Advertisements and Their Impact on Consumer Buying Behaviour

Topics: Advertising, Marketing, Promotion and marketing communications Pages: 28 (8040 words) Published: December 5, 2011
Advertising is a subset of marketing, a form of communication intended to persuade people to purchase or take any action with respect to the products or the services. In today's world, firms don't hold back in spending millions of dollars on advertising and marketing. The obvious reason being that the competition is very high and every firm wants to sell its product and make it a brand. Effective advertising techniques used in advertisements make a world of difference in sales prospects of a product. Advertising effectiveness is measured by the role the advertisement has played in making the product a real success and how well it has connected with the customers. For print media it is very important to see how well it is doing in communicating itself to the customers. Ad effectiveness helps the advertiser to understand it gives way to make appropriate steps thereby enhancing the effectiveness of the print media. The research paper deals with the study of effectiveness of print media ads .This has been evaluated on the basis of a few brands of a consumer durable. The study is significant to advertisement. The analysis shows significant difference between the various brands of a specific consumer durable with respect to personal variables .The finding suggests that there occurs significant difference at a given level of significance. INTRODUCTION

Consumer impact and influence is growing.  "Marketing has finally become a conversation. Not between corporations and consumers, but rather a global conversation involving millions of consumers. Advertising is just another form of it. As being incorporated or associated with the marketing process, advertising finds its position in every organization. Since the days of the Romans, advertising has been practiced; but the earliest indication of its use in this country dates back to the middle Ages, when the use of the surname indicated a man’s occupation. The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesman’s function and a means of locating the source of goods. This method is still in common use. In the 21st century we all are aware of the development of science and technology and of the progress made by mankind. Science has always given us a lot and one of the gifts of science is mass-media which includes television, radio etc. The advent credit to science cannot be undone as its sustainable efforts have given credible rise to ADVERTISING. In recent times, the word 'ADVERTISING' has become a fiercely mooted topic. Today the amalgamation of Advertising in the roots of the society has given rise to an industry that is worth 3.5 billion dollars and an industry which saw a rise of 12% and ended being pegged at 246.9 billion rupees as the stemmed growth for the year 2010. So what actually does the glossary says about the terminology of Advertisement. The American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.” Other circles describe it as a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action though one cannot undo the fact that advertising has positive as well as negative, social and economic impacts on our society. With the landscape of advertising almost taking a new turn and advertising techniques being employed through social networking websites, blogging and direct mail marketing, the future of advertising is...
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