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Impact of Advertisements on Consumer Decision Making Process

PRIMA: Practices and Research in Marketing

Volume 3 Issue 1

Published: 2012
Author(s) Name: K. Rama Mohan Rao, U. V. Adinarayana Rao | Author(s) Affiliation: K. Rama Mohan Rao, Andhra University; U. V. Adinarayana Rao, GITAM Institute of Management
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Advertising is a psychological game. The advertisers make appeals to the target audience to make them respond positively to their marketing offers. The trends all over the world are indicating that the use of advertisements as a communicating tool is increased year by year through different media channels. The consumers are exposed to a wide variety of advertisements of various companies and through different media. It is necessary to know whether the advertisements are really impacting the consumers in their behavior and purchase decision process and what kind of opinions the consumers are having against the quality and impact of advertisement?. This paper is based on an empirical study and makes an attempt to answer the issues identified.

Keywords: Consumption habits, Life style, Quality decision making, Sex exploitation, Consumer emotions

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