A Study On Effects Of Television Advertisement On Consumer Buying Behaviour

• Author(s):

  Dr W Saranya | Mr. B L Santosh

• Keywords:

  Advertisement, Media, Purchasing Behavior, Buying Intentions.

• Abstract:

  Television Advertising Plays A Significant Role In Shaping Consumer Buying Behavior By Influencing Awareness, Attitudes, And Purchase Decisions. This Study Examines The Effect Of Television Advertisements On Consumers By Analyzing How Visual Appeal, Message Content, Repetition, Celebrity Endorsements, And Emotional Elements Impact Buying Intentions. Television Advertisements Act As A Powerful Communication Tool That Not Only Informs Consumers About Products And Services But Also Persuades Them By Creating Brand Recall And Positive Perceptions. The Study Highlights That Frequent Exposure To Television Advertisements Increases Product Familiarity And Trust, Which In Turn Affects Consumers’ Preferences And Choice Of Brands. Moreover, Advertisements Targeting Emotions And Lifestyles Are Found To Be More Effective In Motivating Impulse Buying And Brand Loyalty. The Findings Suggest That Television Advertising Continues To Be An Influential Factor In Consumer Decision-making, Despite The Growth Of Digital Media, And Remains A Crucial Strategy For Marketers To Attract, Influence, And Retain Consumers In Competitive Markets.

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Other Details

• Paper id:

  IJSARTV12I3104619

• Published in:

  Volume: 12 Issue: 3 March 2026

• Publication Date:

  2026-03-02

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