INTRODUCTION

Definition of Advertising
Advertising is an audio or visual form of marketingcommunication
that employs an openly sponsored, nonpersonal message to promote
or sell a product, service or idea. Sponsors of advertising are often
businesses who wish to promote their products or services.
Advertising is differentiated from public relations in that an advertiser
usually pays for and has control over the message. It is differentiated
from personal selling in that the message is nonpersonal, i.e., not
directed to a particular individual. Advertising is communicated
through various mass media, including old media such as newspapers,
magazines, Television, Radio, outdoor advertising or direct mail; or
new media such as search results, blogs, websites or text messages.
The actual presentation of the message in a medium is referred to as
an advertisement or "ad".

Commercial ads often seek to generate increased consumption of their

products or services through "branding," which associates a product
name or image with certain qualities in the minds of consumers. On
the other hand, ads that intend to elicit an immediate sale are known
as direct response advertising. Non-commercial advertisers who
spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations
may use free modes of persuasion, such as a public service
announcement. Advertising may also be used to reassure employees
or shareholders that a company is viable or successful.

Modern advertising was created with the techniques introduced with

tobacco advertising in the 1920s, most significantly with the
campaigns of Edward Bernays, considered the founder of modern,
"Madison Avenue" advertising.

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In 2015, the world spent an estimate of US$592.43 billion on
advertising. Its projected distribution for 2017 is 40.4% on TV, 33.3%
on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor
and 4.3% on radio. Internationally, the largest ("big four") advertising
conglomerates are Interpublic, Omnicom, Publicis, and WPP.

In Latin, ad vertere means "to turn toward

Classification
Advertising may be categorized in a variety of ways, including by
style, target audience, geographic scope, medium, or purpose. For
example, in print advertising, classification by style can include
display advertising (ads with design elements sold by size) vs.
classified advertising (ads without design elements sold by the word
or line). Advertising may be local, national or global. An ad campaign
may be directed toward consumers or to businesses. The purpose of
an ad may be to raise awareness (brand advertising), or to elicit an
immediate sale (direct response advertising)

Types of media
Virtually any medium can be used for advertising. Commercial
advertising media can include wall paintings, billboards, street
furniture components, printed flyers and rack cards, radio, cinema and
television adverts, web banners, mobile telephone screens, shopping
carts, web popups, skywriting, bus stop benches, human billboards
and forehead advertising, magazines, newspapers, town criers, sides
of buses, banners attached to or sides of airplanes ("logojets"), in-
flight advertisements on seatback tray tables or overhead storage bins,
taxicab doors, roof mounts and passenger screens, musical stage
shows, subway platforms and trains, elastic bands on disposable
diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming
audio and video, posters, and the backs of event tickets and

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supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.

TelevisionTelevision advertising is one of the most expensive types of

advertising; networks charge large amounts for commercial airtime
during popular events. The annual Super Bowlfootball game in the
United States is known as the most prominent advertising event on
television - with an audience of over 108 million and studies showing
that 50% of those only tuned in to see the advertisements. The
average cost of a single thirty-second television spot during this game
reached US$4 million & a 60-second spot double that figure in 2014.
Virtual advertisements may be inserted into regular programming
through computer graphics. It is typically inserted into otherwise
blank backdrops or used to replace local billboards that are not
relevant to the remote broadcast audience. More controversially,
virtual billboards may be inserted into the backgroundwhere none
exist in real-life. This technique is especially used in televised
sporting events. Virtual product placement is also possible. An
infomercial is a long-format television commercial, typically five
minutes or longer. The word "infomercial" is a portmanteau of the
words "information" and "commercial". The main objective in an
infomercial is to create an impulse purchase, so that the target sees the
presentation and then immediately buys the product through the
advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features,
and commonly have testimonials from customers and industry
professionals.

RadioRadio advertisements are broadcast as radio waves to the air

from a transmitter to an antenna and a thus to a receiving device.
Airtime is purchased from a station or network in exchange for airing
the commercials. While radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an advantage.
Radio is an expanding medium that can be found on air, and also

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online. According to Arbitron, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.

OnlineOnline advertising is a form of promotion that uses the Internet

and World Wide Web for the expressed purpose of delivering
marketing messages to attract customers. Online ads are delivered by
an ad server. Examples of online advertising include contextual ads
that appear on search engine results pages, banner ads, in pay per
click text ads, rich media ads, Social network advertising, online
classified advertising, advertising networks and e-mail marketing,
including e-mail spam. A newer form of online advertising is Native
Ads; they go in a website's news feed and are supposed to improve
user experience by being less intrusive. However, some people argue
this practice is deceptive.

