A Study on The Impact of Advertisements On

Consumer Behaviour
Literature Review
Various Media Advertisements:
Various Media Advertisements Marketers use different media vehicles to send
across an engaging message to the targeted audience. Ayanwale, Alimi, and
Ayanbimipe (2005) established that newspapers, magazines, radio, TV and
outdoor are popular media among the marketers. However, Internet advertising
is the current trend. It includes many forms of commercial content, namely,
billboards, banner advertisements, corporate websites, e-mail messages,
interactive games, and so on (Ducoffe, 1996). In 2004, the amount spent for
advertising on broadcast, cable TV and radio was 44 per cent, which was
marginally higher than newspapers and magazines. This is because of the
positive effect of TV commercials and online advertisements on consumers
(Sadhasivam & Nithya Priya, 2015; Sorce & Dewitz, 2007). In contrast, Nayak and
Shah (2015) opined that newspaper advertisements play a crucial role in
creating a brand and it affects purchase decision (PURDEC). Raju and Devi (2012)
conducted similar research and established that press advertisements are
considered more trustworthy. Sorce and Dewitz (2007) found that magazine
advertisements are more effective than that of TV. Pongiannan and Chinnasamy
(2014) established empirical evidence for print media being the favourite
medium among the advertisers. However, contradicting the prevailing notions,
Trivedi (2017a) posited that viral advertisements do not have a direct impact on
consumers’ PI. Message process involvement and attitude towards the brand
mediate the relationship between viral advertisements and PI. The aforesaid
inferences state that media affects CB on various purchasing levels. The previous
studies were restricted to either general impact of media (positive or negative)
or focused on measuring effects on brand AWR and PURDEC. In the twenty-first-
century media revolution, consumers have more media options. Hence, more
research needs to be conducted to measure the effects of media advertisements
on various stages of CB. This facilitates advertisers to take the right media mix
decisions.
Advertising Effectiveness: Advertising effectiveness is referred to as the
consumers’ liking of commercials resulting in PUR behaviour (Rimoldi, 2008).
Advertising effectiveness is one of the critical factors to analyse PI. Calder
Malthouse and Schaedel (2009) established that consumers’ engagement with
media positively affects advertising effectiveness. Mehta (2000) indicated that
advertising effectiveness depends on many factors like choice of media and
consumers’ involvement with the media. Nysveen and Breivik (2005) posited that
advertisement content and quality of media have a significant impact on the
effectiveness of the commercial. Bishnoi and Sharma (2009) found that TV
advertisements affect more to rural teenagers as compared to urban teenagers.
Madhavi and Rajakumar (2004) indicated that Internet advertisement
effectiveness could be easily analysed. Mehta (2000) found that Internet
advertisements are less effective as users have more control over it as compared
to print advertisements. Numberger and Schwaiger (2003) suggested that
advertising effectiveness is optimum when the Internet and print media are used
together. However, apart from advertisement effectiveness, AWR and intention
also affect PURDEC (Bendixen, 1993; Siegel & Ziff-Levine, 1990)
Post-purchase Behaviour: PPUR behaviour is satisfaction or dissatisfaction that
consumers get after the PUR of the product (Kotler & Keller, 2012). In the PPUR
stage, the consumers compare the performance of a product with perceived
expectations. This evaluation adds in experience and learning of consumers,
which in turn affects future PUR (Schiffman & Kanuk, 2009). The PPUR
intentions were defined as consumer probability of repeat buying from the same
retailer and sharing positive word of mouth among friends and relatives (Cronin,
Brady, & Hult, 2000; Wang, Lo, & Yang, 2004; Zeithaml, Berry, & Parasuraman,
1996). The repeat PUR is significantly affected by brand AWR (Macdonald &
Sharp, 2000). However, Kotler and Keller (2007) stated that it is the satisfaction
with the product that leads to repeat PUR. Chaffrey and Smith (2008) found that
good after sales service leads to satisfaction, which then affects PPUR behaviour.
