Role of Advertising in Consumer Psychology
Role of Advertising in Consumer Psychology
Consumer psychology is
a specialty area that studies how our thoughts, beliefs, feelings,
and perceptions influence how people buy and relate to goods and services.
Consumer psychologists study a
variety of topics including:
- How consumers choose businesses, products and
services
- The thought processes and emotions behind consumer decisions
- How environmental variables such as friends, family,
media, and culture influence buying decisions
- What motivates people to choose one product over
another
- How personal factors and individual difference
affect people's buying choices
- What marketers can do to effectively reach out to
their target customers
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 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 find 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 nullifies 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, benefits, usage, availability and so on.
Examples of Advertisement and Consumer
psychology:
1.
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 office going female drinking
Women’s Horlics and thereafter beaming with energy and confidence would be the
ideal concept for the advertisement.
Through advertisements,
the company actually tries to win over the confidence of consumers
who would not mind spending on their product.
2.
A Tag Heuer, Rolex, 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.
3.
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.
4.
Advertisements for insurance plans,
medical benefits, 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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