• SREE NIVETHA.K
• ANITHA.P

In a competitive market, it is important for advertising managers to grab consumers’ attention through advertisements and sales promotion. A sizable marketing budget is spent on advertising. The trend of using digital media platforms for advertisements is growing. This study intends to explore the importance of various media advertisements on consumer behavior (CB) stages such as awareness (AWR), interest (INT), conviction (CON), purchase (PUR) and post-purchase (PPUR). The present research paper focuses on the impact of advertising on consumers' buying behavior. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers' intentions towards the product and buying behaviors. The buying behavior is strongly influenced by the image of the product which is built by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. The study explores that a creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer.

In a competitive market, it is important for advertising managers to grab consumers’ attention through advertisements and sales promotion. A sizable marketing budget is spent on advertising. The trend of using digital media platforms for advertisements is growing. This study intends to explore the importance of various media advertisements on consumer behavior (CB) stages such as awareness (AWR), interest (INT), conviction (CON), purchase (PUR) and post-purchase (PPUR). The present research paper focuses on the impact of advertising on consumers' buying behavior. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers' intentions towards the product and buying behaviors. The buying behavior is strongly influenced by the image of the product which is built by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. The study explores that a creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer.

"A STUDY ON INFLUENCE OF ADVERTISING AND ITS EFFECTS ON BUSINESS TO CONSUMER MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 11, page no.e83-e87, November-2022, Available :http://www.jetir.org/papers/JETIR2211422.pdf

"A STUDY ON INFLUENCE OF ADVERTISING AND ITS EFFECTS ON BUSINESS TO CONSUMER MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 11, page no. ppe83-e87, November-2022, Available at : http://www.jetir.org/papers/JETIR2211422.pdf