• Dr. L.PANDIYAN

Advertising is the effective source to influence the mind of viewers and to give their exposure towards a particular product or service. It plays a vital role in the business tied to attract customers in their purchase decisions. Also it is one of the promotional mixes to create awareness among target population. Companies are spending a huge amount of their budget for advertising their goods and services. They have been investing to influence the customers’ buying behaviour and to determine the factors that have direct or indirect effects on customers’ buying behaviour. The objectives of the present study has been the impact of Advertisement on Consumers’ Purchase Decisions. In order to collect primary data from 225 respondents in Cuddalore District was adopted multi-stage sampling technique and descriptive statistics like Mean and Standard deviation and One Way ANOVA were used. It is found that Advertisements create high level impact towards switch over the brand, positive influence on purchasing decision, buy unaffordable things, easy purchase and induce to purchase. The television advertisement is high Level of impact on customer purchase decision compared with other media of advertisement, the moving methods of advertisement and still method of advertisement were high Level of impact on customers’ purchase decision compared with other methods of advertisement, the celebrity of advertisement are high Level of impact on customers’ purchase decision compared with other features of advertisement. And also, informative and creative types of advertisement are high Level of impact on customers’ purchase decision compared with other types of advertisement.

advertisement, impact, informative

"IMPACT OF ADVERTISEMENT ON CONSUMER’ PURCHASE DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.788-799, June 2019, Available :http://www.jetir.org/papers/JETIR1907G08.pdf

"IMPACT OF ADVERTISEMENT ON CONSUMER’ PURCHASE DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp788-799, June 2019, Available at : http://www.jetir.org/papers/JETIR1907G08.pdf