IJSR - International Journal of Scientific Research

Dr.A.Valarmathi

Volume : VIII, Issue : IV, April - 2019

EFFECTS OF MASS MEDIA ADVERTISEMENT ON JEWEL PURCHASE DECISION: SPECIAL REFERENCE TO WOMEN PURCHASE DECISION

Dr. A. Valarmathi

Abstract :

The problem of today’s business is no longer in the production area but only in the marketing area. Marketing of products involves so many aspects including the selection of media, preferences and awareness for their products in the market.. Hence, it is the duty of business concern to study such factors to understand the media preference. Since there are more media to choose from and each medium offers an increasing number of choices, careful attention is to be given to select more appropriate mass media like print media, oadcast media, outdoor media and other media. Identification of the target audience is an essential step in selection of Media. Today’s world is subjected to rapid changes in technology; selection of media is also characterized by fact changes.