PRIMA: Practices and Research in Marketing

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Impact of Advertisements on Consumer Decision Making Process


Affiliations
1 Department of Commerce and Management Studies, Andhra University, Visakhapatnam
2 GITAM University, Visakhapatnam
     

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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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  • Impact of Advertisements on Consumer Decision Making Process

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Authors

K. Rama Mohan Rao
Department of Commerce and Management Studies, Andhra University, Visakhapatnam
U.V. Adinarayana Rao
GITAM University, Visakhapatnam

Abstract


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

References