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Effects of Advertisement on Consumer Behavior

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Effects of TV Advertisement on Consumer Behavior

Abstract

Advertising is a marketing concept that aims at influencing the buying behavior of consumers. In this context, consumer behavior is the thought process and action by which consumers evaluate, purchase, and consume the services or products to satisfy their needs or wants. This research paper discussed the effects of advertisements on the buying behavior of consumers. Consumers they play a critical role in the economic systems if their respective countries since they keep the production cycle moving because they are the end users of services and products. Consumers purchase different goods based on their taste and preferences for the goods. Awareness of a commodity influences consumers to demand that particular commodity. Other factors that influence the taste and preferences of the consumers for a commodity are environmental and psychological factors. Awareness of a product, brought about by advertisement, majorly influences the taste and preference of the consumers, thus their choice. Advertising is an old concept that has been in use by marketers for many decades. The importance of advertising can be seen from the fact that the University of Pennsylvania offered a course of ‘product marketing' from as early as 1905. Therefore, the observable fact of the influences of advertisements was well-known to the populace from over a hundred years back, and the first advertisement was created in 1963 further supporting the statement. Several relevant literatures were reviewed to demonstrate how TV advertisement affects consumer buying behavior.

Introduction

Advertising is a marketing concept that aims at influencing the buying behavior of consumers. In this context, consumer behavior is the thought process and action by which consumers evaluate, purchase, and consume the services or products to satisfy their needs or wants. Consumers keep the production cycle moving because they are the end users of services and products. Consumers they play a critical role in the economic systems if their respective countries. Therefore, a country will face a crisis if its consumers do not have the effective demand for products produced. Consumers purchase different goods based on their taste and preferences for the goods. Awareness of a commodity influences consumers to demand that particular commodity. Other factors that influence the taste and preferences of the consumers for a commodity are environmental and psychological factors. The taste and preferences for a commodity change over time. Awareness of a product, brought about by advertisement, majorly influences the taste and preference of the consumers, thus their choice. Over time, consumers have been to be rational with their purchase choices, aiming at capitalizing on their satisfaction from consumer goods (Vakratsas, 1996). TV advertisement has a high influence on the purchase behavior of the consumers. Therefore, advertising and consumer behavior are interrelated and have a direct relationship with one another.

Background of Effects of Advertisements on Consumer Behavior

Advertising is an old concept that has been in use by marketers for many decades. The importance of advertising can be seen from the fact that the University of Pennsylvania offered a course of ‘product marketing' from as early as 1905. Therefore, the observable fact of the influences of advertisements was well-known to the populace from over a hundred years back, and the first advertisement was created in 1963 further sustaining the statement. Numerous scientists and psychologists have researched on the topic of motivation for many years and come up with various motivation theories such as Maslow, and Feud. Here, it can be accounted that advertising is also a function of motivating consumers into purchasing various commodities. Some advertisements induce through psychological influencing while some motivate by viewing celebrities who endorse the products (Pelati, 1989). Resultantly, most companies attached a great significance to marketing via advertisements and have been doing so for many decades to reach out to their customers. Nevertheless, in the recent past, the concept of consumer behavior has received a enhancement and businesses, regardless of size, have recognize its importance; thus it has presently become a critical part of social sciences. Presently, the primary mission of every marketer is to reach out to prospective customers as much and to influence their awareness, attitude, as well as purchase behavior. To succeed in doing so, there is a need for them to comprehend what makes the potential consumers to behave the way they do.

How Sales Messages Are Presented Through Advertisements

In TV advertisement, the sales messages are presented in two basic ways: emotionally and intellectually. An intellectual presentation relies on reasonable arguments based on reason to persuade a consumer to purchase the product or service. For instance, many television buyers do not by a set depending on looks of the case or on how the machine may affect their social life. The technical information is what they are looking for: the resolution, USB, and HDMI functionality. The sales message is the significant part, which must summarize all the features, as well as benefits the consumer might have if he purchases the product. On the other hand, emotional presentation concentrates on the aspects of the consumer's values, which are economic, social, and social. For instance, the presentation illustrates how the service or product advertised increases the earning power of the audience, or how it will improve their social life by enhancing their self-esteem or snob-value (Jin, 2006).

Literature Review

Ferris (2004) researched to find out the effects of advertising on emotional response and the consumer behavior. In his research, Ferris identified three aspects; emotional, cognitive and behavioral and evaluated them. He also tried to find out other theoretical studies on psychological impacts of advertising on consumer behavior and reviewed them to test the impacts on the Consumer behavior empirically. The researcher found out consumer's awareness as one of the cognitive psychological aspects. The study also found out that the emotional aspect influences consumers since it causes optimistic thoughts for the major part of the consumers. The researcher finally concluded that advertising creates a psychological vigor on consumers, thus influencing their behavior (Ferris, 2004).

Albion (1983) conducted another study to determine the effects of advertisement on consumer behavior in a town and to identify the type of advertisement that affected the consumer purchase choice the most and whether consumer income influences their behavior or not, as well as whether the consumer behavior changes with to gender. He employed questionnaires to find out the effects of advertisement to get awareness and knowledge of people about a particular product. Five brands of the product were used in the study. The findings of the study concluded that awareness, brought about by advertisement plays a significant role in consumer purchase choice. However, also change in trends, culture, background, and ethnicity changes the choices made by consumers. With the form of advertisement with the most effect, Albion found out that multimedia such as TV advertisements influence consumer behavior more than the banners or newspapers (Albion, 1983).

