Abstract

There is a great correlation that exists between advertising and the decision made by young men and women. Based on different studies, it has come out clearly that young consumers heavily rely on advertising before making their ultimate decision. As a matter of fact, most of them do not even know about the existence of particular products until they come across an advertisement of the same. Hypothetically, there is a convincing power that exists in adverts, especially when the target audience involves young consumers.

Arguably, companies that supply products meant for the youth and young consumers in general make almost 99% use of advertisements with an aim of fueling sales. Different platforms are employed in the process of advertising the said products. The bottom line remains that advertisements are heavily valued when it comes to dealing with products for young consumers.

To validate the assumption above, this study was developed. The primary aim is to confirm that there is indeed a great connection that exists between product sellers and the decisions made by young consumers as a result of advertisement. Relevant literature will be scrutinized to justify prime aspects of the study. The case study that will be used is United Kingdom. All details discussed in the study will be based on the case study.

 

 

Introduction

Product advertising is an act of promoting product through communication with an intention of convincing an audience (readers, listeners or viewers) to take some action, to purchase, service or information etc. The world is flooded with mass media such as internet, television, videos, magazines, billboards, music and films. Of all promotions, method advertising is known for its durability impression on viewer’s mind, since its exposure is just wide. Promotion is just an element of advertisement group, which is one of the 4p’s in the marketing strategy that is place, product, promotion and price. As one of the promotional method, advertising is one of the major tools in developing awareness of product in the mind of a prospective customer in order for them to make ultimate purchase decision. Public relation, sales promotion and advertising are tools of mass-communication available to marketers. Any means of advertising definitely influences audiences, however, television is a powerful promoting  medium of  products because to its ability of mass reach; it does not only influence person’s behavior, attitude, exposure, life style and even the culture of the nation in the long run (Buil, 2013, pp. 115-122).

The development of advertisement started long time a go into the ancient times. Society used pictorial signs and symbols to attract prospective users. Over many years, these tools were used for promotion of good and services. Long time ago, symbols and pictorial signs were handmade and were formed at limited scale of promotions. In the modern world, advertisements have become the center stage of communication between the producers and consumers.

Liu (2015) suggested that advertisement is an act establishing attentiveness of the services or manufactured goods in the mind of the prospective buyer and increase information about it. O’guinn (2014) viewed advertising as one of the most powerful tool that a firm can use to enhance awareness and directly persuade buyers and public. He further noted that advertisement was done via sponsored media under payment. According to him the main intention of advertisement is to make, prospective consumer respond to its products highlighting that seeks to channel desires and provide information by delivering details for desiring a specific firm’s suggestion.

While describing on promotion scope and nature concisely captured for features of advertising which are;

• An identified sponsor
• Sponsors payment to the media delivering the message
• A visual or verbal message
• Delivery through one or many media

As a summary of the above explanation, they concluded that advertising contains four aspect that are used in offering  the public anon-personal, identified sponsor, and paid-for concerning a firm or product.

Those views of Allen (2015) correspond with the unpretentious but comprehensive descriptions of Liu (2014) and Allen (2015) For example, while Davies described,   “Advertising is any paid form of non-personal media presentation promoting ideas/concepts, good s or services by an identified sponsor.” Allen expressed almost similar views describing advertisement as “the personal communication of information usually paid for and usually persuasive in nature about products (goods and services) or ideas by identified sponsors through various media”.

As from the above explanation, it can be determined that the intention of promotional is to deliver knowledge that will help the buyer to make wise purchasing resolution and create awareness regarding the advertised product. The importance of advertising as a method of product promotion, hence, hinges on its capability to convince buyer to buy and continue rebuying and finally advance brand loyalty. As a result many firms spends large a lot of money on brand management and advertising (Liu, 2015, pp. 2514-2535).

Manufacturers usually give their services or products a name that is referred as brand to differentiate their product from those of their competitors. In addition, it facilitates their appreciation and where buyers have developed satisfactory attitude towards the goods, might speed the person consumer via the buying choice process. Individuals will filter out un-known or unfavorable products and the constant buying of the copyrighted good will strengthen the rand-loyal character. Without products, buyers cannot differentiate different products and advertising them would not be possible.

A company cannot make its product known until they invest in product promotional, since consumer market has been dominating through promotional. As the major aim of the advertisers is to reach majority of potential consumers and influence their buying behavior, attitudes and awareness. Companies invest a lot of money in product promotions. Companies need to comprehend what makes prospective consumers behave the way they would like. Consequently, advertisement might have potential to influence product choice among consumers.

In the modern world, it is not possible to promote products by producers to deliver product information and advertising message to consumers without use of advertising. Most definitely, this is because of accessibility of many channels for the prospective consumers of this modern days and globalization. In the current world, due to globalized economy, this has made it possible for producers to have a bulk of advertising tools and hence possible to reach majority of prospective consumers. Now and then consumerism analyzes the way of equating purchasing material possessions and consumption in excess of consumers need with personal happiness (Liu, 2015, pp. 2514-2535).

