THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE

1
 Table of Contents
Introduction................................................................................................................................3
Historical background of Advertisement...............................................................................5
Conceptual development of Advertisement...............................................................................5
The brand concept and definition...........................................................................................5
Brand image perceived...........................................................................................................5
Effectiveness of advertisement..............................................................................................6
Impact of Advertisement on Consumer Behaviour....................................................................7
DIFFERENT ADVERTISING STYLES AND THEIR SUCCESS IN DIFFERENT
PRODUCTS...............................................................................................................................9
TRADITIONAL ADVERTIESMENT TYPES.....................................................................9
Print....................................................................................................................................9
Broadcasting advertisement.............................................................................................10
Outdoor advertisement.....................................................................................................10
DIGITAL ADVERTIESMENT TYPES..............................................................................11
Paid search advertising.....................................................................................................11
Advertisement on social media........................................................................................11
Native advertising............................................................................................................12
Display advertisement......................................................................................................12
Internet differ from traditional advertising methods............................................................12
Impact of Social Media and Internet .......................................................................................14
Improved customer perspectives......................................................................................15
Better customer support...................................................................................................15
Cost Effective...................................................................................................................15
Connectiveness.................................................................................................................15
Develop brand recognition...............................................................................................15
Sales.................................................................................................................................15
Facebook..........................................................................................................................16
Twitter..............................................................................................................................16
Linked In..........................................................................................................................16
Instagram..........................................................................................................................16
Youtube............................................................................................................................16
Advertising habits influence consumer buying habits.............................................................18
Good products quality and good advertising...........................................................................19
Conclusion................................................................................................................................20

2
Bibliography.............................................................................................................................21

Introduction

Advertisement is a means of communicating to inspire an audience for making buying

decision on a product or service and conveying information to audiences. It is regarded as a
crucial and important factor for the economic development of the marketers and companies
Advertising is typically a paid means of publicity or promotion by any sponsor that reaches
across various conventional media such as tv, newspaper, commercial radio advertisement,
magazine mail, outdoor advertising or digital media such as blogs, websites and text
messages. Marketers have already responded to evolving market needs when it comes to
making new ads. The use of ads has greatly grown in the 20th Century as industrialization
widened the production of consumer goods. However, not many companies practised
advertisement at the time. In the late 80s ads were fairly confined to tv, radio, billboards and
newspapers. In the new times, companies are leaning towards Multimedia Advertising.
Companies are so concentrated on social media and smartphone ads that they may take over
Television advertising very quickly. Most major local and global giant corporations are now
pursuing digital marketing in full swing.1

The main goal of advertisements is to impact on buying behaviour; moreover, this impact
about brand is updated or reinforced periodically by people’s memories. “Memories about the
brand are created by interactions that are linked to brand name in customer mind. These
labels constantly affect consideration, appraisal and eventually transactions. Consumers
purchasing behaviour has already been given too much priority and room in the literature
review of influence of ads about its efficacy.  Most of the time buyers shopping behaviour
relies on liking or disliking of customer against the marketing of the commodity sold. A high-
quality advertising is likely to persuade buyers into purchasing the product and a low-quality
advertisement would do the reverse.”

Previous studies have been conducted on effectiveness of advertising and on advertisement’s

influence on customer purchasing behaviour which depicted positive relationships. However,
in this article we have incorporated a mixture of various variables and sought to analyse their
1
Lumen Learning. (n.d.-a). Reading: Advertising | Principles of Marketing.
Https://Courses.Lumenlearning.Com. Retrieved April 4, 2021, from https://courses.lumenlearning.com/clinton-
marketing/chapter/reading-advertising/

3
effect on customer behaviour. This paper attempts to assess which of these variables carries
the most significance in terms of effecting customer behaviour and which of these variables
carries less important effects. This will allow advertisers to rely on the right reasons and reap
full value from their advertisement.

Research Objectives

 To identify the impact of advertisement on consumer awareness

 To identify the role of advertisement on building consumer perception
 To study the impact of consumer awareness and perception on buying behaviour

Research Questions

 How does advertisement create awareness in consumers?

 Do advertisements build perceptions in the mind of consumers?
 Does consumer awareness and perception affect their buying behaviour?

