The following work will deal with the topic of commercial influence towards the consumer by using different strategies in different types of media. The AIDA strategy works consciously. Its aim is to make the customer pay attention to the advertisement, to make them feel involved and to develop a wish for the product.
Using repetitions, emotions and addressing a community are strategies that work subconsciously. Repetitions stay in mind for a longer time and connect the advertisement to a picture of the brand. Emotions are created by leading through a story and making the consumer feel good to create a positive emotion about the product, too. Using the community works with the help of idols and with the opinion of the majority of people to make the consumer follow a certain sense of belonging. The strategies are types of communication because the supplier sends a message through an advertisement to the consumer who shows a reaction to the advertisement.
Digital advertising is the future if advertising. Search engines, Social Media Channels and video platforms are used to advertise because people spend more time on their mobile phone than on a desktop, watching TV or listing to the radio. For the suppliers, it is easy to collect personal date online. Using the personal data, they create personalized advertisements to offer more successful advertisements by knowing the consumer’s wishes better. That means, the consumer has to pay attention to be less influenced by all these strategies.
Table of Contents
1 Introduction
2 Strategies
2.1 Direct strategy
2.2 Indirect strategies
2.2.1 Repetitions
2.2.2 Emotions
2.2.3 Community
3 Internet media used for advertising
3.1 Search engines
3.2 Social Media
3.2.1 Snapchat
3.2.2 Instagram
3.2.3 Messengers
3.3 Video Advertising
4 Influence of advertisements
5 Conclusion
Research Objectives and Core Themes
This report explores the extent to which advertising influences human consumption, specifically focusing on the younger generation and the impact of digital media. It examines how various communication strategies are employed by businesses to capture consumer attention and manipulate decision-making processes through both conscious and subconscious psychological triggers.
- Analysis of the AIDA strategy in conscious advertising.
- Examination of subconscious influence techniques: Repetitions, Emotions, and Community.
- Evaluation of digital advertising channels including Search Engines, Social Media, and Video platforms.
- Investigation into the role of personal data collection and personalized advertising.
- Discussion on the ethical and behavioral impact of modern marketing on consumer choices.
Excerpt from the Book
2.1 Direct strategy
To reach the potential customers and make them pay attention to the advertisement, there are different approaches of strategies to influence the customers. On the one hand, providers try to appeal to the audience in a direct, conscious way. One strategy is the so-called “AIDA” strategy. The first “A” stands for receiving attention. The advertisement needs to have something that stands out compared to similar advertisements to catch the people’s view and attention. “More and more consumers are paying careful attention to businesses that are focusing on sustainability, diversity, and community involvement” which means they take responsibility and show they are not only focused on themselves but also on the society and the environment. The “I” stands for attracting interest which means that the observer keeps looking at the advertisement and occupies oneself with it. The “D” means creating desire for the product by giving rational reasons or convincing emotionally by giving an image or expressing hopes or fears. Last, the second “A” stands for convincing the customer to carry out the action of buying the product as soon as possible and also making it easier for the consumer to buy the product. For example, they give contact details or the brand to help to find the product more easily.
Summary of Chapters
1 Introduction: This chapter introduces the pervasive nature of advertising in modern media and sets the research focus on methods targeting the younger generation via internet platforms.
2 Strategies: This chapter details the dichotomy between direct, conscious strategies like AIDA and indirect, subconscious strategies such as repetition, emotional storytelling, and community building.
3 Internet media used for advertising: This chapter analyzes how search engines, social media channels, and video platforms leverage user data to facilitate highly personalized and effective advertising.
4 Influence of advertisements: This chapter discusses the overall impact of marketing techniques on consumer behavior, questioning the extent of independent decision-making versus external influence.
5 Conclusion: This chapter summarizes the necessity of personalization in digital marketing and concludes that advertising functions as a communication bridge between brands and the emotional drivers of consumers.
Keywords
Advertising, AIDA strategy, Subconscious, Consumption, Personalization, Digital Media, Search Engines, Social Media, Data Collection, Consumer Behavior, Marketing Communication, Targeted Advertising, Brand Image, User Engagement, Emotional Influence.
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines how contemporary advertising influences human consumption, specifically looking at how different communication strategies impact consumer behavior in the digital age.
What are the main thematic areas covered?
The work covers psychological advertising strategies (AIDA, subconscious techniques), the technical infrastructure of digital advertising (search engines, social media), and the ethical implications of using personal data for targeted ads.
What is the core research objective?
The objective is to clarify how advertising works and to discuss to what extent these strategies influence whether people make independent purchases or are led by marketing efforts.
Which scientific methods are utilized?
The author utilizes a descriptive and analytical approach, synthesizing existing marketing theories and media studies to explain the correlation between advertising strategies and consumer reactions.
What does the main body of the work cover?
The main body focuses on the categorization of advertising strategies, a detailed breakdown of digital media platforms, and an analytical discussion on how these factors collectively influence human consumption.
What are the key terms that define this work?
Key terms include "Personalized Advertising," "AIDA Strategy," "Subconscious Influence," "Digital Media," "Data Collection," and "Consumer Behavior."
How does the AIDA strategy function within this context?
The AIDA strategy (Attention, Interest, Desire, Action) is described as a conscious method used to guide the consumer from the initial perception of an advertisement to the final purchasing decision.
Why is data collection considered central to modern advertising?
Data collection allows providers to understand consumer preferences and personality, enabling the delivery of personalized advertisements that are more relevant and therefore harder for the consumer to ignore.
- Arbeit zitieren
- Lea Tappert (Autor:in), 2018, How Far Does Advertising Influence Human Consumption?, München, GRIN Verlag, https://www.hausarbeiten.de/document/1033812