Domain namesDomain name advertising is most commonly done

through pay per click web search engines, however, advertisers often
lease space directly on domain names that generically describe their
products. When an Internet user visits a website by typing a domain
name directly into their web browser, this is known as "direct
navigation", or "type in" web traffic. Although many Internet users
search for ideas and products using search engines and mobile
phones, a large number of users around the world still use the address
bar. They will type a keyword into the address bar such as
"geraniums" and add ".com" to the end of it. Sometimes they will do
the same with ".org" or a country-code Top Level Domain (TLD such
as ".co.uk" for the United Kingdom or ".ca" for Canada). When
Internet users type in a generic keyword and add .com or another top-
level domain (TLD) ending, it produces a targeted sales lead. Domain
name advertising was originally developed by Oingo (later known as
Applied Semantics), one of Google's early acquisitions.

Covert advertising is when a product or brand is embedded in

entertainment and media. For example, in a film, the main character
can use an item or other of a definite brand, as in the movie Minority
Report, where Tom Cruise's character John Anderton owns a phone
with the Nokia logo clearly written in the top corner, or his watch

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engraved with the Bulgari logo. Another example of advertising in
film is in I, Robot, where main character played by Will Smith
mentions his Converse shoes several times, calling them "classics",
because the film is set far in the future. I, Robot and Spaceballs also
showcase futuristic cars with the Audi and Mercedes-Benz logos
clearly displayed on the front of the vehicles. Cadillac chose to
advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly,
product placement for Omega Watches, Ford, VAIO, BMW and Aston
Martin cars are featured in recent James Bond films, most notably
Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the
main transport vehicle shows a large Dodge logo on the front. Blade
Runner includes some of the most obvious product placement; the
whole film stops to show a Coca-Cola billboard.

PrintPrint advertising describes advertising in a printed medium such

as a newspaper, magazine, or trade journal. This encompasses
everything from media with a very broad readership base, such as a
major national newspaper or magazine, to more narrowly targeted
media such as local newspapers and trade journals on very specialized
topics. One form of print advertising is classified advertising, which
allows private individuals or companies to purchase a small, narrowly
targeted ad paid by the word or line. Another form of print advertising
is the display ad, which is generally a larger ad with design elements
that typically run in an article section of a newspaper.

OutdoorBillboards are large structures located in public places which

display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in
stadiums. The form known as street advertising first came to
prominence in the UK by Street Advertising Services to create
outdoor advertising on street furniture and pavements. Working with
products such as Reverse Graffiti, air dancers and 3D pavement
advertising, for getting brand messages out into public spaces.

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Sheltered outdoor advertising combines outdoor with indoor
advertisement by placing large mobile, structures (tents) in public
places on temporary bases. The large outer advertising space aims to
exert a strong pull on the observer, the product is promoted indoors,
where the creative decor can intensify the impression. Mobile
billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying
advertisements along routes preselected by clients, they can also be
specially equipped cargo trucks or, in some cases, large banners
strewn from planes. The billboards are often lighted; some being
backlit, and others employing spotlights. Some billboard displays are
static, while others change; for example, continuously or periodically
rotating among a set of advertisements. Mobile displays are used for
various situations in metropolitan areas throughout the world,
including: target advertising, one-day and long-term campaigns,
conventions, sporting events, store openings and similar promotional
events, and big advertisements from smaller companies.

Point-of-saleIn-store advertising is any advertisement placed in a

retail store. It includes placement of a product in visible locations in a
store, such as at eye level, at the ends of aisles and near checkout
counters (a.k.a. POP point of purchase display), eye-catching
displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.

NoveltiesAdvertising printed on small tangible items such as coffee

mugs, T-shirts, pens, bags, and such is known as novelty advertising.
Some printers specialize in printing novelty items, which can then be
distributed directly by the advertiser, or items may be distributed as
part of a cross-promotion, such as ads on fast food containers.

Celebrity brandingThis type of advertising focuses upon using

celebrity power, fame, money, popularity to gain recognition for their
products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their
favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as

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television or print adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides,
however; one mistake by a celebrity can be detrimental to the public
relations of a brand. For example, following his performance of eight
gold medals at the 2008 Olympic Games in Beijing, China, swimmer
Michael Phelps' contract with Kellogg's was terminated, as Kellogg's
did not want to associate with him after he was photographed
smoking marijuana. Celebrities such as Britney Spears have
advertised for multiple products including Pepsi, Candies from
Kohl's, Twister, NASCAR, and Toyota.

AerialUsing aircraft, balloons or airships to create or display

advertising media. Skywriting is a notable example.

