The Influence of Advertising on the Consumers’ Purchasing Decision

DOI

10.2991/bems-19.2019.26How to use a DOI?

Keywords

Consumer psychology, brand marketing, advertising communication.

Abstract

The willingness of consumer to purchase is the premise of marketing and the basis for business survival. With the increase of the number of similar products and consumers’ choices, companies must differentiate their own product in order for consumers to buy. Advertising is the only channel that makes a company stand out, which can produce a huge impact on consumers. From the consumer psychology, brand marketing and advertising communication, this article indicates that advertising has an impact on consumer purchasing decisions by taking “Think Different”, the advertising which were launched by Apple in 1997, as an example.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruixin Zhang
PY  - 2019/05
DA  - 2019/05
TI  - The Influence of Advertising on the Consumers’ Purchasing Decision
BT  - Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019)
PB  - Atlantis Press
SP  - 142
EP  - 146
SN  - 2352-5428
UR  - https://doi.org/10.2991/bems-19.2019.26
DO  - 10.2991/bems-19.2019.26
ID  - Zhang2019/05
ER  -