The Impact Of Advertising On Consumer Purchase

1019 words - 4 pages

I endeavour to look into research projects that surround the topic ‘what impact does advertising have on consumer purchase?’
Britain made history on the 22nd of December 1955 when they released the first television advertisement; it was for “Gibbs SR Toothpaste”. Since then advertisements have grown into a world-wide phenomenon used every ten to fifteen minutes on free to air television for all kinds of products, services, promotion of shows and other objects for consumer purchase. Through this research project I endeavour to investigate the links between various forms of advertisements and consumer purchase. Promotional tactics, visually evocative images, slogans and trade mark jingles are all used as selling mechanisms in the world of advertisement, but the question to be investigated is what aspect of an advertisement leads to consumer purchase.
Over the years many individuals have delved into the research of consumer behaviour as a response of branding advertising. “Impact of Brand Image and Advertisement on Consumer Buying Behaviour” is a paper from the ‘World Applied Science Journal’ published in June 2013. This article establishes the stance that our modern society is so consumed in profile and personal status that we buy not based on quality but as a result of a brands status. It also suggests that the war between companies is no longer based solely on price but surrounds customer attraction attained through advertisement. Advertising plays a ‘crucial role’ in drawing in customers to a brand and/or product and is a vital mechanism on impacting ‘consumers buying behaviour’. A counter argument to these prominent ideas relates to the many people and families in the 21st century society who often buy on the merit of price. Price is a large factor in an individual’s decision making process as people are extremely conscious of their spending in the current economic times. In my opinion many individuals do not have the means to make the decision based on a higher price equals quality and therefore the discussion throughout this research is over generalised and has little merit on every day society.
Advertising often does affect people of different generations, ages, genders and statuses differently. Impact of TV Advertisement on Children Buying Behaviour is a research paper published in the “International Journal of Humanities and Social Science” in January 2014. This paper explores the reactions of school children in Punjab, Pakistan through a questionnaire to establish the impact of television advertisements. The research also looks into and points out that advertising is a key feature in the persuasion of customers into purchasing products and services. The simple relationship they discovered between television advertising and purchasing is the more television a child watches there larger increase in purchased items advertised on television. TV viewing has a large impact on the amount of food products purchased increasing obesity amongst...

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