This research is founded on attitudinal behavior and the influence of advertising on the purchasing decision of young consumers in the United Kingdom in altered buying conduct. The main purpose of this study is to evaluate the influence of advertising on the purchasing decision of young consumers.

 

Literature Review

Introduction

This chapter relates to advertising communication theories, studies and models that develop the foundation of this research. In the past, various advertising models and theories have being created, to describe buyers purchasing decisions (Buil, 2013, pp. 115-122). These models and theories try to explain the behavior sequence when buyers are contemplating about buying. Advertising models contains theoretical concepts that relates to the firm of products and sales and the way they are marketed. Advertising must outline clear message that is pictorial, spoken, printed or graphical that is targeted at audiences or consumers with the purpose of convincing them to buy a service, product or stick to the message it projects (Winjaya, 2015, pp. 234-245).

Advertising firms functions with these ideas and models whenever they develop a concept. The main task in advertising any new product is to develop awareness about the existence of a product. The second duty is to offer enough figures to assist in studying about the product for any potential buyer to reach an acquainted resolution. Lastly, the trader needs to be convincing sufficiently, to arouse the customer’s inspiration and desire to content his/her wants or needs by buying and rebuying the manufactured goods (Winjaya, 2015, pp. 234-245).. These three personal processes of customer behavior: motivation, perception and learning are very significant to the advertisers. Some examples of models are; Conceptual framework, in this model advertisers attempts to describe models on the way advertising operates. Sometime they attempt to select meaningful communication goals (Gotlied, 2015). These types of model illustrate various sections of communication, systematic from preliminary awareness to the final stage of making a decision by any prospective consumer. Another example of a model is Hierarchy of effect of model, in review of this model in terms of marketing and advertising reveals that there is more than one hierarchy of effects. According to this model, there is great importance in placing your advertisement in the appropriate media. Since is helps in achieving message exposure. Addition, consumers gets a chance of processing the message suitably using this theory (Verlegh, 2015).

Over the past decade, numerous literatures have analyzed the appropriateness of advertising. The most common used measure of product promotion effectiveness include product responsiveness, click or clicks via rate, ad recall, attitude in regards to ad and the product, buying concern and ad recognition (Buil, 2013, pp. 123-130). Among these measures, clicks on ad, ability to recall ad and attitudes toward the ad are the emphasis of the current learning. The efficacy of these three processes was evaluated on their capacity to forecast purchase resolution (Gotlied, 2015, pp. 134-145).

Public relation, sales advertising and advertising are tools of mass-communication accessible to salespersons.  Mass communication conveys the same meaning for every person in the audience. In current days, definitions of advertising flourish (Winjaya, 2015, pp. 234-245). As it can be defined as a market process, social and economic process, communication procedure a public relation procedure, or persuasion and information progression that views advertising from its practical perspectives (Buil, 2013, pp. 89-98). Henceforth, it is defined as a funded and non-personal form of communiqué via different media by firms that are not for profit making, individuals and business firms, who are in similar way recognized in the promotional information and expects to persuade or notify participants of specific group. It is of the view that promotion is used to launch a basic consciousness regarding certain service or product in the mind of prospective consumers and to develop information about it.

Development in technology has not given us modern services and products but it has changed the initial implication of the various words. Majority of traditional mass media have decreased with increasing mass media marketing efficacy. Currently advertisers are looking for modern and apparently less disorganized media. The modern age of digital media has given prospective consumer several choices to either opt out or opt in of advertising and marketing messages. Clients can now control what they like and when they want it. Interactive marketing causes all these factors (Mikolajczak, 2013, pp. 65-73).

As one of the promotional method, advertising offers a main tool in enhancing manufactured goods and services awareness circumstance the mind of a prospective client to make final decision regarding purchasing. As advertiser’s main intention is to influence potential buyers and affect their buying behavior, attitude and awareness. –carried out research regarding advertisement on Bournvita, Seth (2016) discovered that product promotion has a huge influence on buyer’s resemblance for Bournvita products. Similar studies have already been carried out for the Bournvita quality (Seth, 2016).

