How Does the Media Affect Buying Behavior?
The media affects buying behavior by targeting the desires of the market and communicating the product on a broadcast level. Discover the impact the media has on the general population with help from a management teacher in this free video on advertising.
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Hi, my name's Mark and we're going to look at how the media can affect buying decisions or buying behavior. These behaviors or decisions are based on our experiences. They're based on our perceptions and they could be traditions that have been in our households for many years, purchasing these all around intake of what we believe to be good or bad and as an aside, based on our own experiences. So the media is really just a tool in which to use to communicate on a broadcast level. And this is obviously done as we know for our advertising whether it be a broadcast medium such as radio, television or in the press and now of course we have to consider the Internet. So the media really can emphasize or reemphasize or further emphasize the values this particular brand has by understanding what it is the buyers like about that particular or value that particular brand and communicating both visually and orally in a way that effectively communicates the value of that brand. Now if a company is going through negative or a downturn in sales, then again if the reason or the rational behind that is understood by the organization, it can similarly use the media again to capture or recapture the interest in that particular brand by dealing with issues that they're facing in a positive way. So, again the issue really is the understanding by the organization what it is that drives the interest in the purchase of its products and brands.