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Impact of Television Advertisments on Buying

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Submitted By mary9199
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International Journal of Engineering Technology and Scientific Research Volume 1 Issue 1 (October 2013 Issue)

Impact of Television Advertisements on Buying Pattern of Adolescent - A Study of Punjab
Deepak Kumar1, Meenu Bansal2
1

Department of Media Studies, KC School of Management and Computer Applications KC Group of Institutions, Karyam road, Nawanshahr, Punjab 2 Department of Management Studies, KC College of Engineering and IT KC Group of Institutions, Karyam road, Nawanshahr, Punjab
1

depak.deep@gmail.com, 2m.bansal_mba@yahoo.com

Abstract - TV advertisement plays an important role on consumer behavior but it is the most effective way to reach the adolescent and encourage them to buy the product. This study is aiming to study the effect of TV advertisement on buying pattern of adolescent by the effect of TV adds. The research was conducted in Nawanshahr district of Punjab. Total 5 Senior Secondary schools, each from Nawanshahr, Banga, Rahon, Garhshankar and Balachor were selected. A total of 250 questionnaires (50 in each school) were circulated among the respondents. Out of the collected questionnaires, a total of 244 questionnaires were considered fit for the analysis. Of these, 124 were male and 120 were female respondents. The result shows that TV advertisements help them in making familiar about the product and helps them in making buying decision. INTRODUCTION Advertising is the non-personal communication of the information usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media (Datta, 2008) [1]. The advertiser intends to spread his ideas about the products and offering among the prospects. Popularization of the products is thus, the basic aim of advertising (Ramaswami & Namakumari, 2004) [2]. The majority of the marketers use mass media for their marketing communications.

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