SlideShare a Scribd company logo
By: Ruchi Shrivastava
Sagar Singh Rawat
Nocommunicationiscompletewithoutfeedbackorreaction.Theintentbehind
advertisingistopersuadeconsumerstopurchaseandrepurchasetheproductover
andoveragain,butdoestheconsumerrespondtoallcommunicationssentbythe
advertisers?Thehumanbrainhasalimitedprocessingcapacityandconsumers
havethetendencytoprocessthemostusefulandappealinginformationfirst.
Advertisersusedifferenttypesofappealsanddemonstrationstoattractandretain
customers,buttheliteraturereviewshowsverylessworkonevaluatingthe
differentialimpactofvarioustypesofappealsonconsumerpurchasedecisions.This
studyempiricallyteststhedifferentialinfluencevariousadvertisingappealscreate
onconsumerpurchasedecisions.
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..
Advertisement and its effects..

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Editor's Notes

  1. Most of the purchase decisions of a consumer depends on there moods… their interests and needs …
  2. SDA for Strongly Disagree, DA for Disagree,, A for Agree, SA for Strongly Agree, for no response.