Literature Review

Shimp (2007), citing Richards and Curran (2002), defines advertisement as a paid,
mediated form of communication from an identifiable source intended to convince the
recipient to take some action, either now or later. Any paid type of non-personal contact
about an agency, product, service, or concept by an established sponsor, according to one
official and widely accepted definition of advertisement (Belch & Belch. 2003).
“Advertising, on the other hand, can be a cost-effective way to spread messages, whether it's
to create a brand image or to educate people (Kotler, 2006). Convenience, economy, fitness,
sensory benefits, as well as consistency, performance, comfort, reliability, longevity,
effectiveness, efficacy, and other logical reasons can be used to entice consumers to buy a
product (Duncan, 2002). According to Shimp, several businesses and non-profits trust
advertising because it performs five essential communications functions: educating,
influencing, reminding and increasing salience, adding value, and assisting other company
efforts (Young, 1973). Name promotion is one of advertising's most critical roles
(Ehrenberg, Barnard, Kennedy, and Bloom) (2002). Advertising facilitates the
introduction of new brands and increases demand for existing brands, mostly by increasing
consumers' top-of-mind awareness (TOMA) for established brands in mature product
categories;” Efficient advertising, according to (Light and Morgan, 1994), aids in shaping

4
perceived quality and other perceptions of a product, resulting in increased market share and
profitability.

Historical background of Advertisement

The advertisement practise is as old as mankind. According to Keller, the desire to publish
seems since ancient times to be a part of human existence. “One of the first campaign
methods was the usage of Signs. Early craftsmen used signs to publicise their goods and
merchants like the Phoenicians, promotional messages planted on famous rocks. They were
among the precursors to mainstream publicity. Excavations at Pompey however show that
every small shop has a Wall inscription next to the passer-by to say the passer-by whether the
Store was the spot to obtain food, beverages or other items. An significant moment in
advertising growth was the invention of the German casting method of the moving kind. The
incident revolutionised the whole system of contact the country. World Early printer William
Catton rendered advertisement history in 1478 Printed a handbill that was considered the first
English printed advertisement.2 In the nation His book was an advertisement called
“SALISBURY PYE”, ruler's manual for the Easter Clergy Guideline.” 3

Conceptual development of Advertisement

The brand concept and definition

The AMA (1960) defined the brand as a “name, term, sign, symbol, or design” This is one of
the most commonly known brand meanings. In the sense of personality and psychological
principles, brand may also be described. Aaker characterised brand personality as a metaphor
that “can allow brand strategists to understand people's ideas and attitudes to the brand.”
Brand equity is a multidimensional term consisting of brand loyalty, brand recognition and
brand partnerships.4

Brand image perceived

Brands depend on this opportunity to build a positive picture in the minds of customers. The
intellectual and emotional assessments of workers in their organisations are often focused on
2
(Keller 2005)
3
The Editors of Encyclopaedia Britannica. (n.d.). Sign | advertising. Encyclopedia Britannica. Retrieved April
4, 2021, from https://www.britannica.com/topic/sign-advertising
4
Rashid, S., & Ghose, K. (2015). Organisational culture and the creation of brand identity: retail food branding
in new markets. Marketing Intelligence & Planning, 33(1), 2–19. https://doi.org/10.1108/mip-10-2013-003

5
the market worth and projected brand reputation of their businesses. In dynamic markets,
labels play an important role in differentiating products/services. Creating a good brand
picture in the memories of consumers is one of each organization's most important goals.
Riasi and Amiri Aghdaie, Riasi and Pourmiri, Low and Lamb Jr are persuaded that all
practical and abstract brand representations consist of brand values. “Brands and public
picture psychology” is a summary of Keller and Aaker's brand image analysis.

The brand value of a business can be used as a representation of its goals in the minds of staff
and clients. When an organization's workers experience a favourable picture of the brand,
they feel satisfaction and commitment. “A company should consider how the marketing
approach is applied and conveyed to the consumers, and how consumers react to these tactics
in order to achieve effective brand management. The dilemma is that these are not congruent
and advertisers should be willing to minimise the gaps in order to have a good brand picture.
To further grasp the variables shaping the brand picture, consumers' perceptions and feelings
need to be investigated.” The customer receives a notification from the organisation and
analyses the message by taking into consideration his/her past interactions.5

Effectiveness of advertisement
The American Marketing Association (AMA) describes ads as “any announcement or
compelling advertisement put on the mass media by an individual, corporation or agency in
compensated or spared time or room.” Beerli and Santana described the efficiency of
advertisement as 'measuring advertising campaign results or advertising specific advertising
results which must in turn be defined to achieve the publicity goals set by a campaign
advertiser.' “A publicity is deemed beneficial if it draws consumer interest, has a significant
influence on customers, stimulates customer intentions and affects customer emotions. There
are two major features of successful advertising. First, advertisers should meet the interests of
the market by involving the customer in the product / service experience and by sending the
customer an appropriate promotional letter. Secondly, advertising must be aligned with the
advertiser's goals. Effective publicity has three broad dimensions: technique, innovation and
efficiency. To have successful ads, corporations should connect these three elements” 6.The
number of revenue and contact results will be used to assess the efficacy of ads. Although the
amount of revenue is influenced by a number of variables not specifically applicable for
5
B. (n.d.-b). Product Packaging and Branding | Boundless Business. Https://Courses.Lumenlearning.Com.
Retrieved April 4, 2021, from https://courses.lumenlearning.com/boundless-business/chapter/product-
packaging-and-branding/
6
(Ramalingam et al., 2006).

