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Advertising Influence On Consumer Behaviour

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(Moore, 2004) Advertisement is the most effective tool of integrated marketing communication to emotionally motivate customers to buy products. Advertisement has strong linkage with entertainment and proliferation of media has blurred the thin line between advertisement and media. (Goldsmith and Lofferty, 2002) The most influencing theory in marketing and advertising research is attitude towards the ad which influences the consumer perception and attitude until he intends to purchase the product. Advertising is to create brand awareness and selection of product or services. The goal of effective advertising is to form a positive attitude towards the brand and to increase the purchases so an emotional response is made.

(Byzalov et al 2004) …show more content…

It changes the perception of consumer’s about the product. Companies should actively keep an eye over consumer behaviour as it is the main source of success for them. The main reason behind such an analysis is to find that how customers behave towards a product or service in different situations. The social, economic and psychological aspects behind consumer behaviour are also studied in detail keeping under consideration the marketing mix.

(Bashir and Malik, 2009) Advertisement is a source of communication which convinces people to use the product for at least once. Celebrity endorsement brings in positive influence over people. Word of mouth is least effective as people tend to believe less on other’s perceptions. In today’s time, the ideology has changed. Advertisement plays a vital role in modern age as builds an impact in society based on advertisement.

(Vakratsas and Amble, 1999) St. Elmo Lewis developed the AIDA model in 1988 where he stated that the effects of advertising are greatly affected by AIDA – attract, interest, desire and action. Since the late 80’s different theories have come up which proves the impact of AIDA model. Some important theories …show more content…

To form adequate preferences, experiencing product or service is very important. Advertisement also plays a very effective role which reinforces customer habits and experiences. This theory proves that the buying behaviour of consumer is not predictable at all times. Habits affect the choice of brand than advertisement of other forms of targeting emotional mindset of individuals.
(Vaughn, 1980) All the above discussed theories are greatly supported by integrative theory which depends over the factors such as the product specifications, level of consumer involvement, and the data context. FCB grid model brought out by Richard Vaughn is based over this model which states that there are two dimensions which are to be included which categorizing products. The involvement level can be low or high whereas the motivation can be affective or cognitive. The involvement level is about the product category not any particular brand.
According to Weilbacher these theories have a different impact over consumer’s mindset. The effect level is different as it can either affect the mental level or make a person behave differently towards a product. Experience may affect the level of behavioral impact. It is a very complex reality which studies consumers and their reaction towards different forms of advertisement

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