The Effects of Advertisements on Consumer Behavior
Advertising is a cost-effective way to promote your business. It is also one of the most effective and affordable promotional tools available. With the help of advertising, you can reach a target group of people with your particular product or service. Advertising is used for both direct and indirect marketing. The type of advertising you choose will depend on your marketing strategy, budget, and the target market you wish to reach. However, no matter which kind of advertising you choose, be it print, digital or out-of-home, there are certain common effects that all forms of advertising have on the consumer. The impact of advertising on consumer behavior, according to pain management specialist Jordan Sudberg is as follows.
Attitudinal effects are the beliefs, feelings and opinions that the consumer has towards the brand or the brand advocate resulting from the consumption of the advertised product. Consumers can be activated or deactivated depending on the ad they see and how they are talked to. Some ads tend to play on consumers’ fears and insecurities to make them purchase the advertised product. Other ads try to play on consumers’ hopes and dreams to make them buy the advertised product. This can also be referred to as the “activation gap”. There is a big difference between the consumer’s beliefs about your brand before they encounter your ad and after.
Behavioral effects are the actual actions that the consumer takes due to consuming the advertised product. These could be brand switching, purchase of the advertised product, or a mix of both. Behavioral effects fall under three main categories: stimulating, persuasive, and controlling. Stimulating effects encourage the consumer to take any action they might not have otherwise. Persuasive effects encourage the consumer to take any action you want them to take. Controlling effects prevent the consumer from taking an action that you don’t want them to take.
Cognitive effects are the changes that occur in the consumer’s knowledge, attitudes, and beliefs about your brand due to the consumption of the advertised product. There are multiple ways that cognitive effects can occur. Some examples include: altering the meaning of a brand name, altering the meaning of a logo; altering the meaning of a slogan; and altering the way the consumer views your product or service.
Motivational effects occur when the consumer feels a desire to consume the advertised product. This could be happiness, excitement, curiosity, etc. The more intense the feeling is, the more likely the consumer will take action.
Communicative effects occur when the consumer takes action that they communicate to other consumers through their words and actions. This could be a review, a tweet, a like, etc.
According to pain management specialist Jordan Sudberg, many different effects can occur due to advertising. However, certain core principles always remain regardless of which type of effect occurs. The first and most important principle is that the consumer is the center of attention. The second closely related principle is that the consumer always has the ultimate choice. The third principle is that you, the advertiser, should have equal or better effects than the consumer receives from the advertised product.