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广告之于企业,不仅仅是一种向消费者传递信息的手段,同时也是作为一项投资来安排的,因为不论是有关企业的形象广告还是产品功能介绍性广告,其最终目的都是希望与潜在顾客建立良好的商业交易关系,以达到扩大销售、增加利润的目的。现在的问题是,言过其实的广告到底是会促进产品的销售呢?还是会阻滞产品销售呢?消费者心理学研究表明:消费者的消费行为大致会经历引起需要、寻找信息、认知评价、购买决策、买后体验与行为五阶段。消费者结合自身的需要程度,对广告所传递的信息进行加工处理后就会产生产品或服务的客观质量和主观质量两个方面的认知,并形成对企业所提供的产品或服务的预期
Advertising to companies is not only a means of delivering information to consumers, but also arranged as an investment, because the ultimate purpose of both the corporate image advertising and the product features introductory advertising is hope and Potential customers establish a good business relationship with the purpose of expanding sales and increasing profits. The question now is whether overdone advertising will promote product sales, or will it hinder product sales. Consumer psychology research shows that consumers’ consumption behaviors will generally experience needs, information seeking, and cognitive evaluation. Purchase decision, post-buying experience and behavior in five stages. The degree to which consumers combine their own needs and the processing of the information delivered by the advertisement will result in the perception of the objective quality and subjective quality of the product or service, and will form an expectation for the product or service provided by the enterprise.