Influence of Advertising

Paper Summary:

In this article, the writer notes that evaluating the influence of advertising on the public is a very important aspect of business in today's intensely competitive global market. The writer points out that businesses spend hundreds of millions of dollars on advertising in order to establish and maintain a customer base and therefore need to know whether their huge advertising budgets are producing effective results. The writer maintains that unfortunately for advertisers, the public is becoming increasingly resistant to ads, so the advertising industry is struggling to develop new marketing approaches which can promote products without alienating consumers.

From the Paper:

"In more general terms, inducing a positive mood in consumers and generating a positive affective response have been found to increase favorable attitudes toward the ad. Numerous studies have indicated that the time consumers spend viewing an ad, and their attitude toward the brand being advertised, directly influence their behavior and can produce positive reactions.
"Regulatory fit is always important in advertising and marketing, for consumers make different purchasing decisions depending upon their specific wishes and needs. The reliability of a product may be the primary consideration for one consumer, while another customer may consider the design of the product to be the most important factor."

Sample of Sources Used:

• Byoungkwan, Lee. "The Effects of Information Sources on Consumer Reactions to Direct-to-Consumer Prescription Drug Advertising." Journal of Advertising, vol. 36, no. 1 (Spring 2007), pp. 107-119.
• "Children, Adolescents, and Advertising." AAP. American Academy of Pediatrics. Pediatrics, Volume 118, Number 6, December 2006.
• Florack, Arnd and Scarabis, Martin. "How Advertising Claims Affect Brand Preferences and Category-Brand Associations: The Role of Regulatory Fit." Psychology and Marketing, Vol. 23/9: 741-755 (September 2006).
• Keeler, Theodore. "The US National Tobacco Settlement: The Effects of Advertising and Price Changes on Cigarette Consumption." Applied Economics, 2004, 36, 1623-1629.
• Krimstein, Ken. "Tips for the Ad World." Forbes 178.8 (Oct 16, 2006): 34.

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