Effect of Advertisement on Consumer Behaviour

In order to do their job, companies need to advertise their products and services. All around us on billboards, in magazines and online ads, we are bombarded with different messages telling us what we should be buying and what is best. In the US alone advertising spend reached a whopping billion in 2015 which has led many to debate whether it's worth it. Marketer argue that this is how companies stay competitive, while consumer advocate argue that it's no longer about the product but about selling an idea or appealing to our emotions. However, although it is argued that advertising doesn't work anymore because of the online world, research shows otherwise. Advertisements still have a big impact on consumer behaviour and can sometimes be more influential than many other factors. The objective of this paper will be to look at what differentiates a good advertisement from a bad one and to then compare the impact that each makes on consumer behaviour. Finally, the paper will leave you with some takeaways that you can apply in your own business.

The first thing to understand is what actually drives consumers to buy a particular product. This is all about creating wants and needs in the consumer. A product might fulfil a need, but a need can be entirely different from a want. Un derstanding this difference will help significantly when it comes time to plan an advertisement campaign. Marketing experts have identified three fundamental elements that need to be present for an advertisement to have maximum impact on the consumer.This is about creating awareness of the company, brand or service being advertised. The goal is to get the consumer to remember you and to start thinking about your product. This awareness can be created by showcasing your product, the brand or even just something related to what the company does.This is about creating awareness of the company, brand or service being advertised. The goal is to get the consumer to remember you and to start thinking about your product. This awareness can be created by showcasing your product, the brand or even just something related to what the company does.