Almost every one grows up in the world which is flooded with the
mass media e.g. television, advertising, films, videos, billboards,
magazines, movies, music, newspaper, and internet. Of all marketing
weapons, advertising is renowned for its long lasting impact on
viewers mind, as its exposure is much broader. Advertising is a
subset of promotion mix which is one of the 4Ps in the marketing
mix i.e. product, price, place and promotion. As a promotional
strategy, advertising serves as a major tool in creating product
awareness in the mind of a potential consumer to take eventual
purchase decision. Advertising, sales promotion and public relations
are mass-communication tools available to marketers. Advertising
through all mediums influence audiences, but television is one of the
strongest medium of advertising and due to its mass reach; it can
influence not only the individuals attitude, behaviour, life style,
exposure and in the long run, even the culture of the country.

The evolution of advertisement dates back into the ancient times.

Societies used symbols, and pictorial signs to attract their product
users. Over centuries, these elements were used for promotion of
products. In the early ages, these were handmade and were produced
at limited scale for promotions. Later on, this phenomenon gained
strength more intensively for promotional purposes. Todays modern
environment, advertisements have become one of the major sources

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of communicational tool between the manufacturer and the user of the
products.

A company cannot make dream to be a well-known brand until they

invests in their promotional activities, for which consumer market
have been dominating through advertisements. As the primary
mission of advertiser is to reach prospective customers and influence
their awareness, attitudes and buying behaviour. They spend a lot of
money to keep individuals interest in their products. They need to
understand what makes potential customers behave the way they
would like. It also appears that advertising may have the potential to
contribute to brand choice among consumers.

The major aim of advertising is to impact on buying behaviour;

however, this impact about brand is changed or strengthened
frequently in peoples memories. Memories about the brand consist of
those associations that are related to brand name in consumer mind.
These brand cognition influence consideration, evaluation, and finally
purchases. The principal aim of consumer behaviour analysis is to
explain why consumers act in particular ways under certain
circumstances. It tries to determine the factors that influence
consumer behaviour, especially the economic, social and
psychological aspects. When young people choose advertising
information and characters as their role models, they may not only
identify with them but also intend to copy them in terms of how they
dress and what they are going to buy.

Traditional hierarchy-of-effects models of advertising state that

advertising exposure leads to cognitions, such as memory about the
advertisement, the brand; which in turn leads to attitudes, i.e. Product
liking and attitude toward purchase; which in the end leads to
behaviours, like buying the advertised product. As the market is
surplus with several products or services, so many companies make
similar functional claim; so, it has become extremely difficult for
companies to differentiate their products or services based on
functional attributes alone. Differentiations based on functional

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attributes, which are shown in advertisement, are never long lasting as
the competitors could copy the same.

Therefore, the marketers give the concept of brand image. Like by

creating the character of the caring mother, the marketer injects
emotion into the consumers learning The Role of Advertising in
Consumer Decision Making
And process of advertisements. Doing so advertiser creates those
types of advertisements, which carry emotional bond with consumer.
Therefore, that consumer is more likely to associate with
advertisements of those brands, which have emotional values and
messages. Because, positive emotional appeals also provide a strong
brand cue and stimulate category-based processing. If the
categorization process is successful, then the affect and beliefs
associated with this category in memory are transferred to the object
itself. Consumers are not only at first confused and disordered in
mind, but they also try to categorize the brand association with their
existing memory, when thousands of products are faced by them, and
they might reposition memories to outline a brand image and
perception / concept toward new products. They can categorize latest
information into particular brand or product group label and store
them accordingly. This procedure is not only associated to consumers
familiarity and information, but also attachment and preference of
brand. It is also suggested that consumer can disregard or prevail over
the dissonance from brand extension.
In todays dynamic world, it is almost impossible for advertisers to
deliver advertising message and information to buyers without use of
advertising. Certainly, this may be because of the globalization and
accessibility of hundreds of channels for the viewers of this modern
era. Now a day, due to globalized economy, this made available a bulk
of marketing stimuli to the modern consumers. More often
consumerism describes the way of equating personal happiness, with