Gotilb (2013) carried out an advertisement concerning online compact discs buying behavior of clients through emotional promotion (Buil, 2013). According to him advertisement can be define as a form of paid and non-personal where concepts, information, product or services and ideas are promoted via media, it can be in form of verbal, text or visual by a recognized sponsor to convince or influence consumer’s behavior. He further stated that television promotion is a form of advertising where ideas, services, goods, organization etc. are promoted through television medium. Through product promotion, promoters can access a wide range of consumers (Gotlied, 2015). In the past, for many years, many constructs and models have been analyzed in the advertising and marketing literature, each having an intention of attempting to comprehend the process used by customers for product evaluation or make brand when they are exposed to product promotions (Lee, 2014). These works have inspected relationships between perceptive replies directed towards the advertisement, brand, purchase behavior and intentions and finally, brand attitudes. In literature review, it is stated that, concerning attitude towards advertisement impacts brand supports and attitudes the brand-advertisement boldness relationship across various product types and media. Advertisement and mass media still avails information concerning consumption as well as the value of material products. O’Guinn and Allen (2013) clarified that once a person develops a buying character, then he/she struggles to control his/her buying behavior even after its detrimental effects are identified (Ruch, 2015, pp. 34-49).

Emotional Response

Advertisement as a form of product promotion is one of the most suitable tool of integrated marketing communication to enthusiastically, persuade customers to buy goods and services (Fu, 2012).  Consequently, advertisement has robust connection with entertainment and the propagation of media has imprecisely the unique lines concerning entertainment and advertisement. Marketing is to develop favorite, selection of services and manufactured goods and awareness (Mikolajczak, 2013). The most persuading theory in advertising and marketing study is attitude-towards-the-ad. Nevertheless, the approach that is developed towards the ad assists in persuading the customer’s attitude toward the product until their buying intent is reached (Lee, 2014). The character of consumer’s behavior is based on the idea and concept that customers simply chooses to buy a services or product at the spot. Since the main intention of efficiency advertisement is to create positive attitude toward the brand and ad, to intensify the number of purchase, then a constructive emotion ad and response may be the suitable indicator of efficacy advertising. That is the main reason why the basic intention of advertising is to create awareness and persuade individuals to purchase things (Fu, 2012, p. 194)

Advertising flourish the opinions that products are more significance and appropriate qualities like achievement, happiness, beauty and prominence can be attained only by material possessions (Ruch, 2015). According to the old attitude theory customers character is forecasted from customers attitude when consumer purchase the brand that they like most. The right definition of attitude is “acquired behavioral disposition” Lee and Chem, (2014).   Conversely, Mikolajczak (2013) proposed that behavior results from emotional reaction, affected by three factors; Dominance: This factor describes person’s feelings; individuals are free to act or in control in a specific situation. Pleasure: this is a state where person fell happy joyful or good in a specific circumstance. Arousal: this is a situation where feelings vary among individual in different situations i.e. feeling of active, sleepy, bored or excitement (Fu, 2012).

These factors are experienced by consumers when they watch an advertisement regarding the products and develop an interest for that brand and eventually willing to buy it. ‘Actual purchasing behavior’ is a terminology that means that customer in their real sense buys the services or product (Gotlied, 2015). It attempts to regulate the features that affect buyer-purchasing behavior, particularly the psychological, economic and economic aspects. This study assists to describe the direction that consumer character is expected to take and to give desired tendencies in product growth, characteristics of the different communication strategy etc. (Liu, 2015).

Another element of suitable advertisement that develops emotional response is the ability of the consumer to recall the product ad. Therefore, the relative significance of recall brand will depend on the degree to which customer makes good related choices those results to the product awareness. This product consciousness assist in making sure that the recall ad has the competitive benefit over those products that cannot simply be recalled. Thus, it is evident that a customer with a positive approach toward ads is more likely to remember the ads as opposed to whose attitude is negative (Ruch, 2015). By advertising products, the knowledge assist in manipulating product silence in the same way, which the freshness and quantity of the memories concerning the product supposed to be in purchasing condition that develops emotive reaction towards ads. Conversely, people uses prompt in various purchasing circumstances for recalling the product.  (Nwankwo, 2013). The most effective mode of advertisement is emotional advertisement since consumers eventually provides response to that brand. Generally, an optimistic relationship between text intensity, visual and verbal of media and finally emotional response has been established (Winjaya, 2015)

Environmental Response

In regards to altitude of environmental are hypothesized in terms of approach model as being poised of opinions. Usually, an environmental issue seems to be a particular belief that is mostly set in perceptive configuration and therefore taken as a view as opposed to attitude (Mikolajczak, 2013). Environmental variables may have an influence on purchasing behavior of customers. As promotional related studies projected that environments offers various experiences for clients that are applied for product promotion and assist in selling of good and services. Particularly, marketing study has tried to analyze the impact of various environmental situations such as background music at the time of purchase and atmosphere in retailing store (Lee, 2014).

Social standards have resulted to a cultural climate that favors the movement of desires and expression of impulse in our society (Gotlied, 2015). Sensory incentives can decrease self-control mechanisms that can decrease or limit capacity of customers to counterattack the temptation to participate in moment desires. Other factors that can make consumers make impulse buying are; possessions, rewards, post-purchase decision, self-exploration and materialism moment desire (Winjaya, 2015). Hence, producers and business provides consumer with particular types of media experiences that are used for selling related services and products or developing a context that promotes or setting the platform (Nwankwo, 2013).

