• Prithvi R Mallya
• Narendra K

Advertisement provides a platform to form social awareness. In India, advertising appearsto exert tremendous impact on the lives of the folks. it's created awareness on problemsaffecting the lifetime of the folks. It channelizes the energy of the folks and buildsaspirations among India’s millions. publicity has been a catalyst for growth inIndia. publicity showcases the jubilant image of the society that evokes therural population of the country to steer a higher life. These aspirations of the agricultural lotshave been the key to self-motivated transformations happening in Republic of India. Publicitycreates a deep route for transformation stemming from the ambition and determination ofthe people Advertisement plays an important role in our daily life. It is all pervasive. Whether television or newspapers or films or radio or the outdoor properties, advertisements are found everywhere. With the advent of social networking services and apps running on mobile devices, a new dimension has been added to the world of advertising. Yet, communication remains the primary purpose of advertisement. Advertisement plays an important role in the modern competitive business scenario. It is a means of mass communication. Advertisement is an informative tool. It provides information on price, product, brand availability etc. which are required to make an educated decision and also enable consumers to evaluate the quality of the product to some extent. It provides critical information to make rational decisions. It creates a rise in the demand for various products, especially the low-cost Fast-Moving Consumer Goods (FMCG). Fast moving consumer goods are necessarily low involvement goods. Their purchase is frequent, and are characterized by recency and short inter - purchase time. FMCGs are also characterized by intense competition, which is mainly due to similarity of products being offered for sale in the market. FMCGs being low priced goods do not go through the long and regular thinking process of buying. But they are products of importance as they are related to the health and beauty of the people. Advertisement is important for products such as FMCGs, as it not only creates awareness but also persuades and reminds the consumers. As such, FMCGs have a dynamic market characterized by frequent advertising in order to create some sort product differentiation in the minds of the consumers. Product offerings have become complicated and competitive in the FMCG sector. Companies have changed their perception towards advertising, as now they do not have any other option then to advertise.

FMCG, Advertising , Brand Discerment

"A STUDY ON INFLUENCE OF ADVERTISEMENT ON BRAND DISCERNMENT IN FAST MOVING CONSUMER GOODS (FMCG) SECTOR WITH SPECIAL REFERENCE TO BANGALORE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.146-180, June 2019, Available :http://www.jetir.org/papers/JETIR1906T21.pdf

"A STUDY ON INFLUENCE OF ADVERTISEMENT ON BRAND DISCERNMENT IN FAST MOVING CONSUMER GOODS (FMCG) SECTOR WITH SPECIAL REFERENCE TO BANGALORE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp146-180, June 2019, Available at : http://www.jetir.org/papers/JETIR1906T21.pdf