Advertising has become important factors which influence the customer buying behavior. It has turned out to be one of the central points which straightforwardly impact the purchasing conduct of the customers of each brand (UK Essays, 2013).
According to American Marketing Association, Advertising has been defined as a “form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” It is a business and commercial transaction which purpose is to market goods and services, and is directed towards mass public. The ultimate goal of advertisements isn’t solely to generate sales or profits but to also create brand awareness among its target audience. Advertisements are a source of gaining the attention of the clients and to expand the exposure and subsequently enable the information to affect the brand awareness of the audience and thus impact the decision-making process of customers. Advertising is a marketing weapon known to its impact on viewers’ mind. It tends to last longer and as it publicizes a broader mass of consumers. In a marketing mix, there are 4P’s: product, price, place, and promotion.
As advertising is a subset of promotion mix, it serves as a strategy to sell a product or service. Advertising is a major instrument when it comes to creating mass awareness about the brand and marketing the new and existing products to potential consumers for eventual purchase decision. (Raju, 2013)