Introduction: People really change no matter what they want to be, it all depends on their personality if they will be fool or not by such an impressive kind of art that can really convinced the consumers every time they watch or hear about a spectacular advertisements. Advertising is a form of communication for marketing that is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Of all the Marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007).
Advertising reaches us through a channel of communication referred to as a medium. Through all the mediums advertising influence audiences, but television is one of the strongest medium of advertising. Advertising is the best way to communicate and convince the customers to buy a new or an existing product. It can influence the buying behavior of the consumers by how effective the advertisement was. This paper studies about the influences of advertising on consumer buying behavior, on how it affects the preferences of the consumers in buying a product.
The advertising affects the everyday activities of the economy in the lives of people. It influences people through education, reassurance and persuasion. The major aim of advertising is to impact on buying behavior. No company can become a market leader unless they invest lots of their investment in promotional purposes (Hussainy et al. , 2008). ? Everyone loves to watch television, listen to the radio, read newspapers and magazines, and look at the billboards around them. We are living in a world which advertisements appear in many kinds of methods twenty four hours a day.
Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the country (Latif and Abideen, 2011). Television supplies sound, pictures and movement that allow people to see the product. It is the strongest medium of advertising because it introduced the product visually and attractively to confused the consumers, so that they will buy and try the product.
One way also that advertising uses to influence consumers is to used models or a celebrity to convinced customers of how effective their product was. Repeated advertising messages affect consumer behavior. This repetition serves as a reminder to the consumer. A behavior that reminding the consumers thinking of a product while shopping and making a decision to buy it eventually. Any promotional strategy of the advertisers can increase customer loyalty by getting the word out about special pricing, rewards programs and other incentives to buy.
Because when you regularly remind customers about your offerings, consumer may begin to wander of what benefits they will get when they accepted or try the offer that was given by the company. And by this kind of strategy, the customer has created loyalty to the company and when He or She buys a product it will clearly shows that the customers will buy your products because of the incentives they will get. As the definition above, it clearly shows that advertising plays a great role in enticing customer to buy a certain product. One factor that affects the behavior of the consumers is that they increased awareness.
According from Robert Morello “Advertising and any promotional strategy offers news to consumers; it gives information about new products and services. It provides facts without approval or disapproval from consumers”. Consumer behavior at this stage encompasses expression of curiosity especially if the product is new in the market and consumers might think to try their products. According to Shari Graydon “Our materialistic wants are increased through advertising, as we want more goods; we are using more and more resources to produce these goods”.
Many people believed that being materialistic type of person is linked to advertising. Many people fear that the advertisers are increasing the idea that we need to have the best products rather than enjoying a day of happiness. Many feel advertising helps promotes this idea. According to disquisitive one of the member of the blogger “fluther” “Media has convinced the public that they are not worthy if they do not own certain things”. In today’s society many feel advertising break through many social issues. One of these issues is that advertising promotes materialistic values.
Materialistic values are values that deal with possession. George Zinkham said “We are always crazed about the newest products and latest ideas. Everyone is looking for the next products”. Yes, consumers make people materialistic because people think that “things” is more important to the satisfaction of our lives. The whole advertising industry focuses on making people want things whether they need them or not. Or sometimes people may go into debt to buy all the stuff that they really want. And the result is, they have to work hard in order to pay all their debts.
A company cannot make dream to be a well known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements (Hussainy et al. , 2008). The common goal of advertising is to influence consumer choice of a particular brand. So, consumers really go into it and people tend to buy things they do not really need or want and this is the way on how to encourage people to buy a specific brand. Also, advertisers create false images that will deceive each of the consumers to buy their products.
The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases (Romaniuk and Sharp, 2003). As we mention above about special pricing, most of the customers will go to a certain company who runs a sale rather than going to its competitor.
This strategy can attract the attention of the customers and keep the consumers focused on the brand. In addition, when choosing products and services it is necessary to compare them with other brand. In this sense, advertising helps in persuading consumers to believe that one brand is better than other brand and that it can deliver more benefits to improve their lives. Persuasion motivates consumers to try new brand, request for information as well as redeeming coupon. In like manner, consumers are encouraged to purchase in volume once their attention is focused on a specific brand.