A marketing mix relies heavily on promotions, which if executed in an efficient manner guarantee an increase in sales and help the company to create a competitive advantage. Promotions are not only essential for increasing overall brand recognition and recall but also contribute to the creation of a positive climate for the company where future sales will take place. Promotional mix makes use of advertising through various media in order to increase its effectiveness. This article aims to gauge the effectiveness of advertising on the overall consumer behavior.
Analysts suggest that advertising encourages positive feelings and emotions amongst customers in regards to an advertisement. This attitude in turn influences their buying behavior. This is one of the strongest factors responsible for closing sales and also forms a strong link between various advertising efforts and buying intentions of clients. Advertisements also aim to focus on persuasiveness which is closely linked to brand salience. A successful brand is able to influence the clients into making the purchase. Advertising aims to reinforce the identity of a brand and thus contributes to the brand’s equity. It is worth mentioning here that consumer buying behavior is greatly influenced by the attitude and beliefs that any advertisement projects. In cases where advertisements tend to over emphasize on the benefits of their brand, the purchase intentions may not be influenced in a positive manner.
For marketers it is highly recommended that they understand the psychology of their target market. Successful marketers also take into account the cultural influences as they contribute significantly to the buying behavior. The main reason for this is that effective advertising helps to boost positive consumer behavior. Advertisers make use of a plethora of interactive and direct marketing tactics in order to attract their customers. This automatically translates into increased brand loyalty and consequently increases the overall revenue. The impact of advertising on consumer behavior can therefore not be ignored.
Historical analysis suggests that advertising is one of the oldest techniques used in the world. The recent inflation in the domain however has been brought upon by economic expansion and radio and television media. With the advent of electronic advertising, the field witnessed a complete makeover. Now with globalization and large scale business expansion, ecommerce advertisers are looking for newer channels to overwhelm their customers. A diverse shift in marketing however has been towards interactive marketing. Given the evolution of this domain and its rapid popularity, it is easy to presume that advertising is an integral part of any business.