Курсовая теория на тему The effect of advertising on consumer behavior

Содержание:

2. ABSTRACT 2
3. INTRODUCTION 3
4. ADVERTISING — THE TRADE ENGINE 3
4.1 Concept, essence and types of advertising 3
4.2. Types and functions of advertising. 5
4.3. Areas of influence of advertizing 7
5. RESEARCH ON THE IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR 9
5.1 Analysis of advertizing 9
5.2. Impact of television advertising on consumer behaviour 10
5.3. How advertising affects consumers 14
6. CONCLUSION 16
7. CITATIONS AND REFERENCES BIBLIOGRAPHY 17

Заключение:

Advertising has become an objective reality of our daily life. Effective advertising is only possible if it is performed professionally. And this is increasingly taken into account by science and practice. The phenomenon of advertising is attracting increasing interest from specialists of various fields of knowledge. This paper attempts to reveal the basic concepts of the essence of the influence of advertising on consumers, methods of attracting attention, emphasis was placed on its social and psychological aspects, on the expediency and urgency of applying development and research in practical advertising activities. It was also determined that taking into account the social and psychological factors of consumers has a beneficial impact on the advertising process, allows to establish a dialogue between the producer and the consumer, thus confirming that it is one of the fundamental advertising activities in general.
Through the sociological research carried out, the attitude towards advertising was revealed. Advertising affects the memorization of both the item and the company producing the item; Determines the level of consumer familiarity with the product; Assesses the attitude of consumers towards the company. As a result of the study, it was revealed and proved that the greatest frequency of purchases determines the viewing of advertising.

Фрагмент текста работы:

The relevance of this work is that today advertising plays a big role in the promotion of goods and services, the success of any business effort. The market today is saturated with various goods and services and depends directly on the demand for goods. and products.
Today there is an increase in the volume of various business information, which forces the manufacturer and the seller to create extended advertising, which will separate the goods from the total mass. The result is a constant increase in attention to advertising and interest in advertising activities on the Internet. The number of advertising tools is growing, promotions, presentations, Internet resources, mobile applications, convenient services.
Of particular interest is advertising, as it is an accessible and effective channel of distribution of business information, promotion of goods to the market, allows to inform the consumer about services, quality of goods and its unique properties.
Advertising in the world of business hits the consumer with a huge amount of information. The impact of advertising information is evident in the processes of processing advertising messages — emotions, thoughts, possible solutions that cause specific behavioural acts of the buyer.
Advertising fit organically into our lives. According to statistics, every day the consumer faces trembs of advertisements, views more than a hundred commercials. And annually receives by direct mail about a thousand information and advertising materials. But unfortunately, only a small part of them attract attention. And even smaller — reaches the main goal: forms from the consumer a persistent desire to purchase the advertised goods.
In any advertising it is important to influence the needs of the consumer: for an individual there is an opportunity to save money, time or effort, and for enterprises — to increase profit or reduce costs.
Method of study: survey of respondents.
The purpose of the course work is to determine the impact of advertising on consumer behavior.
Object of observation: attitude of potential consumers to advertising «Pepsi» on TV. Subject of observation: the process of perception of advertising. Tasks of the term paper: Consider the theoretical basis of advertising and its impact on consumers; Analyze the impact of advertising on consumer behaviour Offer ways to make TV ads more effective.
In my course, I reviewed all the theoretical foundations of advertising and its impact on people, analyzed the impact of advertising on consumer behavior, and suggested some ways to improve the effectiveness of advertising on TV.
3. INTRODUCTION
In the middle of the twentieth century, a serious study began of what was already difficult to imagine our lives without advertising. We encounter advertising everywhere — sitting at home in front of a TV, listening to the radio, on our way to work or study — wherever we are, we see or hear advertisements telling us about goods or services. It is impossible to imagine that 10-15 years ago while watching a film, the viewer was exposed to advertising offering to buy, try, invest, etc. This can be pleasing, annoying, but according to sociologists the reality is: from the impact of advertising in the world every year 2783 people go crazy. People do not realize the dangers yet and continue to watch «funny advertising.» A few years ago, commercials and TV clips posed no threat. To date, when 18% of air time is packed with advertising, this topic has become acute among sociologists and psychologists.
Thus, the problem of the influence of advertising on people is very pressing. That is why I have chosen this topic for study.

4. ADVERTISING — THE TRADE ENGINE
4.1 Concept, essence and types of advertising
Promotion of services means the whole range of different activities to communicate the merits of services to potential guests and to stimulate their desire to purchase them. The role of promotion is to communicate with individuals, groups of people, and organizations through direct (e.g. advertising) and indirect (e.g. room interior) means to secure sales.
The Law of the Russian Federation «On Advertising» gives the following definition of advertising:
Advertising is any form of information disseminated by any means about natural or legal persons, goods, ideas and endeavours, which is intended for a number of persons and is recognized as supporting or forming an interest in these natural or legal persons, ideas, goods and endeavours, and the ability to realize ideas, goods, services and endeavours [Dushkin M.R. 2016.];
— Advertising — not personal forms of communication, which are carried out through paid means of information dissemination with clearly specified sources of financing [Medlik S., Ingram H. 2016];
— Advertising is a form of communication that tries to translate the quality of services and ideas into the language of needs and requests of guests [Dushkin M.R. 2016.];
— Advertising is any form of non-personal presentation of the promotion of services, which is paid for by a well-established guest and serves to draw the attention of potential guests to the object of advertising, at the same time the most effective techniques and methods are used, taking into account the specific situation;
— Advertising is a convincing tool of information about the service and the enterprise, comprehensive promotion of the quality of services and the merits of the enterprise activity, which prepares the potential guest for the purchase of the service [Porter M. 2016].
The scope of advertising is extensive. Advertising is used to form a long-term image of the goods (prestigious advertising), to long-term allocation of a specific service or goods (quality advertising), to disseminate information about services or goods (section advertising), to advertise shares at reduced prices for hotel services (sale advertising) and to defend a specific idea of the hotel (explanatory — propaganda advertising). The main users of such advertising are private enterprises, advertising finds its application all over the world. Advertising is a cost-effective way to reach audiences. [Bronnikova T.S. 2016].