Role of advertising in consumer decision making with respect to “AIDA” approach

Advertising is a subset of promotion mix which is one of the 4P's in the marketing mix. Every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards a product or a service or an idea. Therefore, it can be said that anything that turns the attention to an article or a service or an idea might be well called as advertising. This paper investigates the role of advertisement in consumer decision making with respect to “AIDA” approach, (AIDA stands for attitude, interest, desire, and action) by tapping the responses of 30 respondents. The basic objective of this research is to access the influence of advertising in consumer decision process. The study conclude that advertisement play a major role in persuading, informing, and reminding both potential and existing customer towards making a purchase decision. Advertisement plays a vital role in shaping dreams and customer take conscious product and brand decisions.