Advertising and it’s influence on the customer choice

1.

ADVERTISING AND IT’S
INFLUENCE ON THE
CUSTOMER CHOICE
Prepared by
Dolbun Y.S.
Sotnikova I.S.

2.

What is advertising?

3.

4.

The golden rule of the advertising
ATTENTION
INTEREST
DESIRE
ACTION

5.

Advantages of Advertising
◦Lower unit costs
◦Helps in brand building
◦Attract New Customers
◦Customer Education
◦Helps in New Product Launch
◦Helps to reduce customer
turnover
◦Increases the trust of existing
customers

6.

Disadvantages of Advertising
◦Increases costs
◦Сonfusing buyers
◦Small business out of competition
with big business
◦Encourages the sale of
substandard goods

7.

8.

Price bait
If you give the buyer a choice between a notoriously unprofitable
option and a more attractive option, he will choose the latter.

9.

Small tiles on the floor
Closely spaced horizontal lines on the floor slow down the pace of shoppers
walking down the aisle, encouraging them to browse and buy more items.

10.

Price from “.99”
“99” makes us think that
the item is on sale

11.

Rude staff for luxury stores
Buyers believe that the seller is behaving dismissively, because they
do not yet have status items, and they need to quickly acquire
them in order to become part of the elite

12.

Limited edition
“Illusion of scarcity” makes buyers think that there is a strong
demand for a product

13.

Bins for storing things are not for
protection from thieves
Storage rooms are needed only to free the hands of the buyer

14.

Carts make you buy longer and
more
The special shape of the trolley was invented so that it seems to
you that you have not bought so many products

15.

Free gifts that you have to pay for
Every time you are given a small gift for a purchase of a certain
amount (most often this is a product aimed at children), Now the
child will want to collect the entire collection, and every time you
have to purchase goods only in this store and purchase for a
strictly defined amount.

16.

Discount stickers as a way to play
with customers

17.

The illusion of cheap goods
The effect of a small mess (for example,
when a lot of clothes are piled into a
similar basket) creates the feeling that
the goods are much cheaper than things
that are simply lying on the shelves

18.

Ordinary things in unusual packaging
sell ordinary goods under the guise of souvenirs, because then its
value can be increased several times

19.

Buyer’s associations
Mood, memorability, and association are critical in advertising, but
by using key colors in their ads, brands can also develop
recognition and awareness

20.

Background music and musical
accompaniment
Slow music sets the buyer up for a calm, measured and deliberate
choice of purchases

21.

Gold shelves
Place where located items that buyers pay attention to most of all

22.

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