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Abstract
Advertising is the key for building, creating and sustaining brands. Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a purchase decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. Advertisements with endorsements create easy remembrance for the customers for the advertised brand or product as the customers associate the brand with the celebrity and can easily register the brand. Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer.
If advertisement does not create any positive change in consumers ' brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Advertising also helps in creating Top of the Mind Awareness of a brand and aims at facilitating brand recall. Hie present study focuses on the assessment of the impact of advertisement on purchase of youth with reference to consumer goods.
Keywords: Youth, Advertisement, Consumer goods, Purchase decision.
Introduction
Marketers spend a large sum of money on advertising and face a major challenge in influencing the purchase decision of consumers favorably towards their product or service. The final goal is to influence the purchase decision of consumers as most marketers realize that purchase decision is the end result of a long process of consumer decision making. Consumer buying process is the complex process and includes the problem recognition, information search, evaluation of alternatives, purchase decision and post purchase evaluation. Advertisers need to know the specific need that consumers are striving to satisfy and how these needs translate into purchase criteria, how consumers collect information from various sources and how this information is used to select from among competing brands and a purchase decision is taken.
The subject of the effect of advertising on the consumer demand is complex. It is believed that economic and social factors affect on consumer demand. Along with these factors advertising pushes the consumer demand. Advertising is a potent communication tool which plays a very important role in consumer decision making. Advertising is meant to convey a message to the prospective customer or the audience. Advertising acts as an advisor and the message is the factor of...