In this article, you will learn about Advertising impact on Consumer behavior. Does advertising encourage buying decisions? Let’s find out in this post.
Advertisement is one of the major tools sellers use to stimulate consumers’ demand for goods and services. In order to know the impact of advertising on consumers’ buying behavior, it is necessary to know what advertising itself is and its objective and persuasion points.
What is Advertising?
When a company or an individual sell/buy an idea, product, or service to general public or to other businesses, then it is known as Advertising.
The Objective Of Advertisement
Below are the objectives for a proper advertising impact on consumer behavior:
- To create awareness
- To help buyers remember you
- To generate sales
- To boost your company’s image
- To drive traffic
- To keep buyers updated on your business
- To stand out from the competition
- To draws new customers to the business
Persuasion points of Advertising
The main goal of advertising is to persuade people to take action. Some advertisements have direct response element. These ads are designed to make the viewer take a specific action immediately. Words and phrases often used in direct response ads include:
- Buy now
- Book now
- Click here
- Get started
- Try now
- Start your trial
- Schedule your call
You can see some examples of Advertising here.
What is Consumer Behavior?
Consumer behavior is the study of how people make decisions about what they want, need, buy, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. Companies also find it helpful by identify opportunities that are not currently met.
Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. And to everyone’s surprise, it also has global impact! The consumers’ behavior in one part of the world also changes the behavior of the consumers on the other side of the world!
Advertising Impact on Consumer Behavior
You might not realize it, but the impact of advertising on the masses is way deeper than it looks. The effects of advertisements work in such a subtle way that people don’t even realize that they are being marketed to when they adjust their behavior after watching and encountering advertisements.
Consumers examine the features of your product. A logical listing of features gives consumers an idea of functionality and works on an intellectual level with the ad viewer. If you are advertising a washing machine, a logical feature would be that it cleans dirt from clothes. For a consumer, whose washing machine broke, this analysis of features might lead them to a store to compare washing machines. Having an ad showcasing your product will make your brand seem that much more memorable in the eyes of a consumer.
When the advertisement focuses on users’ experience that promises to be—fun, exciting, appealing, and fulfilling, then it positively influences the consumers leaving them with the perception that products are distinctive and specially crafted to improve their life quality.
Sometimes, the advertisements not only influence the existing needs of the consumer, but also creates new one! They do this by influencing the perception of the buyer to the point that they end-up agreeing with what the advertisement is telling them to do!
The impact of advertising doesn’t stop at altering the behavior of the consumers, it also spreads awareness about new products and/or services by providing them facts and relevant data. This triggers the curiosity of the consumers, and the information provided, helps them in making intellectual and emotional response, which may somehow, improve some aspects of their lives.
Importance of Consumer Behavior
A company needs to understand consumer behavior if it wants to find success for its current products as well as newly launched products. All the businesses must know that every consumer has a different thought process and attitude towards buying a particular product. If a company fails to understand the reaction of a consumer towards a product, there are high chances of product failure. “All marketing decisions are based on assumptions and knowledge of consumer behavior,” (Hawkins and Mothersbaugh, 2007). Researching consumer behavior is a complex process, but understanding consumer behavior is critical to marketers.