Impact Of Advertising On Consumer Buying Behaviour

How Advertising is Leading Kids to Make Poor Choices Currently, the average American child today is exposed to an estimated 40,000 television commercials a year, over 100 a day. Advertisers try to expose children and teens to as much advertising as possible, this is to get children and teens to want to buy their products. Another factor is that advertisers use different techniques to get kids to buy their products, these techniques include bandwagon, transfer, avant-garde, facts and figures, and testimonials. Yet, children don’t realize they are being subjected to these techniques and with all the advertisements that kids are being exposed to today, these advertisements are leading kids to make poor choices. “Television, radio, cable, and

These advertisements that appear in the media have a really significant influence over people 's lives; we all look to those advertisements for a sense of direction or guidance on how to perceive the world. Advertising in the media potentially plays a major role in shaping public attitudes and perceptions because most audiences (including myself) are passive; we accept whatever we are shown and that influences our opinions on what we

An Advertisement is a company's most basic strategy to sell their services or product to buyers; also an advertisement that is composed correctly will do more than just please the buyer. An Advertisement's effectiveness is measured in its ability to present a need for the buyer and present a solution to the buyer with their product. If a commercial cannot persuade the buyer, then it cannot achieve its purpose. A commercial needs to persuade a potential buyer into buying the product, without forcing the buyer. Therefore the creators of commercials use all the tools of persuasion to manipulate a person's thinking into looking at their product positively.

For most consumer brands, the marketing goal is often very clear and visible because their campaign is created around the receiver (the consumer) from their habits and codes that are theirs. Often, the goal is to reach the widest possible audience. To believe the idea of advertising campaigns blooming each season within the pages of magazines, it seems to create strong visuals coherent and original allowing the purpose of the campaign. Yet, this

Arzanagh and Danaei, (2013) said that when customers are convinced to purchase the product or persuaded about the good quality and characters of the product, customer tends to act and purchase the product while on the other hand searching product does not really have an impact the consumer behavior (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) proposed that advertisement alters the behavior of the consumer when we advertise in such a manner that we fulfill all the requirements of AIDA model of advertising. Arzanagh and Danaei, (2013) also stated the correlation between all four different factors of AIDA that are attention, interest, desire, and action, And examined that attention and action were closely related while on second place comes the relation between attention and desire (Arzanagh & Danaei,

Advertisements have been used throughout generations to persuade the viewer to purchase the product that the company is trying to sell. However, some companies appeal to the emotions instead of trying to sell the product itself. Companies have the ability to persuade the opinions of the reader and make an advertisement that can be mesmerizing. Advertisements have helped the awareness of what a products good for or how it is better than the other retailers product. As Jeremy Bradley states “Advertising can help your business to increase its value and build its reputation” (Bradley, Jeremy.

CHAPTER III Framework This chapter shows and discusses the theories, the theoretical paradigm, the conceptual framework and the operational definition that will be utilized in this research. The study will be assimilating the following theories: Elaboration likelihood model (Petty & Cacippo, 1986); hierarchy of advertising effects model (Thorson et al., 1992) and; music theory (synthesis). A. Theoretical Framework I. Elaboration Likelihood Model Elaboration likelihood model of persuasion or ELM is a dual process model developed by psychologists Richard Petty and John Cacioppo in the 1970s, defining how a medium or a person’s presentation of the message forms and changes the receiver’s attitude.

Thesis: When advertising a product most companies use things that would move you towards buying their product. I. Emotions that flow A. Lust B. Insecurity C. Elite II. Lust A. The product will make people more attracted to the costumer 1.

Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”

It is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad.

Since televisions are increasingly becoming a popular source of media in many American households, advertisements targeted toward children, specifically for food, are substantially affecting the food choices and healthy habits in society. Concerning the issue of televising unhealthy foods to children, many people argue that since children’s decision-making skills are not fully developed, they are more likely to follow their parents’ choices than to form their own, rendering the industries’ tactics useless and inconsequential. On the other hand, food industries argue that their tactics are purely business-related, and if viewers decide to willingly buy their products, they should not be held accountable for their actions. However, the fact that

INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and

Food advertising to children is a controversial issue that is considered as a source of attention to many investigators and analysts due to its influential impact on children’s food choices and parents buying behavior. Food advertising is the primary type of advertising that people go through on a daily basis. Nowadays, the industry of food advertising is growing enormously in the middle east region and Malaysia as a result of the huge amount of food advertisements, especially junk food ads that reach people directly and indirectly through various mediums that deliver advertising contents to the audience. Children and youth are the main target audience for fast food advertisers, mainly because of their purchasing influence, exposure to TV and

Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”.

Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.