AbhinavInternational Monthly Refereed Journal Of Research
Abhinav
International Monthly Refereed Journal of Research In Management & Technology
Volume II, March’13
ISSN – 2320-0073
IMPACT OF TV ADVERTISEMENT ON YOUTH
PURCHASE DECISION - LITERATURE REVIEW
Swati Bisht
Associate Professor, IMS, Dehradun, India
Email: swatibisht@gmail.com
ABSTRACT
Advertising is the key for building, creating and sustaining brands. Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. Some products or brands will hold a stronger position in the mind of the customers compared to others from the same category. Position of a brand in the mind of the customer is always relative. When a brand’s name is recalled before others it is called top of the mind positioning of that brand. Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV
Advertisements have an impact of youth purchase decisions
Keywords: TV Advertisements, TOMA
INTRODUCTION
TV Advertising
Television remains the most effective medium for reaching today’s customers and it also is most efficient for introducing people to brands. Advertising through Television allows marketers to show and tell a wide audience your business, product, or service. It allows one to actually demonstrate the benefits of ownership. Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. Celebrity Endorsements
The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity
International Monthly Refereed Journal of Research In Management & Technology
Volume II, March’13
ISSN – 2320-0073
IMPACT OF TV ADVERTISEMENT ON YOUTH
PURCHASE DECISION - LITERATURE REVIEW
Swati Bisht
Associate Professor, IMS, Dehradun, India
Email: swatibisht@gmail.com
ABSTRACT
Advertising is the key for building, creating and sustaining brands. Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. Some products or brands will hold a stronger position in the mind of the customers compared to others from the same category. Position of a brand in the mind of the customer is always relative. When a brand’s name is recalled before others it is called top of the mind positioning of that brand. Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV
Advertisements have an impact of youth purchase decisions
Keywords: TV Advertisements, TOMA
INTRODUCTION
TV Advertising
Television remains the most effective medium for reaching today’s customers and it also is most efficient for introducing people to brands. Advertising through Television allows marketers to show and tell a wide audience your business, product, or service. It allows one to actually demonstrate the benefits of ownership. Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. Celebrity Endorsements
The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity
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