Understanding advertising and consumer behaviour

Pages: 169-174
Pankaj Kumar (Department of Commerce, Government College, Barwala, Hisar, Haryana)

The role of advertisement in today’s fast changing economic and social scenario hardly needs to be emphasised. Every entrepreneur, big or small adheres to some kind of publicity. It may be well planned, organised or just a common passing phase. This very important tool in the marketing mix of any organisation has been approached through various paths and traditions which have continuously been changing. The approaches adopted in advertisements have given them sometimes customary and traditional look and sometimes the presentations appear to be wearing a distinct and fresh look which is well taken not only by the consumers but by general public too. The various studies and researches have undoubtedly revealed positive impact of advertisement on customer’s mind and have supported advertisement as a very important demand push factors. The present paper highlights on understanding advertisement and consumer behaviours.