LEATHER DESIGN SEMESTER-7
NATIONAL INSTITUE OF FASHION TECHNOLOGY
This study is to examine how a consumer connects with promotional techniques used by advertising industry in India. The advertising industry in India is changing at a very fast pace. The promotional techniques that are now being used by the companies is focusing on a social cause and using common people as their brand representatives rather than using celebrity faces. Television, often called “king” of the advertising media has been constantly facing challenges from not only the digital print media, but also from the internet ads and social networking sites.
But being the king and maintaining the position television advertisements are more liked by the people rather than other type of advertisement. These advertisements are leaving a positive impact on the people in Indian market. The advertising companies are trying to build an emotional connection between the consumer and the product by television as their media. The television advertising is playing an important role in changing consumer thoughts and beliefs. By focusing on social cause and impressive ads Indian consumer is connecting more with the ads which do not have any icons.
The paper further attempts to present an overview of consumers preferred type ad appeals and their attitude towards different kinds of endorsements used in television ads. Findings of the study will give us a conclusion that with whom Indian consumer is more connected with promotional technique that uses icons to those that do not use icon? KEYWORDS: advertising media, ad appeals, endorsements, human behaviour and television commercials
INTRODUCTION ON BACKGROUND STUDY:
The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its