Impact of Advertisement on Consumer Behavior

History: One of the first known methods of advertising was the outdoor display, usually an eye-catching sign painted on the wall of a building. Word-of-mouth praise of products gave rise to a simple but effective form of advertising, the use of so-called town criers. The criers were citizens who read public notices aloud and were also employed by merchants to shout the praises. Printed advertising made little headway. This invention made the distribution of posters. Two hundred years later, the first newspaper ad was published. In 1841, the shop was set up as an Advertising Agent. Introduction of radio created a new opportunity. Television had been introduced in 1940, but because of the high cost of TV sets and the lack of programming, it was not immediately embraced. The tone of the advertising was also changing. No longer did advertising simply present the product benefit. Instead it began to create a product image. It was believed that good advertising began with respect for the public's intelligence. Advertisement: Advertising is basically a type of communication. It attempts to persuade potential customers to purchase or consume a product or service. It is designed in such a way that it creates and reinforces brand image and brand loyalty. Advertising includes the following forms of messages: The messages carried in; Television

 Newspapers Magazines Internet Radio Advertising through all the mediums influence the general public, but Television is one of the strongest medium of advertising and due to its vast reach; it can influence not only the Individuals attitude, behavior, lifestyle, exposure and in the long run, even the culture of the country. Objectives of Advertisements: Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is inten ded to have upon the consumer should be clearly indicated. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising program.

To stimulate sales amongst present, former and future consumers. It involves a decision regarding the media, e.g., TV rather than print.

To communicate with consumers.

To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have

made the best purchase, thus building loyalty to the brand name or the firm. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public. Importance of Advertisements: Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. Advertising has become increasingly important to business enterprises both large and small. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is ba ses on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising. Labor organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of newspapers, professional sports, radio and TV programs, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life. Advertising has become important factor in the campaigns to achi eve societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Advertising helps to increase mass marketing while

helping the consumer to choose from amongst the variety of products offered for selection. Impact of Advertisement: Advertising has an important impact on a countrys economy, soci ety, and also on Consumer Behavior. Economic Impact: Most economists believe that advertising has a positive impact on the economy because it stimulates demand for products and services, strengthening the economy by promoting the sale of goods and services. Advertising can help sell a new product quickly, enabling them to recoup the costs of d eveloping more new products. By stimulating the development of new products, advertising helps increase competition. Many economists believe that increased competition leads to lower prices, thereby benefiting consumers and the economy as a whole.

Social Impact: Advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society's values, pleasures, and goals. Advertising has a major social impact by helping sustain mass communications media and making them relatively inexpensive. Newspapers, magazines, radio, and broadcast television all receive their primar y income from advertising. Without advertising, many of these forms of mass communication might not exist to the extent that they do today, or they might be considerably more expensive, offer less variety. In-depth news programs, a diversity of

magazines, and free entertainment might no longer be widely available. Impact on Consumer Behavior: A company cannot make dream to be well known brand, until they invest in their promotional activities. The primary mission of the advertising is to reach prospective consumers and influence their awareness, attitudes and buying behavior. Advertising plays a very important role in forming consumer behavior. Advertising is usually important for triggering the first time purchase of the product. Then, if the consumer likes it, he/she will purchase the product again. However, if the advertising and promotion portrays a good image of the product, the repurchase of the product is guaranteed. The major aim of Advertising is to impact on Consumers Buying behavior. The Effects of Advertising states that; Advertising leads to cognitions such as Memory about the Advertisements, The Brand; which in turn leads to Attitudes i.e. Product liking and Attitude towards Purchase; which in the end leads to Behaviors like Buying the Advertised Product. Positive Attitude towards Ad: An Advertisement is one of the effective tools of the communication to emotionally motivate the consumers to buy the products. The Advertising is to Brand Awareness, Preference, and Selection of Products and Services. The most influencing theory in Advertising research is ATTITUDE TOWARS AD. However the attitude that is formed towards the ad help in influencing consumer attitude towards the brand. The Effective Advertising is to form a positive attitude towards the ad and the brand, to increase number of purchase. The Positive Emotional Response to an Ad is directly linked with the Effective Advertising. Advertisement and Emotional Attachment

The consumer is more likely to associate the advertisements of those brands which have emotional values and messages. According to the Traditional Attitude theory, consumer behavior is predicted from consumer attitude. Consumers buy the Brands, which they like the most. This happens when the consumer watches an advertisement, develops likeness for it and willing to purchase it. It is true that People buy the Product, for which they have emotional attachment or strong liking. Conclusion

A large size of population is influenced by Television and Newspapers.

People are more affected by advertisement with moving image.

More number of people considers advertisement as a source of information rather than a source of entertainment. Entertaining advertisement does not affect the opinion of customer about the product. Language used in the advertisement affects a lot on the opinion of consumers about the product. Presence of social issues in advertisements affects very much on the opinion of consumers about the product.

Advertisement helps very much in increasing the sales of any product.