6
advertising, including price, packaging and delivery efficiency, it is nevertheless regarded as
the appropriate measure of the success of advertising . Because contact results are observable,
they may also be viewed as a benchmark for the efficacy of calculating publicity .
Advertising efficacy has been an important blow for many organisations due to insufficient
fiscal capital for advertising, variations in perceptions and desires of customers, and highly
competitive markets. In financial reporting, campaign costs can be unfavourable for
businesses as soon as they arise. Stakeholders. This is because campaign costs do not and
may not contribute to short-term gains affects the performance of the business in potential
periods; therefore, there is a strong likelihood of advertising benefit Not reflected in the same
accounting statement as those including advertising costs. That is to tell, Stakeholders are
normally not in a position to assess costs and advantages when reviewing financial results
Announcements. This means that assessing advertising efficacy is not a straightforward
process and involves different skills not open to all involved parties.

Impact of Advertisement on Consumer Behaviour.

Advertisements create audiences' feelings; although certain advertisements are intended to

make viewers excited, some make them unhappy. Certain individuals relax the crowd,
whereas others are programmed to excite or excite them. Around 50% audio visual ads on
YouTube, have made audiences satisfied while staying unhappy, disgusted and afraid. There
was a published a report on 'English' commercials in some 'Hollywood films'. The scientists
argued that these ads were less analytical or rational and more subjective. There were a
selection of 100 test ads and ten scenes from two Hollywood films each and Iranian films for
the thesis carried out in conjunction with the National University of Singapore. There were
23 people. These publications are divided into two groups:

(i) low-level contexts with less emotions and analytical nature;

(ii) high-level contexts with high emotions and excitement.

The study was funded by the Singapore Prime Minister's Office National Research
Foundation in Singapore under its International Research Centre. The scientists said a few
million dollars were spent on the study. The study was approved for publication in December
2019 in an international journal named 'IEEE Transactions on Affective Computing.' The

7
effect of these ads has greatly affected emotions and customer behaviour. The
advertisement’s expressly and indirectly evoked emotions and impacts. “The shift in
consumer attitudes towards the product, particularly hedonistic goods, was also affected.
Researchers have found that publishers such as YouTube can provide strong and positive
outcomes in successful message tunes when the commercials appear during the appropriate
periods or scenes. Emotions play a key role in communicating an important message to
audience representatives and are considered to communicate customer views towards
products. Emotions are often important for the spread of public health and protection
consciousness, where some behavioural decisions are seen to enhance one's life satisfaction
whilst others are presented as deleterious and potentially dangerous.” Inserting suitable
advertising at optimum times in a video stream will support websites such as YouTube,
marketers, customers or video streamers. The advertising that holds the message of smoking
consequences would leave a more powerful message if it depicts a smoker during a video
sequence (in a film or another video programme). He continued that “Publicity may often
have a detrimental or beneficial effect on human behaviour.7

7
Khanna, B. (2020, January 21). Advertisements make viewers happy, some sad; can impact human behaviour:
IIT Ropar research. The Times of India.
https://timesofindia.indiatimes.com/home/education/news/advertisements-make-viewers-happy-some-sad-can-
impact-human-behaviour-iit-ropar-research/articleshow/73490496.cms

8
 DIFFERENT ADVERTISING STYLES AND THEIR SUCCESS IN
DIFFERENT PRODUCTS

There are many forms of advertisement that practitioners use with advertising and people
promotions.

TRADITIONAL ADVERTIESMENT TYPES

Print
Although the world of advertisement has changed over time, the objectives have stayed the
same: to manipulate customers' views and purchasing decisions. Print media ads used to be
the most popular form of advertising. It exists today, amid the millions of digital ads, and it is
equally significant.

Advertisements in newspapers and journals are forms of print ads.

 Newspaper and the magazines.