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purchasing material possessions and consumption in excess of ones
need.
This research is based on attitudinal behaviour of male and female in
different buying behaviour. The basic objectives of this research are to
assess the advertising through attitudinal buying behaviour consumer
and analyse the influence of advertising through buying behaviour
consumer.
Numerous studies have examined the effectiveness of advertising in
the past decade. The common measures of advertising effectiveness
include ad recall, ad recognition, brand awareness, clicks or click
through rate, attitude towards the ad and the brand, and purchase
consideration. Of these common measures, attitudes toward the ad,
clicks on ad, and ability to recall ad are the focus of the present study.
The effectiveness of these three measures was assessed by their ability
to predict purchase decision.
Advertising, sales promotion and public relations are mass-
communication tools available to marketers. As its name suggests,
mass communication uses the same message for everyone in an
audience. Today, definitions of advertising abound. We might define it
as communication process, a marketing process, an economic and
social process, a public relations process or information and
persuasion process viewed advertising from its functional
perspectives, hence they define it as a paid, non-personal
communication through various media by business firms, non-profit
organization, and individuals who are in some way identified in the
advertising message and who hope to inform or persuade members of
a particular audience is of the opinion that advertising is used to
establish a basic awareness of the product or service in the mind of
the potential customer and to build up knowledge about it.
Technology advancement had not given us new products and services,
but they had changed the meaning of many words. With increase in
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mass media, advertising effectiveness, as more traditional mass
media, had reduced. Now advertiser is looking for new and
presumably less cluttered media. The current age of digital media had
given consumer choices to opt in and opt out of marketing messages
and advertising. Consumers are getting more control of what they
want and when they want. All these things are moving toward the
interactive marketing.
As a promotional strategy, advertising provides a major tool in
creating product awareness and condition the mind of a potential
consumer to take final purchase decision. As advertisers primary
mission is to reach potential customers and influence their awareness,
attitudes and buying behaviour. Ayanwale et al (2005) conducted
research on advertisement of Bournvita, he found as advertising has a
major influence on consumers likeness for Bournvita food drink.
Similar researches have already been conducted for the quality of
Bournvita.
Because buyers must act on the basis of incomplete information,
they automatically and consciously incur a risk in every purchase and
non-purchase decision. The size of the risk buyers perceive depends
on the importance of the particular purchase and on the quantity of
relevant information about the product category and the competing
brands. A purchase decision can be considered as an optimization
process through which buyers seek the product or the brand that will
yield the greatest satisfaction. The choice process can be considered
as the search for the most satisfying trade-off among brands that
possess desirable attributes at different levels.
This view of the role of additional information in consumer
purchase decision has implications for advertising. An advertisement
reaching a potential buyer while the buyer is seeking information will
have a greater impact, since the buyer is spared the time and effort
needed to seek out this information himself and is less likely to turn to

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competing brand advertisements to obtain the additional information.
In other words, buyers are generally more responsive to different
brand advertisements while they are seeking information on these
brands.

CONCLUSION
Advertising creates the desire to possess better and newer items by
educating the buyers about better life-style. Advertising gives a direct
stimulus to consumer which in turn prompts the producer to produce
more and better quality.
Advertising and selling have played an important part in
expanding the economic system by stimulating consumers into buying
more. Advertising makes people work harder than they otherwise
would. This has had the effect of raising the aggregate level of the
economy. In the long run, advertising has probably played a major
part in making people favourably disposed towards high levels of
consumption and in creating new products and ideas. Thus,
advertising also increases the employment levels, directly and
indirectly.
The present study entitled, Cognitive Effects of Advertising on
Consumer Buying Process: A Study of Non-Durable Products has
been initiated that advertisement exposure creates certain beliefs
which may or may not mould the attitude; and may result in change of
intentions and ultimately the behaviour. The cognitive response model
frameworks the assumption that some kind of learning plays a role in
determining attitude change.
After the analysis and interpretation of the data collected during
the study following conclusions may be drawn.
In communicating the claims to the consumers, the manufacturers
are assisted, by different means of media. Considerable time and

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money is being spent in designing advertisements that may appeal the
consumers. At times, it is also alleged that different means of media
are recklessly advertising claims of the corporate without showing
any concern towards the society. When a consumer goes through a
claim repeatedly, he may fall for it. And if the claim is deceptive and
false, the rights of the consumer are violated.
Advertising messages are usually paid for by sponsors and viewed
via various traditional media including mass media such as
newspapers, magazines, television commercial, radio advertisement,
outdoor advertising or direct mail; or new media such as websites and
text messages. So to assess the role of the media like television,
newspapers, radio, magazines, word of mouth and internet in
influencing the purchase behavior of consumers regarding food
products, beverages, apparels and accessories was also examined in
this research. It was found that the purchase behaviour of consumers
is differently influenced by different types of media.
Customers try to gather information from different types of media
for a particular product. When consumers are exposed to
advertisements on different types of media, purchase behaviour of the
consumers gets influenced. Customers pay maximum attention to
commercials aired on radio. Resultantly, the individuals purchasing
behaviour gets influenced by radio more than other means of media
channels (Television, Magazines, News Paper, Internet and Word of
Mouth) when they tend to compare information regarding a particular
product. Customers dont have faith in the products exhibited in
magazines.
Results also depict that when they see an advertisement in
magazines they dont even inquire about the quality of products.
Every day, we are exposed to countless commercial messages
persuading us to buy branded products creating images for us to adopt
and convincing us that we need and want more. Because of this, it is
important for us to carefully examine advertisements to determine
exactly what they are saying. While most advertisements honestly
inform and educate us, some are false or deceptive and illegal. When
an advertisement is introduced into the perceptual process of the
audience it brings certain cognitive changes in their buying behaviour.
The experts, who follow the cognitive response model, believe that

