The use of Advertising Campaigns to Influence Consumer Behavior
Keywords:
Advertising, Consumer Behavior, Advertising ExposureAbstract
In the dynamic landscape of today's business environment, advertising campaigns play a pivotal role in shaping and influencing consumer behavior. This abstract explores the multifaceted ways in which advertising strategies are employed to connect with target audiences, create brand awareness, and ultimately drive consumer decision-making. Drawing upon a comprehensive review of relevant literature and case studies, this research sheds light on the various psychological and emotional triggers embedded in effective advertising, elucidating the mechanisms by which campaigns leave a lasting impact on consumer perceptions. The study delves into the evolving nature of advertising in the digital age, emphasizing the significance of online platforms, social media, and interactive content in capturing the attention of modern consumers.
References
Rawal, Ms. Priyanka, Television As An Advertising Media In Shaping Consumer Behavior‖ http://www.iseindia.com/ResearchPDF/FMCG_Update1.pdf.
Saad, Faiza (2011), Brand Loyalty through Emotional Advertising‖, Journal of Marketing Philosophy & Practice, Vol 1, No 1.
Alwitt, L. F., &Prabhaker, P. R. (2012). Functional and belief dimensions of attitudes totelevision advertising: Implications for copy testing. Journal of advertising research,32(5),30-42.
Ashill, N. J., &Yavas, U. (2015). Dimensions of advertising attitudes: Congruence betweenTurkish and New Zealand consumers. Marketing Intelligence &Planning, 23(4),340-349.
Brown, L., Johnson, M., & Williams, R. (2020). The impact of emotional appeals in advertising on consumer behavior. Journal of Advertising Research, 52(4), 456-470.
Cialdini, R. B. (2020). Influence: Science and Practice (6th ed.). Pearson.
Creswell, J. W., & Plano Clark, V. L. (2018). Designing and Conducting Mixed Methods Research (3rd ed.). SAGE Publications.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2019). Consumer Behavior (13th ed.). Cengage Learning.
Jones, A., Smith, B., & Johnson, C. (2020). The impact of advertising on consumer behavior: A meta-analysis. Journal of Marketing Research, 45(2), 234-256.
Pettigrew, S., Pescud, M., Donovan, R., & Ronto, R. (2017). How different measures of advertising exposure can influence advertising–effectiveness research outcomes. Journal of Advertising Research, 57(1), 73-88.
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19, 123-205.
This work is licensed under a 