PECULIARITIES OF THE INFLUENCE OF ADVERTISING COMMUNICATIONS ON CONSUMERS
Keywords:
advertising, advertising communications, consumer, tools, brand, levels of information perceptionAbstract
This article examines the specific impact of advertising communications on consumer behavior within the contemporary marketing environment. The essence of advertising is analyzed as a key component of integrated marketing communications. Drawing on both communication and socio-cultural perspectives, the study highlights the multifaceted nature of advertising and its role in shaping consumer preferences.
Within the framework of the marketing mix (4P), advertising communications are shown to perform a central promotional function by informing consumers about product characteristics, pricing, and distribution channels. The analysis emphasizes that advertising acts as a catalyst of consumer interest, fosters brand loyalty, and strengthens competitive positioning.
Three levels of advertising perception are identified - cognitive, affective, and behavioral - each exerting a distinct influence on consumer engagement and decision-making. Particular attention is devoted to the affective and behavioral dimensions, as these not only shape attitudes toward the brand but also drive tangible consumer actions, such as purchases, participation in loyalty programs, and the dissemination of positive feedback. Recognizing these levels is demonstrated to be essential for building sustainable and strategic relationships with target audiences, thereby supporting both short-term performance and long-term trust and loyalty.
The article further underscores that the integration of rational and emotional factors in advertising communications enhances the effectiveness of marketing strategies and promotes the development of enduring consumer–brand relationships. Empirical examples from leading Ukrainian companies illustrate the practical relevance of the study. The findings suggest that the comprehensive use of diverse communication approaches increases consumer loyalty, stimulates repeat purchases, and contributes to sustainable business growth. The practical significance of the article lies in the systematization of approaches to evaluating the effectiveness of advertising communications.
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