A lot of purchases we make nowadays are based on ads that we have read from a magazine, have watched on the television, or have skimmed from a website. However, how influential are these advertisements? Have we really bought products because of ads that we have seen? To answer these two questions, I propose a thorough research studying the relationship between the consumers’ behavior and the advertisements in order to have a better understanding of the influence of mass media. Since advertisements can be seen everywhere and they are full of different kinds of products; I suggest that the research should concentrate on a specific type of media. For this study, I think that television will be a good object to observe because television these days contains a lot of advertisement and people are spending a lot of time watching TV. First, I will do a content analysis on some of the biggest channels like Fox; and conduct a list of types of ads are shown on TV. Then I will have a random sampling group consists of 25 male and 25 female. In this experiment, I will be looking for the type of advertisement that each individual is interested in. A survey will also be done with the same group; the purpose of this survey is to find out the actual amount that each person has spent on something that are totally based on advertisement that they have seen. If my hypothesis is correct, the result will show most of these 50 individuals’ buying behavior is influenced by the TV ads; and I believe that consumers nowadays are heavily influenced by advertisement as the mass media nowadays are very influential.
This is the type of research that advertising firms do all the time. They usually find that it's very difficult to isolate variables -- who sees which ads, who buys what -- but in the longer term they can identify behavior of specific demographic groups.
ReplyDelete