However, those buyers who plan to purchase goods but may not be decided about the brand and features that they want can be termed as impulse purchasers (Lee, 2014).  Lifestyle shopping can be defined as the behavior demonstrated by buyers concerning series of individual opinions and responses about purchase of the goods. In this circumstance, buyers use the retail store for getting facts, finding alternatives, comparing goods and then making a decision to buy the product or services (Hodge, 2015).

Impulse behavior is controlled by the purchaser’s intention to purchase impulsively the services and product. The environmental psychology model offers suitable idea of emotional response as opposed to traditional marketing studies. Information rates and sense modalities create the environmental psychology ideal (Buil, 2013). Logic modalities are prospect, touch and sound, which influences user knowledge. The statistics rate can influence buyers for attaining facts from product advertisement.  Therefore, this theory is appropriate to text, image, lyrics and music video that are firmly related with every other and are displayed in commercial (Winjaya, 2015).  “The environmental psychology model” suggests a situation for example; a retailing store, which yields an emotional condition in a person that, can be categorized into dominance, arousal or pleasure in purchasing situation. This research describes media, which offers information that is in form of combination of touch sources, sounds and sight. In addition, it covers different areas of the verbal media message and visual through which individual takes information. The visual and verbal influences individual’s awareness of the environmental stimuli (Mikolajczak, 2013)

Emotional and Environmental response

 

The idea of celebrity Endorsement

In simple term celebrity is “any person who enjoys public identification and who applies his/her recognition on behalf of buyer product by appearing with it in an advertisement” (Seth, (2016). This definition clearly involves celebrity who appears to have skills or long-term relationship with the producer, except typical buyer endorsement featuring individuals who are not celebrities. According to Liu and Shanker (2015), endorsement is how brand communicates in which a celebrity certifies the brand’s position and claim and poses as brand’s spokesperson by extending his/her status, popularity, expertise in the society or personality in the field to the brand. Since celebrities seems to be achieving increasing popularity in the society, Promotional managers attempts to exploit the process of significance of transfer from a sponsor to brand or product involved. Associative learning theory describes that, celebrity promotion impacts brand image over a transmission of meaning from the celebrity to the brand. Communication events create a pattern of connectivity the image of the brand and that of a celebrity (Fu, 2012). The transfer of the image happens when an advertisement can launch likelihood between the two entities. Managers follow such connectivity with the objective of gaining a favorable product image outcome. Brand image incorporates all views of a brand, kept as product associations in buyer memory (Buil, 2013). Its significant largely reflects its capacity to provoke exceptional opinions of the product in competitive settings. Additionally, it also creates a meaningful product value driver and affects the development of product equity. Seth (2016) differentiates among benefits, attributes and attitudes as types of associations of the brand.   Verlegh and Fransen (2015) regard brand impression, beliefs and attitude as components of product image. Both perceptions suggest that enhanced attitudes toward the product favorably affects product image (Lee, 2014).

Virtual communities and internet have changed consumers, corporation and societies with broad spread access to information, increased communication capacity and better social networking. Consequently, social networks are described to be websites that connects many users internationally with similar interests, hobbies and views. Facebook, Blogs, MySpace, YouTube are illustrations of social media that are common among all level of customers (Lee, 2014).

Users are using different online setups to communicate such as podcasts, wikis, social network, blogs and bulletin boards to share concept about a given service brand or product and contact other customers, who are realized as more objective sources of information (Mikolajczak, 2013).

The unique attributes of huge popularity of social media have changed promotion practices for example, promotions and advertising. Social media has also affected the behavior of buyer from acquiring information to post-purchase performance for instance behavior regarding a product or a firm or dissatisfaction statement (Liu, 2015). In the past period can be observed a huge effect of the firms on online networks, Social media websites offers prospect for companies to interact and engage with prospective buyers, develop all significance relationship with prospective consumers and inspire an increased sense of understanding with buyers. Firms require differentiating by the image of brand or company through which to converse positioning of the product and unique benefit (Seth, 2016). Majority of sellers believe that the firms should promote aggressively social network and only one benefit in the market concerned in the online environment allows them to be seen as more attractive to buyers (Ruch, 2015).

Due to high effectiveness of social media compared to other traditional form of communication, channels encouraged industry leaders to illustrate that firms must take part in MySpace, Twitter, Facebook and others so that they can thrive in online environments. Therefore, more controlling others’ methods or follow others’ directions. The presence of corporate in social networks and inclusion in circles or allowing likes by users, result posting of fickle number of both negative and positive messages (Winjaya, 2015).  A research carried out in 2009 illustrated that many of large of the top 100 firms according to Internet retailer had a profile on Twitter (69%), Facebook (59%) or both ( 59%). Another research by Deloitte Touch’ in the United State revealed that 65% of consumers in the United States read consumer made online reviews and 96% of them found those reviews relevant enough; 90% of these  buyers thought that these reviews has influenced their purchasing purposes (Buil, 2013).

