1.

Vinod Kumar Bishnoi1 and Ruchi Sharma analysis the The Impact of
TV Advertising on Buying Behaviour: A Comparative Study of Urban
and Rural Teenagers. Teenagers of rural area are more attractive
towards v commercials than urban area teenagers. Rural teenagers
collectively decide with their family members, products to be
purchased due to exposure to TV advertisements while it is not so
with their urban counterparts. Urban area teenagers are not influence
by the advertisement of the product, which is not required to them
while it is not with the urban area teenagers.
2. Dr. D.Prasanna Kumar & K. Venkateswara Raju studied the role of
The Role of Advertising in Consumer Decision Making. Researcher
conclude that advertisement plays a role in filling incomplete
information in people mind to take a decision on purchase of a
product. An advertisement reaching a potential buyer while the buyer
is seeking information will have a greater impact, since the buyer is
spared the time and effort needed to seek out this information himself
and is less likely to turn to competing brand advertisements to obtain
the additional information.

3. Dr. D. Appala Raju, Dr. P. Sree Devi studed Means of Advertisement

Impact on Consumer Buying Behaviour With Reference to Health
Drinks in Kuppam. Advertisement not only is useful for promotion
activities but it is also use full for awareness crating activities,
Television is the major medium of advertisements

4. T. RAVIKUMAR analysis A STUDY ON IMPACT OF VISUAL

MEDIA ADVERTISEMENTS ON WOMEN CONSUMERS
BUYING BEHAVIOUR IN CHENNAI CITY. In this research it is
conclude that visual advertisement and women buying behavior are
closely related to each others. Women get maximum influenced by
the visual advertisement. it is found that women consumers attitude
towards visual media advertisements and women consumers buying
behavior are directly related with each other.

5. Ankita Shrivastava , Dr. Vikram Bisen studed the CONSUMERS

BUYING AND SWITHCING BEHAVIOR DUE TO
ADVERTISEMENT: A STUDY ON SHAMPOO BRANDS. This
research conclude that Price, availability and Packaging of the product
affect the buying decision of the shampoo but advertisement plays an
important role in changing buying decisions of the shampoo. Many
people are concern of price, quality , quantity and also offers with the
product before making a decision. Also, it has been seen that various
factors influence the switching behaviour of the consumers like
impact of packaging, price rise of current brand, scheme of brands,
impact of advertisement, non-availability of brand, to try new option
and influence by others etc

6. Rakesh Kumar studied the IMPACT OF ADVERTISING ON

CONSUMER BEHAVIOUR WITH SPECIAL REFERENCE TO
FOUR SELECTED WASHING PRODUCTS IN SHIMLA
DISTRICT OF HIMACHAL PRADESH. Among the four washing
machine product surf excel is considered to be the best known only
because of his advertisement and its advertisement could be easily
recalled remembered and understood by majority of respondents. Out
of the media used for advertisement television was the most popular
and effective method for promoting a particular brand. But it was also
seen that excess repetition of advertisements cause irritation in the
minds of the consumer as access of every thing is bad.

7. Biswajita Parida studied the PRESENCE OF CHILDREN IN

ADVERTISEMENTS AND ITS IMPACT ON CONSUMERS
PURCHASEBEHAVIOUR. It Different generations get influenced
differently by commercials, their need to purchase new products is
different, and also the process followed to make purchase decisions is
different. People get influenced much with the presence of children in
an advertisement.

8. A.Pughazhendi R.Thirunavukkarasu S.Susendiran has A Study on

Celebrity Based Advertisements on the Purchase Attitude of

Consumers towards Durable Products in Coimbatore city, Tamil

Nadu, India. In this research it is said that Across the world,
celebrities have been used for a wide variety of brands. Celebrities
endorsing brands has been steadily increasing over the past years
Marketers overtly acknowledge the power of celebrities in influencing
consumer purchase decisions . celebrities are playing an important
role in influencing people decision to buy a product.

