Business Analysis

Dissertation proposal

To identify the influence of advertisement on consumer buying behaviour

Introduction

We are living in a world where all things are about selling and buying, for instance goods, services, knowledge, ideas and time. The market of offers is wide and full and competition is very high, therefore it leaves no hope to sell something without good advertising campaign. Advertising helps to deliver the message to target audience about the proposed product and attract new customers as well. We face with advertising almost everywhere, newspapers and magazines, advertising on television gets into our houses, consequently we can see that advertising surrounds us everywhere, wherever we go. Advertising banners are rising along the main streets of the city and can be seen on public transports as well. Subways are packed with advertising leaflets and booklets. Also, in any café you definitely would be served with coffee or coke in a pot with a logo of a company. Consequently, advertising is engine of trade that came into our life firmly and seems forever.

The study of the impact of advertising on consumers is one of the most important trends today. Nowadays there are variety of advertising that depends on conditions, for instance many of them are technically perfect, other have a complex classification by purpose, location, usage, nature of usage, degree of emotional and psychological impact on people. First of all, advertising carries information which is usually presented in a concise, artistic expression of form, emotionally charged, and bring to consciousness attention of potential buyers of the most important facts and information about goods and services. On the one hand, advertising brings to consumers information which is necessary for the purchase and use of goods. And on the other hand, combination of information with the credibility and suggestion, have the impact on human emotionally and psychologically. Today advertising more and more...