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people actively relate information contained in persuasive messages
to their existing feelings and beliefs about the message topic. Pre-
existing thoughts generated by the consumer may be positive,
negative or neutral to the message.
So, one of the objectives of this study was to extract the cognitive
effects of advertisements on consumers, how they think, feel, reason,
and select between different alternatives (e.g., brands, products, and
retailers); the behaviour of consumers while shopping or making other
marketing decisions after watching an advertisements; how consumer
motivation and decision strategies differ between products that differ
in their level of importance or interest that they entail for the
consumer; and how marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively reach the
consumer. The results show that advertisements influence shopping
pattern of consumers with varying degree. But there is no relationship
between frequency of watching advertisements and shopping pattern
of the individuals. Goods are generally advertised with brand names.
When an Advertisement appears with a brand name, it imprints an
image of the product in minds of the consumer. If the use of the
advertised product confirms their expectations, a repeat order is
expected and the product will earn a favourable image and good
reputation. Thus, the manufacturer is prompted to maintain and if
possible, improve the brand quality so that the confidence of
consumers is maintained. Else, the brand will lose market share.
The theory of Dissonance postulates that if a person, given a
choice between two equally desirable products, chooses one and
rejects the other, he will experience dissonance. Such dissonance will
lead the person to evaluate the chosen product more favourably and
the rejected product less favourably. Dissonance can be aroused in
three ways and can motivate the person to reduce this tension in a
variety of ways. Dissonance may be aroused: 1) after making an
important and difficult decision, 2) after being coerced to say or do
something which is contrary to private attitudes, opinions, or beliefs,
and 3) after being exposed to descriptive information. The magnitude
of dissonance depends upon the importance of the decision and the
relative attractiveness of the rejected alternative. Dissonance

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reduction may not operate as a strong reinforce in the case of
frequently purchased merchandise.
In markets in which first-time purchases are rare, advertising helps
either switching or retaining customers who otherwise might switch.
There are three possible consequences advertising exposure can have
on a consumers brand choice. It can increase the probability that the
consumer will change brands (brand switching), it can induce the
consumer to stay with the brand last purchased (repeat purchasing), or
it can have no effect on choice probabilities. Each of these effects is
possible and presents a number of different mechanisms. There is a
fairly wide variety of situations in which dissonance is nearly
unavoidable. But it is necessary to examine the circumstances under
which dissonance, once arisen, persists and how it may be avoided.
The present investigation was conducted to study advertisements in
relation to cognitive dissonance of consumers. In fact, the
advertisements attempt to create imaginary difference between
products that are actually identical or very similar in composition and
that may result in forming cognitive dissonance. The health foods like
Bournvita, Complain, DaburChyawanprash etc. are of almost same
characteristics and quality. The results show that when consumer is
exposed to advertisements of similar type of health foods, they easily
switch from one brand to another. So the advertisements can easily
change the purchasing decision of the consumer if the products are of
almost same quality. When a promotion is over consumers go back to
regular brand. So, when consumers change the products due to any
promotional offer, they go to the brand they generally use. Thus
dissonance may be formed due to any promotional offer but
dissonance for such product is not permanent. The advertisements
influence the purchase decision of consumers who enjoy trying
something different; even if they like their brand, by watching
advertisements they switch to other brands. In case of almost similar
products, advertisements play significant role in forming cognitive
dissonance. Promotional offers mayalso contribute in forming
cognitive dissonance. Advertisements work for such segment of
consumers also, who enjoy trying something new.
The study reveals that the Branded shoes (e.g. Hush Puppies, D &
G, Jimmy Choo, Liberty etc.) are strong enough to keep consumers

