Impact of Advertisement on Consumers : Evidence from Pakistan

This paper depicts the influences or impact of advertisements on Consumers. It is basically about the relationship between advertisements and Consumer behavior. The three factors that make advertisements more influencing are appeal of advertisements; personalities in ads and captions/keyword are used as hypotheses in order to achieve the objectives of the study. Advertisements have both positive and negative impacts. It not only serves for informing and convincing rather it is negatively influencing human minds. Firstly, even without buying too much, people would have improved living standards. But ads lure them to buy more to fulfill their wish list rather than needs. This clearly demonstrates that people consume more than their actual needs, thanks to over fascinating ads. Similarly, without ads, we would hardly know about new arrivals which might make our life easier by bringing new interesting tools, technical gadgets, and many more products. Hence ads prove helpful in boosting economic activities generating income for various stakeholders. Further ad making being more creative profession it is more entertaining. On the other hand, how would we know about so many new interesting tools, gadgets, products if advertising did not exist? Therefore, it may stimulate the economy, creating new jobs, thus being a good source of income for companies, families and countries. Moreover, it is a good way of entertaining people and of increasing people's creativity, as the more creative and appealing ads are, the more people's minds are stimulated. So keeping in view both the aspects we selected the sample of 300 consumers from COMSATS who are students and faculty members and floated the questionnaires among them to check their point of views regarding advertisements. And the result showed that personality endorsements and appeal of the advertisements attracts more consumers than key words or captions and these two variables have positive effects on Consumers of COMSATS who are students and faculty members, ultimately shows that advertisements have an influence on consumers and on their behaviors