Research Paper On Impact Of Advertising On Consumer Buying Behaviour

Research Paper On Impact Of Advertising On Consumer Buying Behaviour-33
Now these are the ones instigated by marketers or producers themselves.

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As mentioned earlier, advertising is one of the components of promoting a product offering and thus it is defined as “the paid presentation and promotion of products or services through mass media such as television, radio, newspapers and the internet”(Doyle and Stern, 2006).

Traditionally, advertising is carried out on the television, radio and in newspapers however disruptive technology like the internet and the phenomena it has made possible has changed advertising and the effect it can have on consumers particularly where it concerns their purchasing decisions (Jobber and Ellis-Chadwick, 2013).

This theory argues that advertising is strong enough to increase public’s knowledge and change their attitude and as a result it is capable of persuading new customers to purchase a brand (Jobber and Ellis-Chadwick, 2013)).

This is called the conversion theory of advertising: non-buying customers are converted to buyers(Jobber and Ellis-Chadwick, 2013).

In addition to this, advertisements can now be interactive in such a way that the information on the product passed on to the consumer is more targeted and customised (Jobber and Ellis-Chadwick, 2013).

Thus this paper will be exploring the impact of online advertisements on consumer purchasing behavior first by outlining the theories of how advertising works, then examining the effects online advertisements on consumer purchasing behaviour .Disclaimer: This work was produced by one of our expert writers, as a learning aid to help you with your studies.We also have a number of samples, each written to a specific grade, to illustrate the work delivered by our academic services.Sheth et al (1991) propose that there are five consumption values influencing consumer purchase choices.The values are functional value, conditional value, social value, emotional value and epistemic value (Sheth et al, 1991).It could simply be a purchase for trial followed by reinforcements.“Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires” (Solomon and Bamossey, 2006, p6).Illustrating this point, Google and Facebook have created new environments which are part of the networks to which the planet belongs and which operate at break-neck speed (Jobber and Ellis-Chadwick, 2013).Furthermore, the internet and social networks have also changed the way individuals communicate such that advertisements do not inherently have to be paid – a good review from one consumer to a group of others can be all the advertisement that a company would need (Jobber and Ellis-Chadwick, 2013).The weak theory follows that a customer passes through awareness, trial and reinforcement – ATR (Jobber and Ellis-Chadwick, 2013).This ATR model or theory is widely supported in Europe with Ehrenberg (cited by Jobber and Ellis-Chadwick, 2013) explaining that advertising can work exactly the way the ATR model theorises as there is no need for strong emotions like desire and conviction before a first purchase is made.


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