Communication of users and company / brand assists to develop a less favorable or favorable image of other users who study the same information posted and affect them in the purchase behavior. Users, depending on the message conveyed to them, allege interactivity with objective product in social networks differently.  The perceived threat of buying and how much money are willing to buy the product still determines the purchaser to think more about the utility and quality of the product (Hodge, 2015).

Previous study has showed that even a slight amount of adverse information from one of the post can have a huge influence on buyer attitude. Gotlieb (2015) specified that people have a basic need for an emotive bond with huge-involvement of goods that they purchase. Brand growth and relationship development are substitutable and complementary strategies toward this connection.  The relationship between consumer and the brand is very significance for the firm of strengthening it results to loyalty (Hodge, 2015, p. 345)

Buyers use social media every day for different reasons. Many of them need to maintain relationship with friends/colleagues or relatives (Ruch, 2015). Upholding interactive connectivity between users of social network has advantage derived from maintaining and establishing contact with other individual in a manner of giving intimacy, friendship and support. These enable online users to link with peers by accepting their friend request and hence adding them to networks of friends that simplifies communication specifically among peer groups. Groups that operate online exert a noticeable effect on the buyer buying intent, behavior and indirectly on the purchase choice (Mikolajczak, 2013). For instance, social media websites offer a public medium that provides individual buyers their own opinion, also access information about the product that facilitate their buying decisions (Fu, 2012). Shopping has usually been a social networking and social experience allows customers to interact with people many of whom are probable strangers when they speak about online. Cultural aspect has an impact on buyers’ usage of social media and great influence over the online buying intents. In the current world e-commerce can be done via social media and it assist to reach more prospective consumers (Liu, 2015). Due to social media, the benefit in linking businesses directly to end-buyers, in a timely manner and at a reduced cost, has revealed that there is huge effect on buyer behavior and perceptions, and has been brought in the center of focus in various businesses in the last several years (Nwankwo, 2013, pp. 234-346).

The Effects of Advertising on Demand of Goods

The effect instigated by advertising on demand of goods and services can be summed up using the graph below. The graph takes a case of smooch bags.

It comes out clear that before advertising, the demand of smooch bags was good. However, after advertising, everything took a new twist. The demand of the same product went up remarkably from D1 to D2. On the other end, the price of the same product went up by almost a similar magnitude from P1 to P2. Quantity sold after advertising the smooch bags also went up. This is a simplified communication of how advertising tend to affect the decision of young buyers in UK.

Outline of the topic

Advertising is a form of product promotion whose purpose is to convince readers, listeners and readers to act upon the products, services or information or to buy etc. The primary intention of this paper is to investigate the influence of advertisement on younger generation in United Kingdom. Consequently, it will seek to study the connection between the independent variables that are emotional response and environmental response with behavioral and attitudinal aspect of young generation purchasing behavior. Considering the current trend of product promotion, that it is mostly done through media it will be wise if companies would tailor their advertisement more appealing to the younger generation since most of online users are youths (Winjaya, 2015, pp. 234-245).

A significance portion of United Kingdom population is made up of young people. Currently it will be very important for firms to invest in technology in order to reach a wide range of youths not only in UK but worldwide as well. Secondly, by investing in advertisements that targets youths it will enable companies to identify products that are youth oriented. This is because they will be in a position to know products that appeal to youths. In the modern world where technology is, so advanced television is no longer the best tool that appeals to youths despite the fact that it creates long lasting impacts on viewer’s mind. Tool such as YOUTUBE, FACEBOOK, TWITTER and Blogs works well for youths as opposed to traditional forms of advertisings, hence it significant to research on the best tool that appeals to youths. By investing in youth it will not only enable businesses to grow but also the UK economy will grow as well. The latest researches have shown that in a single year youths spends millions of dollars purchasing various goods and services (Winjaya, 2015, pp. 234-245).

Companies should explore on advertisements that are capable of influencing youth’s life style, behavior, attitude and even the UK culture in the long run. Additionally, in the current days and time it will be so hard for firms to achieve their dreams or make their brand known if they will not invest in advertisement activity that targets youths. The main aim of advertiser should to win prospective youth buyers and influence their attitudes, buying behavior and awareness. There many firms investing millions of dollars to keep their youth consumer’s interest in their goods and services. They want to comprehend what makes prospective youth clients behave the way they do. Research has also shown that product promotions that aim youths have significance influence on choice of brand among potential buyers. It is therefore worth to investigate the impact of advertisement on them (Winjaya, 2015, pp. 234-245).

