M2 Assignment 2 Submission

Suggestibility: Do Television Ads Change Behavior?

Television ads change behavior when it comes to purchasing decisions of consumers. Basically, these advertisements are meant to conjure a public promotion of some product or service via television. They consequently come in handy as they are remarkably memorable due to the technique that’s used for the persuasion of the mind and what it desires which ultimately affects one’s behavior. This is done because most consumers are not likely to reach out to purchase goods and services on their own. In this instance, the creative and marketing department work in concert to formulate television ads that ideally appeal to the curiosity of the audience. This elaborate planning strives at changing the behaviors of customers into opting to select or purchase the product or service advertised. A good television ad, in turn, increases brand awareness and sales for that particular company outlet (Harte, 2011).

Moreover, television advertisements as such aren’t what consumers need, as on the contrary, a television ad stand as a great means for consumers to catch out in regard to the services or products they do need (Batra, Myers, & Aaker, 1996). Therefore, understanding the various ways in which television ads affect the behavior of consumers will cater for the creation of a more memorable, stronger ads. Regardless of the growing social network wave, television ads are superlative influential mass medium in the purchase decisions of consumers. According to a report from (Kapoor, 2003), “37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent of social networks”. But, how does television ads administer this change of behavior? There are a variety of ways television ads prove authentic as regards to changing the consumer’s behavior.

For the most part, television ads furnish social influence in terms of purchases. Television ads largely promote the inclusive concept that buying products or services equates to happiness.

These tv ads nurture the consumer’s culture which encourages consumers to buy new products and cater new services as a manner of conforming to values, goals, and pleasures of the society. Television advertisements also channelize public awareness regarding important issues including environmental degradation or charitable causes, diseases among others (Hoyer, MacInnis, & Pieters, 2018). For example, agencies within the health department can use television ads for healthcare marketing that will focus and cater to the needs of Plan Parent Hood or The American Red Cross. Social organizations and NGOs employ commercials that will attract volunteers, humanitarians and donors for charitable aids that will benefit the livelihood of others within their communities.

Besides administering social influence, television ads administers gender identity. Television advertisements have the capacity to influence gender differences and inequalities amongst males and females. A good example in this instance is, the regular expend of male voices within voice-overs ideally conveys the impression that males are authoritative and more credible than females. From that fact entirely, television ads have the capacity to influence the belief role-appropriate conducts for both genders, which in turn affect the perception that makes a successful female or male. For instance, tv advertisements regarding cosmetics further the impression that the responsibility of women is to constantly persist in being attractive.

Regarding change, it can clearly be ascertained that consumers get informed by the tv ads on what they need as well as their probable preferences they stand to choose or favor. The featured products or services are analyzed by consumers in a rational manner. A logical leaning of these features consequently gives consumers the idea of functionality that works alongside their intellectual level (Jones, 1999).

Having an ad that showcases a particular product or service compulsively will make the brand seem much more memorable for the consumer which alters his/her perception in regard to that particular product or service hence registering change. Based on literature readings, I expect to find the best television ad solutions to consumer behavior, and how these behavior shifts are adjusted according to the consumer’s perception, say, on an exceptional advertisement channeled via television.

References

Harte, L. (2011). Advanced TV advertising. Fuquay-Varina, NC: Athos Pub.

Batra, R., Myers, J. G., & Aaker, D. A. (1996). Advertising management. Upper Saddle River, N.J: Prentice Hall.

Kapoor, N. (2003). Television advertising and consumer response: Children buying behaviour. New Delhi: Mittal Publications.

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer behavior.

Jones, J. P. (1999). The advertising business: Operations, creativity, media planning, integrated communications. Thousand Oaks: Sage Publ.