Reddy (2016) indicated that Internet media offers a platform for consumers to
express their PPUR opinion about the products. Based on the above literature, the
following hypotheses are proposed: H6: TV advertisements have a significant
influence on the PUR and PPUR behaviour of consumers. H7: Radio
advertisements have a significant influence on the PUR and PPUR behaviour of
consumers. H8: Newspaper advertisements have a significant influence on the
PUR and PPUR behaviour of consumers. H9: Magazine advertisements have a
significant influence on the PUR and PPUR behaviour of consumers. H10:
Internet advertisements have a significant influence on the PUR and PPUR
behaviour of consumers. (Sama, 2019)
Advertising: Advertising could be a set of promotion mix that is one of the 4
piece in the marketing mix comprising product, price, place and promotion.
Advertising could be a promotional strategy utilized in making product awareness
within the minds of shopper to require for decision making. It’s a communication
tool used by marketers. Advertising influences individual’s attitudes behavior and
lifestyle. It’s one of the communication tools between the producer and therefore
the user of product. For a company product to be a widely known brand, they
have to invest in their promotional activities particularly advertising. Advertising
as a promotional strategy provides a serious tool in making product awareness
and condition the mind of a possible shopper to choose finally on what to shop
for and what not to shop for.
Consumer buying Behavior: Consumer buying Behavior is outlined because
the mental, emotional and physical activates that people interact after choosing,
getting mistreatment and casting off merchandise and services so as to satisfy
wants and desires. It includes getting and different consumption connected
activities of individuals participating in exchange method. Solomon, Bamossy,
Askegaard and Hogg defined consumer behavior as the study of the process
involved when people or groups choose, purchase, service, ideas or experiences
to satisfy desires and needs. Consumers buying behavior is affected by economic
factors such as income expenditure pattern, price of products, price of
complementary products, substitute goods and elasticity of demand. It is also
conjointly affected by psychological perceptions, attitudes and learning,
consumer buying behavior is stricken by social and cultural factors that affects
individuals buying decision however determines the type of product to shop for.
(Deshpande et al., 2019)
Empirical Review Kumar (2011) conducted a study on the impact of advertising
on consumer buying behaviour with special reference to Nestle Limited in India.
He found that advertising and sales promotion together with the image of the
company influence the consumer buying decision. He also found that the quality
and price of product also influence consumer purchase of a good.
Taylor and Weiserbs (1972) conducted a study on the relationship between
advertising and expenditure and aggregate consumption in America. They found
that there is a simultaneous relationship between advertising and consumption but
not in a unidirectional. They concluded that advertising and consumption seem
to work on each other.
Sharma and Sharma (2009) conducted a study on the impact of advertising on
consumer behaviour in India. They studied 134 companies using fixed effect
model of panel data analysis. They found that besides advertising, factors like
company’s brand, quality of the product and company’s reputation affect sales of
a company.
Ayanwale et al (2005) conducted a study on the impact of advertisement of
Bournvita on consumer buying behaviour in Nigeria. They found that advertising
has major influence on consumers likeliness for Bounvita food drink.
Adelaar et al (2003) conducted a study on online compact discs shopping
behaviour of consumers through emotional advertising in Asia. He found that
impulse behaviour is preceded by consumer’s intention to buy impulsively the
products.
Associated chambers of commerce and Industry (2013) in India, conducted a
study on the impact of advertising on consumer buying behaviours. They found
that high increase in consumption of cosmetics goods as a result of advertising.
They also found that men on average spend more on cosmetic products than their
female counterparts and attributed this increase to awareness created by the
product.
Ghulan, Javana, Burham and Ahmed (2012) conducted a study on the impact of
advertrising on consumer buying behaviour in Pakistan. They examined the
relationship between environmental response and consumer buying behaviour.
They used 200 people in twin cities of Pakistan as their sample. They found that
moderate relationship exists between the independent variables and the dependent
variable. The result showed that consumers buy those brands from which they are
emotionally attached.
Nawazish and Ahmed (2015) conducted a study on the impact of advertising on
consumer buying behaviour in Pakistan. They examined how emotional
responses are generated, after watching effective advertisement they persuaded
consumers purchasing behaviour. They used 300 sample subjects for this study.
They found that the environmental response and sensory stimulated activities
represented in the advertisement has influence and can even change the buying
behaviour.
(Chukwu et al., 2019)
 Bibliography
https://ijac.org.uk/the-impact-of-advertising-on-
consumers-buying-behaviour/
https://journals.sagepub.com/doi/pdf/10.1177/09732586188
22624
https://www.ijsdr.org/papers/IJSDR1912032.pdf