Influence of Advertisements on Consumer Behavior - An Empirical Study
Published: 2012
Author(s) Name: K. Rama Mohan Rao, Uppu Venkata Adinarayana Rao
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Abstract
Advertising is the key promotional tool in Integrated Marketing Communication. The influence of advertising on consumer
behavior can not be over emphasized. However, the strong criticisms regarding overuse and misuse of advertising rising doubt on the
exploitation of the potential effectiveness of this powerful tool. Companies need to learn the right ways to use advertisements for the promotion
of their products and services. For the purpose, it is necessary to understand and estimate the influence of advertising on the behavior of the
target market. This paper is based on an empirical study which presents an analytical view of; i) the consumers’ interest, sources and occasions
of visualizing advertisements, ii) Category of advertisements observed and perception of specific benefits from advertisements, iii) Influence of
execution styles, brand ambassadors and media and iv) Influence of advertisements on purchase of different product categories.
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