Do you know the relationship between advertising and consumer behaviour? Advertising plays an important role in influencing consumer behaviour. It can be used to persuade potential customers to purchase a product or service, or it can be used to discourage them from doing so. Either way, advertising can have a significant impact on the decisions that people make about what they buy.
This article will explore the relationship between advertising and consumer behaviour. We will look at how advertising can influence how people think and feel about a product and how this can impact their purchasing decisions. We will also discuss some ethical concerns associated with advertising and how these can influence consumer behaviour.
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Every day you are faced with countless advertising messages. They are on television, radio, billboards, the Internet, magazines, and newspapers. Advertisers use many techniques to persuade you to buy their product or use their service.
The goal of advertising is to influence or persuade an audience (viewers, readers, or listeners) to take action. It usually has the following characteristics:
The offer is the product or service that is being advertised. The message is how the advertiser tries to persuade you to buy the product or use the service. The advertisement is the medium through which the offer and message are communicated (television, radio, the Internet, etc.).
These models are based on internal variables: learning, motivation, attitude and personality. According to learning, the individual bases her future behaviour; therefore, advertising has to be able to influence this learning, and this is studied in the models:
It is based on conditioned and unconditioned stimuli. For example, associating music with emotion and pleasure. These ads will try to provoke an emotional response in the consumer.
Memorizing beneficial behaviours and forgetting unsatisfactory ones. For example, loyalty programs for the first case and advertising of accidents for the second. When you see an ad for an accident, you will think about your safety.
People learn to solve problems from information available in the environment. The individual considers himself an active being, looks at other people’s behaviour and learns from specific situations. For example, when we show testimonials of satisfaction with the brand or with a product.
If you know what advertising is trying to do, it is less likely to be influenced. Advertisers use many techniques to persuade you to buy their product or use their service. Some of these techniques are:
As you can see, advertisers use many different techniques to try and influence your thoughts and feelings about their product or service.
Now you know what they are trying to do, you can be more aware of these techniques and use them to make more informed decisions about the products and services you sell.
Advertising motivations are the reasons that advertisers use to persuade potential customers to purchase their products or services. Advertisers may use a variety of different advertising motivations. The different theories of motivation highlight two categories:
Below are the key points to remember while creating advertising:
In my opinion, advertising does have an impact on consumer behaviour. By using the key points mentioned above, businesses can create ads more likely to influence people’s purchase decisions.
However, it is important to remember that advertising is just one of the many factors influencing consumer behaviour. Other factors such as price, product quality, and word-of-mouth also play a role. Understanding these factors will help businesses create more effective marketing strategies and improve their bottom line.
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