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The Impact of Advertising on Consumer Behavior - Dissertation Example

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The Impact of Advertising on Consumer Behavior

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 aids or pictures has increased over the last few decades. Unluckily, availability of a marketing or consumer hypothesis to explain on the forms of pictorial gambits presented in promotion (Malkewitz et al, 2003, p. 13). This research will employ an empurpled strategy to understanding and organizing the advertising pictures (McQuarrie and Mick, 1996, p. 427). We will make several assumptions in this research. First, we will assume that the marketers choose the pictures from a palate; secondly, pictorial factors can be associated with consumer reactions. Thirdly, we will assume that the palette has an inner composition which aids in indicating the effects that each pictorial factor will bring to the consumers.  ...Show more


A paper "The Impact of Advertising on Consumer Behavior" claims that there are new methods of advertising such as the use of audio media e.g. radio, print media e.g. magazines and newspaper, internet etc. Social media such as Facebook and YouTube are the most recent advertising channel. …
Author : donavonemard
The Impact of Advertising on Consumer Behavior essay example
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