Consumer perceptions of advertising appeals in television commercials: A critical study

India is currently one of the most preferred business investment destinations. In the recent past, there has been a significant growth in the foreign direct investments across various sectors in India. A positive consumer sentiment has further added to the market potential. Firms have substantially increased their promotional spends, thereby contributing to the overall clutter in the marketspace. In order to improve their return on advertising expenditure, it is imperative that marketers and advertisers revisit their approaches to target their markets. Consumer perceptions and behaviour have been transforming at a rapid pace in India in recent years. Consumer perceptions towards marketing promotion, including advertising, have also been evolving. The purpose of the present research is to study consumer perceptions towards various advertising appeals and to examine the relationship between these perceptions and a set of antecedents, namely consumer demographics, consumer judgements about and feeling from the advertisements. the sample size 195 respondents. Primary data for this study was collected. The data was analysed with the help of SPSS using statistical tools such as t test, mean, s.d. The findings of the study confirm that there is a relationship between the respondents? judgements about the advertisement and their perception towards the advertising appeals used in the commercials.