The most important element of advertising is not

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The most important element of advertising is not information but suggestion. More or less making use of associations, emotions and drives dormant in the sub-conscience of people. Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humor as well as of associations with color, tunes, certain names and terms which may or may not attract consumers. “Advertising is the art of making whole lies out of half-truths” Edgar A. Shoaff 4
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A customer would seek in a product incentives and benefits for itself. If the advertisement is able to provide with such an attraction then a customer may agree to buy a certain product. It is the job of the companies to make the image of the product so strong that it leaves a strong positive impact on the minds of individuals. Advertisement, regardless online or offline, if they don’t catch attention within seconds they are considered failed. Agencies and big corporations do not believe in ‘cool factors’ in advertisement anymore. Instead, to really stand out of the crowd, the idea has to be really out of the box, something that makes you laugh, talks about it or at least make an individual look twice. Scope of study: The Inferences from the study are based on the responses given by the consumers in a specific area. This study will be helpful in getting an insight into the perception of Consumers on Advertisements. Purpose: The purpose of the study is to understand the impact that advertisements leave on customers. In this regard, previously different researchers have been conducted hence their findings are available to start off with. Background information on consumer trends maybe required. The level of impact or the degree of intensity that an advertisement leaves on an individual has to be measured. The data can be made available and the research should be conducted in order to know the causes of such an impact. Consumers play a vital role in the economic system and their demands depend on their taste and preference. Demand or purchase of a product is directly influenced by the awareness of the product and awareness of a product influence the taste and preference of consumers’ choice. Reasons behind advertisement are Increase sale revenue Create awareness Increase demand for goods Increase profits for goods Increase in output Nowadays there are many sources of advertising which directly influence purchasing behavior of consumers. It is most effective for the products having intrinsic qualities, or having strong emotional motive behind purchase, because it makes demand more elastic. Firm should advertise when marginal revenue is equal to full marginal cost of advertisement. 4
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Significance of study: Our study will have significant impact on advertising companies, it will help organizations for better designing of their advertising contents and understanding the patterns of buying behavior affected by advertisement CHAPTER NO. 2 BROAD PROBLEM AREA
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