Running head: CONSUMER BEHAVIOR 1 The Impact of Advertising on Consumer Behavior Student’s Name Institutional Affiliation
CONSUMER BEHAVIOR 2 Abstract Advertising is a form of communication that is intended to convince the potential consumer to buy or react to a company’s services, products or information. The purchase process involves deciding under the risk of gaining full benefits of the product or service or otherwise. This paper will investigate the relationship between the independent variable of advertising and the emotional aspect of the consumer buying behavior. The primary objective of this research is to evaluate and assess the influence of advertising through attitudinal buying behavior of the consumer and an analysis of the impact of advertising between people. Introduction The advertising and promotion industry has a direct impact on consumer behavior and the decisions they make through advertising and promotion campaigns that intentionally try to attract consumers towards themselves (Aghakhani & Main, 2018). The advertising and promotion industry focuses on designing effective communication strategies so that they can be implied in effectively communicating with the customer. An attractive message campaign is designed in a way that it should be so catchy and striking that the product demand increases and the product or service to maximize its profits (Yasin, 2014). The communication channels mostly involve broadcast media like television or radio, print media like newspaper and magazines, display on billboards, internet usage, and direct mailing or door-to-door advertising campaign to the customer (Farshbaf, Rabbani & Taleizadeh, 2017). Advertising is one of the main strategies for many companies for the promotion of their products (Thomas & Fowler, 2016). Therefore, the purpose of advertising is to bring to the attention of the potential customers for the product, ensuring a prolonged relationship with the consumers for the purpose of creating a long lasting image of their products.
CONSUMER BEHAVIOR 3 Background of Advertising and Promotion Industry Reflecting in the background of advertising and promotion industry, it can be noted that print advertising started with the beginning of newspaper in the early seventeenth century in Europe (Thomas & Fowler, 2016). The papers were regularly published as they are today and they were considered an attractive medium of communication where the merchants can easily advertise their services or goods they provided. Newspapers then became the official and standard medium of marketing. In the early 1930s, another marketing channel that became common in Europe and America was radio. Radio used different conceptual programs, and entertainment aspects were also covered through radio broadcasts, and they made their revenue through commercial sponsors. The invention of the radio broke the monopoly that newspaper had on the market, but simultaneously it increased the employment opportunities as well as the marketing channels for the sellers (Aghakhani & Main, 2018).
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- Fall '18
- Advertising, Advertising and Promotion Industry, Rabbani