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Dissertation example - The Impact of Advertising on Consumer Behavior
Pages 10 (2510 words)
Business Research Method Research proposal: The Impact of Advertising on Consumer Behavior Introduction Currently, the world has experienced high level of companies’ diversification as multinationals try to spread production risks to different parts of the world…
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278). This has resulted to high level of advertising as companies are trying to segment and position their products in the minds of the target customers. Currently, there are new methods of advertising such as use of audio media e.g. radio, print media e.g. magazines and newspaper, internet etc (Schultz et al., 1992, p. 15). Social media such as Facebook and YouTube are the most recent advertising channel. Nevertheless, advertising requires a high level of competence in order for the advert to have an impact on consumer behavior (Murray, 1973, p. 156). In order to impact on the consumption behavior of the market, the management has to come up with appropriate strategies that will take care of customer interests and desires an aspect that will convince target consumers to shift towards the product. The drafting of the message to be used, selecting the budget, media to be used in spreading the message and the actual advertising plays a crucial role in determining peoples response towards the message. All these factors should, therefore, be taken care of in order to ensure that message has an impact on the target consumer (Armstrong & Kotler, 2011, p. 167). The use of visual ads or pictures has increased over the last few decades. ...
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