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coming back for more and there is no need to watch the
advertisements of other brands. The quality of these brands is so high
that prevents the consumer from shifting to other brand. Further, the
use of International brands of Health foods (Amway, Herb life, etc.)
give the consumer satisfaction for quality and dissonance is prevented
in this category of goods also.
In case of international brands of frozen foods the quality is so
good that advertisements of Indian foods do not have any effect on
consumers even if the advertisements are there.
Consumers dont like sampling different brands for the sake of
comparison only.
Even if consumers see the advertisement of new brand, they refer to
friends/family before making purchasing decision. The
advertisements prevent cognitive dissonance among consumers about
a product especially when the quality of the product they are using is
so high like in case of branded shoes or health foods and frozen foods.
A consumers behaviour at any given point in time is distinctly
related to personal characteristics of self-control and impulsivity. The
degree of magnitude in which these actions exist is dependent upon
one another. The same is true with the amount and extent to which a
decision process takes place. Consumers treat decision making as a
means-end chain of problem solving where goals are sought to be
achieved or satisfied. The greater the need or desire for
accomplishment is, the greater increase in motivation to succeed.
Consumers may be very careful with the amount of money that
they spend on any given day. They may also, however, make the
occasional impulse purchase. An impulse purchase of products that is
bought spontaneously without premeditation or planning may result in
deception. The intent behind advertising is to persuade consumers to
purchase the product, but does the consumer respond to all
communications sent by the advertisers was a question to be
examined. The human brain has a limited processing capacity and
consumers have the tendency to process the most useful and
appealing information first. Advertisers use different types of appeals
and demonstrations to attract and retain customers.
When consumers look at an advertisement, they get excited and
immediately buy something new. It is depicted from the results that

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the consumers who dont make planned shopping, they spontaneously
decide to purchase looking around an advertisement in a store.
The present study shows that the consumers who never make a list for
shopping them spontaneously shop for their products when they see
an advertisement. The consumers who shop in order to reduce stress
and feel better by shopping always keep an eye on advertisements.
The consumers who feel pleasure in shopping they make their
purchase decision impulsively after watching an advertisement.
Further, the consumers generally buy things without thinking
rationally when they see some celebrity using them in an
advertisement. It was revealed in this study that the consumers
purchase trendy products promoted in an advertisement even though
they are not of much use for them. So, in case of trendy products the
purchase decision are spontaneous and consumers follow their
impulse. Moreover, advertising often persuades people to buy things
that they really don't require in life. So, there is a relationship between
advertisement and impulsive purchase decision of consumers.
The consumers always take time to consider and weigh all
aspects, including price before making a purchase. When consumers
see an advertisement they dont make impulsive decision while
shopping because economic conditions are also under consideration.
The results show that consumers always buy goods that are useful and
are of reasonable price. The consumers buy only those goods which
are worth buying even if advertisements are too good. Generally,
people dont buy things only on looking at an advertisement in the
store.
In fact, there is a no relationship between advertisement and
impulsive purchase decision of consumers when the question is
regarding quality or when the consumer weighs economic conditions
also.
While dispensing its role as a dream merchant, advertising has
also been in controversy because of the many ills that it brings to
society. It is accused of encouraging materialism and consumption, of
stereotyping, of causing us to purchase items for which we have no
need, of taking advantage of children, of manipulating our behaviour,
using sex to sell, and generally contributing to the downfall of our
social system. Advertising does not function in a vacuum but in a

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market environment where several forces like consumer needs,
business interests and government regulations are at work. It is a
powerful force in terms of its persuasiveness and functions a critical
social role. Moreover, the high visibility and pervasiveness, it
generates criticism and controversy. Much of this controversy springs
from the fact that advertising is used more as a persuasive
communication tool thereby creating serious impact on the tastes,
values and lifestyles of society.
Because the majority of children continue to grow up with the
television set on for most of the day, they are processing the
information being sent to them through advertisements. Todays
cultural focus on the commercialization of goods and the projection of
a consumer-based lifestyle means that children cannot avoid the
messages being sent to them via advertisements. For marketers,
children constitute three different groups: the primary, the influencer,
and the future market. Certain products are simply childrens products
for which they are the primary users or may be buyers. They,
sometimes, either purchase a product themselves or select the product
before it is purchased by the parents. For other products, such as ones
which are used by the entire family unit, they may influence
purchases made by the parents. There are some products where
children have direct influence by overtly specifying their preference.
For other products, parents buying patterns are affected by prior
knowledge of the tastes and preferences of their children. This passive
dictation of choice is prevalent for a wide variety of daily consumed
product items as well as products for household consumption. Also,
decision making in non-durables households is seen to change with
the mere presence of children. It is also observed that children are
socialized by their parents to act as rational consumers.
In this study, the parents perception about role of their children in
shopping was also recorded. It was found that parents perception
about role of children in purchasing decision is different with respect
to trend in unseasoned shopping.
Generally, the parents respect their child opinion. Children can give
their suggestion in purchasing decisions. The parents consider that
advertisements are influencing their children behaviour towards
unseasoned shopping and they agree to respect the expertise over

