A Study on the Advertising appeal to the Buying behavior of Consumer

- Especially on the advertising of medicine for cold -

Cha, In-Suk (Major in Marketing Management, The Graduate School of Business Administration Yonsei University)

The objective of advertising is to induce consumer to the buying behavior through the function of offering information of goods, and it is very important, for the accomplishment of this objective, to stuffy how advertising make an appeal to consumer and how to affect them.

Today, a great deal of goods are, as a result of severe producing competition, lose their specific feature and almost be same not only in character and price, but alto in shape and design. Therefore, manufacturers take much trouble in deciding what to emphasize and how to affect the consumer.

Specifically the advertisements of medicine for cold are so diverse and uncredible in an aspect of their effectiveness that it is very difficult for the consumer to trust them and choose one of them.

For the accomplishment of this objective, the following are to be considered.

In chapter I. purpose, limitation, and method of the study are described as an instruction.

In chapter II, I am to explain the basic theory of the buying behavior consumer, the procedure of decision-making, and the re1ationship between the theory of communication a consumer.

In chapter III, I am to examine the actual condition of Korean pharmaceutical companies, the sort and characteristics of medicine for cold, the amount of a sale of it and the present condition of the advertising rates of medicine for cold.

In chapter IV, I am to investigate, practice, analyze, the buying behavior of consumer of medicine for cold.

In chapter V, I am to present some problems of it and to try to find a remedy for carrying out the effective advertisements. And I am to make a conclusion of this paper in chapter VI.

For the successful accomplishment of advertising of medicine for cold, the first to emphasis a peculiarity of the goods through advertising theory of AIDMA increase a confidence of the consumer. The second, for the next choice through satisfaction of the consumer, it must put in the same advertisements to the quality but not be the false or exaggerated one. The third to awake the sub-consciousness of consumer and to stir up their purchasing desire, it needs to repeated1y communicate with consumers.

Especially in a Mass-Communicational society such as now-days, I'm sure that the advertising, which communicates the existence and the effectiveness of goods is an important element to the buying behavior of consumer and an essential sphere in a study of marketing for the consumerism.