Another research on effects of advertising is that done by Agres and his colleagues (1990) to find out the relations between the personalities on advertisements and the purchase choices of consumers. The researchers used a sample of university students and a questionnaire to evaluate the effect of using celebrities on consumer purchase choices. The questionnaire was intended to gauge the effects of using celebrity on purchase choices. From the outcomes of the study, the researchers concluded that the TV advertisements which featured celebrities were considered attractive, and have much effect on consumer purchase decisions (Agres et al., 1990).

Discussions

Attachment to celebrities is one of the key factors that profoundly influence the consumers to buy products. Advertising with prominent people involvement raises and promotes awareness a product among prospective buyers and certainly influences the purchase of the product. For the same reason, most organizations presently spend large amounts of money to develop marketing messages to push their goods and services. However, an advertisement has to be effective to achieve the desired effect. Only effective advertisements can meet the objectives and influence consumers; hence boost the sales of the commodities. For this purpose, TV advertisement is considered the most effective since it can reach a larger population with efficient costs.

Most organizations, as well as firms, are today investing much in various mediums such as TV, radio, magazines and so forth. Studies have shown that Television advertisement has a positive impact on the company. Television advertisement also improves customer satisfaction by 56%. The positive effect of TV advertisement lies on the consumer satisfaction toward the purchased commodity, action towards purchasing, desire intended for buying, interest in favor of buying, as well as the attention towards the advertisement. Advertising is seen as one of the fastest growing industry. Research shows that there is no much variation in liking TV adverts between males and females. However, the rural population has been found to be influenced by TV adverts more than the urban population. Also, the involvement of choosing the commodity is higher in them. On the other hand, the urban people do not want to buy the advertised commodity if they do not need it; nevertheless, they like the adverts of same services and products which they are already consuming (Clark et al., 1993).

When consumers purchase products, several factors influence and impact their decision of buying the product. Celebrity attachment is among these. However, this depends on the effectiveness, match-up, as well as attachment of the celebrity with the product. Research shows that celebrities have good positive results towards adverts and the brand. Purchasing intention is high when a celebrity appears on TV advert to endorse a particular product. Celebrity attachment, as well as the number of endorsements, influences the purchasing behavior of consumers. It is indirect how the number of endorsements influences consumer behavior. In a scenario where consumers have a strong attachment to a celebrity and the celebrity is endorsing several brands, the purchase intent of the consumers is affected negatively. However, when their attachment is weak, the intention to purchase is increased with various endorsements.

Advertising is a tool intended to charge the consumers to buy services, information, or products. The purchasing method is assessment-progressing under hazard. Since consumers always make decisions based on shortened information, they reluctantly and consciously expose themselves to risks in each buying and non-buying assessment. The number of risk purchasers depends on the importance of the particular gain and the amount of available information about the product as well as the opposing brands. A decision to buy is seen as an optimization method whereby consumers try to find the brand, service, or product that will satisfy them the highest (Trappey & Woodside, 2005).

Conclusion

Awareness of a commodity influences consumers to demand that particular commodity. Other factors that influence the taste and preferences of the consumers for a commodity are environmental and psychological factors. The taste and preferences for a commodity change over time. Awareness of a product, brought about by advertisement, majorly influences the taste and preference of the consumers, thus their choice. The importance of advertising can be seen from the fact that the University of Pennsylvania offered a course of ‘product marketing' from as early as 1905. In TV advertisement, the sales messages are presented in two basic ways: emotionally and intellectually. When consumers purchase products, several factors influence and impact their decision of buying the product. Attachment to celebrities is one of the key factors that profoundly influence the consumers to buy products. Studies have shown that Television advertisement has a positive impact on the company. Advertising is a tool intended to charge the consumers to buy services, information, or products; therefore, it can be concluded that it influences consumer purchasing behavior.

References

Albion, M. S. (1983). Advertising's hidden effects: Manufacturers' advertising and retail pricing. Boston, Mass: Auburn House Pub. Co.

Clark, E. M., Brock, T. C., & Stewart, D. W. (1993). *Attention, attitude, and affect in response to advertising. Hillsdale, N.J: L. Erlbaum Associates.

Ferris, C. E. (2004). The effects of advertising schema-congruity on emotional response. Gainesville, Fla.: University of Florida.

Jin, C. H. (2006). Animated commercials' effects on low-effort routes to persuasion: Classical conditioning approach. Gainesville, Fla.: University of Florida.

Pelati, V. (1989). Advertising repetition effects: Perceptions of leading media directors.

Trappey, R. J., & Woodside, A. G. (2005). Brand choice: Revealing customers' unconscious-automatic and strategic thinking processes. Houndmills [England: Palgrave Macmillan.

Vakratsas, D., Ambler, T., & Marketing Science Institute. (1996). Advertising effects: A taxonomy and review of concepts, methods, and results from the academic literature. Cambridge, Mass: Market Science Institute.