How Does Advertising Persuade The Buyer???
In general, granting that the ultimate intention of any advertising is to influence the purchase behavior of consumers, in a way favorable to the advertiser, how does advertising achieve this end?
The Advertisement Should Be Of Interest To The Audience:
The first requirement is that the advertisement should capture the attention of its audience. In other words, the advertisement has to get through the attention filter of the target audience. To achieve this, the advertisement has to provide the audience the information that is of interest to them. It may give them new information, or it may support the information they are already having or it may attempt to alter their existing views or beliefs. In any case, the advertising message should interest them. Some people like information that is communicated through stories, some others like figures and data. There may be another category who may listen to information that is couched in real experience situations and there may be others who totally avoid unpleasant information or information that upsets their existing faiths and beliefs.
The Audience Should Interpret the Information in the Intended Manner
It is essential that an advertisement provide information that is of interest to the audience. Only then the audience would listen to it. It is also essential that the audience sees the advertisement and interprets it in a way favorable to the advertiser. The same advertising message under a given setting can be perceived and interpreted by different people in different ways. One may find optimism in the message. Another may find boredom and some others may perceive aggression in the same message. An array of audience conditions such as the needs, desires, status, values and motives of the audience affect their interpretation; of a message.
An advertiser or communicator has to ensure that his message is interpreted in a way: favorable to his products/offerings.
The Advertisement Should Also Appeal To and Influence the Audience
It is not enough if the audience listens to the advertisement and interprets it the way the advertiser or communicator expects it to be interpreted. It should also APPEAL to them and INFLUENCE their attitude, thought process and purchase behaviour in favour of the advertised brand.
It is generally agreed that purchases are governed by the attitudes of consumers towards alternate product offers. ‘Attitude change’ therefore becomes a universally accepted marketing goal. The advertising communicator knows that if attitudes of the target customers can be manipulated and changed in his favor, behavior changes on the lines preferred by him will naturally follow. So his main burden is dealing with ‘attitudes’ of people. He does not directly attack the ‘purchase behavior’ of the customers. Instead he subtly tries to change their prevalent attitude Structure. Attitude therefore, becomes a central theme in advertising.
Attitude- A Central Theme in Advertising:
‘Attitude’ and ‘Attitude construct’ are indeed the central ideas in advertising management. And what is attitude? The traditionally accepted view of attitude as such is that it is made up of three interrelated components — Cognitive, Affective, and Conative.
The cognitive component deals with cognition, or knowledge; it is the faculty of knowing or perceiving or conceiving ideas; it is the sphere dealing with knowledge.
The affective component deals with ‘affections/emotions’.
For example, feelings of likes or dislikes towards objects are dealt on the affective plane.
And the Conative component deals with behavior or action.
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- What is Advertising?
- How to select an Advertising Agency ?
- Role of Advertising in Marketing Mix
- Origin and Growth of Advertising
- Advertising Industry
Tags: Advertising, Affective, Aggression, Appeal, Attitude, Audience, Boredom, Buyer, Cognition, Conative, Goal, Gognitive, Influence, Information, Interest, Knowledge, Persuade, Theme
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