A study on advertisement as a important tool of marketing and promotional activity

Abstract

Advertisements enable customers to decide upon products and services and they play a major role in providing relevant information. To increase the attractiveness of advertisement and to overcome the problem of ‘advertisement avoidance’ (zapping), advertisement creators use various strategies and by using that they engage the audience in watching them. Advertising through television medium combines sight, sound and motion; appealing to the senses; and therefore has high attention and high reach. The aim of any advertisement is to bring in some impact in improving the sales or persuade the audience for some social causes. To bring in changes in audience, communication theories suggest that content, message and the style of delivery play a major role. The current paper highlights the impact of advertisements on purchasing behavior of consumers.