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Essay / Research Paper Abstract
This paper examines how advertising impacts consumer decisions. Also included are various examples of advertising and its methods. Bibliography lists 15 sources.
Page Count:
10 pages (~225 words per page)
File: D0_MTadvcon.rtf
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Unformatted sample text from the term paper:
especially as people are buying the products or services that are advertised. To many, however, advertising is a huge behemoth, geared solely to brainwash the populace into taking action when
they dont have any intention of doing so. This is not strictly true - while advertising does have its influence on consumer decision-making, it doesnt hold a gun to a
persons head and force him or her out of the house to go buy something. Advertising, as we shall see in this paper, is more about trying to persuade the
consumer what he or she should purchase, instead of if a purchase should take place. Advertising Overview Basically, when it comes to
advertising, most advertising experts touted frequency and recency when it came to promoting various products (Ephron, 1998). The main factor behind advertising is that if its done often enough, people
will automatically purchase the particular product or service being sold in the media because they will remember the ads promoting that product (Ephron, 1998). But according to Erwin Ephron in
his article "The New Recency Planning," it isnt advertising by itself that makes consumers buy a particular product or service (Ephron, 1998). Rather, consumers purchase because of ". . .
an empty cereal box, the broken dishwasher, the expiring car lease, a bad hair day . . ." (Ephron, 1998, p. 14). In short, it isnt the advertisers job to
make a person go out and buy, but rather, to influence that purchaser toward what brand to buy (Ephron, 1998). As a result, some researchers are putting holes into the
"frequency" model in terms of advertising and instead are noting that "recency" is more effective (Ephron, 1998). In other words, it doesnt matter how often an ad is repeated, but
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