Volume : I, Issue : XI, August - 2012

The Role Of Advertisement In Buying Behaviour

Dr. K. Krishnakumar, K. Radha

Abstract :

The successful promotion of a product requires that at a minimum, a positive commonly used source of communication to convey the message to the ultimate customers. Media can reach very large number of potential buyers globally. Media plays important role in the competitive world. It helps to speed the message about the product and thus promote its sale. It facilitates creation of a non–personal link between advertiser and the receiver of the message. Needs and motivation are the starting points of buying behavior. For a purchase to take place, buyers must experience sufficiently positive attitudes toward the product and services and consciously felt needs. Hence, Advertisement plays a vital role in the marketing of goods and services in recent days. Every family rich, middle, poor, educated and uneducated have to make decision relating to their purchase. Advertisement and buying behavior are the two pillars of modern marketing. Advertisement comes from marketer’s side. When both are linked the selling takes place. Advertisement influences purchase decision in many ways. The aim of this study is to analyses the impact of advertisement on consumer behavior in buying decision process.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. K.Krishnakumar, K. Radha The Role Of Advertisement In Buying Behaviour Indian Journal of Applied Research, Vol.I, Issue.XI August 2012


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