Impact of advertisements on male v/s female consumer buying behavior in Punjab

The modern world of marketing communication has become colorful and inundated with advertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewers’ attention. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of an unsuspecting person's time to inform him or her of the amazing and different attributes of the product at hand. The main purpose of this paper is to study the impact of advertisements on male vs. female buying behavior. Exploratory study has been conducted for the purpose. A questionnaire has been designed to collect the data. The survey has been conducted in 4 Districts (Jalandhar, Ludhiana, Amritsar, Ferozpur) of Punjab. The study found that advertisements attract more women`s attention as compared to men. As compared to women, more men perceive that advertisements do not portray the true picture of the product.