Advertising & Consumers - Essay Example

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Advertising & Consumers

and Trehan, R. (2011) as advertisement. According to Bishnoi and Sharma (2009), advertisement refers to a persuasive, normally paid for, impersonal communication on services, products or ideas through various media by a specific sponsor. The intention of the advertiser would be to spread ideas on the product and offerings, recognised by Belch, George Edward, Belch, George Eugene & Belch, M. (2006) as a marketers’ tool of communication to customers. Wang, Zhang and Ouyang (2009) categorise the effects of advertising as either intermediate, which influences the beliefs and attitudes of consumers or behavioural, which relates to the purchase and brand choice of consumers. Advertisement banks on psychological factors that influence consumer behaviour to reach out to the customer. These psychological factors include learning, personality and lifestyle, attitude, image and individual needs. Studying these factors would guide the advertiser on the message, ad-appeal, colour, illustrations, media, media scheduling and the layout of the ad-copy among other critical advertisement factors. If these consumer behaviour factors would be related to the target audience, advertisers would come up with effective advertisements. Impact of advertisements on consumer behaviour ...Show more

Summary

Consumer behaviour forms the basis of marketing system in any organisation and it varies in different individuals based on their inner motives. These motives would be what marketers identify so as to attract and satisfy the customer…
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