ipl-logo

Essay On Impact Of Advertising On Consumer Behaviour

1082 Words5 Pages

OVERVIEW:
Advertising is a mode of communication used by the marketers to spread awareness among the customers about their brand and products and encourage them to buy their offerings. Advertising has to be very subtle as the consumers get really influenced by it in the preference for a particular brand.
Summary of Research Articles:
The following summaries of the various research papers explain the impact that advertising has on the minds of the consumers and drives their purchase decision:
Through his research paper, the author Naveen Rai tries to find out the impact of advertising not only in the Indian market but also in the global marketplace. The major objective of the study here is to study the influence of advertising on the consumer buying behaviour as well as on the attitude formation of consumers towards any brand. The author has applied the AIDA (Attention-Interest-Desire-Action) theory and has discussed the principles on which effective advertisements are run. He also emphasizes on the importance of media in propagating the …show more content…

Here the AIDA model is associated with motivation, perception, learning and memory to reach to the conclusion that advertising influences the customers through the cognitive aspects. Using these aspects the advertisers attract the attention of the customers and effective ads help in distinguishing the services and products offered to the customers by different brands. Since online market in India as well as in various countries has extensively grown, authors Gaurav Bakshi and Surendar fell that now is the right time to invest in online advertising. Mobile marketing and social media marketing can be really profitable for the marketers but for this the target audience has to be very carefully selected. The communication in the advertisements should be straight and not confusing for the customers which will lead to loss of

Show More
Related

  • Consumerism In The 1920s

    669 Words  | 3 Pages

    Advertising is also important to the consumers because people when they buy, weigh the cost and benefit of the product they are about to use. Furthermore, it increases the consumers’ awareness whether the product is available in the market or not. It is already expected that if a product is not advertised, it will not become popular to the consumers, and consumers will not buy a product if they have not heard not tiny information about it. It is through advertising that consumers are able to choose the product for them and their

    Read More

  • Mkt 421 Week 4 Individual Differences In Advertising

    401 Words  | 2 Pages

    Arzanagh and Danaei, (2013) said that when customers are convinced to purchase the product or persuaded about the good quality and characters of the product, customer tends to act and purchase the product while on the other hand searching product does not really have an impact the consumer behavior (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) proposed that advertisement alters the behavior of the consumer when we advertise in such a manner that we fulfill all the requirements of AIDA model of advertising. Arzanagh and Danaei, (2013) also stated the correlation between all four different factors of AIDA that are attention, interest, desire, and action, And examined that attention and action were closely related while on second place comes the relation between attention and desire (Arzanagh & Danaei,

    Read More

  • Coca Cola Rhetorical Analysis Essay

    1061 Words  | 5 Pages

    Advertising is the best way to get a message across to a certain audience. It serves as a mean of communication of a product or service. It is broadcasted through every media around the world in order to make any product known. The brand Coca Cola is one of the most known companies in the world; their main product is a type of beverage. Throughout the years, this company has been making history with their worldwide advertisements.

    Read More

  • A Rhetorical Analysis Of GEICO Insurance In The US

    977 Words  | 4 Pages

    Advertising is defined as “any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service, or idea". By strategically selecting the advertising channels, the company strives to reach the target market

    Read More

  • Elaboration Likelihood Model Of Persuasion Essay

    817 Words  | 4 Pages

    CHAPTER III Framework This chapter shows and discusses the theories, the theoretical paradigm, the conceptual framework and the operational definition that will be utilized in this research. The study will be assimilating the following theories: Elaboration likelihood model (Petty & Cacippo, 1986); hierarchy of advertising effects model (Thorson et al., 1992) and; music theory (synthesis). A. Theoretical Framework I. Elaboration Likelihood Model Elaboration likelihood model of persuasion or ELM is a dual process model developed by psychologists Richard Petty and John Cacioppo in the 1970s, defining how a medium or a person’s presentation of the message forms and changes the receiver’s attitude.

    Read More

  • Explain How Does Advertising Mirrors Society

    1126 Words  | 5 Pages

    What is the definition of marketing and where does advertising fit within that definition? Marketing refers to the processes involved in communicating a product or service to customers or consumers. These communication processes can be used to sell, purchase, distribute or even promote a product or service to various markets. Simply put, marketing is the communication between an organisation and its customers.

