“A study on impact of advertisement of conf...

“A study on impact of advertisement of confectionery products towards consumer behaviour”

Author Name : Dr. T. Senthil Rajeswari, N. Anitha

ABSTRACT Advertising is a potent tool of marketing and a component of the overall promotion activities. Advertising is almost everywhere in our daily life. Its forms and roles are both challenged and admired. Some see advertising both as the mirror and the maker of ethos. Even when advertisements contribute new sounds and the symbols that shape eye, its words and images replicate the present and the past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates “magic in the market place” Many businesses consider advertisement as an effective media because it can attract consumers’ attention.