I have used secondary data in my literature review. This is because of a wide variety of modern and reliable data available in the internet. The major outcome of the research illustrates an overall influence of the advertisement on youths in the UK market. It is indeed true that advertisement has a huge impact on youths regarding how they buy products that they are emotionally attached. This research reports new proofs in the field of youth consumers purchasing behavior concerning UK local markets (Winjaya, 2015, pp. 234-245).

Critical reflection on methods

This paper uses narrative literature review, this is due to its simplicity as it uses publications that discuss and describe the state of science of a particular theme or subject from a contextual and theoretical point of view. The other benefits are; avoiding listing various types of methodological and database approaches applied to carry out the review or the assessment measures for inclusion of retrieved journals during search on database. Additionally, narrative review includes critical analysis of the published literature in electronic and books or paper from journal articles.

Narrative literature journals have a significant function in continuing teaching since they offer researcher with up-to-date information regarding a particular theme or topic. Nevertheless, this kind of review does not explain the methodological criteria that would allow reproduction of information or answers to a given quantitative research questions. A narrative review article usually uses a qualitative procedure using the following topics: Introduction, development with small sub-headings, this helps in discussing the topics appropriately, discussions and then references. Despite the fact that narrative method has so many advantages, it also has weaknesses such as failure to meet significance criteria that assists in mitigating biasness. It also fails to provide high methodological qualities since most of the narrative reviews are not systematic, hence making it hard to be relied upon to draw effective conclusions (Winjaya, 2015, pp. 234-245).

Analysis and critical discussion

After a thorough research on the past research in regard to influence of advertising on youths, it is clear that product promotion plays a larger part in convincing prospective consumers to purchase goods and services of the firm whose products are being advertised. Apart from influencing potential consumer’s beliefs, attitude, behavior and even culture at long run, it also influences decisions and policy making of the company. Some of the people who rely on advertisement to make decisions are practicing manager, policy-makers and academics (Winjaya, 2015, pp. 234-245).

Practicing manager

Practicing manager is the person who has been given responsibility to be in charge of advertising department. A research on the influence of the advertising on the youths especially in UK where there is too much competition and the larger portion of the population is made up of young people, it will assist him/her in making decisions. As one of the decision-making concerning advertising spending on firm value, he/she should be aware of the significance of the stakeholder’s value maximization that require firms to be sensitive of the long-term implication of the activities in response to product-market and shareholders response. This kind of research will assist practicing managers in minimizing wastage by ensuring that they have made wise decision regarding product promotion. Advertisement can be a waste if such advertisement fails to reach the intended consumers. When advertisement that attempts to create awareness of a product meant for youths and such advertisement fails to reach youths then it will be a waste of investor’s resources (Winjaya, 2015, pp. 234-245).

Shareholders standard advocates that companies and businesses should strive to maximize the returns on shareholders’ value analysis and shareholders’ investment this new criteria of judging managerial performance. Therefore, it is prudent for practicing managers to base their decisions on shareholder value analysis. Thus, each investment such as marketing, operation or human resources must be justified from the shareholders wealthy maximization (Winjaya, 2015, pp. 234-245).

Researches that are product promotion oriented will help practicing managers in a great way in decision-making since market capitalization and advertisement spending have strong relationship whereby advertisement may have positive impact on valuation, this will cement the position of the manager in an organization or it might result to a promotion. Additionally, the most common standard that investors use concerning share price, generally wealth earned by a company is valued by its market capitalization, which is usually influenced by advertisement (Winjaya, 2015, pp. 234-245).

Research that seeks to investigate the influence of advertisement on youths presents a good opportunity for marketing that helps practicing managers to evaluate short-term effect of advertisement on profit. Traditionally, accountants have marginalized advertisement budget but with new advertisement method that are tailored to add value to the shareholders wealth, accountant no longer marginalize advertising budget. However, justifying marketing budget in shareholders’ value terms is a difficult task that requires deep research since traditionally product promotions are formulated in sales performance or consumer’s attitude terms. Consequently, consumer tailored advertisement have direct influence on business performance in both intangible and tangible ways. In the same way, commercial budgets are very susceptible, especially advertising budge. Although there have been done a thorough research regarding marketing but there have been little research regarding tailored advertisement which makes it impossible or managers to make viable decision hence failing to live to shareholders expectations. Therefore, this study is suitable for practicing managers because it will assist him/her in decision-making that adds value to shareholders wealth.

