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How ads influence your customer behavior

Public advertisements

How ads influence your customer behavior

What is advertising?

An advertisement is a message with the unmistakable aim of inducing the public to buy a particular product or use a particular service, or to vote favorable with regard to a particular product or service, particular company, industry or institution in order to promote the sale of products or the purchase of services.

The average Nigerian watches 1500 advertisements per day, of which he only remembers 25, so this is only 1.6%. Advertising is distributed through various media: television, radio and the Internet.

It depends on the type of advertising which medium is most suitable for a  company.

Here is an overview of the types of advertisement that are.

Commercial advertising

Advertising intended to sell products, to make a profit.

Thematic advertising:

It does not focus on a product, but on a theme.

Selfless advertising

These advertisements do not aim to sell, but to collect money for charities.

Individual advertising

This is carried out by a specific entrepreneur under his own name or the name of the company.

Combination Ads

advertising  Is the joint execution of advertising campaigns by entrepreneurs from different branches.

Covert advertising

If a program is secretly advertised, its is enjoying covert advertisement.

Aggressive advertising:

Is a form of advertising that is slightly offensive

Suggestive advertising:

Is an advertising that appeals to human feelings by turning services into attractive needs.

Misleading advertising:

Is an advertisement that intentionally gives wrong information

Brand or name advertising

These commercials don’t say anything about the product, but the brand gets a well-known name.

Business advertisement and its impacts

Who is promoting?

The goal is to make the ad catchy. The companies do not make the advertising themselves, advertising agencies do that. Such an agency is concerned with coming up with advertisements. There are people who know about it.

They must therefore also keep a close eye on what interests society at that moment, and they must respond to this. They conduct market research and investigate consumer lifestyles. For example, they must also take into account the target group, for which group the advertisement is intended. You need a different kind of advertising for adults than for children.

What is the goal?

Research has shown that the most common goals of advertising are:


sales -Increase brand awareness

-Response to campaign, action

-Measuring reach

-Image improvement

One goal is for the short term, the other is for the long term. With long-term advertising, it is the intention that sales only increase after a while. In the short term, this means that immediate results are to be achieved.

What determines Customers’ buying behavior?

If we look at buying behavior in recent years, we see that economic growth almost entirely determines buying behavior. Consumer confidence in the economy is apparently very important for the willingness to buy.

Income also plays a major role in consumer spending. But besides income, other factors also play a role. We can distinguish four factors: income, the price of the product, the price of other products and the needs of the consumers.

We buy more of the product if: we have more income, the price of the product is not expensive, other products related to the product are expensive, our needs are high.

To influence the buying behavior of customers, companies use a marketing mix. Also called the four p’s: product, price, place and promotion.  Here is a brief explanation:

-Product or service:





Brand name


Companies can have a pricing policy, ie attract customers by the lowest possible prices. There are disadvantages, for example, because of the low labor costs, clothing is produced in third world countries, often by children.


It is important that you have a good place to sell your products. Enough parking spaces is also very important, sometimes the p for parking space is even seen as a separate p in the marketing mix


Advertising is part of promotion. But also telephone sales, brochures, sponsoring, mail and trade fairs are examples of promotion, in short: PR (public relations)

A company cannot excel in every aspect. It must choose to perform 1 or 2 parts correctly. For example Albert Heijn. For a long time this supermarket chain sold with the emphasis on price, now the emphasis is on quality. At Aldi and Lidle, the emphasis is on the price.

Public advertisements

How can you determine the influence of advertising?

In the previous sub-question, ‘what determines our purchasing behavior’, it has already been explained that companies use a marketing mix. The fourth P, that of promotion, includes advertising, telephone sales and trade shows.

Companies do a lot of promotion to sell as much of their product as possible and to amass a high turnover. Yet you often hear that part of a company’s advertising budget is wasted money.

Because advertising is not the only thing that drives a consumer to buy certain products, it is important to investigate whether advertising makes sense.

Advertising costs a lot of money and it is essential for companies that the money is put to good use. That’s why there are advertising agencies. They often investigate the effectiveness of advertising.

How Ads Influence Customers

Whether we like it or not, ads influences us in either the positive or the negative way. By watching or seeing ads, we tend to love the product or want to buy more of it.

As a fledging company, there is a need to advertise your products to generate awareness and interest in it.


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