    Read More

  • How Does John Lewis Use Advertising Methods

    517 Words  | 3 Pages

    Advertising- Advertising is a paid method of promoting ideas, goods or services by companies and businesses. Advertisement involves the business to communicate a message to their target audience, who they are targeting their product or service to, therefore to encourage them to purchase the product or service. Coca- Cola uses advertisement to promote their products and they use many different forms of advertisements.

    Read More

  • Essay On Targeted Advertising

    1377 Words  | 6 Pages

    Targeted Advertising: Helpful or Hurtful? Technology has challenged the rules of privacy, and people are questioning if privacy is a necessity anymore. Technology, specifically apple products such as iPhones, is a need in many people’s lives, and they cannot imagine not being able to check their phones for the weather or to ask Siri to find the closest restaurant. Unfortunately, people do not realize companies use technology for targeted advertising, which is an invasion of privacy. An invasion of privacy is when people’s private information is used to influence them and is given to other people or companies unknowingly.

    Read More

  • Effects Of Advertising On Children

    5785 Words  | 24 Pages

    INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and

    Read More

  • Pestel Analysis Of Advertising

    1564 Words  | 7 Pages

    However, choosing the appropriate technology is essential to the success of the advertising industry because different markets prefer different ways of conveying information. The use of applications in phones or e-commerce to order goods and services all over the world may be appropriate to a certain market, but media may be appropriate to an illiterate market (Porter, 1998). The development of smart phones is also an added advantage to the development of marketing activities in the advertising industries. For instance, in Singapore China the Taxi industry uses the application in the smart phones to access the consumers. Although the media are one of the appropriate medium to convey the adverts to the consumers,

    Read More

  • Portrayal Of Women In Advertising Essay

    1640 Words  | 7 Pages

    This research paper presents a content analysis on the portrayal of women in advertisements. This paper is written to better understand the stereotypes of women in advertising. The paper will also include the harsh realities female receivers have to face due to the portrayal of unrealistically thin and technologically perfected super models. Many women are portrayed as sexual objects and are constantly being degraded. Few examples of using sex appeal will also be discussed in this paper.

    Read More

  • Impact Of Advertising On Consumer Buying Behaviour

    1306 Words  | 6 Pages

    (Glowa, 2002) A product or service is purchased only when the communication effect is active and is appropriately connected to the brand. The communication effect would be created when the advertisements elements are effective and targets the right market. It identifies different stages of model that is awareness, interest, desire and action. (Lavidge and Steiner, 1961) The AIDA model shows that when a

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Advertisement is a method of mass promotion that’s typically used by different firms to reach large groups of potential consumers to persuade and inform them about a particular brand of product or service through oral or visual message. This means that the aim of any advertising is to differentiate and deliver various information about the product and the company to the prospective and existing consumers, it is therefore vital to make the message of the advertising effective, clear, focused and singular to make it easy for the target customers to hold on to it and catch it; as this provides a basis for

    Read More

  • Advantages Of Marketing Communication Mix

    3247 Words  | 13 Pages

    Online Marketing Internet and powerful mobile technologies have rapidly increased company efforts to market their products and services and build customer relationships via websites, social media, e-commerce, mobile apps, online promotions etc. These are very powerful tools, especially to reach the younger generations of tech savvy

    Read More

  • Essay On Misleading Advertising

    979 Words  | 4 Pages

    Introduction “The term ‘misleading advertisements, is an unlawful action taken by an advertiser, producer, dealer or manufacturer of a specific good or service to erroneously promote their product. Misleading advertising targets to convince customers into buying a product through the conveyance of deceiving or misleading articulations and statements. Misleading advertising is regarded as illegal in the United States and many other countries because the customer is given the indisputable and natural right to be aware and know of what product or service they are buying. As an outcome of this privilege, the consumer base is honored ‘truth in labeling’, which is an exact and reasonable conveyance of essential data to a forthcoming customer.”

    Read More

More about Essay On Impact Of Advertising On Consumer Behaviour

Open Document