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The Influence of Advertising on Consumer Behaviour

The focus of this dissertation 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 dissertation 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.

Advertising is a powerful tool. Given the amount of money that is spent on this marketing medium by the major corporations, advertisers obviously feel that they can influence consumer decisions and thus behaviour. Advertisements these days promise or seem to promise all sorts of things. They also rely on implications. Car advertisements generally use beautiful, successful looking people, with the implication that buying the car could have the same effect on the target market.

Beauty adverts are another example; many adverts for beauty products promise things, generally to make the consumer look younger. Do these really have an influence on the consumer’s decision to buy? How does the advertiser decide how to approach this area? What are the influences on the consumer?

The reason for choosing this area for the dissertation is that advertising and the thinking behind it is a fascinating subject. There are a lot of strong opinions in this area and a great deal of issues of relevance. The field of advertising is highly competitive, at times controversial and always visible in daily life and an in-depth study of this question should yield some very useful information and background to this area.

Advertising evidently works as it is employed as a means of communication by so many organisations, but what makes a successful advertising campaign? This dissertation 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. This is known as Social Marketing, which is a planned process for influencing change, and can play a central role in topics like health, environment, and other important issues.


  • 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
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

Appendix Section

Advertising on Consumer Behaviour Dissertation
Advertising on Consumer Behaviour Dissertation

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