THE INFLUENCE OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR

Abstract

Advertising is the non-personal communication of the information usually paid for and persuasive in nature about products or services by company through the various media (Datta, 2008). In this modern time, advertising has become an important way to promote products and services and is used for communication purposes. No company can become a market leader unless they invest lots of their income in promotional purpose (Hussainy, Riaz, Kazi, & Herani, 2008). According to the Malaysia Advertising Expenditure Report (2011, February), Celcom is the highest advertising expenditure company which is RM 12,599,000, while newspaper is the highest media of advertising expenditure chosen by marketers which make up 39.3 percent.
In today’s environment, without advertising marketers could not deliver any information or message about their products or services to their viewers or buyers. Also, without advertising marketers could not create awareness about products and services for consumers to make purchase decisions. There are various types of advertising used by marketers such as social advertising, retail advertising, institutional advertising, product advertising, financial advertising, celebrity advertising and others. A different type of advertising has a different target of consumers.