How advertisements Influence The Market

How Advertisements Influence The Market



You open the morning paper and see a flood of various products and services being advertised. You switch on the television and commercials crowd the programs. Try surfing the Internet and you see various ads enticing you to click your orders away.


Advertising exists for one major reason: to persuade the consumers to buy.


Novices in the field of advertisement may find it helpful to know how advertising can influence one’s buying decision. Here are some insights to help you understand how advertising works:


  • Advertising calls the attention of a consumer to a product or service. Advertising is the quickest way to achieve this with maximum results. Advertising is nothing short of announcing to a vast majority what you want them to know.


The wider the coverage, the better it is. Being heard over the radio, being seen on TV and print materials, and establishing a presence in the virtual world, assures increased product awareness.


Being the advertiser, the advantage is in your favor because you have control on what you want the market to know, which segment of the market will be the target of the advertisement, and when and what medium it will be presented.


  • It is also through advertising that you convince your customers to try your product or service. This advantage works well for the product manufacturer who launches a product with a trial feature that entices consumers to try it.


If majority of consumers are convinced of the product’s superior quality, it will sell itself by way of repeat orders. Initial sales are not good indicators of acceptance of the product. A repeat order is a better gauge of the product’s stability in the long term.


  • Through advertisement, you are constantly reminded of a product. Those who advertise more frequently are the ones you remember more.


While walking along grocery aisle, you suddenly remember that you are out of toothpaste. You glance upon rows of unfamiliar brands. Your eyes settle at the familiar packaging. This is the brand you are likely to buy since you have seen the brand several times on TV, or you’ve seen a celebrity endorsing the said brand.


If it is your first time to buy, you are in this for trial. If it is not the first time, previous positive experience will explain why you are using the product again. It may seem that it is not the product seeking you. This time, you are the one seeking the product.


  • Constant advertisement takes the indecision out of the buyer’s mind. How is this accomplished?


Like the toothpaste example, a particular brand is regularly advertised. When a product is advertised and you constantly see it almost everywhere, the product becomes familiar to you. You and the product are almost like buddies. So when you need the product, the brand almost instantaneously pops out of your mind.


  • Some products, as a result of frequent advertisements, turn out to become bywords.


On certain parts of the world, some people say “Colgate” when they mean toothpaste. I know of a place where they say “Coke” to mean a soda. “Quaker” is oftentimes interchanged with oatmeal. In the office, you say “Xerox” when you mean to say photocopy. Is it safe to say that these advertisements train your lips to say the products you frequently see?


Advertisements definitely influence the buying behaviors of the market. As a consumer, it pays to know how it works. Advertising can be a helpful tool in making intelligent buying decisions, don’t you think so?