaias, 2010). The world of advertising is worth billions but those billions are made by the consumers – people who watch and see the ads, and were successfully persuaded by brands in buying their product because of an effective concept or message. Advertisements showcase very clever and amusing stories while giving information about the product (Wills, 2011), that eventually will get the people hooked, thus successfully persuading …show more content…
According to theconsumerfactor.com, Cultural Factors are the different components or elements that affect a consumer’s buying behavior related to the culture or cultural environment the consumer belongs to, and is very crucial when it comes to understanding his needs and behavior. A brand and its marketers or advertisers, it is very important for them to take into account and understand the cultural factors for a certain market in order to create an effective campaign and strategy as these will play a role on that market’s perception, habits, and the behavior or expectations of the consumers. Each culture has several subcultures, namely, religions, nationalities, geographic regions, racial groups, etc. With this, marketers or advertisers for a brand can use these groups by dividing the market into various small portions. An example would be, marketers can create products according to the needs of a particular geographic group or nationality (Shah, Asifo, 2010).
Social influences such as reference groups, family members, and social class is one of the major factors that largely affects consumer behavior. Reference groups are groups that influence one’s values, opinions, attitudes, and behavioral patterns (American Marketing Association Dictionary, 1995, as cited by Mohan, Sushil, 2012). This group is divided
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The effect of advertising is often focused on the negative side. In a 2014 article by Trent Hamm for The Simple Dollar, advertisements in general are designed and are mixed with multiple clever techniques to persuade a consumer to buy the product or render the service. Hamm also stated that advertisements are junk and that the more exposed the society is to advertising, the more likely they are to spend their money in impractical ways. In the article, he also stated that consumers live in a world full of advertising so therefore it
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