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Essay / Research Paper Abstract
This 11 page paper discusses some of the facets of advertising and consumer behavior. Bibliography lists 15 sources.
Page Count:
11 pages (~225 words per page)
File: D0_HVConsum.rtf
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Unformatted sample text from the term paper:
how we feel about ourselves. This paper discusses several facets of advertising and consumer behavior, though it cannot cover all the aspects of the subject. Advertising Campaigns
Advertising is an extremely important tool in influencing consumer behavior, but many aspects of the relationship between advertising and buying habits have yet to be investigated. One study sought
to answer the question of the effectiveness of an advertising campaign that "has consistently used the same theme since [the] consumers early childhood" (Braun-LaTour and LaTour, 2004). Advertisers tend
to assume that a "consistent long-term advertising campaign" is effective, but theres been little research done that validates that belief. Braun-LaTour observes that its rare for advertisers to
stick with a long-term campaign; its more usual to switch to new campaigns, or even new advertising agencies, to keep consumer interest (Braun-LaTour and LaTour, 2004). The examples of
long-standing iconic advertising images are few: the Energizer Bunny, the Maytag repairman, and the Charlie Brown kids selling MetLife come to mind (and maybe "Wheres the beef?!" - except
that was a relatively short campaign; funny, but short) but those three stand out, and are the ones used in the study. The study was designed to investigate whether "source
confusions would occur for brands using a similar message strategy" (i.e., would consumers get mixed up as to who the advertiser really was), and if consumers did get mixed up,
if their confusion would benefit the brand with the long-term campaign or another company with a similar message (Braun-La Tour and LaTour, 2004). The researchers found that as they
thought, consumer confusion tended to benefit the company with the long-term strategy in place; when Hallmark used a strategy similar to that of MetLife, consumers believed they had seen a
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