Impact of Advertisements on Purchase Decision of Youth with Reference to Consumer Goods

AbstractAdvertising 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.IntroductionMarketers 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 conversion meant to bring about the person towards the product and its purchase.Advertising is the communication link between the seller and the buyer or the consumer. It does not simply provide information about products and services but is an active attempt at influencing people to action. In other words, advertising does not end with the flow of information from the seller to the buyer; it goes further to influence and persuades people to action.Review of LiteratureAccording to Buzzell and Wiersema2,a) Additional advertising normally increases sales but, at some point, the rate of return declines.b) Sales response to advertising may build over time, but it is not durable, and a consistent investment is important.c) There are minimum levels of ad expenditure below which advertising expenditure has no effect on sales.d) There will be some sales even if the marketer does not advertise.e) Culture and competition impose saturation limits and beyond this no amount of advertising can increase sales.Research indicates that in consumer goods marketing, increase in market share is more closely related to increase in marketing budget than reduction in prices.Advertising objectives are totally separate from marketing objectives and the focus is on communication objectives that contribute to accomplishing the marketing objectives. It is logical to determine the impact of ad expenditures on the accomplishment of the communication objectives such as awareness, interest, attitude change etc. …