 Directory of Brochure Submissions
 Posters and flyers are accessible.
 Postage stamps (postcards and letters)

When deciding whether or not to use print ads, it is critical to first understand your target
audience and your own business.8

Broadcasting advertisement
Broadcast advertisement is the distribution of commercial advertisements for your goods or
service over the airwaves, such as on television or radio. Given how simple it is for us to miss
or adjust the channel entirely, this sort of commercial is a risky investment. Broadcast
commercial includes infomercials, broadcast spots, national spot advertisements, local spot
advertising, and public service announcements, among other things. Although broadcast is no
longer the selling medium that it once was, it has still not died out completely. Buying a
broadcast location is an ideal opportunity for businesses with a bigger budget to create brand
equity and express their appeal to customers. The future exposure that broadcast
8
Barnette, C. (2016, August 1). Chapter 3: Print, Mass Media and Advertising – America Through Multimedia.
Pressbooks. https://press.rebus.community/americathroughmultimedia/chapter/chapter-3/

9
advertisement provides to a company is a profitable investment for companies that can bear
the high cost of broadcast advertising. Broadcast, on the other side, is a vehicle for visibility
rather than a market-driver in the lack of a clear route to sales.9

Outdoor advertisement
Outdoor advertising also known as out-of-home advertising , is literally any commercial
shown outside of a consumer's home. Outdoor advertisement, including television
advertising, is a mass-market platform with the goal of supporting broad marketing and
branding campaigns.

It is important to integrate graphic design into outdoor ads. Think how easily a billboard
concept is used by passers-by. The message must be read and comprehended in the few
seconds that a driver has to view it. Outdoor advertisements is an ideal opportunity for
companies to attract a wide range of customers without trying to target them. Since it's
impossible to view some sort of sales-related messaging on a monitor, outdoor ads encourage
brand recognition rather than selling. Many brands, on the other hand, have begun to utilise
outdoor advertising as a means of bridging the gap between the physical and digital worlds.
Businesses are leveraging technologies to engage passers-by and push them to something
quickly, whether it's by a QR code or applications like Snapchat and Instagram, facilitating a
dialogue between users and a company.10

DIGITAL ADVERTIESMENT TYPES

Paid search advertising
Commercial paid search advertisement includes bidding on keywords such that ads
corresponding to such keywords show at the top of the search engine results list (SERP).
Advertisers only pay when their ad is clicked in paying quest, giving rise to the pay-per-click
moniker (PPC).

Advertisement on social media

Social networking advertisement is used to advertise goods and services on social media
sites. Since something on social media is handled in real-time, advertising on social media
offers you a swift return on investment. When you use UTM codes to identify your social
media ads, you can trace precisely where your purchases are coming from. Since social media
9
Broadcast Advertising - Radio, Television and Internet. (n.d.). Https://Www.Managementstudyguide.Com.
Retrieved April 4, 2021, from https://www.managementstudyguide.com/broadcast-advertising.htm
10
Everything you need to know about out-of-home advertising. (n.d.). Broad sign. Retrieved April 4, 2021, from
https://broadsign.com/blog/out-of-home-advertising/

10
is a more casual medium than a paying search advertisement or a tv campaign, social media
content allows for a bit more flexibility in releasing a brand's identity.

When it comes to social media ads, it's important to choose the channels carefully and bear in
mind that not everyone in your target demographic uses any of them. Your Instagram
audience, for example, is likely to be different from your LinkedIn audience. What exactly
are you attempting to communicate with? If your audience is loyal and big, social networking
ads may be achieved organically and effectively, so if you're only getting started or want to
target a new audience, paying for marketing can enable you reach your maximum potential.

There's an extra benefit of using social ads: you can monitor how powerful they are in real
time. Any bit of social network material that an organisation publishes is trackable, enabling
marketers to see how much traffic an ad gets, how many conversions it creates, and also who
engages with it.

Native advertising
Advertisements in the form of banners and pop-up windows make it clear that they are
attempting to offer you something. Advertising that is local to the city fits in with its
surroundings.

“Native ads occur in the form of posts or videos on blogs that also host identical materials so
they appear to be a near-perfect complement to the content that surrounds them. Great native
advertisements provide consumers with useful information while making the advertising
aspect of the message secondary. Native advertisements are non-disruptive and they follow
the normal flow of the website, so consumers won't feel like they're interacting with an ad.
Native ad placement can be selective and pursue the trends and desires of a company's target
group. Native advertisement is labelled to inform viewers that the material is funded, but the
branding is so subtle that it has caused controversy between marketers and readers.”

