03 Dec HOW DOES ADVERTISING AFFECTS CONSUMER BEHAVIOUR
Posted at 12:10h
It is all around us! Wherever we look, we are surrounded with advertisements. It is in the papers, the television, radio, and internet, you name it, it is there. Advertising is a must for a business. This is the mode of getting the message across to the consumers. If a product or service is to be made familiar with consumers, the best way to do it is through advertising. There are various advertising methods. However, they all influence the buying behavior of the consumer. This article will discuss advertising and its influence on consumer behavior.
The most popular method of getting a product or service to consumers is through advertising and promotion. Customers will have no idea about products and services unless they are told about it. Advertising and promotion provides the consumer with information about the facts of the product or service. It is supposed to be neutral, and the sole idea of the advertisement is to bring about knowledge of the product or service to the audience. What makes consumers interested in the product or service? At this point, it is mere curiosity about the product or service that makes them look for it.
Advertising also provides consumers about the product’s functional aspects. This is what most consumers are looking for. How useful is the product or service? Most advertisements list out all the functional aspects of a product or service. The consumer watching the advertisement, at home, will think “hey, this looks interesting and it could be what I am looking for!” This influence on consumer behavior is what advertisers aim for.
Advertising also provides consumers with details on how convenient life would be with the product or service. As humans, we all look for means of convenience. If the product or service promises to make us happy, hey, why not, purchase it and see. This part of advertising deals with emotions. It leads to impulse buying. There can also be a bit of competition to obtain the product or service which is just what advertisers wish for.
Most often, an advertisement is showcased; especially on television or radio so many times that one almost becomes sick of hearing or seeing it. However, this is an excellent tactic of advertisers, and how it influences consumer behavior is like this. A person who has seen or heard the advertisement many times, will suddenly remember it upon seeing it on the shelf in the supermarket, and may be compelled to buy it because of all the fuss it creates.
Although advertising influences the consumer to purchase products or services, it is solely up to the product or service to ensure that the consumer is happy with it. A consumer can either reject or accept the product or service. This can happen no matter how good the advertising is. Bottom line is, the product has to be of the standard promised in the advertising. If the customer is hooked on the product or service, nothing will make the consumer deviate from his choice. Similarly, if it is not good, no amount of advertising will make the consumer purchase it again.
It is really essential to show what the consumers like. Meet your target audience and find out what they expect from your product and brand on the whole. Do not show anything which might offend any religious group or community. Make sure the message is relevant and crisp. Overload of information nullifies the effect and the advertisement might go unnoticed. Don’t try to confuse the consumers. They will never buy your product because they would never buy a product until completely clear about it.
The advertisement must show what the product is all about. It should, in a way give some kind of information about its price, benefits, usage, availability and so on.
Advertisement is not just showcasing your product; it’s about reaching the target audience. Your advertisement decides the status of your brand and the product. Choose your advertisement concept carefully for once it goes live it creates a lasting impression on your consumers.
For example a Tag Heuer, Omega, Mercedes, I phone advertisement ought to be classy for people to recognize these products as status symbols. Use expensive props, unique concepts and well known faces for all premium and exclusive brands.
Advertisements meant for younger people (college goers, young professionals) ought to be colorful and trendy for them to be able to relate themselves with the product. Serious advertisements do not go very well with the youngsters. It is essential to understand the mindsets, attitudes and preferences of target audience.
The time slot of commercials also needs to be taken care of. Advertisements for products meant for children should ideally be aired during afternoon or early evening hours as this is the time when they watch maximum television. Understand the lifestyle of your target audience. Prime time commercials are the ones which are viewed by maximum people.
Choose the right theme for your advertisement. The advertisements ought to create the need among the consumers for them to buy the product. Commercials ought to give complete information to the consumers. All tobacco and alcohol commercials must show the warning message.
There are a lot of factors need to be taken care of while an advertisement is filmed or recorded. Your product, your message, your brand, your target audience, religious beliefs as well as the society norms all factors determine how your advertisement will be received by your audience.