Introduction
Modern capitalist society would not function without advertising. It’s an effective way to promote products. People’s attitudes toward commercials are profoundly influenced by the media’s coverage of them in many forms, especially on television, radio, and the Internet. The growth of advertisements makes suppression difficult. People are continuously being exposed to commercials on their phones, in front of the TV, or in their cars. This essay focuses on how media affects consumers through advertising (Pandey et al.,2018). The paper will study how advertising can influence people’s perception of things, purchasing behavior, and views and values. This be done will be done by examining relevant ideas like cognitive dissonance and the simple exposure effect. This essay aims to provide an understanding of the relationship between media advertising and consumer behavior and how advertisement influences consumer behavior.
Claim 1: Advertising affects consumer behavior by creating awareness and interest in products or services.
Advertising is a crucial part of any successful advertising campaign. Companies can increase interest in their goods and services by spreading the word through advertising. For instance, a TV commercial for a new smartphone may arouse the interest of viewers who have never heard of the product. In addition, advertising can pique a consumer’s interest in a product by positioning it in a way that meets their wants and fulfills their dreams. Celebrity endorsements, for example, can boost an advertisement’s effectiveness and increase the target market’s interest. By increasing consumers’ interest levels, advertising can significantly impact buying decisions.
Advertising’s ability to raise product awareness has been shown to affect consumer behavior substantially. According to research, if you want to get people interested in your product, you need to have them thinking about buying it (Sama, 2019). Many examples are given to back up this argument, demonstrating the power of advertising campaigns to raise awareness of a brand and pique interest in a product’s potential buyers. Advertising may inspire consumers to take action, like making a purchase, by leaving a lasting impression of the company in their minds.
Claim 2: Advertising affects consumer behavior by shaping perceptions and attitudes towards products or services.
Advertising can profoundly influence consumers’ opinions and sentiments regarding a product or service. Marketers can target consumers’ wants by appealing to their emotions through commercials. A luxury car commercial, for instance, could influence a buyer’s opinion by portraying the vehicle as a symbol of power and prestige. Advertising can influence consumers’ perceptions of a product by linking it to a set of ideals. For instance, people who care about sustainability may respond positively to an ad for a product that helps the environment.
Research shows that commercials considerably impact how consumers feel about a given brand (Niazi et al., 2012). According to the study, consumers who saw positive ads had a more favorable impression of the goods. Nielsen also discovered that ads encouraging good citizenship affect consumers’ propensity to buy the advertised product.
Claim 3: Advertising affects consumer behavior by influencing purchasing decisions.
Consumers may be persuaded to act in a certain way because of commercials. Companies can educate customers and encourage informed purchase decisions by detailing the product’s characteristics, benefits, and cost in commercials. Ads that provide time-sensitive discounts or other incentives to buy can further encourage customers to act quickly. Ads can steer consumers in the direction of a certain product. Most of the time this sway the customer purchasing decisions.
Ads have been shown to have a considerable impact on customer behavior, particularly on purchase decisions. Advertising, for instance, can induce a sense of urgency and sway consumers to make a purchase (Pham et al., 2013).The study surveyed Indian consumers and discovered that persuasive advertising can sway consumer choice and ultimately result in a purchase. Advertising can sway a customer’s preference for one product over another by crafting an appealing message that speaks to their wants . Advertising’s ability to boost sales has a direct bearing on a company’s bottom line.
Conclusion
In conclusion, advertising is crucial in today’s capitalist society because of the impact it has on consumer decisions. Subsequently research has shown that effective advertising can be at drawing attention to and interest in a product or service. This in turn changes one’s opinion of that product or service leading to them buying it. Marketers can effectively influence consumers to buy by appealing to their specific desires through instilling a sense of urgency through the use of techniques like cognitive dissonance and the simple exposure effect. Ultimately, advertisements are essential to effective marketing strategies since they have a huge effect on consumers purchasing behavior.
References
Sama, R. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54-68. https://journals.sagepub.com/doi/pdf/10.1177/0973258618822624
Niazi, G. S. K., Siddiqui, J., Alishah, B., & Hunjra, A. I. (2012). Effective advertising and its influence on consumer buying behavior. Information management and business review, 4(3), 114-119. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2130358
Pham, M. T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials. International Journal of Research in Marketing, 30(4), 383-394. https://www.sciencedirect.com/science/article/pii/S0167811613000499
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162. https://www.inderscienceonline.com/doi/abs/10.1504/IJBIS.2018.091861
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