The effect of using advertisement
Information Evaluation After a consumer has processed information, there is a need to evaluate it.
For example, the mood inherent to the ad can be characterized as consistent i. This evaluation process may, in turn, give rise to the formation of attitudes, the development of intentions for future action, and, eventually, an action.
This may result in more positive brand attitudes than would occur under different mood-related conditions.
Impact of advertisement in our life
The basis of this approach is that the search for emotional arousal is an important motivation for individuals when selecting products to consume. Strong evidence suggests that individual choice behavior can be based on affective as well as rational factors Zajonc Scott suggested that advertisers should develop certain fundamental principles on which to construct a "rational theory of advertising. Instead of trying to make a single sale, advertising often forms a long-term relationship between the consumer and your brand. Advertising is not able to create needs that did not already exist, however. An especially important issue in the creation of advertising is related to understanding how much information consumers want about a given product. Individuals such as Harlow Gale began to conduct experiments designed to determine the power of individual advertisements to attract attention and persuade consumers to buy.
The answer to this question is the purpose of this article. The third and most important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns.
However, this research stream has neglected the possible interactive relationship between the current mood of consumers and the mood intrinsic to and the information contained within the advertisement. It is certainly true that people frequently want things when they become aware that they exist and advertising does contribute to such awareness.
Effects of advertising essay
It is a communication tool of enormous complexity, however. Recent evidence suggests that consumer behavior activities may result in the extension of an individual's positive mood or the transformation of his or her negative mood. Thus, obtaining the attention of consumers who are, in fact, exposed to an advertisement is a significant challenge for advertisers. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. It is possible, in some cases, to identify the direct effects of advertising on behavior, but in most cases, there are simply too many other factors that can influence behavior to isolate the effects of advertising. Indeed, advertising is a relatively weak persuasive tool. This paper discusses possible mood management strategies of consumers when they evaluate advertisements and presents a simple framework for understanding this phenomena. This work has popularized the "attitude toward the ad" stream of research which typically views this construct as an intervening variable that mediates the effects of the advertising message on brand attitudes and preferences Edell and Burke The information function of advertising can also be found in advertising for Ivory Soap. Different characteristics of an advertisement have effects at different points in this hierarchy. Negative Pre-Processing Moods Most of the ad characteristics that may impact a consumer's mood can be described similarly for negative pre-processing moods. Such processing of information may be followed by an evaluation of the information, the source of the information, and ultimately the desirability of any actions suggested by the communication. It existed in ancient times in the form of signs that advertised wares in markets. In a study by Gardner and Hill , subjects in positive moods who used an experiential strategy had more positive post-processing moods than those who used an informational strategy, and subjects in negative moods who used an informational strategy had more positive post-processing moods than those who used an experiential strategy.
Physiological Effects in the Viewer Viewing an image often invites a physical reaction in a person.
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