Consumers attitudes towards T.V. commercials: A study based in the state of Goa

Abstract

Advertisement is an important element in the promotion of a product. Advertising is a form of pmass communication (verbal and non-verbal) of information. Advertising is not only concerned pwith promoting the products but more importantly, it aims at making the customers buy the pproducts and differentiating their products from that of others. Attitude is the way in which ppeople perceive things and react to them. Responsiveness of the people towards T.V. pcommercials depends on their attitude towards the concerned T.V. commercial. Customer's pattitude towards TV Commercials, Celebrity endorsement and different advertising appeals p(humour, emotional, musical, rational appeal etc.) used in advertisements to make the padvertisement more interesting for the consumers so that they remember the advertisement, think pabout it thus leading to the buying decision. This paper makes an attempt to examine attitude of ppeople towards T.V. commercials, it further analyzes the role of celebrities in T.V. commercials pand its impact on consumer buying behaviour. This study further determines the likeability pamong the advertising appeals in T.V. commercials among consumers. The findings of the study preveal that, people belonging to different categories of age group, gender, education level, etc. pmay have different attitude towards the T.V. commercials, so the advertisers while designing the padvertisements should consider the attitude of people and design the advertisements accordingly pto make the consumers to perceive the advertisement in a positive way. Advertisers can use pcelebrities effectively for endorsing their products and services. Advertisers should be careful pwhile choosing the celebrities for endorsing their products; the endorsers should be selected pbased on the type of product to be advertised and the based on the target customers. Choosing pthe correct medium of advertisement for reaching the ultimate consumers is very vital as padvertising products and services on any medium incurs cost, which needs to be compensated pwith increased revenue.