The Impact of Advertising, Promotions and Public Relations on Consumer Buying Behaviour

Authors

  • Clarence Anthony Puspanathan Lecturer, Department of Public Relations, Universiti Tunku Abdul Rahman, Kampar, Malaysia
  • Michele Tang Pei Yee Under Graduate, Department of Public Relations, Universiti Tunku Abdul Rahman, Kampar, Malaysia

Keywords:

Consumer buying behaviour, Advertising, Promotion, Public relations, Decision making

Abstract

Consumer Buying Behaviour is a fundamental element when it comes marketing, consumer buying behaviour is a core element that marketers will need to understand in order to successfully sell their goods and services. Integrated marketing communication is an important tool that marketer can use to affect consumer buying behaviour. Through promotion, advertising, and public relations, this research investigates how information, convincing, and reminding IMC strategies are used to inform, persuade, and remind specific audiences and how they influence consumer decision-making. The interaction between promotion, interactive marketing, advertising, public relations, and personal selling, as well as how they impact consumer decision-making, will be the focus of the research project. This will be quantitative research in which data will be collected using a questionnaire and a random sample technique. When creating the questionnaire, a 5-point Likert scale will be utilised, and it will be circulated on the internet to collect information. This study will use a Social Science statistical programme to analyse the data collected from 382 respondents in Ipoh, Malaysia.

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Published

18-05-2022

How to Cite

[1]
C. A. Puspanathan and M. T. P. Yee, “The Impact of Advertising, Promotions and Public Relations on Consumer Buying Behaviour”, IJRAMT, vol. 3, no. 5, pp. 71–76, May 2022.

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Section

Articles