Advertising & My Consumption
To be honest, I have tried so many times to control my consumption desire after watching advertising. I succeeded for several times, but failed for most times. For example, I placed an order just now on A&F Web site. I saw the promotion of up to 60% off discount, and I decided to buy just a little things. It turned out I bought more than $200 stuff at the end. That is what advertising has done to me! It creates an interest at the time I see it, than it enlarges my demand by more temptations.
Advertising is not only about convincing, it can also change consumer’s perception. I used to prefer Starbucks over Dunkin Donuts. After more Dunkin ads appeared in my sight, I now like to shop at Dunkin Donuts.
Ads from non-profit organization also work on me. I saw ASPCA a lot, then I decided to be a guardian of those lovely animals. I now donate every month than I used to do once a year.
All after all, advertising is supposed to work this way: to ignite consumer’s desire, and to make people feel they need more than they actually need. However, individuals are different from each other. Some may have strong minds to resist those ads at all. Hope I was one of those!
Advertising: Reply to Classmate Post
Advertising is the easiest method of communication to potential customers. It has been in existence since time immemorial. Over the years, advertising has evolved embracing in it the latest technology. Organizations have seized this opportunity and rebranded themselves and their products to become more appealing to their customers. The latest influx of businesses in the market has driven them to the extremes (Kemp & Chapa, 2012). They have to ‘package’ themselves in the best way possible and stand out among their competitors.
The adverts majorly target the consumers. The owners of various firms know that consumers are attracted by what they hear, see, touch, smell or taste. Often, customers base their decisions in buying products on their affective thinking. Therefore, sensory organs determine their consumption desires. Therefore, when advertising their products, they ensure it is alluring; and captivating. Advertising goes a long way in changing the perception of the consumers (Kemp & Chapa, 2012).
However, it is not the intention of business owners that the consumers develop a feeling that they need more than they need. Businesses only intend to secure customer loyalty and penetrate more market. The main purpose is to colonize the market; to gain more customers and to make their products known rather than promote buying of unneeded for products. It requires a very strong personality for a customer not to be influenced by an advert. It is because the advert always ignites an extraordinary desire to try out that particular product(Kemp & Chapa, 2012). Coupled with curiosity, customers reach out for that exact product just because they were captivated by its advert. Nonetheless, their desire to try out an advertised product increases the market size for that specific firm. Ultimately, it brings about market dominance.
Kemp, E., Bui, M., & Chapa, S. (2012). The role of advertising in consumer emotion management. International Journal of Advertising, 31(2), 339-353.