Introduction
The purpose of research as per Zain-UL Abideen and Patrick George is to investigate the relationship between television advertisement and consumer behavior, which includes attitudes, emotions and the actual buying behavior.
The studies in both reports are longitudinal but in different countries and economies. Zain does his research in Pakistan while Patrick focuses on the U.S. They both come to a conclusion that there is a relationship between television advertisement and the buying behavior of consumers. People tend to buy brands that are appealing to them emotionally.
Summary
Advertising highly influences the behavior of potential customers. Due to a highly competitive market, companies have adopted various advertising strategies as a way of attracting customers. The aim of business institutions and companies is to ensure that customers get to know about their products and services in the most effective manner so that they can respond positively.
Although there are companies that opt to introduce new products as a way of attracting customers, most companies advertise their products to attract more customers (Patrick, Page 15). Advertising is the most effective way of attracting customers since it creates an appealing image and it also entertains consumers. Television advertising is extremely effective when it comes to influencing customer behavior. This paper will focus on the analyses of customer behavior in relation to television advertising.
Discussion
Television advertising plays a vital role in buying behavior of customers. Being one form of communication, it reaches a wide coverage. Television advertising is both audio and visual and thus it has a lot of impact on customer behavior.
The main aim of television advertising is either convincing customers to buy a certain product, informing customers about a new product in the market, or making a product more familiar to the customers (Zain-UL-Abideen,Page 67). Television advertising influences the awareness, buying behavior and the attitude of prospective customer.
Television advertising is crucial in providing the customer with information that creates a better market, which is accompanied by an appealing image amongst prospect buyers so that they easily make effective decisions regarding whether to buy the product or not. Television advertising also highly alters the feelings and attitudes towards a product and it also affects their buying behaviors especially because it visually provides the primary information about a product.
There are various processes that are involved when a customer is making the decision of buying a product or not. The steps include identification of a problem, search for the necessary information, making an informed decision on the choices available, making a final decision and finally purchase of the product (Patrick, Page 45).
These are crucial steps that are always affected by various advertisements aired on televisions. Television advertising also has a major impact on the behavior of teenagers and children. Their values, attitudes and behaviors sometimes lead to socialization behaviors that are not so desirable like making choices that are not rational, making decisions that are impulse-oriented and developing strong materialistic values (Zain-UL-Abideen,Page 123).
On the contrary, television advertisements also create positive customer impacts on teens such as creating greater knowledge about products. Television advertisement has helped many businesses in creating a positive image for their products and positively influencing the buying behavior of many prospects.
Conclusion
From the discussion, it is fais to stress that advertising, as a promotional strategy, plays very important role in creating awareness about the existence of the product and influencing on a behavior of the customer. Customers are able to make informed decisions about products, especially after coming into contact with television advertisements, which are not only informative, but also appealing and entertaining.
Television reaches the masses making marketing more effective. It influences the attitudes, behavior, lifestyle and exposure of customers, who end up buying the product in the long run. People buy the products that they are emotionally attached to. Television advertising has a very great effect on creating positive emotions of potential customers.
Works Cited
Patrick, George. “A Longitudinal study of television effects affecting Advertising. Journal of consumer research (2003): 267-279. Print.
Zain-UL-Abideen. “Effective advertising and its influence on consumer buying behavior”. European Journal of Business And Management 3.3 (2011): 55-65. Print.