What kind of impact advertising can have on consumer perceptions

As a special form of disseminating consumer information, advertising will have a great impact on consumer purchase behavior, and there is a very close relationship between the communication effect of advertising and consumer purchase behavior.

The image and brand of the enterprise determine the status of the enterprise and its products in the minds of consumers, and this position is usually maintained and shaped by the strength and advertising strategy of the enterprise. In print advertising, newspaper advertising, and magazine advertising have strong branding capabilities due to their wide audience, large circulation, and high credibility.

Print advertisements can generally be directly reached by consumers, and the information is detailed and specific, so such as shopping guides, real estate advertisements, product information, etc., can guide consumers to buy products. Two-dimensional advertising can motivate consumers to spend through the influence of dynamic effects.

First, to consumers. The most basic function of advertising is awareness. Through advertising, it can help consumers recognize and understand the trademark, performance, use, use and maintenance methods, purchase location and purchase method, and other contents of various commodities, so as to convey information and communicate production and marketing.

A good advertisement can induce consumers' interest and feelings, arouse consumers' desire to buy the product, and even promote consumers' purchase actions.

Two. In one case, a national tobacco company sent a salesman to the Gulf tourist area to sell the company's "Crown brand" cigarettes, but the cigarette market in the area was occupied by other companies' brands

'Crown' is no exception." The result was a great deal of interest among tourists, who competed to buy "Crown" cigarettes, which opened up sales for the company.

Third, to the enterprise. Large-scale advertising is an important competitive strategy for businesses. When a new commodity is listed, if consumers do not understand its name, use, place of purchase, method of purchase, it is difficult to open up sales, especially in the case of fierce market competition, product upgrading is greatly accelerated, enterprises through large-scale advertising, can make consumers attractive to the company's products, which is very beneficial to enterprises to open up the market.

Improving the visibility of goods is one of the important contents of enterprise competition, and advertising is indispensable to improve the visibility of goods**. Savvy entrepreneurs are always good at using advertising to improve the "reputation" of enterprises and products, so as to raise the "value", promote competition and open up the market.

Four. to society. It is conducive to promoting social and economic growth.

A good advertisement, in fact, is a beautiful work of art, which not only introduces the goods to people in a real and specific way, but also allows people to observe and appreciate the image of the work, arouse rich life associations, establish a new concept of consumption, increase the enjoyment of spiritual beauty, and generate the desire to buy in the subtle and subtle of art.

I've seen a lot of exaggerated ads that don't actually have any effect, but rather the opposite effect.

First, it destroys the fundamental foundation of the authenticity of advertising, makes consumers suspicious of advertising, and affects the positive effect of advertising. According to survey statistics, 85% of Chinese consumers believe that most of the products are not as good as advertised, and 66% believe that the problem that needs to be solved by advertising at this stage is untruthful;

Second, because the authenticity of the advertisement is destroyed, the property interests and personal interests of consumers are infringed. Specifically, it refers to the fact that consumers are deceived after purchasing their goods or services due to misleading false advertising, so that consumers' property is damaged to varying degrees, and more seriously, because of the misleading false advertising, consumers may also be disabled or killed.

Third, potential harm. Due to the characteristics of false advertising itself, such as fast transmission speed and wide radiation, it has caused huge obstacles to the normal operation of the market economy, and has had an extremely adverse impact on the entire economic system and economic order, so that consumers do not trust the main body of the market, and improve each other's preventive measures, such as the purchase of goods or services when the review standards and conditions are becoming more and more cautious and strict, increasing the difficulty of consumers to purchase goods or services, and the transactions between market entities are becoming more and more complex. **Increased investment in market management, This will inevitably increase the cost of transactions, cause great waste to society, and seriously hinder economic development.

Consider the problems faced by two businesses – Post and Kellogg. Each company will have a new cereal on the market for $3 per box of sales**. To keep things simple, let's assume that the marginal cost of producing cereal is zero, and therefore, $3 is all profit.

Every company knows that if $10 million is spent on advertising, 1 million consumers can try out their new cereal. And, every company knows that if consumers like cereal, they don't buy it once, they buy it many times.

Let's start with Post's decision. According to market research, Post knows that its cereal taste is average. While advertising can get 1 million consumers to buy a box each, consumers quickly learn that cereal isn't so good and stop buying it.

Post decided that it wasn't worth paying $10 million in advertising and only getting $3 million in sales. Therefore, it is not intended to advertise. It makes the chef go back to the kitchen for another flavor.

Kellogg, on the other hand, knows that its cereal is fantastic. Everyone who tried it would buy a box every month for the second year. As a result, $10 million in advertising dollars can generate $36 million in sales.

Here, advertising is profitable because consumers buy Kellogg's good products repeatedly. Therefore, Kellogg chose to advertise.

Now that we've considered the behavior of two businesses, let's consider the behavior of consumers. We start by asserting that consumers tend to try the new cereal they see from the advertisement. But is this behavior rational?

Will consumers try new cereal just because the seller chooses to advertise?

Advertising gives a product a personality, value, attributes, quality, meaning, social status, etc., and even our "lifestyle.""。