18 | P a g e
products while making purchase decision. Parents care about the
preferences of their childrens in purchasing decision. Parents also
consider the decision of their children while making family purchase.
Parents are of the opinion that their children are mature enough and
they can take their own purchase decisions. Parents perception about
impact of advertisements on children differs with respect to time spent
in watching TV with children, the study shows that different groups of
parents have different responses towards role of advertisements in
inducing materialism amongst children. It was found that parents who
never watch TV with their children agree that advertisement induce
materialism amongst children, as compared to parents who spend all
the time or sometime with their children. This implies that parents
who never watch TV and sometime watch TV with their children
agree that they are comfortable with the advertisements of mens stuff
in which portrayal of women is there, as compared to parents who
spend all the time with their children that.
Further, the parents also differ in their opinion as to the fact that
advertisements bring change in the role of women from a subordinate
to a decision maker in family purchase decision making process. The
parents who never watch TV with their children strongly agree to this
fact as compared to parents who spend all the time or sometime with
their children.
It was found that parents who never watch TV with their children
agree to the fact that advertisements depict products as better than
they really are, as compared to parents who spend all the time or
sometime with their children. Parents who sometimes watch TV agree
that advertisements do not always tell the truth. It was found that
parents who all the time and sometimes watch TV with their children
agree that the purpose of advertising is to sell products only as
compared to parents who never spend time to watch TV with their
children. Parents who all the time and sometimes watch TV with their
children agree that some of the advertised products are not good for
children, as compared to parents who never spend time to watch TV
with their children.
In this study, the impact of different methods of sales promotion
on spontaneous/non-spontaneous behaviour of individual has also
been noted. Purchasing decision of the consumers has been measured

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on scale of spontaneous/non-spontaneous purchase behaviour. The
relationship between sales promotion schemes and spontaneous/non-
spontaneous purchase behaviour was studied. The four sales
promotion schemes were mentioned in the study, i.e. Coupons, Free
Gifts, Low price and Contests.
If any company will provide different schemes to the consumers
i.e. coupons, low price consumers will opt for low price as compared
to coupons. However, after watching an advertisement there is no
spontaneous purchase decisions of the consumers for all the schemes.
Consumers dont enjoy buying a brand that comes with a free gift.
They also assess the value of the free gift. They are not in favour of
purchasing a product to complete a promotional gift set. Similar is the
case with buy one get one promotion. Nobody enjoys buying a
brand that offers a buy-one-get-one-free promotion. They dont tend
to buy brands that come with free gift as compare to the brands that
do not make such offers. They think that the products which are
available in the market with free gift or with a contest are not of good
quality.
Further, the consumers are of the opinion that the products which are
available in the market with contests they dont return the moneys
worth.
Apart from saving money consumers enjoy Rs. Off promotional
scheme. But when consumers are concerned about low price, they are
also concerned about quality of product.
Out of the two schemes free gifts and contests, people will go for
contest as compared to free gift. Consumers will go for coupons to
buy those products which they normally would not buy. If a company
will provide four types of schemes to the consumers, they will go for
free gifts as compared to contests. After watching an advertisements
there is relationship between non spontaneous purchase decisions of
the consumers and the free gift scheme.
Deception is involved when due to advertising (a) a consumer
perceives a claim (being explicitly or implicitly made by the
advertiser) differently from what it actually is; (b) they buy the
product under the influence of mistaken impression and then suffer a
loss as a consequence. Thus, either the claim itself could be false or at
least the impression being created is false.

20 | P a g e
Some advertisement may have the content of puffery, manipulation,
comparative pricing, unsubstantiated claims, incomplete description,
false testimonials or comparisons, partial disclosure or visual
distortion of products. Advertisers often rely on strong subjective and
evaluative claims in order to differentiate their brands from
competitors. This is especially the case when competing brands have
similar performance characteristics, such as with some health foods.
Conceptually, deception exists when an advertisement is introduced
into the perceptual process of some audience and the output of that
perceptual process differs from the reality of the situation and affects
buying behaviour to the detriment of the consumer. The input itself
may be determined to contain falsehoods. The more difficult and
perhaps more common case, however, is when the input, the
advertisement is not obviously false, but the perceptual process
generates an impression that is deceptive.
Relationship between type of media i.e. TV, Internet, News paper,
Radio and deception communicated in advertisement was also
examined in this study. 187
Advertisements shown on TV and Internet are generally deceptive,
misleading, exaggerated and false as compared to the advertisements
communicated through Radio or in Newspaper. Further, the products
shown on TV and internet dont include what advertisements claim.
But such is not the case with advertisements aired on Radio or
published in Newspaper.
One of the topics of greatest interest in consumer buying process is
the effect of price on quality perceptions. Extant research evidence
suggests that though the use of price as an indicator of product quality
is widespread, the impact of price varies significantly across
individuals and products being judged. So it is important to assess
whether the relationship between price-perceived quality and price-
objective quality is moderated by individual differences or the type of
products being judged.
Resultantly, in marketing, the study of the impact of price
expectations on consumer choice behaviour has begun to receive
increasing attention in recent years. Introducing a product at a lower
than regular price and then raising the price afterwards to its regular
level has been shown to have an adverse effect on subsequent sales.

