PATRONAGE AND EFFECTS OF ADVERTISING ON CONSUMER BEHAVIOUR
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- Recommended for : Student Researchers
- NGN 5000
EXCERPT FROM THE STUDY
The purpose of the advertiser is to identify the reasons behind the consumer's behavior in order to identify the most effective advertising message or to remove barriers to communication. Along with the psychological approach, due to the contribution of neuroscience, other types of research and investigation have emerged. The knowledge gained through scientific experiments has become a necessary support for the verification of hypotheses (Wikipedia). The psychological approach has the advantage of measuring the effectiveness of the advertisement in relation to the recipient of the message, especially in relation to the characteristics of consumers. On the other hand, the approach does not provide exhaustive answers and does not address the precise causes that cause the recipient of the news advertisement to voluntarily expose the message, decipher it, store it and, finally, buy it. Therefore, it did not take into account the whole communication process and especially external factors, especially those related to the environment, which can play a crucial role in determining the recipient's behavior.
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