Abstract

This study examined the impact of advertising on consumer buying behavior in Buea locality. Most organizations in Buea pay lukewarm attitude in advertising their products and services through effective advertising medium and this have adverse effect on their output in terms of sales. They do not see the need of spending part of their budget in advertisement to promote their products and services and influence consumer buying behavior. With great increase in technological advancement, effective advertising has become extremely important to be able to have competitive advantage, hence the need for this study. This study adopted a survey research design. It involves collection of data from respondents through questionnaire to test hypotheses. The research findings show that a significant and positive relationship lie between the independent variables emotional response, environmental response towards brand, brand awareness and sensory stimulated advertising and dependent variable consumer buying behavior. This result is consistent with the literature. We recommend that for effective advertising to take place, the target audience must be extensively reached to know their consumption pattern and behavior toward products and services. And that effort should be directed more on emotional related advertising, since consumers patronage are highly induced through their emotion.

CHAPTER ONE

GENERAL INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Advertising is a pervasive aspect of contemporary life, significantly influencing our daily experiences. It wields the power to shape our perceptions, lifestyles, and attitudes, affecting not only our self-image but also our worldview. In essence, advertising prescribes ready-made behavioral models for various situations, dictating societal norms and influencing our understanding of what is virtuous or objectionable. Often, we make purchases based on the advice and recommendations put forth by advertising. The relevance of this topic is undeniable in today’s world, given its multifaceted complexity and profound psychological dimensions. Whether we realize it or not, advertising exerts an omnipresent influence on our lives. We’ve unwittingly become captives of the relentless march of scientific and technological progress, a phenomenon cleverly exploited by advertising. The influence of advertising has been steadily increasing, with companies investing substantial resources in advertising campaigns that yield substantial profits. To illustrate, statistics from Finland indicate that in 2012, €1,313.1 million was spent on advertising, a figure that decreased only slightly to €1,206.7 million in 2013 (Finnish Advertising Council, TNS Gallup, Ad Intelligence 2014).

Advertising is intricately connected to politics, not merely shaping our choices of consumer products but also influencing our electoral decisions. It plays an indispensable role in molding a nation’s political trajectory. The advertising industry has a pivotal role to play in our society. The existence of advertising dates back to ancient times, with artifacts such as Egyptian papyri announcing the sale of slaves serving as historical evidence. In those days, advertising took the form of written or verbal announcements promoting specific products or services. Public criers or town criers were instrumental in disseminating oral advertisements. In addition to papyrus scrolls and wax tablets, advertising was etched onto roadside stones and even buildings. Olive oil, amphorae to store the oil, livestock like oxen and horses, tools, weapons, and services were all subjects of advertising during this distant era (Feofanov, 2004). In fact, it seems that nearly everything was promoted – from unique snacks and wine offered by a local pub to invitations for a visit to public baths. Despite the passage of time, one can surmise that advertising, like human civilization itself, has evolved to encompass an increasingly broad spectrum of products and services.

Nonetheless, the major milestones in the evolution of the advertising industry unfolded during the 20th century, a period that can be aptly termed the “century of advertising.” It was during this era that technology and advertising experienced profound transformations and innovations. As a result, advertising achieved unprecedented popularity. This was primarily due to the remarkable surge in global industrial production in the 20th century, coupled with the introduction of more advanced means for creating and disseminating advertisements. These advancements included multicolor printing, the advent of analog and later digital radio, television, satellite communications, computers, and the internet. Advertising continually professionalized and improved its quality (Presbrey, 2009).

This thesis sought to explore the impact of advertising on the product life cycle and discern effective advertising methods applicable at each stage of a product’s life cycle. Furthermore, it aimed to elucidate the influence of advertising on consumer purchasing behavior. In this endeavor, we will offer a comprehensive overview of advertising, including its nature, classification, primary types, functions, advantages, and disadvantages. We will delve into the planning process of advertising campaigns, addressing the organization and timing of promotional activities. Additionally, we will explore the pros and cons of establishing an in-house advertising department versus engaging a professional advertising agency. Further, we will analyze various advertising dissemination methods, criteria for selecting suitable media, primary distribution strategies, and provide in-depth information on certain advertising sources. The study will also shed light on the influence of advertising on consumer buying behavior, illuminating the psychological aspects and manipulative techniques often encountered in advertising. Ultimately, the research will scrutinize methods to evaluate the effectiveness of advertising campaigns, offering examples of unsuccessful advertising endeavors.