PRESENTATION ABOUT
The Role of Mass
Media/Social
Media in Shaping
purchase behaviors
What makes an ad effective or ineffective?
Mass
Media
WHAT IS MASS MEDIA?
Mass media refers to a diverse array of media
technologies that reach a large audience via
mass communication. The technologies through
which this communication takes place include a
variety of outlets. Broadcast media transmit
information electronically via media such as films,
radio, recorded music, or television.
Social
Media
WHAT IS SOCIAL MEDIA?
Social media is a collective term for websites and
applications that focus on communication,
community-based input, interaction, contentsharing and collaboration. ... Mobile applications
make these platforms easily accessible. Some
popular examples of general social media
platforms include Twitter, Facebook and LinkedIn.
The Impact of Mass
Media in Purchase
Behaviors
Technology and Mass Media is a powerful tool that has
changed how producers advertise and how consumers
buy. It has provided people with access to products and
access to different ways of communicating and working
together. It also provides variety of advertisements and
has a big impact in shaping purchase behaviors.
The Impact of Mass Media in
Purchase Behaviors
The influence of media on consumer behavior is profound. The
billions of dollars spent in advertising each year attest to the
impact of media on consumer purchasing and buying preferences.
The ability of media to shape consumer trends and tastes through
media such as movies, television shows and music is all-pervasived
access to different ways of communicating and working together. It
also provides variety of advertisements and has a big impact in
shaping purchase behaviors.
4 Ways Media Influences Consumer
Behavior
Does social media affect consumer behavior?
Social media has occupied an important position
as a communication tool. People across the
globe use social media to connect to other
people or organizations.
4 Ways Media Influences Consumer
Behavior
Globally, people have started to use social media
such as Facebook, Twitter, Instagram and LinkedIn
to share their experiences. As customers, people
share product reviews, information about a service,
advice on food or health, warnings about products,
tips on using certain products, and much more.
4 Ways Media Influences Consumer
Behavior
People have a lot of ‘connections’ on social media,
therefore information is consumed by many people.
This information becomes a source of influence on
consumers and their buying behavior.
4 Ways Media Influences Consumer
Behavior
Research studies have shown that many
people rely on the information and reviews on
social media as a guide for planning their
future purchases.
4 Ways Media Influences Consumer
Behavior
Social media has grown in terms of its reach
and impact. Here is a statistic to prove that.
54% of social browsers use social media to
research products (GlobalWebIndex, 2018).
4 Ways Media Influences Consumer
Behavior
1. Builds product awareness
2. Social Proof as a greater force of buying decisions
3. Promotions, Discounts and Deals on Social Media
4. Social Media Influencers
What makes an ad
effective?
. As consumers, we’ve all seen our fair
share of ads that wow us, and ads that,
well, flop. So what makes a good
advertisement? There are 10
characteristics that make for a strong ad
or campaign:
It should be :
• promotional
• persuasive
• It’s part of an overall marketing strategy
• targeted
• an investment
• original
• creative
• consistent
• personalized
• ethical
What makes an ad
ineffective?
While good advertisements produce results,
bad advertisements are just a waste of
money. Bad advertisements are characterized
by communication barriers and lack of
creative strategies.
• The desire for instant gratification
• Attempting to reach more people than the budget will allow
• It is not believable
• Unsubstantiated claims
• Not creative enough
• False and misleading commercials.
• Violence and obscene
• Lack of authenticity
• Confusing “response” with “results.
Thank you
for listening!
♥️