Traditional Advertising Influence

Television advertisements have changed the world significantly in very little time. This traditional advertisement is used with the aim of creating awareness, giving information for a particular good or service (Preeti and Raman, 2014). Marketers began to recognize the increased influence of advertising in their target audience and thus, started using television as an effective marketing tool for creating and controlling brand positioning and catering to the market (Preeti and Raman, 2014).

Advertising serves as a major tool in creating product awareness in the mind of a potential consumer to make an eventual purchase decision (Abideen and Saleem, 2011) Latif and Abideen (2011) states that advertising through all mediums can influence audiences,

He said that it has been proven so with regard to recycling, alcohol consumption, the types of cars or houses persons may desire and even how to evaluate others based the products they do or don’t buy.When persons choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy (Latif et al., 2011).

Traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement or brand; which in turn leads to attitudes, i.e. product liking and attitude toward purchase. This eventually leads to behaviors, like buying the advertised product (Mendelson and Bolls, 2002). Research has shown that attitude toward a brand significantly impact intention to buy that brand (Brown and Stayman, 1992, Homer 1990, Mackenzie et al 1986). Thus there is a significant positive relationship between brand attitude and purchase

Impulse buying may also be driven by other variables suchas rewards, possessions, materialism, moment desire, post-purchase decision and self-exploration (Greenley and Foxall, 1997). On the other hand, environmental variables might affect buying behaviours of consumers (Greenley and Foxall, 1997). Ayanwale et al. (2005) later examined this area in a study which aimed to determine the factors that influence consumer-buying behavior, particularly the economic, social and psychological aspects. They held that this would help to determine the direction the consumer behaviour is likely to make and to give preferred trends in product development, attributes of the alternative communication method, etc. Results of the study showed a weak association between environmental responses with the consumer buying behavior including the attitudinal as well as behavioural aspects of the consumers buying behavior. Emotional response, on the other hand, established strong association with the consumer buying