IMPACT OF TV ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR

Abstract

Advertisements, as part of communication strategies for marketing, are used to draw consumer’s attention and influence their decision to purchase the advertised products and services. Television advertisements are the most authoritative, influential and persuasive advertising medium as compared with other media such as Radio, Newspapers, Magazines and Internet. Television advertisements tend to use well-known presenters, persuasive messages and audio-visual effects in perfect combination for lively display of products and services. TV ads impact viewers due to various factors which have multiple dimensions. In this concept how the relevance factor leads effectiveness of television ads on consumer purchase decision.