 

	Respondent	Percentage (%)
Use advertisement data	429	78%
Does not use advertisement	66	12%
Neutral	55	10%
Total	550	100%

 

 

 

Policy makers

Advertisement influences decision-making process of both business management and prospective consumers. Marketing Ads will be able to influence the perspective of the consumers about the goods and services. Furthermore, potential buyers are likely to view many ads that influence their attitude. Product promotion that targets youths will definitely convince the youths to purchase goods and services. Consequently, advertisements are powerful means of communication tool that conveys the intended information the targeted prospective consumers which will in turn influence their decision making process on the type of products they will buy depending on their attitude towards the product. Finally, due to the lasting impression that television advertisement creates in the minds of the consumers, it prompts them to purchase products that they were not intending to buy. On the other hand, management of the business makes decision on the best way to advertise their products. Marketing manager identifies the best advertisement that will appeal to the youths. Secondly, they also decide of the best platform to advertise. The platform should be appealing to youths for example; advertisement should be advertised during prime time to reach wide range of people. Due to sensitive issue of wastage of resources that most of time is associated with advertisement since traditionally, was not seen as value addition to the wealth of shareholders.  .

Most of the time consumers act on basis of incomplete details; they consciously and automatically incur a risk whenever they make a decision on non-purchase and purchase. The risk size consumers perceive depends on the significance of the specific acquisition and on the volume of appropriate information concerning competing brands and product category. Decision on purchase can be said to be an optimization criteria that consumers seek the brand or the product that will produce the maximum satisfaction. The best choice procedure can be recognized as the selection of the most adequate trade-off in a group of different rand that has desirable features at various levels.  .

The view of the function of additional information is that buyers purchase decision has impact on advertising. An advertisement that gets to a prospective consumer while the consumer is looking for the similar information will have a huge influence. This is because the consumer is spared the effort and time required to look out this information herself/himself and at the same time, he/she may not have enough time to seek additional information from the advertisement of competing brand.  Generally, it means that consumers are likely to make decisions on the brands whose information is available while they are looking or details regarding those brands.

Buyer decision-making model

 

 

 

 

Academics

Advertisements have provided materials that are used in different colleges around the world. In addition, the current and advanced mode of advertisement is an improvement from recorded traditional form of advertising. For example, it is proven that advertisement is not a recent activity. This is because archaeologist have discovered advertising signs property for rent, it is estimate that those signs dates back Pompeii and Roman Empire. Ton criers were traditional forms of advertising. Before arrival of mass media such as radio, television and printing advertising industry had not fully grown. However, product promotion that directed to children paved the way for both television and radio. It was for this reason that the British government enacted a law that intended to prevent children from been induced to purchase products and at the same time assume debt.   .

Commercials that were meant to appeal to children were not common until widespread, advert adoption, and exponentially grew with the television cable adverts. This is because it enabled programmers to create a whole channel that was children oriented advertising and programming. It was after the invention of internet that opportunities to advertise to kids expanded further and thousands of websites children oriented with advertising information have emerged in the last few years. The overall growth of advertising channels that are children oriented has been another growth for the denationalization of children’s media use. There is a research that shows majority of children in United States have televisions in their bedrooms. Consequently, many children have access to computers without supervision this means that children have access to, too much advertising content without parental supervision and monitoring.  .

Privatizations of kid’s media use and the development of the advertising channels meant for children are two trends whose outcome results to dramatic expansion in advertising intended directly to the ears and eyes of children. It is approximate that more than $10 billion is spend every year to reach market for youths and that kids do watch more than 50,000 advertisement every year. The figure illustrates the dramatic expansion from 1970s.

A task force investigates the impact of advertising of children and how they respond to its change has been constituted that investigates the influence of advertising on children. A substantial body of scientific proof addresses all those basic issues. On the other hand, issues regarding to adverting that have resulted because of changing and modern technology capacities, or instance, commercial web sites and interactive forms of advertising targeting children, are yet to have a thorough research. Consequently, this research reviews the influence of advertising on youths alone regarding modern methods and ignoring traditional methods of advertising a further research needs to be done within the confinement of influence of advertising on children.

Summary of information of advertised products

Variables	mean	S.D	Minimum	Maximum
Surface size Advertisement Brand Pictorial Text	4.72 0.53 2.74 1.33	0.177 0.384 1.279 0.863	4.14 0.05 0.04 0.03	5.43 3.53 5.02 4.27
Selection	95.70	4.78	61	100
Duration Advertisement Brand Pictorial Text	17.26 4.31 5.75 7.21	5.68 1.80 2.80 4.88	3.71 0.84 0.05 0.05	52.96 14.03 22.85 30.50
Tests(n) Advertisement(n)	(33) (1363)

 

Findings

The above matrix represents analysis of products that were advertised in various Magazines in UK. The total number of products advertised was 1363 in 65 magazines. The advertisements were full page though some were not due to different magazine size. Of all 33 tests that were, performed serial numbers were included since the front pages impresses more than last pages. The study illustrated that n=624 that represents 46% were for low advertisement products while 54% were or high advertisement products (n=739). Consequently, the study shows that 45% of the purchased products were well known (n-609), 25% of the products were unknown brands (N= 350) and 30% were for known products (n=404) (Winjaya, 2015, pp. 234-245).

