Impact of advertisement on consumer buying behavior

This paper examined the impact of advertisement on consumer buying behavior. Advertising plays an important role in the form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services. This study examined the different media (like the Television, Radios, newspapers, magazines and billboards), advertisement uses to communicate to the consumers. Questionnaires were administered to 150 respondents around some parts of Kaduna town for a period of one month. Findings indicate that advertisement has a significant positive relationship with consumer buying behavior. The study recommends that consumer buying behavior can be enhanced with rich quality and creative advertisements as it creates awareness.