Research Paper on:
The Influence of Advertising on Consumer Behavior - A Research Proposal

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References 13 1. Introduction Marketers spend a great deal of money on advertising; in 2008 it is estimated that in the US alone between $160 billion and $260 billion was  spent on advertising depending on how the total is calculated (Mandese 2009). Individual firms spend many millions of dollars, in 2010 the Communications firm Verizon spent $2.45 billion and following  the acquisition of Wachovia, Wells Fargo spent $630 million adverting and promoting the rebranding if the bank (Johnson, 2011). If firms are willing to spend this amount on advertising they  must be convinced that the advertising will have a positive impact on their sales either directly or indirectly. If the advertising gains the reaction required it will impact on the  behaviour of the potential consumer; hopefully resulting in a purchase. The questions that many marketers will consider when designing an advert or an advertising campaign will be the way  that the advert will impact on the behaviour of the consumer. The aim of this paper is to assess the ways in which advertising may impact on the consumer and  determine what medicating factors may influence that impact. 2. Problem Statement John Wanamaker, the father of modern advertising, is often credited with the quote "Half the money I spend  on advertising is wasted; the trouble is I dont know which half". This indicated the problem with the way advertising takes place; it is difficult to assess what advertising has  an influence on consumer behaviour and how it is influenced. This is particularly difficult in large organisations due to a plethora of different advertising campaigns. This is further complicated by  the way in which advertising campaigns may crossover, or influences from old campaign to advertisements may still impact on consumers long after the campaigns finish. Research has been undertaken