Display advertisement.
Show commercials are unmistakably offering you something because of their look and
format. Since advertisements are usually introduced subtly, the apparent essence of display
ads is a special element in the world of digital advertising.Display advertisements are usually
seen around the top or sides of web pages and may be animated or static. Since search
engines will pair an ad with millions of websites based on keyword and targeting tastes, show
ads are targeted at fast conversions and have a large potential scope. They commonly
resemble the following: On the internet, display ads are increasingly common, which may

11
reduce their efficacy. Users have learned to dismiss display advertisements because they
provide little appeal to them other than a call-to-action, and click-through rates have
decreased. Though display advertisements aren't as common as they once were, companies
can keep them in mind when planning their advertising campaigns. Show advertisements that
are direct and visually engaging have the potential to catch an audience's interest.11

Internet differ from traditional advertising methods

Attainment vs. attraction

One of the key distinctions between digital and traditional is the sense of what you have to do
to succeed. It is a case of following your leads against inviting them to come to you. Standard
tactics have instigated the brand to easily catch the interest of the public time an ad is seen,
you must make an impression and leave a mark. We then have online platforms that depend
on ties and connections, a two-way street which invites the public to engage in the life of the
brand. Instead of reaching only, digital marketing uses meaningful content to pave a way
which attracts new paths and directs you.

Opportunities for interaction

A major contrast is how traditional marketing is far further apart than digital as we evaluate
brand-client relationships.

Telemarketing is a common approach to start a straightforward discussion with a leader, but

it mostly aims for sales rather than publicity. Events are still something, but every day you
can't do them. Interactions are vital in digital marketing. With leads you establish a stronger,
more direct and monitored link. You already know how your technique affects them and you
can build up fast.

Tracking results

Having the response of the viewer in real time is what divides the two. Think of a television
commercial. How do you tell how many people were watching it? What did they do after
they watched? How did your name and your product see them?

11
Muhammad, B. F. (2020, November 10). What is Display Advertising? Instapage.
https://instapage.com/blog/display-advertising

12
Such an effect will take time and resources to quantify in conventional ads. But, like we said
before, this type of data is the cornerstone of digital marketing. You can try different
approaches at the same time, track several platforms, and learn which of those fits well for
the business with a well organised campaign with good Main Success Metrics.

Costs

A digital marketing strategy will cost the same as a conventional one, but the key reason
companies migrate to internet ads is that they have an essential word: “optimization. The
distinction here is closely related to the last topic we discussed. With additional data and tools
to assess them, an organisation may target its investment on the best results sources. Most of
these promotions needed large investments in scope, but lower participation and conversion
rates before internet marketing. You can now bet on a campaign with a smaller budget
linking to your customer, attracting a lot more.” You will pay less in total or use the saved
money to boost the plan even further.

Return Over Investment

Optimized strategies produce greater market recognition and distribution outcomes. This
equation is critical for successful marketing investments.

Traditional marketing is always there and will produce a satisfactory return on investment.
The distinction in how digital opens up more options. Online platforms have varying price
points and criteria that can fulfil any target or budget. It's perfect for evaluating prospects and
checking multiple outcomes by investment—another tool for maximising and selling more
when investing fewer.

Impact of Social Media and Internet Advertising on the success of a brand.

Due to the development of social networking, brand-consumer partnerships have shifted a lot.
Companies now develop plans by studying and recognising the demands, interests and
dislikes of target buyers via social networking. Social networking has greatly affected the
culture and industry. All, beginning with an MNC or a tiny startup, adopts Social Network
Marketing to render their brand or services available. Traditional advertisement media like
radio, TV advertisements, and newspaper advertising is rather expensive media. But today,
through social network ads, businesses or products may engage with their target consumers

13
for free. Using social networking sites like Facebook, Twitter, LinkedIn etc. will reduce the
advertisement costs.

Social media marketing affects industry and consumer tremendously as business expansion
and success take place at an astronomical pace. Social networking helps build company
strategies. Social networking sites like Facebook, Twitter, LinkedIn etc. show companies a
chance to catch consumer interest while also creating brand awareness. These social networks
enable companies to develop and construct brand profiles including fan pages, competitions,
etc. Via social network ads, one may determine the likes and desires of consumers and the
current public patterns. Innovative social networking marketing strategies and consumer
loyalty enable a brand/company create solid online presence.12

Social networking countless gains for major companies:

Improved customer perspectives

Businesses have a deeper view of their clients by making them express their insights,
believing the brand listens. Social networking encourages them to see the views of future
customers and network with them.

Better customer support

Social networking enables companies to answer consumer grievances, queries and complaints
nearly immediately. Customers want assurance that, if they have a concern, they can obtain
assistance as soon as possible.

