Author(s) :

S. Md. Ershad, K. John Uday Kumar.

Volume/Issue :

Abstract :

Advertising has become an indispensable tool in modern marketing, significantly influencing consumer behavior, preferences, and purchasing decisions. This study explores the comprehensive impact of advertising on customers by analyzing various dimensions such as emotional appeal, brand recall, customer perception, and buying intent. In today’s competitive and media-saturated environment, consumers are exposed to numerous advertisements across diverse platforms including television, radio, print media, social media, search engines, and mobile applications. This research investigates both traditional advertising methods (such as print and broadcast media) and digital advertising strategies (including social media marketing, influencer endorsements, search engine advertising, and display ads), evaluating their effectiveness in capturing customer attention and motivating action. The study utilizes a mixed-method approach, incorporating quantitative surveys and qualitative interviews to assess how different advertising formats influence customers' attitudes, trust levels, brand awareness, and loyalty. Special attention is given to factors such as ad frequency, creativity, personalization, message clarity, and the psychological impact of visual and emotional cues. Findings indicate that advertisements that are relevant, emotionally engaging, and tailored to individual preferences tend to be more effective in driving customer engagement and conversions. Moreover, digital platforms offer greater interactivity and data-driven targeting, allowing for more efficient and measurable outcomes.

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