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The impact of advertising on changing consumer behaviour: analysis of anti smoking campaigns and their influence on behaviour - Dissertation Example

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The anti-smoking campaigns are carried out for long time at different parts of the world. Various health organizations have come up with anti-smoking fear commercials and campaigns to affect the consumer behaviour towards the concept…
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The impact of advertising on changing consumer behaviour: analysis of anti smoking campaigns and their influence on behaviour
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Download file to see previous pages The anti-smoking campaigns are carried out for long time at different parts of the world. Various health organizations have come up with anti-smoking fear commercials and campaigns to affect the consumer behaviour towards the concept. This in turn is affecting the tobacco industry to great extent due to the rise of consumer awareness towards the program Smoking habit of the people especially in Asian countries are rising at a very fast pace due to negligence of the authority and governments action for allowing smoking at public places and socially accepting the act. Every year about 1.2 million people die because of tobacco use at parts of Asia (World Bank, n.d. p. 1). In recent years with the advancement of the advertisement techniques the anti-smoking campaigns have great impact to influence the consumers to change their decision on smoking. Now-a-days health organization and governmental and nongovernmental organizations have emerged with strong actions to discourage smoking habits with various advertisement campaigns for the community linking them with the health problems associated with the habit. But still due to some legal obstruction these organizations are unable to take strong actions against the tobacco companies thus with innovative advertisement campaigns ministry of health and few other organization trying to influence the consumers to drop their smoking habits through socially and emotionally influencing the smokers and making them realize how their activity is affecting the society along with their health (Mello, Rimm, Studdert, 2003). But on the other hand the communicator also need to evaluate the ethical issues before starting these kind of campaigns as any fear appeal from the advertisement may force to manipulate the human behaviour of the person which can doubt the ethicality of the advertisement in spite of being produced for good intensions (Hasting, Stead, Webb, 2004, p. 972). Researchers have found that short term cosmetic fear appeal are more effective for male smokers while long term cosmetic fear appeal are more effective for females smokers (Smith, Stutts, n.d., p. 157). The advertisement campaigns are designed to reduce the use of tobacco but researchers are still working to quantify the effectiveness of these types of advertisement campaigns irrespective of genders and age as a whole (Liu, Tan, 2009, p. 3). Finding the effectiveness of anti-smoking campaign is a very difficult activity as it may influence the smoking habit of the people both in positive and negative manner (Rhodes, et. al, 2011). This report is concerned with understanding the impact of advertisement on consumer behaviour and how anti-smoking campaigns are carried out for the betterment of the society and how these campaigns influences people in their activities. Impact of Advertisement on Consumer Behaviour On several occasions there are many study conducted to understand the effect of advertisement on the consumer behaviour. The success of company’s product depends much on the advertisement campaigns conducted by the company to reach to the customers. But how the advertisement helps in the increase of sales for the company is a very difficult task to understand for the company. The changing natures of the consumers are strong hindrance for the firm to cope with the growing need of the market and act accordingly to grab the market share. Understanding the consumer behaviour plays a vital role in the success of an advertisement campaign for a company (Trehan, Trehan, 2009, p. 206). Influencing the people’s daily life and generating the needs for the product are the main motto of the advertisem ...Download file to see next pagesRead More
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