Since the rise of media and the internet, the world of marketing and advertising has experienced an enormous transformation. Companies’ advertising strategies have evolved to a great extent over the years, being heavily influenced by the media culture. The media tremendously impacts individuals’ perceptions, persuasions, and behavior.
Television, newspapers, magazines, social media platforms, and other online channels are among the numerous forms of media utilized to market and sell goods and services. Advertising strategies tend to be successful in influencing an individual’s purchasing habits, based on the concept that their belief systems and attitudes are determined by the media. Therefore, it appears that consumer behavior is heavily influenced by the media and, in particular, advertising.
Advertisers and marketers design their promotional campaigns according to what is most effective in grabbing their audience’s attention. They are all aware that, if given the right exposure, consumers are more likely to be influenced by their message. Advertisers use a wide range of media tactics, such as beautiful imagery, emotional appeals, and persuasive dialogue, to manipulate the consumer’s emotions and beliefs ultimately.
Consumers follow trends and fashion styles that they learn about from social media, television shows, and adverts online. The media presents its content in such a way that it raises an individual’s desire to stay trendy and fashionable. Advertisers are familiar with this tug-of-war conflict among consumers, which presents a significant challenge for companies working in a highly competitive industry. In this regard, advertisers look for ways to psychologically manipulate individuals through their message, convincing their audience that they cannot do without their products, thus influencing consumer behavior.
To gain access to their intended audiences, advertisers have come up with creative ways to expose their products to as many people as possible. The use of specific words, jingles, and captions imbued with power and emotional appeals can influence a consumer’s purchasing habits. As a result, marketers make use of these tactics to highlight the features of their product and the benefits that consumers stand to gain by purchasing them. By doing this, advertisers create a sense of urgency and need among consumers, persuading them to make impulsive purchases.
Undoubtedly, media advertising plays a huge role in shaping the views and purchasing behavior of consumers. The media’s enormous influence has worsened with the advent of social media where advertisers can easily target their intended audiences using data and analytics. In contrast, many consumers are unaware of how their behavior is influenced and manipulated by the media. Thus, companies can easily create an environment that fosters the purchasing habits of their target customers through the use of social media platforms.
In conclusion, media advertising and consumer behavior are greatly intertwined. The media, in fact, influences consumer behavior in various ways, ranging from the type of products people choose to buy to the fashion and trends they follow. Marketers and advertisers have perfected their skills in convincing customers to make purchases, driving the ever-growing industry of consumerism. Therefore, it is imperative that consumers become more aware of the media’s influence on their buying behavior and exert more control over their purchasing decisions.
