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    Role of Consumer Behaviour in Advertising: Dr. Ahmad Javed Askarzai PHD Economics Vienna University of Austria

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    Naveen Rajput
    1. Advertisements play an essential role in creating an image of a product in the minds of consumers and must understand consumer behavior and needs. 2. It is important for advertisements to identify the target audience and include messaging and imagery that is relevant and connects with their psychologies and expectations. 3. Advertisements should communicate the benefits, price, and other key information about the product in a concise yet engaging manner tailored to the target demographic.

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    Role of Consumer Behaviour in Advertising: Dr. Ahmad Javed Askarzai PHD Economics Vienna University of Austria

    Uploaded by

    Naveen Rajput
    57 views17 pages
    1. Advertisements play an essential role in creating an image of a product in the minds of consumers and must understand consumer behavior and needs. 2. It is important for advertisements to identify the target audience and include messaging and imagery that is relevant and connects with their psychologies and expectations. 3. Advertisements should communicate the benefits, price, and other key information about the product in a concise yet engaging manner tailored to the target demographic.

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    1. Advertisements play an essential role in creating an image of a product in the minds of consumers and must understand consumer behavior and needs. 2. It is important for advertisements to identify the target audience and include messaging and imagery that is relevant and connects with their psychologies and expectations. 3. Advertisements should communicate the benefits, price, and other key information about the product in a concise yet engaging manner tailored to the target demographic.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    57 views17 pages

    Role of Consumer Behaviour in Advertising: Dr. Ahmad Javed Askarzai PHD Economics Vienna University of Austria

    Uploaded by

    Naveen Rajput
    1. Advertisements play an essential role in creating an image of a product in the minds of consumers and must understand consumer behavior and needs. 2. It is important for advertisements to identify the target audience and include messaging and imagery that is relevant and connects with their psychologies and expectations. 3. Advertisements should communicate the benefits, price, and other key information about the product in a concise yet engaging manner tailored to the target demographic.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Role of Consumer Behaviour

    in Advertising

    Dr. Ahmad Javed Askarzai


    PhD Economics
    Vienna University of Austria
    Marketers need to understand the buying
    behaviour of consumers while designing their
    advertisements for the desired impact.
    Advertisements play an essential role in creating
    an image of a product in the minds of consumers.
    Advertisements must be catchy and communicate
    relevant information to consumers.
    Understanding the needs of the consumer is
    really important when it comes to creating the
    right advertisement for the right audience.
    Remember it is only through advertisements;
    individuals are able to connect with your brand.
    Identify your forget audience

    Identify your target audience. The advertisement


    in some way must touch the hearts of the end-
    users for them to buy the product.
    It is really essential to show what the consumers
    like. Meet your target audience and f ind out what they
    expect from your product and brand on the whole. Do
    not show anything which might offend any religious
    group or community. Make sure the message is
    relevant and crisp. Overload of information nullif ies the
    effect and the advertisement might go unnoticed. Don’t
    try to confuse the consumers. They will never buy your
    product. Understand their psychologies well.
    The advertisement must show what the product is
    all about. It should, in a way give some kind of
    information about its price, benef its, usage,
    availability and so on.
    Consumers perceive Women Horlics as a health
    and energy drink which is a must for all working
    women as well as expecting mothers for their
    overall well -being. A Horlics advertisement with a
    male model does not make sense as the target
    audience would never be able to connect with the
    product.
    A lean and inactive off ice going female drinking
    Women’s Horlics and thereafter beaming with
    energy and conf idence would be the ideal concept
    for the advertisement. Through advertisements, the
    company actually tries to win over the conf idence
    of consumers who would not mind spending on
    their product.
    A Tag Heuer, Omega, Mercedes, I phone
    advertisement ought to be classy for people to
    recognize these products as status symbols. Use
    expensive props, unique concepts and well known
    faces for all premium and exclusive brands.
    Advertisements meant for younger people (college
    goers, young professionals) ought to be colourful
    and trendy for them to be able to relate themselves
    with the product. Serious advertisements do not go
    very well with the youngsters. It is essential to
    understand the mindsets, attitudes and
    preferences of target audience.
    Advertisements for insurance plans, medical
    benef its, hospitals ought to be sensible as they
    convey much serious information and target a
    mature segment of individuals altogether.
    The time slot of commercials also needs to be
    taken care of. Advertisements for products meant
    for children should ideally be aired during afternoon
    or early evening hours as this is the time when they
    watch maximum television. Understand the lifestyle
    of your target audience. Prime time commercials
    are the ones which are viewed by maximum
    people.
    Choose the right theme for your advertisement.
    The advertisements ought to create the need
    among the consumers for them to buy the product.
    Commercials ought to give complete information to
    the consumers. All tobacco and alcohol
    commercials must show the warning message.

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