Investigating the effect of advertisement on consumer behavior

During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to reach organizations’ objectives. This paper presents an empirical investigation using highly reliable and efficient method called AIDA, which consists of four factors: attention, interest, desire and action. The study is implemented for one of Iranian food suppliers called TABAROK located in city of Mashad, Iran. The survey selects a sample of 300 regular customers and distributes a standard questionnaire among them. Cronbach alpha has been calculated as 0.93, which is well above the minimum desirable level. Using Spearman correlation test, the study confirms that all four components of the survey influences consumer behavior, positively. The study also indicates that there were some positive and meaningful correlations among various components of the survey. In addition, applying Freedman test indicates that advertisement has the highest impact on convincing consumer to purchase product.