THE INFLUENCE OF TV ADVERTISING ON CONSUMER BRAND PREFERENCE Essay

In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has to be persuasive and convincing in order to sell or secure favorable consideration. The advertiser has to communicate facts and ideas to the public in such a way that the information fits the needs, wants, and interests of the public (Crisostomo 4).

Advertising is a persuasive communication attempt to change or reinforce one's prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade' to consumer in order to generate new markets for production.

Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way

1. Advertising is providing information, calling attention to, and making known something that you want to sell or promote.

Everyday our lives are affected by advertising and media. Companies use advertising to take advantage of every aspect of people’s lives. As a result, a change needs to happen in advertising, for the negative impacts of advertising are hurting the cultural norms of society. Everyday companies use advertising as a tool to take advantage of the relationships of consumers.

Advertising is an effective tool of communication used by marketers to deliver and communicate advertisers message and their product benefits to well defined target audiences. The message is generally communicated through the mass media which are the television, radio, Outdoor, newspapers (Print) and internet the

companies use advertising to induce potential customers to purchase their products and services. The intro-

The cell phone market is a massive market; some studies conclude that more than half of the United States has cell phone accounts (Simon, 2004). One attribute that defines the cell phone market is the idea of consumers giving up their land line use. Many individuals are now giving up their land line use

The term advertising, the peaking of one’s interest about a product or service offered, has been used since the 1500s. For over five hundred years, companies and inventors have been influencing consumers to buy or invest in their products through advertisements. These ads can come in all types, shapes, and sizes. They can range from radio, print, television, web, or even advertisements by word of mouth. The idea of advertising can be complicated to understand, but why ads need to be used is very simple. Advertisements tell people what is out there to buy.

Consumers have wants and needs, and the most popular way to get those products known to consumers is advertising. Advertising provides the consumers with important information about the products and or services. Plus, how would the consumers know about things if they were not advertised in a particular way. Advertisements educate the consumers about the positive and negative effect of a product. For example, a medical, commercial may across your television or you may even see an ad about it in a magazine, throughout that ad the marketer will explain to you the good that

This will allow us to understand the level of success of their marketing strategies, as well as to analyse if there is a discrepancy of perspectives on people from the same consumer segment. More in depth, this case study has become an alternative to the original methodology chosen for this research, which was to be based upon UK telecommunication companies and the comparison between their marketing strategies and its impact on consumers.

India is a country where people love to live in dreams and people are crazy about film stars, sports figures, social activists, politician etc. they worship celebrity and treat them as God. In order to face the increasing competition and considering this attitude of consumer’s marketers adopt a strategy that tries to get benefit from the emotional attachment of the fans of the celebrities. This strategy is well known as Celebrity Endorsement. It is believe that the use of superstars in advertising generates a lot of publicity and attention. Hence, celebrity endorsement is the important factor, which grabs the customer’s attention towards the product and services. The buying behaviour of a customer is strongly influenced by the efforts made by the advertisers to build brand loyalty. Attentions seeking ads and the use of celebrities in ads are very popular and successful as it gives the wanted results to the companies. The proposed research will be mainly sheds light on celebrity’s impact, whether

The word “advertising” derived from Latin work “adventure”. Then it bears the meaning of “attention, attraction and making it known”. We are living in an era of information explosion in which hundreds of thousands advertisement makes an impact on us every day. Social media like radio, television and internet are to a great extent, financially motivated to present ads. Now advertising is an integral part of our social and economic system. One reason for this is that advertising has become the spokesman for business. It is a powerful tool for the flow of information from the seller to the buyer. It can present the function and distinguished characteristics of the products in a short time and persuade people to believe what it said.

Advertising has become an important thing in our everyday life. Almost all the companies make advertisements these days. Usually companies when launching a new product gives advertisement about their products may be in on television or newspaper. This kind of advertising attracts audiences who are likely to buy the product. For example, the advertisement of cola attracts a large part of audience and they are influenced by watching their favorite stars drinking a cola on television that motivates them to buy the product. It is advertising that makes the audience buy a product. Hence advertising is a major part of selling and there must be some significant strategies to influence the audience. A good advertising is that that tells the audience about the properties of the product, has a strategy that attracts the audience to the product and it must have the most influential effect of advertising that is just to make a good feeling about the product.

Television is an integral part of our life and the advertisements on it play vital role in changing behavior of consumer through different techniques and patters used in it to persuade the consumers. The youth spent more time in watching television and they are deployed by the ads and satisfied too with the promise the advertisements are making with them. In this study the researcher aims to judge the role of television advertisements on purchase behavior of youth. This research study is done on the youth of Delhi /NCR i.e East Delhi, West Delhi, North Delhi South Delhi and Noida, Ghaziabad, Gurgaon and Faridabad. The study based on 125 youth selected by random sampling method and by applying both qualitative as well as quantitative techniques of research. The hypothesis of the study is that advertisement do play dynamic role in the life of consumers specially youth in brand familiarity. The television advertisements help in making decision related to purchase and better choice.