Impact of television advertising on consumer buying behaviour
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In today's competitive world it is very difficult for company's to compete with each other. The fierce competition has given rise to various ways through which organizations can compete with each other. This rapid globalization has given a rise to a fast economic condition, has had a very signification affect on information and technology. Information reaches people in a split second and become aware of every company's goods and services and the activities that are being rendered by them in order to promote or sale products or services. As a result the competition gets fiercer and sometimes this either creates challenges for some company's and for some opportunities. It is here that companies decide of adopting and sometimes introducing effective marketing strategies in order to sell its goods or services, and those too must be able to attract the consumer to the product.
In order to attract the consumer's some organizations introduce new products whereas some organizations advertise in order to attract the consumers. The later is considered to be one of the most influential ways of attracting consumers, since advertising not only creates awareness about the product among the consumers but also entertains them. Even though past studies have agreed that advertisement, especially TV advertisement, is the most effective media source since it attracts consumers attention. Advertisements affect the perceptions of the consumers and it can influence the consumer's buying decisions. According to past research of Zuraida & Uswatun (2001), that there are three factors that make an advertisement effective; the influence of advertisement on consumer buying behavior, the communication process, and decision making.
Advertisement has been defined variously by a number of people. According to American Marketing Association advertising has been defined as a "form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." It is a commercial transaction which is done in order to promote goods and services, and is directed towards a vast audience and is not for individuals only. The ultimate goal of advertisements is not to generate sales or profits; this can only be done once people are aware of the particular product. The overall goal of advertisement is to create the brand awareness among the consumers which in affect influences their buying behaviors.
In order to attract the consumer's some organizations introduce new products whereas some organizations advertise in order to attract the consumers. The later is considered to be one of the most influential ways of attracting consumers, since advertising not only creates awareness about the product among the consumers but also entertains them. Even though past studies have agreed that advertisement, especially TV advertisement, is the most effective media source since it attracts consumers attention. Advertisements affect the perceptions of the consumers and it can influence the consumer's buying decisions. According to past research of Zuraida & Uswatun (2001), that there are three factors that make an advertisement effective; the influence of advertisement on consumer buying behavior, the communication process, and decision making.
Advertisement has been defined variously by a number of people. According to American Marketing Association advertising has been defined as a "form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." It is a commercial transaction which is done in order to promote goods and services, and is directed towards a vast audience and is not for individuals only. The ultimate goal of advertisements is not to generate sales or profits; this can only be done once people are aware of the particular product. The overall goal of advertisement is to create the brand awareness among the consumers which in affect influences their buying behaviors.
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