The dynamism of brand advertising on consumers behavior

Abstract

This thesis is meant to inspect the power of brand advertising upon the behavior of consumers. This study inspects the link between advertising, which is conducted by different mediums, and what is their impact on the buying intents of consumers and generating a stimulus for the consumers. The various mediums of advertising are; Television, Radio, Internet and Hard Mail that people receive. Moreover, the outdoor advertising at the exhibitions and fairs are also discussed. The later part of the thesis studies the wide-ranging population perception about advertising and its influence on producing stimuli for them. This study was conducted using quantitative analysis in which individuals of diverse demographics with dissimilar gender, age groups, and income levels and educational levels were probed about the effect of advertising. The outcomes of the quantitative analysis showed that almost all of the individuals with distinct demographics showed favorable attitude towards advertising in driving their ultimate purchase intent. However the traditional medium of advertising has somehow lost its appeal with being exchanged by Internet advertising. Respondents of the study were found to be purchasing need less stuff frequently because of advertising.