Influence of Advertising in Consumer Buying Behavior

Introduction: People really change no matter what they want to be, it all depends on their personality if they will be fool or not by such an impressive kind of art that can really convinced the consumers every time they watch or hear about a spectacular advertisements. Advertising is a form of communication for marketing that is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Of all the
Marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007). Advertising reaches us through a channel of communication referred to as a medium. Through all the mediums advertising influence audiences, but television is one of the strongest medium of advertising. Advertising is the best way to communicate and convince the customers to buy a new or an existing product. It can influence the buying behavior of the consumers by how effective the advertisement was. This paper studies about the influences of advertising on consumer buying behavior, on how it affects the preferences of the consumers in buying a product. The advertising affects the everyday activities of the economy in the lives of people. It influences people through education, reassurance and persuasion. The major aim of advertising is to impact on buying behavior. No company can become a market leader unless they invest lots of their investment in promotional purposes (Hussainy et al., 2008). Everyone loves to watch television, listen to the radio, read newspapers and magazines, and look at the billboards around them. We are living in a world which advertisements appear in many kinds of methods twenty four hours a day. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individual’s attitude, behavior, life style,