  "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. This dissertation is 10,000 words - 73 pages in length This dissertation gained a 78% grade Very useful for business and marketing students Fully referenced throughout Abstract 1: Introduction Objectives Research Question Structure of the dissertation 2: Advertising and Consumer behaviour Advertising Consumer behaviour Cultural, Social, Personal and Psychological Perspectives Motivation 3: Social Marketing Mass media advertising Social Marketing Communications Conclusion 4: Research Methodology Research methodology used Secondary Research Primary Research Research design Sampling This study Analysis 5: Research Findings and Discussion Analysis of findings Presentation of findings 6: Conclusions Advertising Bibliography Appendices 
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