Use of Advertising in Consumer Research
Consumer research helps businesses improve their product and service offerings and successfully market to potential customers. The main aim of advertising is to influence consumer behavior, making it a valuable tool for successful marketing campaigns. Hence, its use in consumer research is to influence consumer behavior by:
- Creating awareness and familiarity: Advertising aims at drawing attention to a product or service by creating awareness of its existence. It passes on the information about the product and service to generate interest in the mind of a prospective consumer influencing his purchasing decision. Good advertising entertains and creates a familiarity that affects consumers’ buying behavior.
- Building consumer preferences: Advertising plays a significant role in influencing consumers’ choices. First, it makes them aware of the benefits of a product. It aims to build appreciation for that product over its competitors. If advertising succeeds in building preference, consumers will choose the advertised product when making their next purchase. “A good quality advertisement is likely to influence consumers into buying that product. In contrast, a poor-quality ad will do the opposite” (Haider, 2018).
- Changing attitudes: “Advertising creates positive impressions about a brand in the minds of consumers” (Haider, 2018). For example, some ads promote a given lifestyle by illustrating the social position of its ideal consumer. Thus, changing consumer attitudes towards a product or service, more so for those who may want to show they belong to a particular social class.
- Enhancing consumers’ motivation to buy: “Advertising influences most consumers in their purchasing decisions” (Herhold, 2017). It creates awareness of a product or service and informs potential customers of its existence, uses, and benefits. Doing so provides information that changes attitudes and may increase the number of customers who frequent the business.
Check the following reference articles to learn more about the Use of Advertising in Consumer Research
- Haider, T. S. S. (2018, April 26). A study on the influences of advertisement on consumer buying behavior. Abacademies. (URL)
- Herhold, B. K. (2007, December 7). How consumers view advertising: 2017 survey | Clutch.co. Clutch.Co. (URL)
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