Research in Perception and Impact of Advertising on the Consumers’ Market Behavior

Abstract

The presented study is aimed at identification of the impact of advertising on the consumers’ opinion and behavior as well as efficient forms and elements of the advertising message. The analysis and conclusions are based on the results of the questionnaire survey planned and executed by the authoress. The respondents’ opinions document the perception of advertising messages and attitude thereto. The obtained data prove that the advertising constitutes an element of marketing, which affects both the consumers’ behaviour and their purchase decisions. Therefore the research in advertising in relation to the perception and market behavior of the message receivers as well as the assessment of its effectiveness should form a significant area of the marketing activity for each company, while the information obtained there from should be the basic premise for the process of marketing decision-taking.