Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019)

The Influence of Advertising on the Consumers’ Purchasing Decision

Authors
Ruixin Zhang
Corresponding Author
Ruixin Zhang
Available Online May 2019.
DOI
https://doi.org/10.2991/bems-19.2019.26How to use a DOI?
Keywords
Consumer psychology, brand marketing, advertising communication.
Abstract
The willingness of consumer to purchase is the premise of marketing and the basis for business survival. With the increase of the number of similar products and consumers’ choices, companies must differentiate their own product in order for consumers to buy. Advertising is the only channel that makes a company stand out, which can produce a huge impact on consumers. From the consumer psychology, brand marketing and advertising communication, this article indicates that advertising has an impact on consumer purchasing decisions by taking “Think Different”, the advertising which were launched by Apple in 1997, as an example.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
1st International Conference on Business, Economics, Management Science (BEMS 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-720-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/bems-19.2019.26How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ruixin Zhang
PY  - 2019/05
DA  - 2019/05
TI  - The Influence of Advertising on the Consumers’ Purchasing Decision
BT  - 1st International Conference on Business, Economics, Management Science (BEMS 2019)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/bems-19.2019.26
DO  - https://doi.org/10.2991/bems-19.2019.26
ID  - Zhang2019/05
ER  -