Influence of Advertising Content which Influences Consumer Values and Preferences

Abstract

With the increase of competition, marketing is altering rapidly. As consumer behavior is also evolving with time, more and more challenges are being added for the marketers day by day. When it comes to products and services consumer variations fetch in the problem of understanding their preferences and value. Marketers are faced with the issue of factors that can positively influence consumers’ preferences and mold them in favor of them so that they can maximize profits, returns or their market share. With this all in mind the problematic zone under attention for study is marketing and even within this, precise attention is being given to Advertising and Consumer Behavior. Advertising is thought to be a way to promote one’s company or brand but more than that it can be measured as a foundation which has a huge persuading influence. Just like educational or religious institutions shape a person’s life and actions similarly advertising plays a parallel role. It’s different aspects bring in a different impression on consumers’ observations. This study is the study of various contents used in advertising and how each of them affects consumers’ preferences, their personal values also in what way. It also explains the contents that should be used, continued to be used and those that should be avoided.