THE INFLUENCE OF ADVERTISING ON CONSUMER BEHAVIOR AND ITS APPLICATION IN EFFECTIVE MARKETING CAMPAIGNS
DOI:
https://doi.org/10.56238/levv15n43-155Palavras-chave:
Advertising, Consumer Behavior, Marketing Communication, Persuasion, Brand StrategyResumo
Advertising plays a central role in shaping consumer behavior by influencing perceptions, attitudes, motivations, and purchasing decisions. This article examines the influence of advertising on consumer behavior from a theoretical and practical perspective, drawing on established models from consumer psychology and marketing research. It discusses how advertising operates through cognitive, emotional, social, and cultural mechanisms to affect consumer decision making. In addition, the article reflects on the practical application of these theoretical insights in the development of effective marketing campaigns, emphasizing audience segmentation, emotional appeals, personalization, and ethical responsibility. By integrating academic theory with professional experience, this study highlights the importance of strategic and consumer centered advertising in achieving sustainable marketing outcomes in an increasingly competitive and digitally mediated environment.
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