Cost Effective
When a company runs on a set advertisement budget, social networking is the most cost-
effective way to advertise and support business. Websites like Facebook, Twitter, Pinterest
etc. allow every company to distribute their content at no expense. Social networking is an
inexpensive advertisement medium.

Connectiveness
Businesses can still interact with consumers with changing tastes, habits and services and
respond to the increasing market interest.

12
Appel, G. (2019, October 12). The future of social media in marketing. Journal of the Academy of Marketing
Science. https://link.springer.com/article/10.1007/s11747-019-00695-1?
error=cookies_not_supported&code=fd3aa4e4-2866-4f93-9c49-9aa80e97a16a

14
Develop brand recognition
Via social networking, consumers can raise brand loyalty as companies can generate
awareness through creating company profile.

Sales
Increased social network visibility drives market traffic. This transforms future consumers
into real customers.

The following are some of the more common social networking platforms:

Facebook
Facebook is a commonly used free social networking platform where users can build
accounts, upload photographs and images, submit updates, and remain in contact with
acquaintances, families, and co-workers. Facebook pages for companies, products, and
services may also be developed. With a 16 percent growth year on year, there are 2.07 billion
monthly active Facebook accounts.

Twitter
Twitter is a well-known social networking platform that enables authorised users to send
updates in the form of brief posts known as tweets. Twitter has 330 million daily users.

Linked In
LinkedIn is a social networking platform for professionals, administrators, and those in the
corporate sector. LinkedIn has a total of 467 million users. Essentially, this forum helps
registered members to link and build a professional network with people they meet and trust.

Instagram
Instagram is a rapidly increasing social networking site that enables people to post photos,
stories, and company promotions. Instagram has a monthly active user base of 800 billion
individuals. Many companies use Instagram to advertise their goods, attract their audience,
and generate genuine social value.

Youtube

YouTube is now the “worldwide content website” for winning globally in terms of ad sales.
Marketers are quickly becoming acquainted with YouTube as the website grows in
popularity. YouTube differs from conventional television advertisement platforms in that it

15
provides unique opportunities for engagement and community building. 13 YouTube has
delivered a video content marketing methodology to the current generation that was not
available in the past.14

YouTube was founded in 2005 and has grown in popularity ever since. Every day, more than
100 million videos are viewed on YouTube. Journalists, travellers, food writers,
manufacturers, and directors upload videos to YouTube, where the audience responds with
comments and reviews. Opportunities are presented in the form of videos with the aid of
YouTube, which makes content accessible to anybody who is interested in watching it. 15
Users are engaged through social networking apps, which allow them to meet new people and
become a member of a group. Via the social functionality of groups, participants of
communities can quickly increase their number of followers as well as win the admiration of
their peers.

Marketers also found that YouTube, as the largest video site, as well as YouTubers, are
gaining attention among consumers. There are a variety of options for advertising and
marketing that are now available on YouTube. “True View in-stream advertising,” “bumper
advertisements,” and “True View exploration advertisements” are some of the most popular
types of advertisements. “Identifying key groups and opinion figures who are willing to speak
about brands and have the potential to affect the views of others” is how “Influencer
Marketing” is described in this case. YouTubers are the perfect example of influencer
marketing when they act as an influencer or a role model for their audience. According to the
researchers' findings, YouTubers are more than just role models. YouTube stars have a lot of
power over their fans' purchasing decisions. Various YouTubers work for advertisers on a
commercial basis, which they do by displaying their goods in their videos. Companies use
“influencer marketing” in these situations, and YouTubers are chosen as brand ambassadors
in their “social media marketing campaign.”16

The advent of new technology presents many businesses with a fantastic opportunity to sell
their goods. In terms of WoM, YouTube has emerged as a viable option for exchanging video

13
M. Dachyar and L. Banjarnahor, “Factors influencing purchase intention towards,” vol. 13, no. 5, pp. 946–
966, 2017.
14
C. Schwemmer, “Social Media Sellout : The Increasing Role of Product Promotion on YouTube,” 2018,
15
D. N. Aziza, “Evaluating The Effect of YouTube Advertising towards Young Customers ’ Purchase
Intention,” vol. 72, no. December 2017, pp. 93–98, 2019.
16
V. P. Natasa Simic, “Advantages and disadvantages of advertising by social networks,” vol. 7, no. 2000, 2019

