The Effects of Advertising

Paper Summary:

The paper proposes a market research study to discover how advertising affects or impacts, if at all, consumer purchase motive. The paper predicts that the consumer study groups' individual purchasing motive will correlate with the advertisements tho which they are subjected. The paper notes the general premise that advertisers continue to spend millions of dollars a year on advertisements and concludes with the belief that this study will demonstrate how advertising greatly affects consumer purchase motive.

Outline:
Introduction
Abstract of Study
Hypothesis
Conclusion

From the Paper:

"The amount of money spent on advertising consumer products is rising every year. (Graydon, 2003 p. 156). At its most fundamental definition, advertising is paid and is sometimes free communication through a medium in which the sponsor is identified and the message is controlled. The methods used for advertisements are diverse, including publicity, public relations, product placements, sponsorships, underwriting and sales promotion. Further, every medium imaginable is used to send the advertiser's message to the consumer, including television, radio, movies, magazines, newspapers, Internet and billboards. (Young, 2005 p. 76)."

Sample of Sources Used:

• Girdner, Ellen R.R. (2001): Evaluating Research Articles from Start to Finish. London: SAGE Publications.
• Graydon, Shari. (2003): Made You Look: How Advertising Works and Why You Should Know. Toronto: Annick Press.
• Johnson, J. Douglas. (1978): Advertising Today. Chicago: Science Research Associates.
• Kleppner, Otto. (1966): Advertising Procedure. Englewood Cliffs, N.J.: Prentice Hall.
• Kotabe, Masaki, Kristiaan Helsen. (2004): Global Marketing Management. New York: John Wiley and Sons, Inc.

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