Advertisement Influencing Consumer Purchase Decision - Research Proposal Example

According to American Marketing Association, advertising is defined as the “paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor” (M. Trehan and R. Trehan, 2011). The development in the field of advertisement began when the term only described few symbols and pictorials, which are the main tools for gaining the attention of the consumers. Gradually, with the development of new technologies and advancement in computer technologies, the advertisement had become the most important communication tool in business.

What is Consumer Behaviour The primary aim of the advertisers is to spread awareness among consumers in the target market and influence them to purchase desired products and services. In order to succeed in influencing target consumers, the advertisers or companies spend the huge amount of money on market research and undertake pre and post advertisement tests for understanding the needs and responses of the consumers respectively. The consumer psychology is very important in this case as marketers must be aware of behavioral ways of the consumers and their causes.

The marketers have to distinguish different sections of the society and their individual behavioral nature so as to prepare appropriate advertisements for meeting their exact needs. Hence, the marketers need to study the emotional and mental processes that an individual go through while making any purchase decision (Ayanwale, Alimi, and Ayanbimipe, 2005; Bezijian, Calder and Iacobucci, 2008). Proctor and Stone (1982) had noted that the main aim of consumer behavior analysis is to comprehend the precise reason behind actions taken by the human beings and to determine the factors influencing them under various circumstances.