A THEORETICAL APPROACH TO THE CONCEPT OF ADVERTISING IN MARKETING

The field of consumer behavior studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behavior is never simple, because customers’ behaviors are changeable. They may not be in touch with their deeper motivations, and they may respond to influences and change their minds at the last minute. All marketers can profit from understanding how and why consumers buy. If you do not understand your customer’s motivations, needs, and preferences you will fall into some major mistakes in advertisement. This study explains the meaning of advertising describes the objectives of advertising and identifies various types of advertising; and suggests which types of advertising are suitable for consumer and marketers.