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Ad is useless because customer know what they want to buy? Agree or disagree?

Nowadays, there is a public controversy over the issue of the effectiveness of advertisement.  Some people who dislike the advertisement fervently argue that it is useless to advertise the products since customers know exactly what they want to buy.  However,  a closer study of the evidence, supported by the deep sense of customer psychology and general practice, has profoundly modified this view. In actuality, advertisement really can influence the customers’ purchase decision.

Of course, argument will be raised against this standpoint.  One allegation often made is that the customers are rational individuals and they know exactly what they need. However, it is just an ideal condition which only exists based on two assumptions. The first is that the customer is so rational that they are not susceptible to any external influence imposed on them, the other the full knowledge of all the info required for his decision-making.  It is very rarely in practice that a custom can make his purchase decision making without any influence of the advertisement.

It is universally acknowledged that normal people, as a part of their human nature, are easily influenced by other external factors and customers’ purchase decision can be easily influenced if there are exposed to adequate advertisement. Psychology study and the practical experience have illustrated it million times. For instance, do you remember how many times you purchase some products in an impulse and later you find that you do not need them at all, or you purchase a huge amount quantities of a products which it seems that you never use up, not to mention that how quickly and easily you switch your attention from one brand of product to another. If advertisement were useless, why did the shrewd manufacturers invest so huge amount in advertising for their products?

Apart from any considerations of psychology, we have to admit that some times even the customers themselves do not know what they want, not to mention to make a good purchase choice. Our knowledge is confined what we are exposed to. Advertisement can enable us to dig out what we really want which we may never think of and keep us informed of the current trends, the most updated technology which may make in a better position to make a good choice.  If there were not advertisement, as a normal customer, we are not given all the information required for us to make a purchase decision.  At this point, advertisement can function as information messenger.

All the evidence justified a sound view that the advertisement can influence customer’s purchase decision-making either by taking advantage of the customer’s psychology or by letting them know more information about a product. Advertisement has become an indispensable part of our daily lives, no matter whether we like it not.

对不起，email 地址写错了，应该是zjj001122(A) hotmail.com.