International Journal of Marketing and Business Communication

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Influence of Advertisements on Consumer Behavior - An Empirical Study


Affiliations
1 Department of Commerce and Management Studies, Andhra University, A.P., India
2 GITAM Institute of Management, GITAM University, Visakapatnam, A.P., India
     

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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.

Keywords

Execution Styles, Brand Ambassador, Advertising Media
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  • Influence of Advertisements on Consumer Behavior - An Empirical Study

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Authors

K. Rama Mohan Rao
Department of Commerce and Management Studies, Andhra University, A.P., India
Uppu Venkata Adinarayana Rao
GITAM Institute of Management, GITAM University, Visakapatnam, A.P., India

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.

Keywords


Execution Styles, Brand Ambassador, Advertising Media

References