by Kelly Moser

Created on: February 15, 2007   Last Updated: May 09, 2007

The American media influences a consumers' buying decisions if for no other reason than they provide information on what products are available for purchase. Millions of products are introduced to the marketplace every year. Those products with advertising budgets are more likely to build awareness and demand, in the marketplace. Businesses that do not advertise can succeed, but public awareness of their products grows at a much slower pace, since it is based on word of mouth and repeat customer purchases. While the advertising industry does influence a consumers' decision to buy, they only make the final decision if the consumer allows them.

Recognizing the interactive relationship between advertisers and consumers is the responsibility of the consumer. Ad companies would love for consumers to blindly follow their dictates and only purchase those products that are advertised. It would make their jobs a whole lot easier. No longer would a business need to prove that the product they sell is better, brighter, and easier to use. They would merely hire an ad agency to produce a commercial to ensure sales. However, this is not how the marketplace works.

Consumers' grow to realize that the ads they are seeing not only provide information, they are trying to convince the consumer to buy a particular brand.Even small children can be taught that each commercial they see is an effort by a business to convince them to buy their product. Merely discuss with them that the people on t.v. want them to buy brand x and now it is up to them ( and mom) to decide if they want to buy it. For adults who find themselves falling under the spell of the advertisement industry, a review of this simple childhood instruction may be necessary. Remind yourself that the images you see on television are merely attempts by business to get you to buy their products. You have the final decision.

So when the ad agencies produces a commercial telling you that everyone has a widget, do not fall into the trap and immediately buy a widget. Look around, think and decide if you really want a widget. Then begin comparing brands. Each step in this process makes the consumer, not the media, the ultimate decision maker for any purchase.

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