Advertising Research Essay Example | Topics and Well Written Essays - 750 words

Advertising Research - Essay Example The different academic disciplines help in understanding these differences among the consumers. In this paper, three academic disciplines and their role in advertising research would be discussed. Psychology, perhaps, has the greatest role to play in Advertising research. The main purpose of advertising is to attract the customer and increase awareness of the brand through advertisement. In order to attract the customer, advertisers needs to understand the minds of the consumer. Consumers, nowadays, have placed a barrier around themselves and they have a cynic attitude towards advertising (Nyilasy and Reid, 2009). However, this has not changed anything. Advertisers still use advertising to reach and the customer. Many of the ads that consumers are exposed to make no impact on the product sales but sometimes an ad connects with the consumers and product sales increase directly as a result of the advertisement. An advertising connects with the consumer when it understands the consumer. Thus, understanding the consumer is vital. Psychology helps in understanding the consumer and it plays the role of effectively targeting the right consumer. Often research on a certain topic helps understand the consumer better and this then helps in improving advertising in the future. For instance, an apparel store can conduct a research on the impact on sales after using celebrity branding. This would help the advertisers to understand whether celebrity branding does impact the sales of the product. If it does, the store can use celebrity branding often to improve their sales. Thus psychology helps in advertising research by answering the simple question: Why do consumers behave the way they do? This is then used to make advertising more effective (Reijmersdal, Neijens, and Smit, 2009). Sociology is the study of human behavior within the society. Humans like to consider themselves as part of a group or a community and in order to understand a person, it is important to