 

Conclusion

In conclusion, from the above explanation it is evidence that advertising influences the decision-making of consumers. The main objective of the product promotion is to pass the information to the consumers so that they can make wise decision when purchasing products and creating awareness regarding the advertised goods. Due to vibrant mass media platform that has resulted from advanced technology companies should select wisely those media that appeal well to youths. For example, traditionally firms have been using television to reach youths due to its effectiveness or creating a lasting impression in the minds of the buyer. However, in the modern world, any firm that intends to influence the decision making of youths should take advantage of FACEBOO, TWITTER and YOUTUBE since there are millions of online users daily and most of them are youths. Consequently, by trying to reach youths firms will expands its market and as a result the firm that reaches youths first will commands large market share since youths are the majority in the society.

Advertising research will benefit practicing manager by providing him/her with the most viable method of advertising that will ensure there no wastage. Traditionally advertising budget was hard to be included to the main budget as the accountants viewed it of less importance. However, with the advertising that aims to add value to business with the direct positive effect on market capitalization its budget is usually included in the main budget. The study has shown that advertising influences the decision of both consumers and the management of the business as well. Consumers are likely to be influenced by advertisement of the products they are seeking for their information since it will be hard for them to seek information of the competing product. From the above explanation, it is clear that advertising influences consumer’s beliefs, attitude, behavior and even culture in the long run.

Personal reflection

As much as the metaphor of the surgery of the brain might be hyperbole, the exaggerated rhetoric so is the characteristic of advertising. However, it still has a component of truth. It is without doubt that advertising has a formative impact within the culture of the society. Even though the extent of its impact is unknown, given its persuasive and pervasive character, it is impossible to argue otherwise. The intrusion and proliferation of different media into our daily lives of the community enables advertising environmental in nature, involuntarily experience and persistently encountered by entire population. It is in everywhere we turn regardless of the side we turn presumptuous into the society, every home and our streets In addition, it is intended to capture the attention of the people, to alter attitudes, beliefs, behavior, and perception and to alter intelligence. It is indeed true that not all advertisement fulfills all of these objectives. Although, some of the advertisement might be otherwise, advertisers might be always financially extravagant intelligence.

The use of technologist behavior of the buyer character and advertising study has developed increasingly elaborate and sophisticated method of advertising. This situation gives advertisers a huge arsenal of technique and information with which to fine-tune information, helped by a wide range of experienced expertise running market study research, test markets, copy testing procedure, focus groups and recall and awareness tests.

As a matter of fact, the impact that advertisement creates in our society is huge such that it cannot be ignored. It influences our thinking and perception towards their products. Most of the time advertisements do not describe the true nature of the product and most of the time their intention is to entice prospective buyers to buy. Although advertisements are intended to educate but most of the time they are just meant to draw attention of the buyer without caring much if the advertisements is educative or misleading. Mostly, advertisement can be wasteful since it is hard to evaluate if the intended purpose has been achieved or not.  However, the primary goal of every firm is to be the leading market and for this reason, firms should invest a sizeable amount of money in advertising. Firms that advertises or the sake of advertising might be in for a rude shock if their advertisements do not targets youths, this is because youths are majority in the society. Additionally, they should do so through media platforms familiar with youths such as FACEBOOK, TWITTER, BLOGS and YOUTUBE.

In contrast, advertisement may guarantee success or business sometimes the situation might be otherwise. For example, recently formed firms that are struggling financially investing huge amount of money in advertisement might be detrimental to such firms since advertisement is not directly proportional to sales at times which means they will definitely fail due to limited resources. In the same way, advertising is not healthy to consumers as the cost incurred by firms is usually passed to consumers. In my opinion, it defeats itself because consumers bear the cost that the firm uses to convince them to purchase their products. Youths are easily convinced to purchase goods with appealing advertisement to them even though the products might be of low quality. In other instances majority of those youths usually purchases goods that they do not even need.

Advertisement that targets youths might be cheap sometimes since youths have a tendency of copying from each other. They need to see what their fellow age mate have so they can buy the same products. Firms might even invest huge amount of capital without caring implication when their intention is to target youths because youths are considered to be extravagant hence they can buy products that appeals to them even if their price are too high compared to their true value.

Finally, there are practitioners and scholars trained in field of consumer marketing and behavior, there are traditional focused on the research of advertising’s sales promotion, practical consequence and everything that arouses the sales act. Advertising has the effect of unintended social consequences that sometime seems as pollution of social ecology and psychology, which is unhealthy. This effect raises moral alarm, at the same time tries a defensive reaction from those who are morally upright, and always attempts to fight advertisements that are seen as a contribution to moral decay. Even though unregulated advertising is viewed as effective for economy or a freedom of speech which defeats the claim that some advertisement contributes to moral decay in our society, it is essential to regulate advertisement to avoid moral decay in our society.

 

 

 

 

 

References

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