Impact of brand advertising of FMCG's on consumer behavior (adoption process)

Abstract

Newspapers and magazines, radio and T.V are vitally important in the modern age. It is these means of communication, which play an essential role in spreading culture. The branch of knowledge, which deals with conveying thoughts to others and explaining a certain point of view to them, is called communication. Advertisement catches the public eye and inculcates an idea, gets public attention, indicates a service or calls to an attraction. The businessman uses the mass communication as a tool of popularizing its commodities. People receive the complete information about an aspect of life. Brand advertisements act as stimulus and the adoption of advertised brand is the response to that stimulus. Consumers go through the brand advertisements and decide to buy that product after passing through a lengthy process of adoption by conducting this study researcher wants to make a relationship between advertisement of the brand and its adoption and how media is helpful in brand advertising effectiveness. Main objective of this study is: 1. To study the relationship between advertisement of the brand and its adoption. 2. To study the relationship between frequency of brand advertisement and its impact on final purchase. 3. To study how brand advertising budget and sales of the products are correlated. 4. How media is helpful in brand advertising effectiveness?