ADVERTISING EFFECTIVENESS OF CONSUMER DURABLES IN THANJAVUR TOWN

Abstract

The area of the study taken by the researcher is Thanjavur Town Thanjavur is a historical town with influence from far and wide. The people are covetous, the languages are different and the customs of each family varies. The advertising effectiveness was tested from the awareness; attitude and purchase influence points of view of the respondents. As for as awareness of advertisements is concerned, it is greater. The study shows that 92% of the respondents have seen/heard the advertisements of the products. 69% of the respondents could identify totally the brand names of the products. To conclude, the advertisement cannot make the consumers or buyers to buy the product immediately / similarly advertisement do not guide the buyers in these locations of the products. But they can make knowledgeable informative and give ideas. Therefore, they are really communicative.