How Does Advertising Impact Consumer Behavior?
Different brands spend thousands of dollars on their advertising promotions. Some of them are really recognizable. You do not even have to guess what they sell because you know about it by just looking at their logo. It means those brands and companies have worked well on their advertising campaigns and reached success.
Any business or startup should learn how to do advertising properly and monitor and analyze the behavior of their consumers. It is crucial if you want to know whether your campaign is efficient or not. Commercials play a huge role in any business and affect buyers’ behavior.
If you want to know the role of advertising in businesses and consumers’ behavior, keep reading until the very end and find it out. The information below may be a total discovery for you!
Introducing your Business
Before you find out how your advertising will affect your consumers’ behavior, it would be good to know that advertising campaigns are a great way to introduce your business to your potential consumers.
This way, you promote your business and services. Therefore, if you want your consumers to be aware of your business, no matter what it is, you should use advertising.
A consumer subconsciously learns more about your brand and becomes aware of it. Naturally, people want to know more about it and become curious about what you offer. Introducing your business with the help of advertising is especially crucial when your business is totally new and unknown to anyone but your friends and family.
If you do not use advertising, no consumers will ever know that your brand exists, and you will hardly ever reach a wider audience. In the online world, you cannot survive without letting everyone know about your services or products.
Even the biggest and most well-known brands use organic SEO tools to introduce their new products to wider or even existing audiences.
Google allows people to compare businesses to one another. Therefore, you should work on your advertising on Google to let your potential consumers know why you are better than your competitors. Defining how to attract more customers to your products or services through advertising and other ways, you can rearrange your marketing budget and get more conversions.
Motivating your Customers to Buy your Products
Different limited-time offers and special prices are admired by consumers and, moreover, they bring the best results. The truth is people adore buying something at special prices.
For that reason, Black Fridays are so effective. Since there is urgency and everyone will miss this extremely beneficial offer, people tend to buy what they need (sometimes even when they don’t need it) right now.
People tend to hurry to purchase things if the offer expires quickly. They feel like this is their last chance, and this is nothing but psychology.
Research says that if a consumer rejects the offer and keeps searching, he or she may find that the rejected offer was the best one. This makes a person regret and causes painful feelings. Therefore, whilst choosing the limited offer and stopping the search, people try to avoid regret.
All businesses that issue their limited offers from time to time attract more consumers and boost their sales. When consumers know the prices won’t remain that low anymore, they are likely to accept the offer and buy your product or service.
If you do not post such promotions, all of those consumers are likely to wait until they really need this product.
The best examples of such motivation are grocery stores. They issue their special offers weekly and even daily. Consumers do not even need those products, but they tend to buy because of a good price.
You may not need 10 packs of macarons, but if the price is good and the offer is limited, you will still get it.
Reminding about your Brand
Introducing your business to consumers is crucial but not enough yet. People tend to forget about you and your offers. This is what advertisement is created for. Your potential or current buyers must see your ads more than once, otherwise, they will quickly forget about you. You can easily reach the right audience through tracking.
Social media plays the biggest role in this case. It is enough to just change your relationship status on Facebook, and you will start getting related advertisements. It means that once people need something, social media tracks it and starts offering related services.
You can let people know that you are on social media and interact with them constantly. This will help you remind them about what you sell and offer. Choose different tactics for different social media platforms.
Over Promoting your Products — Be Careful!
Advertising is great and just necessary for any business, but there is a risk of over-promoting it. If you do that, your consumer will think that the product isn’t worth its normal cost and will not buy it at a regular price.
For example, you normally sell toothpaste at $9.69 but offer a discount too often. People see that your toothpaste is always sold at $4.99 and will simply not buy it at its regular price because they feel the toothpaste isn’t worth it.
It means that your promotions should not be too frequent. If they are called limited, they must be limited. Consumers must feel that they are getting a great deal and be willing to purchase it right now because the offer is limited. They must feel the value of your product instead of devaluing it.
Highlighting the Benefits of your Product
The truth is consumers do not always know what exactly they need. Advertising helps highlight the perks of your product and, thus, let consumers understand how important it is and why they need it.
Do not forget that you have a lot of competitors who offer the same goods or services. Why would a consumer choose you among all others? This is exactly the role of advertising — to let them know why you are better than your competitors and why consumers need you among the rest.
Presenting the Features of your Product
All consumers need to know the features of your product. This is what advertising helps them find out. You have to list your features logically. This creates an intellectual interaction with your consumers.
The analysis of features leads consumers to come to the stores (or online stores) and compare your products to the rest of them. When you launch ads, the consumer remembers your product and its features longer and will most likely choose your product among the rest because its features are clear and understandable for him/her.
Building a Long-term Relationship with your Consumers
Advertising your brand means establishing connections with your consumers. You want this connection to be long-term, don’t you? Consumers are not likely to build a long-term connection with unreliable and doubtful businesses.
Brand advertising helps you let them know that your business, product, or service is reliable, loyal, and credible enough. Advertisement is a sort of your identity. When people see some of your symbols, they must directly think of your business.
Evoking Buying Impulses in Consumers
Naturally, advertising borrows methods of influencing people to increase its own effectiveness. Not only because psychologists say so, but by analyzing our own buying behavior, we quickly realize that we make a purchase in response to an impulse: we hesitate for a while and then suddenly buy.
Intelligent advertising is precisely what makes this impulse happen as quickly as possible. So, advertising helps to create a trance in customers, a buying impulse.
People tend to doubt and hesitate in all spheres of our lives. Sometimes, a magic punch is needed to make us do something. In the world of business and marketing, this punch is called advertising. Your consumers may hesitate for a long time, but the appropriate ads will help them make the right move.
The Bottom Line
Advertising affects memorizing both the product and the company producing the product; determines the degree of awareness of consumers of the products; evaluates the attitude of consumers towards a given company. The greatest frequency of purchases determines the viewing of advertising.
No matter how successful your business is, advertisement is a necessity. You have tons of competitors and have to stand out from the crowd constantly. When you know how advertising affects consumer behavior, you will be able to create ads that directly target the consumers you need.
It doesn’t even matter what kind of ads you are going to launch — online, digital, television, radio, billboards, etc. You must always keep in mind how it will affect the consumer. Your competitors never sleep; you do not have to do it either.
A successful ad is one that increases your sales and brand awareness. If you know the reaction of your consumers to different types of your ads, you can make your business even more successful and competitive.
About the Author!
Chris Adam has an MBA degree and works as a full-time writer at FreeEssayWriter to help students cope with their essays and other academic papers. Chris is a native English speaker who delivers top-quality papers in business administration and economics. Apart from writing, he adores studying foreign languages and hiking. Writing on businesses and startups is his passion, so once Chris crafts an academic paper on related topics, he always succeeds and surprises not only students but their professors.