-personal communication and it takes place between the company and the consumers. Advertising can be very expensive.According to Lamb, Hair & McDaniel (2012, p.165), television advertising is the most expensive form of advertising out of all of the type of advertising. Companies can also advertise on radio programmes, newspapers and magazines. It is believed that there are many benefits associated with advertising, for example, it can reach a lot of audiences, this is especially true for television advertising, because 95% of people in the UK have TV at home, and they watch about 4 hour TV everyday (Facts & figure, 2014, p.1).
However, companies can gain a lot of revenue and attract new customers through advertise products, even though television advertising is expensive to use to promote products (Lamb, Hair & McDaniel, 2012, p.166). Consumers may see an advertisement many times, because it is always played more than once on radio or television, or the advertisement may be printed in a magazine several times, or in different magazines. Because the consumers will see the advert lots of times, so it will stay in their minds, as a result of this, it has more chance of persuading people to buy the product than other products (Trehan & Trehan, 2008, p.4).
How does advertising effect consumers purchasing?广告如何影响消费者购买行为?
According to Abideen & Saleem (2005, p.56), companies cannot become a well-known brand until they spend a lot of money in promoting their goods. The main aim of advertising is to reach potential customers, increase their impressive, improve their attitudes towards the brand, and have a positive effect on their buying behaviour (Abideen & Saleem, 2005, p.57). Therefore, companies are willing to spend a lot of money in advertising. The major objective of advertising is to create an effect on the buying behaviour of consumers. This is supported by Malik et al. (2013, p.119) who stated that the role of advertising is to persuade people to buy a productin their lives. Companies will use celebrities in their advertisementand encourage people to buy their products, therefore this usually has a positive effect to their sale, for example Romeo Beckham was appeared in the Burberry advertising campaign and their sale was up 13% because of the celebrity endorsement (Waterlow, 2013, p.1).
Malik et al. (2013, p.119) suggested that most people rely on adverts more than other types of information about products, such as family and friends. Furthermore, Malik et al. (2013, p.119) state that advertising has an effect on people from all income levels, but advertising is most effective for advertising expensive items. According to Priyanka (2012, cited in Malik et al., 2013, p.119), advertisers want to use Internet advertisement rather than television advertisement nowadays, because they allow consumers to interact with them. When companies advertise online, they can get feedback from consumers, which allow them to improve their advertisement and also products.
References: 文献
Abideen, Z.U. & Saleem, S. (2005). Effective advertising and its influence on consumer buying behaviour. European Journal of Business and Management, 3(3), 56.
Forbes (2012). Who spends more on ads- apple or Microsoft?
Kahle, L.R. & Kim, C.H. (2006). Creating Images and the
Psychology of
Marketing Communication. New Jerse
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