Psychology of Buyer Behavior - Assignment Example

Black Friday Advertising: The article being summarized is by Paul Ziobro, and it talks about the amount of money retailing giants use to convince shoppers to buy from their stores. This is during the black Friday. This article was written on the 4th of December 2013, and it identifies the importance of advertisements in increasing the sales of an organization's products. Ziobro (2) identifies the television as the channel of advertisement used to reach potential customers. Ziobro begins by denoting that during the weeks that led to the Thanksgiving of Black Friday, 11 retailing giants managed to spend more than a quarter of a billion dollars on television advertising.

The main aim of using television is because it has a wide audience, and the retailing giants could reach as many customers as possible. Ziobro (3) identifies Wal-Mart, and Target Corp as the highest advertising spenders. For example, Wal-Mart managed to spend approximately 57 million dollars on television advertising. Home Depot and Sears spent less on advertisements. Ziobro (2) denotes that Sears Holdings only spent 26 million dollars on television advertising. Ziobro (1) denotes that these figures are reliable because an advertising tracking company carried out the survey, to find out how much retailing organizations spent on advertisements during Black Friday.

The advertising company under consideration is Kantar Media. In coming up with the Data, Kantar Media managed to calculate the advertising fees a retailing unit spent for purposes of making people buy into their company. Ziobro (3) denotes that the only limitation of the methodology used to collect data is that information does not reflect how much people spend in the retailing units. It only identifies the number of visitors to a retailing unit, based on the advertisement under consideration.

From this research, Ziobro (5) denotes that Wal-Mart was able to attract the highest number of visitors to its stores. This is as compared to its rival company, Target Corporation. Walmart was able to attract a higher number of visitors to its retail units as opposed to Target Corporation because, in every two Walmart TV ads, Target Corp had only 1. On this note, during the Black Friday Weekend, Walmart was able to gather 34% of visitors, as opposed to Target Group which had 12% of visitors.

Sears, which spent less on advertisements managed to acquire only 1.9% of visitors to its stores (Ziobro, 5). Ziobro (6) goes on to denote that other factors made these stores have the number of visitors depicted in the research. These factors include the number of retail stores that a retail unit has. On this basis, Wal-Mart and Target Corp would most definitely have a higher number of visitors because of their presence in almost all the states in America. However, Ziobro (7) goes on to denote that the success of Wal-Mart is not big.

This is because the company began its advertisements one week before Black Friday, and during Black Friday, the company only managed to have an increase of 11% in visitors. Sears on the other hand had an increase of 54% in visitors, during this Black Friday. On this note, Ziobro ( 7) denotes that the strategies of Sears were more efficient as compared to the strategies of Wal-Mart. Ziobro concludes this article by denoting that business organizations must advertise their products, and failure to do so, will amount to the failure of the business organization.