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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 ...
Sutherland (2009) appreciates the importance of repetition in advertisements with consistency in messages so as to increase familiarity especially with the use of a catch line, an observation opposed by Chung and Zhao who noted that “ad repetition has no influence on perceived humour and overall effectiveness of advertising” (2003, p.121). Percy and Elliott (2012) add to this debate arguing that in direct response advertising, there would be no need for repeated advertising as action terminates with a single purchase. Consumer choices would be influenced by the brand and product image and their perception towards them (Percy & Elliot, 2012). Through advertisement, advertisers could change consumers’ perception through association of the product with attributes appealing to the needs of the consumer. Consequently, in their minds, consumers would associate that attribute to that particular brand more than they would for competitor’s brand, thus influencing purchasing behaviour (Sutherland, 2009). Different organisations would have differences in their dependencies on advertisement to sell their products. For example, a cereal company would have to advertise more due to the existence of varied competing products as opposed to a power company which has minimal or no competition (Yeshin 2006). A strategy that advertisers employ to influence consumers to purchase products has been noted to be the creation of a feeling of lack or scarcity (Wells & Foxall, 2012). But noting the role that brands play in influencing consumption of products, Dahlen, Granlund and Grenros (2009) introduce an important role of advertising in brand ...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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Advertising & Consumers essay example
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