Consumer Behavior: Analysis of Oral-B TV Advertisement Campaign

This report analyzes an Oral-B television advertisement to understand its effectiveness in influencing consumer behavior. The report begins with an introduction that highlights the power of television advertisements and selects the Oral-B advertisement as a case study. The report then delves into the advertisement's message, which emphasizes that Oral-B is the 'product of the year' and is approved by dental care professionals, particularly in Australia. The analysis explores how the advertisement aims to capture consumer attention, generate interest, create a desire for the product, and ultimately induce a buying action, aligning with the AIDA model. The core of the report focuses on the application of consumer behavior theories, specifically the theory of reasoned action, to explain how the advertisement persuades consumers. The report concludes by reiterating the effectiveness of television advertisements and emphasizes the role of trusted brands and health professional endorsements in consumer decision-making, particularly in the context of oral health. References are provided to support the analysis.

Running head: CONSUMER BEHAVIOR
CONSUMER BEHAVIOR
Name of the Student:
Name of the University:
Author note:

1CONSUMER BEHAVIOR
Introduction
The marketing communication tool selected is Television advertisement. Television is
one of the most effective media that successfully persuades the customers. The advertisement
selected for the discussion of consumer behavior theory is an advertisement of Oral-B. It is a
television advertisement campaign of Australia. Oral-B is one of the most commonly used
Toothpaste. This advertisement shows that Oral-B is the product of the year and is voted by
Australia’s Dental Care. Many people prefer the toothpaste because it satisfies the needs of the
customers. Customers get the result they expect. But apart from what is the product offers to the
customers the approach used by the company to communicate to the audience has a greater role
to play.
Fig 1: Oral B Pro Health Announcer TV Commercial (source: YouTube)

2CONSUMER BEHAVIOR
The figure above is the figure of an advertisement campaign of Australia. It is a television
advertisement. In this advertisement, the marketers convince their customers saying Oral B has
been voted product of the year. Australia’s Dental Care has voted it. This fact is enough to
persuade the customers to buy the toothpaste. Here the reasoned action of buying the product is
motivated by the advertisement message that tells the target audience that Oral-B is the best
product. Indirectly the message is for both the existing customers and those who are yet to be a
consumer of Oral B (Head & Noar, 2014). Marketers know that consumers look for rationale
before they plan to buy a product. Dental care is very important and so consumers would look
some sort of approval from dental association. The message that the advertisers want to send to
the audience is that Oral-B is the best toothpaste and even dentists approve it. They know that
audiences can be easily influenced and they will start searching for more information about the
product. It is sufficient to generate interest amongst the customers. As per the AIDA model the
marketers aims to
Grab the Attention of the Customer
Generate Interest amongst them
Create a Desire to proceed for buying action
Induce the buying Action
The advertisement of Oral B tooth shown above is the best example that explains how
marketers use the persuasion theory to influence the customers. They convince the customers
that the toothpaste will solve their all-oral problems. For persuading the customers, they even use
the terms like dentists say, approved by dental association and many more. People are convinced
that the toothpaste they are about to buy will give them the expected result. Consumers for

3CONSUMER BEHAVIOR
products like toothpaste prefer to buy products that they think would be the best. Through market
research, marketers find out the factors that customer look while they choose toothpastes
(Hawkins, Mothersbaugh & Best, 2013). Using this information, they only use persuades the
customers that their product will exactly fulfill that particular requirement.
Consumer behavior Theory
Marketers use various consumer behavior theories in advertisements. Persuasion
techniques of advertising are used to make so that customers are motivated to buy a product.
Another thing advertisements do is create awareness among the customers about the products
that can help them fulfill their requirements (Kotler et al., 2016).
Theory of reasoned action is the theory reasoned actions is one of the theories of
consumer behavior that is mostly used by the marketers. This is a persuasion theory which was
developed by Martin Fishbein and Icek Ajzen. This theory was developed as an improvement of
Information Integration theory. This theory identifies the links between beliefs, attitudes,
behavior, norms and intentions of individuals. According to the theory the behavioral intentions
of a person describes his behaviors. The behavioral intentions of a person can be determined by
his or her intentions (Solomon, 2014). This theory says that the attitude of an individual is
largely influenced by the consequences of that particular behavior.

4CONSUMER BEHAVIOR
Conclusion
Theory of reasoned action is one of the most popular theories that the marketers use
today. Customers in order to fulfill their needs related to health care only use such products that
are approved by medical practitioners. They do not want to risk their health so they look for a
valid reason to use the product. In the advertisement of Oral-B advertisers researched about the
factors or points that motivate consumer buying. Using the information, they make
advertisements that convince the customers that the product is exactly what they have been
looking. They make the requirement of the customers their unique selling proposition. This
induces maximum number of sales.

5CONSUMER BEHAVIOR
References
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2013). Consumer behavior: Building
marketing strategy. McGraw-Hill Irwin.
Head, K. J., & Noar, S. M. (2014). Facilitating progress in health behaviour theory development
and modification: The reasoned action approach as a case study. Health Psychology
Review, 8(1), 34-52.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing
management. Pearson Education Ltd..
Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior,
and the integrated behavioral model. Health behavior: Theory, research and practice.
Oral B Pro Health Announcer TV Commercial. (2017). YouTube. Retrieved 13 November 2017,
from https://www.youtube.com/watch?v=aD52rK6F2BA
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.

6CONSUMER BEHAVIOR
Summary of the discussion
I personally find television advertisements very effective. This is the reason the
television advertisement has been selected as the communication tool for this discussion.
The advertisement is of Oral B toothpaste. The selected advertisement for discussion is
sending a very strong message to the audience that even dentists approve oral B. It has
been voted product of the year. Television advertisements are generally very effective. I
find the advertisement very effective. As a consumer, I would prefer to use a product that
is approved by any health care association. Oral health is very important and I would not
like take a risk by using just any toothpaste. Oral B is a brand can be trusted and millions
of people across Australia use Oral B. The theory that I thought that could be applied to
this advertisement is Theory of reasoned action.