IMPACT OFADVERTISING ON CONSUMER BUYING BEHAVIOUR

IMPACT OFADVERTISING ON CONSUMER BUYING BEHAVIOUR

Priyanshu Priya (22GSOB2010402)

School of Business, GALGOTIAS UNIVERSITY

Abstract

In the dynamic landscape of marketing, understanding the intricate relationship between advertising and consumer behavior remains pivotal for businesses aiming to thrive. This study delves into the multifaceted impact of advertising on consumer buying behavior, exploring various dimensions such as cognitive, affective, and behavioral responses. Through a comprehensive review of existing literature and empirical evidence, this paper elucidates the mechanisms through which advertising influences consumer perceptions, attitudes, and ultimately purchasing decisions. Factors such as message content, media channels, and consumer characteristics are examined to unveil the nuances shaping the effectiveness of advertising campaigns. Additionally, emerging trends in digital advertising and the advent of personalized marketing strategies are analyzed to discern their implications on consumer behavior. By synthesizing theoretical insights with practical implications, this research contributes to a deeper understanding of the role of advertising in shaping consumer preferences and offers valuable insights for marketers to optimize their advertising strategies in today's competitive marketplace.