The Impact Of Advertising On Consumer Purchase Decision In Pharmaceutical Industry

Project and Seminar Material for Marketing

The Impact Of Advertising On Consumer Purchase Decision In Pharmaceutical Industry


Chapter One


1.0 Introduction

It is a well known fact that profit making is very important to all business organizations. This is because they need to sustain themselves and keep the company going. To achieve profit (or other objectives of the company) manufacturers sell products and services that can with an competition in the market place. Advertising, according to the “Adeniran (1972) is an act of broadcasting or passing information about the particular product that we want to talk about. Advertising no doubt has an effect on consumers buying behaviour, for example a far samples of consumers whose responses to question were examined showed that advertising creates a sense of familiarity and to a greater degree significantly influence their purchase decision. This means those consumers are most often influenced by advertising messages when making their purchase. Also advertising increases the sale and consequently maximize profit companies. Identify group of prospective buyer called target market and then develop market strategies that can appeal to them.

The marketing strategy is determined by the particular way a company mixers and employed various marketing options. This marketing mix includes a variety of elements generally known as four ps and categorized under the headings of product, price, place and promotion, Advertising falls under promotion category and is past of promotion mix along with personal sellings, sales promotion publicity and public relation; all of which may used to sell or win acceptance of the company’s productions service or ideas.

Experiences over the years have shown that advertising is an indispensable Aspect of marketing because it has demonstrated what can be seen as an overriding effect overall other elements of the promotional mix and marketing as a whole, by its continuous in stimulating and facilitating all activities in these other fields.

Advertising has particular attracted attention in recent time due to the ways efforts have been intensified on it by marketer. This explains why substantial percentage of both print and broadcast media space and activities has been devoted to advertising of one kind or the other. Being the most conspicuous element of marketing activities advertising has received the greatest social criticism. Also, it is the most visible activity of any business. What a consumer has been doing privately for many years, suddenly becomes public the moment it starts to advertise by persuading the public to try the product criticism and it their products or service do not live up to the promised benefit there many arises some misconceptions.

All these criticism have attracted the attention of some regulatory bodies a nongovernmental regulatory bodies, who now closely monitor all forms of advertising through filling the effects did not suffer and decline Defenders of advertising say it is safer to buy advertised products or services than unadvertised ones. Because marketers of advertised product are putting the company’s name on the line to understand the state of the matter, one needs to draw a link between purchasing decision and advertising. In order to do that adequately, particularly reference would be made to the product. May & Baker, (Nig) PLC.
A pharmaceutical Company.


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