# Advertisements
What is the effect of advertising on consumer behavior?
In western societies, a child sees an average of more than 40,000 commercials every year. Companies like P&G, AT&T, and Time Warner spend about $4 billion a year on advertising. Advertising is “one-way mass communication by means of messages about a product or service for which money is paid.”
Advertising, public relations, promotional activities for sales and personal selling are the main dimensions of the marketing mix. Advertisements should be exposed to customers everywhere and all the time. The amount that companies spend on advertising is amazing.
For example, pharmaceutical companies spend double the cost of real research on advertising! Among various companies, the game and toy production companies spend the most money on advertising. Advertising also plays an important role in developing sales and increasing market share.
Advertising and market share:
Businesses usually spend a lot of money on advertising to maintain their market share. In order to compete with rival businesses, companies must constantly remind their customers and have the first place in their minds. Otherwise, they will lose their market share to competitors. Often, businesses with a smaller market share or newcomers need more advertising than larger businesses. The reason for this problem is “the process of reaction to advertisements”.
Based on this, advertising increases the market share up to a certain amount, and after that, sales fall due to the lack of return of customers and lack of repeat purchases.
Therefore, companies with a large market share focus more on memorable advertisements that make them last in the minds of customers. In contrast, smaller competitors need more advertising to increase their market share. They need a large advertising budget to create awareness of their products and increase sales and market share.
Based on the “Advertising Response Process”, businesses and new products need to invest more in advertising in order to be seen in the target market and to maintain this situation in order to make a purchase.
The most important effect of advertising is to change a negative belief about a product into a positive belief about it.
For example, “Ninja Corp” used Doberman puppies to advertise its martial arts classes (which parents had a hard and violent image of), with this message it showed parents that their children are cute and small at the same time. Beings can be strong and firm. This ad was successful in attracting the attention of parents and creating interest in teaching martial arts to their children.
Advertising also helps to shape the consumer’s attitude towards product features and change his preferences. For example, by focusing on healthier ingredients in baby food advertisements, it is possible to change the consumer’s view of sweet foods.
Retrieved from: study.com
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This post is written by EGH90