16
links through multiple social media channels, as well as for a variety of other interactions that
take place both within and outside the website. YouTube was founded in 2005 and functions
as a free “video sharing platform.” Users can exchange videos directly with one another.
Youtube.com is the second-most-visited website on the Internet, behind Google.com. On
average, a single user spends at least 9 minutes a day on YouTube, including access to 2.2
million other websites around the world. According to many surveys, YouTube holds a lot of
promise in the field of education. It improved students' test scores, enhanced their happiness,
and had a positive effect on their behaviour. Meanwhile, it has been discovered that, as
compared to television and print media, internet commercials have a greater impact. Aside
from the press, there are a slew of other considerations that have an effect on consumers'
buying choices. The consumer's mood, the advertiser's ingenuity, and the product's attributes
all play a part in deciding purchase decisions. The main factor that can promote YouTube ads
is the concept of “Brand Community.”17 According to the findings of the report, YouTube has
a greater positive impact on customer trust than knowledge presented by the firm. Since they
believe they are also buyers of the commodity, the community is highly affected by media
influencers rather than the business.18

Advertising habits influence consumer buying habits

The strategies involved as individuals or groups pick, purchase, use, or dispose of goods,
resources, ideas, or interactions to satisfy their needs and preferences are referred to as
customer purchasing activity. Consumer behaviour that includes looking for, paying for,
utilising, reviewing, and discarding goods and services that they believe can meet their needs.
Person psychology, societal psychology, and cultural anthropology are three branches of
social science that have come together to form this area. A hypothesis that explains what,
why, how, where, and where an individual buys something it is especially relevant to
research customer purchasing behaviour because it helps businesses prepare and implement
superior business strategies.

We would try to figure out what variables influence customer purchasing decisions in this
study. Certain factors were discovered to have an effect on customers in previous research.
Here's a quick rundown of what this entails:

17
Id.
18
W. E. Prasetyanto, “Effect of Youtube-Based Advertising Effectiveness and Brand Community on Purchase
Decision,” no. 98, 2018.

17
People today have access to an inexhaustible supply of commercials. They do, though, like
something new, exciting, and able to hold their attention. Boring ads would not last in the
eyes of customers for long. As a consequence, entertainment has been called a critical
promotional strategy for growing advertising success and persuading consumers to buy
something.

Advertisement-created familiarity with a brand is another significant aspect that influences

customer purchasing decisions. Macinnis and Park performed a consumer analysis to analyse
the impact of well-known songs on advertisement and consumer actions. Consumers
expressed satisfaction for goods with popular songs in their study, and a substantial
association between the degree of familiarity of the songs in the ads and their amiability was
confirmed. Advertisement’s affect individual life styles and the degree to which an individual
attempts to view himself or herself in a socially appropriate way, according to social position
and picture. Ads offer more than just goods and services they also sell image and way of life.
Advertisements educate customers of modern forms of living, looks, and patterns.
Advertisement supports social messages and lifestyles by explaining the perfect consumer's
role and promoting social engagement against product purchasing. Spending on ads often
generates a favourable perception of a company in the eyes of clients. Aaker and Jacobson
(1994) discovered that ads and perceived content had a favourable connection. As a result,
promotional investment is favourably linked to perceived consistency, which contributes to
further purchases from that company when customers tend to buy from a well-known brand
to escape quality disappointments.19

Good products quality and good advertising

Various valuable advantages stem from the research into the connection between
advertisement and content. Over the past few decades, gross advertising budgets have risen
rapidly and now total more than $80 billion a year in the US alone. The effect and importance
of these spending on companies and society is intensively discussed. The combination of
advertisement and content is an effective way to assess the function of advertising. If well

19
Chand, S. (2014, April 2). Consumer Behaviour: Meaning/Definition and Nature of Consumer Behaviour.
Your Article Library. https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-behaviour-
meaningdefinition-and-nature-of-consumer-behaviour/32301#:%7E:text=Consumer%20behaviour%20is%20the
%20study,satisfy%20their%20needs%20and%20wants.

18
publicised goods are of low content, quality may be replaced by ads. Conversely, ads may
encourage higher quality products if highly marketed items are of good quality. It was not
straightforward to uncover the connection between ads and content because the observational
data is sparse and the analytical work is contentious. A re-cent analysis of Archibald,
Haulman and Moody's runner's footwear industry revealed a favourable relationship between
consistency and advertisement. The Federal Committee on Trade (1953), Marquardt and
McGann (1975) have established a positive connection, whereas other studies have shown
negligible or contradictory findings. While the various conclusions of these experiments are
not commonly quoted in the literature, several common cases of high exposure for similar
drugs (e.g., marketed versus generic aspirin) consistently bring into doubt the position of
publicity. Researchers have focused on statistical models, with clear data, to describe the
function of ads. Sadly, these models have several unfounded hypotheses which have led to
the debate about the position of advertisement in customer behaviour. The literary discussion
currently focuses about whether advertisement is used to warn customers on quality (and thus
is linked favourably to quality) or whether consumers are misinformed on quality (and hence
is related negatively to quality). We recommend an emergency solution to settle the dispute
over the partnership between advertisement and content. In the subsequent sections we
explain and analyse the hypothesis and empirical test.20

Conclusion

As previously mentioned, consumer purchasing patterns are strongly influenced by consumer

behaviour and mood.