9. GUNJAN BAHETI , DR. RAJENDRA KUMAR JAIN, NIDHI

JAIN HAD STUDED THE IMPACT OF ADVERTISING APPEALS
ON CUSTOMER BUYING BEHAVIOR. The purpose of this
research was to investigate the impact of advertising appeals on
Customer Buying Behavior. The second purpose was to compare the
effectiveness of the different types of advertising appeals on customer
buying behavior. From this research it was conclude that (1)
advertising appeals have a significantly positive influence on
advertising attitude. (2)Advertising appeal does not have significantly
positive influence on purchase intention (3) Emotional advertising
appeals are more significant than rational appeals.
10.Shumaila Ahmed and Ayesha Ashfaq had made a studied Impact of
Advertising on Consumers buying behavior through Persuasiveness,
Brand Image, and Celebrity endorsement. Researcher concludes that
to influence consumer decision advertisement should be based on
variety and reality. It should be telecasted only 3 or 4 times in a day,
otherwise it creates boredom. Advertisement should convey direct
message. The quality of advertisements should be attractive and good
because it keeps great impression on the consumers mind. . Likewise,
celebrities leave great impression especially in the mind of their fans
and status conscious viewers or consumers therefore celebrities should
have to be careful, while working in some particular advertisement.
Similarly it should be simple and attractive

11.Nidhi Kotwal*, Neelima Gupta and Arjee Devi had studied the
Impact of T.V Advertisements on Buying Pattern of Adolescent Girls.
Researcher conclude from there research that television and
advertising together present a lethal combination. Advertisement is

the route to reach not only adult consumers but also the adolescents.
The results of the study revealed that the girls viewed T.V.
advertisements with interest and found them entertaining and
informative. The main reasons for liking an advertisement was the
information it provided regarding the discount, special gifts attached,
brands and quality of the product. The non- informative factors like
celebrities, Catchy slogans, visual effects funny advertisements; good
music and action were also the reasons for liking an advertisement, in
order of priority. The adolescent girls were of the opinion that
advertisements played a vital role in introducing a new product in the
family list and making better choice during shopping

12. Dr. R. Sivanesan analysis that Impact of Brand Image and

Advertisement on Consumer Buying Behavior Comparative Study
on Rural and Abstract Urban Consumers. Conclusion provided from
this research that It has been concluded that advertisement have great
impact on buying behavior of rural and urban customers.
Advertisement is the mail tool for effecting decision of the consumers
so advertisement should be simple and properly shown to consumers.
Along with advertisement social and personal factors have more
influenced on buying behavior

13.Naveen Rai analysis the IMPACT OF ADVERTISING ON

CONSUMER BEHAVIOUR AND ATTITUDE WITH REFERENCE
TO CONSUMER DURABLES. Researcher conclude the statement
that advertisement is the most important factor that influence the
buying decision of the consumer worldwide. Advertisement motivate
the consumer to trust the product and to buy them Purchase attitude
and behavior is influenced by variety of advertisements

14.BRAJDEEP SINGH ANALYSIS THE IMPACT OF

ADVERTISEMENT ON THE BRAND PREFERENCE OF
AERATED DRINKS. Advertisements are the backbone for this
Industry due to cut throat competition in the aerated drink business.

Advertisemenet act as a glue to retain their customers and also target

new customers. Approximately 34 % of the total cost is to be done on
advertisement.

15.Ms. Roshni P Sawant made a study on the Impact of Advertising on

Brand Awareness and Consumer Preference (With Special Reference
to Men`S Wear). This research conclude that advertisement play an
important role on both before and after buying it provides the
necessary support after the consumer has made the purchase. If the
consumers experience dissonances or discomforts owing to their
purchase decision, then advertisement reduces this feeling of
discomforts providing information on the products attributes.
Advertisement is also important to neutralize the affect of rival firms

16.Grishma Patel* Dr. Rajendra Jain had studied the Impact of TV

Advertising on Youth Buying Behavior. This research came to a
conclusion that normal people get affected buy the advertisement and
try to buy the product by getting influence by the advertisement but
this research conclude that youth may get influence buy the
advertisement but the wont buy any such product which is not
required to them. Similarly the like the advertisement of the product
which they are using currently.

17.Geeta Sonkusare analysis the impact of television advertising on

buying behavior of women consumers. Researcher concludes that
advertising is a very effective tool of communicating message to its
target audience. Advertisements are an important medium to make
people aware of any products. From this research we came to know
that women are getting affected but advertisement but there are
another factors like Social and personal factors which are more
important than advertisement

18. Prof. Roopa.J analysis that A Study on Impact of Advertising on

Consumer Behaviour with Specific Reference To Consumer Durables.
Researcher concludes that advertisement plays an important role in
purchase decision. Most consumer purchase on the basis of
advertisement. Along with advertisement consumer also look for
service provider, quality of the product, brand when it comes to
selection of product