How the advertisements influence the customers and monitor their buying behavior. There is high impact of advertisements on customers’ motivation. Literature review: In the context of the research proposition, an extensive literature review has been done. The impact of advertisements on customers motivation has been reviewed in the light of research work already been carried out by researchers. Hyphen (2008) argues that the advertisers actually “hypnotize” the viewers. Hypnotization is a process in which a person own thinking and ideology does not remain there.
Instead he starts believing in others views, behaving like a puppet.
It is a very natural phenomenon that if a person is consistently made to believe in a certain proposition by giving him different arguments, attracting him by showing false dreams and targeting his weak points, then this strategy would definitely start working and the person would automatically be forced to change his beliefs. Same is what marketers do. They are hypnotizers as after taking the people into the world of colors, fantasies and dreams, they make them to believe in whatever they want to! Levit (2005) debates that the impact of an advertisement is enhanced with the addition of sexual content in it.
Sexual content can be in the form of images, videos or words, powerful enough to derive the viewer emotions. The attraction of someone towards the opposite gender is not something astonishing, infact it’s a natural phenomenon. So, when anything related to sex is shown in the advertisements, it at once draws customer attention and may become the reason to provoke the viewer by playing with his sexual needs and hence motivating him to purchase the advertised product. Kasper (2005) gave the logic of companies spending billion of dollars on advertisements and people easily becoming the victim of their advertising strategies.
He reasons that the whole game is of visualization. Whatever people visualize in their dreams, they want to see it to come into reality. This role is played by advertisements, as they show the dreams of people fulfille, just by the use of the advertised product. It triggers their imagination and they are convinced by the message conveyed in the advertisement. In a research conducted by Buijzen, Moniek; Valkenburg and Patti. M (2000), three effects were stated that are made by advertisements. First is cognitive, which makes the children to distinguish between advertisements and television programs.
Second is effective, due to which children start critically analyzing the advertisements and finally behavioral, under which influence the children are easily persuaded by advertisements. They prefer the advertised products over the unadvertised ones, leading them to choose that specific product to purchase. Stoles (2007) states two examples in supporting the argument that no matter how much intense and violent the feelings of people are towards a particular product, when a popular celebrity in an advertisement motivates the people to use that product, they easily get influenced by that advertisement and they get ready to buy that product.
The use of Amitabh Bachan in Cadbury advertisements in order to recover from the worms controversy and showing Amir Khan, Shahrukh Khan and Sachin Tendulkar in the Coca cola and Pepsico advertisements are the vibrant examples, which show that how strongly these advertisements changed people views about these products and made them to purchase these products despite of all controversy. Nambler (2000) confers another strategy that is adopted by the marketers to motivate the customers to buy their products, which is targeting the viewers by the use of physical beauty in the advertisements.
The viewers are bombarded with the advertisements conveying the message that physical appearance determines the worth of a person and they can attain it only by the usage of their product. “Thinness” is specified as criteria for females’ beauty and being macular is specified for the attractiveness of males. The viewers of those advertisements get pressurized under this, and decide to choose that product in order to fulfill this ideal criteria.
In a research conducted by Purcell (1998), it was proposed that the use of slogans in the advertisements helps people to process that information quickly and make them remind for a longer period of time, which in turn plays a vital role towards building trust in that information conveyed by the slogan. When people are tried to convince in an advertisement with rhythmic slogan, they are observed tot respond more as compared to the non rhythmic ones. Lenz (2006) explains that advertisements are influencing the children at a large extent.
Kids are targeted by advertisements of fast foods by showing tempting burgers, chocolates, cheese, cereals etc. Moreover, the tag lines of fast food restaurants are developed in such a way that they show strong association towards children. The restaurants also run food campaigns to draw the children attention. As a result of all this marketing effort the children are motivated towards extensive eating of fast food which has in turn led to the increase in over all obesity level.
Another study conducted by Seffling (2001) demonstrated the same aspect dimension of the unfair exploitation of children by the advertisements. A large number of advertisements are targeted towards the children and the reason of this targeting strategy is simple which is that the children are the most innocent of all the population, their minds are simple and blank and they would easily start believing whatever they would made to believe. Marketers know it very well, so they take benefit of children lack of knowledge.
They tempt the children by means of colorful advertisements, funny cartoon characters and appealing slogans, and hence become successful in gaining their attention. The advertisements of alcohols and cigars are really motivating the customers specially the teens. The proponents of these advertisements view that if the product is considered legalized to sell, then it should be considered legalize to advertise as well, but the opponents know that how adversely these advertisement effect on the youth.
The real reason of youngsters being motivated by these alcohol and smoking advertisements is that marketers build a very positive image of these products. Often, these products are associated with bravery, freedom, joy and adventure. The youngsters are highly vulnerable target population; they associate these qualities with them selves and are willing to make purchase decision of these products, as proposed by Thomas (1998). Kathleen J. Kelly, Ruth W. Edwards (2009) has categorized the advertisements in two categories. One is product advertisements and other is image advertisements.
The former kind of advertisements throws light on the product quality, features and its attributes. The latter, on the other hand shows to the viewers the particular lifestyle that can be adopted by the usage of that product. The reason of high trend of people towards the drugs is that their advertisements are designed under the second category i. e. the image advertisements. In such ads the people are shown that how cool it would be to adopt a particular kind of lifestyle and how unique it would make them, hence catering their attention.
Another important way to motivate the customers is product placement as explained by Jain (2004). When the marketers noticed that people attention is declining in the advertisements due to their uniformity and ease of channel switching, they tried the product placement strategy which was found to boost sales at an extraordinary high level. It is an in direct way to advertise the products in a normal setting and getting people attention by remain embedded in their sub conscious.
This is further verified by the fact that how in the sponsored reality shows , the whole setting including the background and participants costumes features the sponsored product. It all sets in the viewer mind. Moreover, as judges are viewed to be the people who always speak the truth, so the viewers associate this feature with the sponsored product. Fernandas (2006) suggests that advertisements actually arrest the human intelligence. It is because the consumer has un ending desires regarding basic needs as well as the luxurious needs and the advertisements seem to fulfill all those desires.
They keep on exploiting the consumer. The advertisements are created in such an artistic way that whenever the customer is in a particular need, he demands those advertised products. Although, those products may not necessarily seem to fulfill the need of the customer accurately, but the customer still those products. This is the power of advertisement. Scivicque (2007) suggested that the marketers always try to take the customers into fantasy. It is the world, in which the people live with their desires and dreams.
The advertisers first put their full effort towards inducing a desire in the customers. When that desire reaches to its intense form, they are made to believe that the source towards fulfillment of their desire is only and only their product. If they use their advertised product, then they can make their dreams into reality and achieve the fantasy which they always wanted to. An important source of advertisements in order to convince customers is internet as supported by Hook (1990) . Today more and more advertisements are shown on the internet due to increase usage of internet.
A variety of ways are adopted to advertise through the internet, but the main focus is that whether they are advertised through e-mails, chat rooms, contests or whatever medium they use, all influence the internet users at a large extent.
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