A Brief Note On Advertising Campaigns And How They Can Have An Effect On Consumer 's Purchasing Habits

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Introduction

The reason for which this dissertation is being undertaken is in order to carry out research in relation to advertising campaigns, and how they can have an effect on consumer’s purchasing habits.

I am a final (third) year student at Liverpool Hope University, studying the course of Business Management. The main reason for my enrollment in this course comes from a keen interest in the business world since my first introduction to the subject at International GCSE (IGCSE) level. This interest has then been maintained at IB (International Baccalaureate) level and has finally reached its completion at university level over the last three years.

As a result of being a keen sportsman and sports fan throughout my years of
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Through finding whether or not there are differences between the two approaches to making a purchase, this research will also aim to find out which type of advertising method is the most effective. I will be carefully looking at the factors contributing to the consumer’s buying decision process in order to aid me in understanding the perceptions of consumers in different categories. These understandings may also be useful to marketers by offering a valuable insight to the purchasing habits of the consumers.

In summary, the research put into effect in this dissertation serves in order to identify the differing approaches to purchasing a product and also to identify which advertising campaigns are the most effective marketing strategies. The data obtained throughout the process of writing this dissertation will enable brands to better market their products to their consumers.

Literature Review

Brand
Rouse and Parcanschi describe a brand as ‘a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.’ (Rouse and Parcanschi, 2015). However, Ogilvy states that a brand is ‘the intangible sum of a product 's attributes:
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