Consumer Behaviour ,
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The Influence of Advertising on Consumer Behaviour

Ref: market0001

The focus of this project is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. This should give some insight into how advertising is approached in order to affect consumer behaviour. Advertising obviously works, but what makes a successful advertising campaign? This project will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a product or service. Many examples of this type of advertisement are controversial in approach and aim to shock the viewer. The drink driving campaigns are one such example. Over the years these advertisements have become more and more explicit in their message of what can happen if someone drinks and then drives. The aim is to use shock tactics to try to influence and thus alter consumer behaviour. The images and message contained in such adverts are very powerful and a study of this area should prove interesting as advertising impacts on all areas of our lives.

  • 10,000 words - 73 pages in length
  • Good use of literature
  • Good analysis of subject area
  • Well written throughout
  • Includes survey questions
  • Ideal for marketing students

1: Introduction
Research Question
Structure of the dissertation

2: Advertising and Consumer Behaviour
Consumer behaviour
Cultural, Social, Personal and Psychological Perspectives

3: Social Marketing
Mass media advertising
Social Marketing

4: Research Methodology
Research methodology used
Secondary Research
Primary Research
Research design
This study

5: Research Findings and Discussion
Analysis of findings
Presentation of findings

6: Conclusions


Appendix Section

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