Many factors come together to form an individual's actions. The first factor that affects and
drives customer behaviour is his society. Customers' strong opinions of goods are influenced
by their culture. There are a number of national and foreign labels that people are familiar
with and have a clear mental image of. Because of their history, lifestyles, and surroundings,
these impressions are prickled in their minds. Advertisements have a significant part in
influencing customer behaviour as well. Advertisements are a form of inspiration that compel
them to purchase a certain commodity. Advertisements may often be used to create
credibility. If a buyer is searching for product consistency and costs, he would be greatly
20
Tellis, G., & Fornell, C. (1988). The Relationship between Advertising and Product Quality over the Product
Life Cycle: A Contingency Theory. Journal of Marketing Research, 25(1), 64-71. doi:10.2307/3172925

19
affected. Brand assessment and name awareness will also serve to boost purchasing
behaviours.

Consumers all over the world are drawn to labels and goods that have an intrinsic link to their
acts. People prefer to identify themselves with the company, according to studies, and
sentimental bonds have a significant impact on consumers and their purchasing behaviour.
Advertisements influence people's attitudes by influencing their cognition. Cognition refers to
a person's reaction to knowledge conveyed by commercials. Individuals observe these
cognitions using their senses, vision, concentration, recollection, logic, and vocabulary,
among other methods. Understanding the social and emotional characteristics of clients is the
most effective way to attract them.

Bibliography
 Lumen Learning. (n.d.-a). Reading: Advertising | Principles of Marketing.
Https://Courses.Lumenlearning.Com. Retrieved April 4, 2021, from
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-advertising/

 (Keller 2005)
 The Editors of Encyclopaedia Britannica. (n.d.). Sign | advertising. Encyclopedia
Britannica. Retrieved April 4, 2021, from https://www.britannica.com/topic/sign-
advertising

 Rashid, S., & Ghose, K. (2015). Organisational culture and the creation of brand
identity: retail food branding in new markets. Marketing Intelligence & Planning, 33(1),
2–19. https://doi.org/10.1108/mip-10-2013-003
 B. (n.d.-b). Product Packaging and Branding | Boundless Business.
Https://Courses.Lumenlearning.Com. Retrieved April 4, 2021, from
https://courses.lumenlearning.com/boundless-business/chapter/product-packaging-and-
branding/

 (Ramalingam et al., 2006).

 Khanna, B. (2020, January 21). Advertisements make viewers happy, some sad; can
impact human behaviour: IIT Ropar research. The Times of India.
https://timesofindia.indiatimes.com/home/education/news/advertisements-make-viewers-
happy-some-sad-can-impact-human-behaviour-iit-ropar-
research/articleshow/73490496.cms

20
 Barnette, C. (2016, August 1). Chapter 3: Print, Mass Media and Advertising – America
Through Multimedia. Pressbooks.
https://press.rebus.community/americathroughmultimedia/chapter/chapter-3/

 Broadcast Advertising - Radio, Television and Internet. (n.d.).

Https://Www.Managementstudyguide.Com. Retrieved April 4, 2021, from
https://www.managementstudyguide.com/broadcast-advertising.htm
 Everything you need to know about out-of-home advertising. (n.d.). Broad sign. Retrieved
April 4, 2021, from https://broadsign.com/blog/out-of-home-advertising/

 Muhammad, B. F. (2020, November 10). What is Display Advertising? Instapage.

https://instapage.com/blog/display-advertising

 Appel, G. (2019, October 12). The future of social media in marketing. Journal of the
Academy of Marketing Science. https://link.springer.com/article/10.1007/s11747-019-
00695-1?error=cookies_not_supported&code=fd3aa4e4-2866-4f93-9c49-9aa80e97a16a

 Chand, S. (2014, April 2). Consumer Behaviour: Meaning/Definition and Nature of

Consumer Behaviour. Your Article Library.
https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301#:
%7E:text=Consumer%20behaviour%20is%20the%20study,satisfy%20their%20needs
%20and%20wants.

 Tellis, G., & Fornell, C. (1988). The Relationship between Advertising and Product
Quality over the Product Life Cycle: A Contingency Theory. Journal of Marketing
Research, 25(1), 64-71. doi:10.2307/3172925

21