Indian Journal of Marketing

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Effectiveness of Advertisements in India: An Empirical Study


Affiliations
1 Research Scholar, School of Business Economics, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir, India
2 MBA Final Year Student, School of Business, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir, India
     

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This paper explores the effectiveness of advertising in India in the current scenario. The study examines the motive behind purchase of a product, major component of the advertisement, and to what extent the advertisements carry a relevant and believable message. For this purpose, primary survey was done, and the data was collected from 220 respondents from Jammu with the help of a well-designed pre-tested structured questionnaire. The analysis concluded that there is a significant impact of advertisement on these parameters. The customers have a positive perception towards advertising as they find it more satisfactory to invest in a product after watching the advertisement. It is also concluded that the advertisements' messages should be relevant as consumers consider them while taking buying decisions.

Keywords

Advertisement Effectiveness, Attitude, Consumer Awareness, Preference, Purchase Decision.
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  • Effectiveness of Advertisements in India: An Empirical Study

Abstract Views: 159  |  PDF Views: 0

Authors

Dalip Raina
Research Scholar, School of Business Economics, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir, India
Kritika Khajuria
MBA Final Year Student, School of Business, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir, India

Abstract


This paper explores the effectiveness of advertising in India in the current scenario. The study examines the motive behind purchase of a product, major component of the advertisement, and to what extent the advertisements carry a relevant and believable message. For this purpose, primary survey was done, and the data was collected from 220 respondents from Jammu with the help of a well-designed pre-tested structured questionnaire. The analysis concluded that there is a significant impact of advertisement on these parameters. The customers have a positive perception towards advertising as they find it more satisfactory to invest in a product after watching the advertisement. It is also concluded that the advertisements' messages should be relevant as consumers consider them while taking buying decisions.

Keywords


Advertisement Effectiveness, Attitude, Consumer Awareness, Preference, Purchase Decision.