The term “advertising” originates from the Latin word “advertere” which means “to turn the mind towards”. Advertisements create impact on consumers’s mind and affect their purchase behavior. As a marketing strategy, advertiser’s aim is to persuade their potential buyers (Armstrong, 2010). To fulfill this goal, advertisers must seek to know what stimulates consumer’s mindset that initiates purchase. Thus, print advertisements have a vital role in convincing the consumers to buy a certain product. Moreover, print ads also influence consumer’ behavior by influencing their consumption. A marketer does not only focus on identifying the consumer’s wants, but also encourage them that they need their product. That is the reason why creating effective print ads is crucial for the promotion of the product in the market (Solomon, 2010).
Over time, marketers have developed theories about why consumers buy (Murray, 2013). Most of these theories are taken by viewing the scenario through the eyes of consumers looking at a product. Marketers embark to use these features and benefits conduct research about consumer response to find the adequate needs and motivations. More recently, advertising agencies added new innovations to explain and predict consumer behavior. Their approach views the consumer through effective print advertisements. This becomes a positive insight in consumer’s decision-making process in availing a product to accommodate the new brands in the market. According to Murray (2013), “An understanding of consumer purchase behavior must be based on knowledge of human emotion and include the paramount influence that emotions have on decision-making.”
In addition, print advertisements are intended to affect consumer’s feelings, evaluations, attitudes, beliefs, and lifestyle. Even though ads influence behavior, feelings, and cognition, its primary objective is to influence consumer’s buying behavior (Olson, 2014). Therefore, the aim of marketers today is to capture the consumer’s attention, and deliver their message so that consumers can immediately avail their product. However, such objective is critical for marketers because nowadays competition among business firms in line with their unique and effective print ads is very evident.
Identifying what influences consumers is never an easy task for advertisers. It is because every day, consumers are exposed with abundant print ads seen everywhere and anywhere. The advertising agencies face a number of dilemmas in making an advertisement. One of these is whether an ad will be affective or cognitive to the consumers. In this aspect, one must be effective enough to the consumers by giving a positive approach to the print ad and to the advertised brand. This present study on information processing has been executed by treating print advertisements as information sources and to the viewers as information processors (Chattopadhyay, 2010). According to Amaldoss and Jain (2005), print ads obtain...