Strategic Analysis of Advertisement Tools Affecting Consumer Buying Behaviour

Abstract

The paper provides an understanding of how consumer’s responses can vary as a function of advertising context. The paper gives an insight about the interface with ads and its tools at large and facilitating a better role in terms of market awareness of various advertisement and its tools by engaging in development of newer strategies for a much more satisfactory level of performance. Such advertisement tools help the marketers to survive in the Indian market in future. The paper analyses how a celebrity endorser helps to perceive as a winning formula for product marketing and brand building and how sensitivity in humour helps to make the product more memorable. The continuous challenge in advertising is to find the human truths and connect them with the product to create engaging communication on an emotional front thereby generating a sense of belonging towards the company’s product for an effective purchase. Products have to put a lot of effort to develop a mechanism by which they can really estimate the overall impact of advertisement on the community in general and product in particular. The study uses the primary as well the secondary data to assess how advertisement leads to purchase and act as a source of information and the impact of the most important aspects of advertisement in relation to celebrity endorsement, sensitivity of humour, emotions, ethics, music and Nationality of the advertisement context.