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What
makes a potential customer buy a product? There is no single answer.
A customer may buy a certain brand of face soap because it is used
by a glamorous or favorite movie star or noted sports figure. When
selecting a new refrigerator, that same consumer may be attracted
by a smart or colorful model. Or perhaps that consumer is most concerned
with how much food the refrigerator will hold and how efficiently
it uses energy.
Some advertisements
appeal to logic through straightforward presentation of facts about
a product. Others appeal more to the emotions. Most advertisements
combine logical and emotional approaches. Advertisements offer consumers
an opportunity to make their purchasing decisions from among a wide
range of choices. One of the important roles of advertising, therefore,
is to provide the consumer with a free and abundant choice. Partly
because of the influence of advertising, people have learned to want
ever-better products and services, to take better care of their health
and to improve their way of living.
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