Event Title

The Impact of Advertising on Consumer Decisions to Purchase Products

Session

Management, Business and Economics

Description

.The epicenter of whole economic activity and enterprises’ goal is the customer. Since the purchase decision means to increase the income, the latter in modern times are characterized by increased volume of production and products offered. Consumers are constantly faced with endless product alternatives. Differentiating products from those of competitors is made by marketingut mix marketing elements.

Thus, between the products offered by enterprise and the consumer, there should definitely be a communication bridge. This role is played by promotion, through several instruments, among which is advertising. Advertising is the most important tool of promotion, because of the effect it creates at the consumer, and also because of the width of the target achieved through it.

To address the effect of advertising to consumers, focused on the decision to purchase the product, the first chapter of this paper is dedicated to reviewing the literature of well-known authors. From the review we understand that advertising is not a simple mechanism or trend used by companies, but in fact it’s beginning is based on the science of marketing and is related not only to the consumer's decision to purchase, but also to a number of instruments and areas of this science, which gives exactly the attributes that makes it possible to understand such impact, starting from its foundation, development and then the finalization of its impact.

Empirical data provided through consumer surveys were collected to define the findings on the effects of advertising on the consumer when purchasing products.

Keywords:

Advertising, Marketing Mix, Promotion, Consumer Behavior.

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-47-5

Location

UBT Kampus, Lipjan

Start Date

30-10-2021 12:00 AM

End Date

30-10-2021 12:00 AM

DOI

10.33107/ubt-ic.2021.501

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Oct 30th, 12:00 AM Oct 30th, 12:00 AM

The Impact of Advertising on Consumer Decisions to Purchase Products

UBT Kampus, Lipjan

.The epicenter of whole economic activity and enterprises’ goal is the customer. Since the purchase decision means to increase the income, the latter in modern times are characterized by increased volume of production and products offered. Consumers are constantly faced with endless product alternatives. Differentiating products from those of competitors is made by marketingut mix marketing elements.

Thus, between the products offered by enterprise and the consumer, there should definitely be a communication bridge. This role is played by promotion, through several instruments, among which is advertising. Advertising is the most important tool of promotion, because of the effect it creates at the consumer, and also because of the width of the target achieved through it.

To address the effect of advertising to consumers, focused on the decision to purchase the product, the first chapter of this paper is dedicated to reviewing the literature of well-known authors. From the review we understand that advertising is not a simple mechanism or trend used by companies, but in fact it’s beginning is based on the science of marketing and is related not only to the consumer's decision to purchase, but also to a number of instruments and areas of this science, which gives exactly the attributes that makes it possible to understand such impact, starting from its foundation, development and then the finalization of its impact.

Empirical data provided through consumer surveys were collected to define the findings on the effects of advertising on the consumer when purchasing products.