21 | P a g e
The reason is that consumers come to adopt the low introductory price
as a reference and consider the regular price to be unacceptably
greater than the price they expect to pay. From a managerial
viewpoint, understanding how consumers form and use price
expectations in making purchase decisions is important because the
failure to incorporate price expectations has been shown to result in
misestimating price elasticity.
On first inspection, the overall low correlation between price quality
perceptions and price-objective quality relationships seems to suggest
that consumers are poor estimators of price quality relationships. On a
product type basis, consumers did show some degree of accuracy in
their price quality perceptions for nondurable products.
However, the present study reveals that Customers perceive Price and
quality of the product differently as shown in advertisements.
Individuals do not comprehend difference between price and quality
of the product while evaluating them through advertisements.
Consumers are willing to pay higher prices to buy better quality
products. They are not concerned with the price of product whether
they are high or low. The consumers are willing to pay higher prices
for health products. At the time of shopping they compare the prices
so that they get the best value for money. Consumers search different
stores to take the advantage of low prices. But to save their time they
are ready to pay more prices. Consumers have high expectations on
the quality of health food and beverages. The consumers spend
enough time and they care about the quality of Apparels and
Accessories.

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 QUESTIONNAIRE

Influence of various Advertisements on Buying Decision

Name :
Address :
Education :
Phone no. :

Q.1 What is your age?

16-22
22-28
28-35
35 and above
Q.2 Your household income?
20000-40000
40000-70000
70000-90000
100000 and above
Q.3 What is your occupation?
Student
Working
Part time
Home maker

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Q.4 Are you aware of all advertisements?
Yes
Somewhat
Very few
No
Q.5 Do you have proper access to television, radio?
Yes
Somewhat
Very less
No
Q.6 Which media gets your attention the most?
Print
Radio
Television
Word of mouth
Q.7 Does advertisements have any effect on you?
Yes
Somewhat
Depends
No
Q.8 If yes, or somewhat effect does it have?
Positive
Can Recall
Interesting
Creates desire
Q.9 How much do you find advertisements convincing?
Very convincing
Quite Convincing
Convincing
Cant say

24 | P a g e
Q.10 Do you think advertisements are believable?
Very believable
Quite believable
Believable in some claims
Cant say
Q.11 Which form of advertisement creates a greater impact on you?
Printed words
Words with visual
Only audio
Words with sound
Q.12 Do you find advertisements appealing?
Extremely appealing
Very appealing
Not appealing
Cant say
Q.13 How long does the impact of advertisement lasts on you?
Few hours
One week
One day
One month
Q.14 Does an advertisement urge you to try a new brand?
Yes
Sometimes
Very rarely
No
Q.15 How often do you buy the same article/garment as you see in the
advertisement?
Always
Sometimes
Mostly

25 | P a g e
 Never
Q.16 Are hoardings effective?
Yes
Sometimes
No
Cant say
Q.17 Do you remember hoardings, if these are?
Near the residence
On the way
Bus stand
Place visited
Q.18 Do you see advertisements in newspaper?
Yes
Sometimes
Always
Never
Q.19 Have you ever used discounted coupons printed in newspaper?
Yes
Sometimes
Rarely
Never
Q.20 How much time you spend watching television per day?
0-1
1-2
2-3
3-4
Q.21 Which aspect of television advertisement is important?
Photography
Ad theme
Background

26 | P a g e
 Characters
Q.22 Does advertisement by a celebrity make you think ?
Product is of high quality
Must be expensive
Is trustable
Does not affect you
Q.23 How often you listen to radio?
Everyday
Occasionally
Rarely
While travelling/ driving
Q.24 Do you find radio advertisements attractive?
Yes
No
Q.25 Does radio advertisements influence you?
Strongly influences
Never influences
Somewhat influences
No preference
Q.26 Do you refer to your friends & family before trying a new brand?
Yes
Sometimes
Always
Never
Q.27 Do you share your shopping experience with friends and do your
friends shares?
Always
Sometimes
Occasions
Never

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Q.28 What all you share?
Product
Price
Place
Experience
Q.29 Do you get influence by friend/ experience family?
Yes
Strongly
Never
Sometimes
Q.30 Does friends / family experience have more influence than
advertisement?
Yes
Sometimes
Rarely
Never

DATE: SIGNATURE:

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