• Dr. L. PANDIYAN

Advertising is mass communication which informs and influences a large number of people through a medium selected by the sponsor or the beneficiary after due consideration of potential market costs, expected benefits and availability. The advertising is to fill in the gap between the businessman and customer. The objectives of the present study are consumers’ attitude towards advertisements in product positioning and enriching brand loyalty. Primary data was used in the present study, the purpose of the study selected 525 respondents from Cuddalore District through multi-stage sampling technique. The study reveals that Advertisements high level functioning towards popular the products, easy marketing of the new products, enter the new market, Influences the mind on brand, differentiates the product, positive promotion of brand and confirms product position are high level with mean more than 4.24. Television are the most useful media for product positioning and brand royalty on the product and services, Still and Movies are the most useful advertisement method for product positioning and brand royalty, Background of advertisement are the most useful for product positioning and brand royalty on the product and services, that Funny and creative advertisement are the most suitable advertisement types for product positioning and brand royalty on the product and services.

product positioning, brand, brand royalty

"CONSUMERS’ ATTITUDE TOWARD ROLE OF ADVERTISEMENT IN PRODUCT POSITIONING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.744-752, June 2019, Available :http://www.jetir.org/papers/JETIR1906H84.pdf

"CONSUMERS’ ATTITUDE TOWARD ROLE OF ADVERTISEMENT IN PRODUCT POSITIONING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp744-752, June 2019, Available at : http://www.jetir.org/papers/JETIR1906H84.pdf