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Explain how advertising affects consumers’ buying behaviour - Leaving Cert Home Economics - Question 10 - 2018
Question 10
Explain how advertising affects consumers’ buying behaviour. (i) (ii)
Worked Solution & Example Answer:Explain how advertising affects consumers’ buying behaviour - Leaving Cert Home Economics - Question 10 - 2018
Step 1
(i) Explain how advertising affects consumers’ buying behaviour.
Answer
Advertising plays a crucial role in shaping consumers' buying behaviour through several mechanisms:
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Creates Awareness: Advertising introduces consumers to products they may not have previously been aware of. This awareness often translates to increased interest in the products.
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Brand Awareness: Frequent exposure to advertisements helps to build brand recognition, leading consumers to choose familiar brands over unknown ones.
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Stimulates Interest: Effective advertising captures consumers’ attention and piques their interest, making them more likely to explore the product further.
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Creates a Need: Advertising can create or enhance the perceived need for a product, encouraging consumers to make a purchase by highlighting benefits or uses.
In summary, advertising affects buying behaviour by making consumers more aware of products, fostering brand recognition, stimulating interest, and creating perceived needs.
Step 2
(ii) advertising techniques used to influence consumer decisions.
Answer
There are various advertising techniques employed to influence consumer decisions, including:
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Product Placement: Integrating products into movies, television shows, or other media where they are visible to audiences can effectively boost recognition and sales.
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Shelf Position: The placement of products on shelves in stores can greatly impact buying decisions; items at eye-level or near checkout lines often sell better.
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Food Samples: Offering free samples allows consumers to try products before buying, which can lead to increased sales.
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Humour: Advertisements that use humour are more likely to be remembered and shared, enhancing brand recall.
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Celebrity Endorsements: Associating products with popular figures can attract their fans and enhance the perceived value of the product.
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Music/Songs: Catchy jingles or memorable tunes can make ads stick in consumers’ minds, encouraging future purchases.
These techniques are strategically designed to attract attention, create emotional connections, and ultimately drive purchasing behaviour.