A PROPOSAL TO STUDY
THE INFLUENCE OF ADVERTISEMENT ON THE ACTIONS
OF PARTICIPATING PEOPLE AS PERCEIVED BY UPR PONCE CONSUMERS
One of the main factors that influence people to buy or select a product is advertising. There are a varieties of consumer’s perceptions, which are constantly changing. Not everyone receives the same message the same way, and some perceive the same message giving them more importance than others. The future of advertising is not only linked to its own creative ability, but the speed and certainty with which the new media adapted to many of which still exist. (Guerrero, 2006)
Statement of the Problem
The study will gather data on the behaviors of ...view middle of the document...
Definition of terms
Advertising- The study will gather data on the behaviors of students from UPR Ponce consumers, if the people are affected or influenced by advertisement strategies, to perceive the different market offerings and are led to buy.
Advertisement- A notice, such as a poster or a paid announcement in the print, broadcast, or electronic media, designed to attract public attention or patronage.
Case study- Documented study of a specific real-life situation or imagined scenario, used as a training tool in business schools and firms. Students or trainees are required to analyze the prescribed cases and present their interpretations or solutions, supported by the line of reasoning employed and assumptions made.
During the investigation had several delimitations:
1. The time for the case study students and professionals in UPR Ponce.
2. Lack of tools to carry out the case study.
During the investigation had several limitations:
1. Surveyed students ranging in age from 19 to 22 years old.
2. Limit ourselves to a case study in UPR Ponce.
REVIEW OF THE LITERATURE
In this chapter the most important ideas of several authors of articles related to the issue of the effect of advertising and the perception of people are exposed. It also contains important information collected through several questionnaires distributed in the university community of the University of Puerto Rico in Ponce. This information shows the findings of the main reasons why people are affected by advertising.
Effect of the ads on people
(Coveland, Haririson, Henry, 2008) The ads have become the strongest weapon for organizations because through these strategies they reach consumers. According to Webster (2008) advertisement is any public notice, as a display in a newspaper printed, short film on television, on radio announcement, and so on. It is designed to sell goods, publicize an event, etc. In a study on the direct impact of the ads to consumers during the years 90’s (Hernández, 2000) between 1990 and 1994 the increase in ad spending by companies was in a 400 % placing the example of different pharmaceutical investing up to 10 billion dollars in drug promotion to motivate the patient to consult their physician about the use of the products of these companies. This research not only emphasized the effect of the ads if it pointed to the customer loyalty to certain brands of drugs in specific. (Claudia, 2008) If we move now to the past decade companies paid more than 300 trillion dollars in advertising in newspapers, magazines, radio, television, direct mail, business publications, telephone and Internet. If we wonder, what effect did all this publicity have? (Stewart, 2000) Many, since advertising is one of the most powerful social forces of the present civilization. The ads not only sell products, sell images, goals, values, concepts of who we are and who we should be. That is...