Essays on Relationship between Consumers and Advertisement Coursework

Download full paperFile format: .doc, available for editing

The paper "Relationship between Consumers and Advertisement" is a great example of marketing coursework.   The aim of the essay is to establish a relationship between consumers and advertisers. Advertising is one of the very creative means of communicating with the customers and requires magnificent convincing power and excellent communication skills (Krugman, 2013). Consumers are individuals or groups of persons such as households that typically become the final users of services or products. The product is not improved at the point of the consumer hence consumer's use is final and completes the chain of distribution (Turow, 2009).

Producers are motivated to produce in the event of effective consumer demand. The consumer also forms part of the. The survival of many businesses today needs to promote and advertise to attract customers (Morales & Scarpaci, 2012). On the other hand, consumers receive news and product information through advertising and promotion since through ads, they learn new services and products available just like the way they learn of events in the news (Close, 2012). Information function becomes the intermediary between consumers and advertising companies (Ewen, 2008).

Advertising provides facts with or without approval from consumers while customer behavior encompasses expressions of curiosity at this stage (Hovland & Wolburg, 2008). Therefore, advertising influences the decision of the consumers while the consumers’ mind has an effect on the way advertising develops. Discussion Advertisers persuade customers to act in a way that they want. Targeted customers are motivated when convinced how the service or product best improves their life or helps them resolve a problem in some way (Page & Fearn, 2005). A number of specific techniques are used to affect consumers in certain ways.

To affect consumers, advertisers' common sex, and love. For targeted consumers, effective advertising resonates with a feeling or emotional experience. Spenner and Freeman (2012) suggest that advertising successfully generate promising leads in return for the money customers spend. Advertisers offer a message that hits on target customers and showcases the value offered. Advertisers present a problem or scenario potentially or commonly experienced by the audience (Fishbein & Ajzen, 1995). For example, Insurance providers sell auto policies and home by presenting stories of people facing financial troubles and stress coming with little coverage.

This effective strategy invokes anxiety and feelings of fear in customers. On the other hand, the audience develops a high-value proposition on advertising that shapes its long-term success. Consumer behavior is affected by repeated advertising messages which serve as reminders to consumers. While shopping and making a decision to buy, customers develop a ‘ to-do’ list guided by suddenly thinking of a product and behavior stemming from reminders. Close (2012) affirms that customers become emotionally involved with the promotion and advertising as they weigh benefits. To obtain the product, this irrational consumer response can lead to competition and impulse buying.

Advertising taps into alienation and loyalty part of consumer behavior by advertising on how well the product will benefit (Winters, 1986). On the contrary, corporate behavior like charity or work scandals may affect loyalty and alienation responses but once the consumer makes this choice, promotion and advertising are not probable to reverse the decision (Close et al. 2006). But why have people embraced by advertising? Weilbacher (2003) argues that in most consumer research, rather than pure stimuli, advertisements are often snapshots taken from a broader perspective notwithstanding the dominant experimental paradigm.

According to Hovland and Worlburg (2009), the trustworthiness or credibility of the information source of the context effect has onward attracted the most attention in social psychology. In the area of consumer marketing, its importance has been demonstrated with respect to the source credibility of the advertising company (Kruglanski et al. , 2005). It shows that when the reputation of the company is high, it likely influences consumer's purchase intentions and overall attitude toward the brand.


Adorno, T., & Horkheimer, M. (2009). The Culture Industry: Enlightenment as Mass Deception, Hubert Press. pp. 56.

Anand, P., & Sternthal, B. (1990). Ease of Message Processing as a Moderator of Repetition Effects in Advertising. Journal of Marketing Research 27, 3: 345-53.

Bal, A.S., & Campbell C.L. (2012). Section III Online Advertising and Online Search Behavior. In A.G.Close (Eds), online consumer behaviour (pp. 183-266).

Beauchamp, L. T., Bowie, E. N., & Arnold, G. D. (2009). Ethical Theory and Business. Upper Saddle River: Prentice Hall.

Close, A. (2012). Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail, Routledge.

Close, A. G., Zachary Finney, R., Lacey, R., & Sneath, J. (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46(4), 420-433.

Cronin, A. M. (2005). Advertising and Consumer Citizenship: Gender, Images and Rights, Routledge.

Debasish, S.S. & Muralidhar, M. (2013). Print Advertising : Consumer Behaviour. SCMS Journal of Indian Management. 10,78-88.

Ewen, S. (2008). Captains Of Consciousness: Advertising and the Social Roots of the Consumer Culture, Basic Books.

Fishbein, M., and I. Ajzen (1995). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Hovland, R., & Wolburg, J. M. (2008). Advertising, Society, and Consumer Culture, M.E. Sharpe.

Khan, M. (2007, Consumer Behavior and Advertising Management, New Age International.

Kruglanski, A., A. Raviv, D. Bar-Tal, A. Raviv, K. Sharvit, S. Ellis, R. Bar, A. Pierro, and L. Mannetti. (2005). Says Who? Epistemic Authority Effects in Social Judgment. In Advances in Experimental Social Psychology, Volume 37, M. P. Zanna, ed. Amsterdam: Elsevier, 2005.

Krugman, E. P. (2013). Consumer Behavior and Advertising Involvement. Routledge.

Loda, M. D., & Coleman B. C. (2005). Sequence Matters: A More Effective Way to Use Advertising and Publicity. Journal of Advertising Research 45, 4: 362-72.

Morales, E., & Scarpaci, J. L. (2012). Marketing Without Advertising: Brand Preference and Consumer Choice in Cuba, Routledge.

Page, G., & Fearn, H. (2005). Corporate Reputation: What Do Consumers Really Care About? Journal of Advertising Research 45, 3: 305-13.

Spenner, P., & Freeman, K. (2012). To Keep Your Customers, Keep It Simple. Harvard Business Review. Vol. 4: 33-40.

Sugars, B. (2013). Four Simple Ways to Find Customers. The Entrepreneur. Pp. 4-8.

Turow, J. (2009). The Advertising and Consumer Culture Reader, Routledge.

Weilbacher, W. M. (2003). How Advertising Affects Consumers. Journal of Advertising Research. 43, 2: 230-34.

Winters, L. C. (1986). The Effect of Brand Advertising on Company Image: Implications for Corporate Advertising. Journal of Advertising Research 26, 2: 54-59.

Download full paperFile format: .doc, available for editing
Contact Us