Abstrato

Effectiveness of Television Advertisement on Purchase Intention

Ms. Hemamalini. K.S, Ms. Shree Kala Kurup

Advertising has become the most effective ways for the companies to transmit the product information’s to the target consumers. The words, graphics and images are used to display the products in such a way with the intention to attract the consumers and make them to think and purchase the product among the other available other companies products. The main ways of attracting the consumer is by using all types of endorsement, using celebrity appearance, message strategy, and the involvement strategy. The previous researches have proved that celebrity endorsement, advertising appeal and advertising effect significantly and positively affects the consumers purchase intentions. There is a strong perception and purchase intentions are also reported in the research findings. The purchase intentions were positively correlated with perceptions with the message strategy and with the celebrity endorsement and with the involvement factors.