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European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.3 Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan).

The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of Pakistan. Keywords: Environmental response, Emotional response, Consumer buying behavior.

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Introduction Almost every one grows up in the world which is flooded with the mass media e.g. Television, advertising, films, videos, billboards, magazines, movies, music, newspapers, and internet (Latif & Abideen, 2011). Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007). Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e.

Product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotion and public relations are mass-communication tools available to marketers. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the country (Latif and Abideen, 2011).

Telecommunication technology enables business and industry to grow at a faster pace while simultaneously contributing to the economic development and at the same time telecommunication infrastructure can be reliable indicator of economic development. Cellular phone industry has been one of the profitable businesses in Asian business (Roberts, 1998). In 2001, China’s cell phone market grew into 130 million users, exceeding the U.S.’s market for the first time (Robertson, 2001).