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Cause And Effect Of Advertising Essay

1827 Words8 Pages

CHAPTER 1
INTRODUCTION

Of all marketing weapons, advertising has primary impact on viewers mind, as its exposure is to a large extent. Almost every one grows up in the world which is swamped with the mass media e.g. Television, Advertising, Movies, Videos, Billboards, Magazines, Music, Newspaper, and Internet. Of all marketing weapons, advertising is well-known for its durable impact on viewer’s mind, as its coverage is much broader. Advertising is a compartment of promotion mix which is one of the 4P’s in the marketing mix i.e. Product, Price, Place and Promotion. As a promotional line of attack, advertising serves as a key tool in creating product awareness in the mind of a potential consumer to take ultimate purchase decision. Advertising, …show more content…

According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet Generation, and get their news and Information primarily from internet. The internet media is the most attractive and important place to advertise. Most of the young people remain glued to the internet and enjoy what they browse. As a wide range of products and services are consumed or used by children, many companies tend to target them.(Chandok,2005)

4. According to traditional hierarchy of effects models, advertising affect of advertising exposure leads to brand cognition and cognition about the ad, which then leads to the attitude towards the ad and the brand until their purchase intent ((Buttle, 1998)). Advertisers target teenagers because of their high disposable income, their influence of parental purchases, their early establishment of loyalty to certain brands and a conventional wisdom that they buy products on impulse (Fox 1996).
5. Symbolic value is expected to equate the consumers’ self image to have an impact on individual preference, where preferences may develop for certain brands because they are perceived as reflecting their own self-image or projecting an image that they aim to possess. If the meaning of a product is not associated with the consumers’ self image, it may have little impact on purchasing

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