Impact of Advertising Strategies on Consumer Buying Behaviour: A Case Study on Mc Donald's (India)

Advertisements are becoming inescapable activity for all types of companies day by day for selling its product offerings to the people. It is rightly said that “it's not possible to fly the plane of success without adding the fuel of advertising” and “Doing business without ads is just like winking on the girl in the dark” ie only you know what you are doing, others don't. Ads are becoming an effective source of consumer communication aiming to dissipate information in an emotional or value based perspective to attract the customer's attention, to sell or to build consumer confidence, thus affecting buying decision of a consumer. Companies are spending lots of money and time to advertise their products in print media, broadcast media, on internet etc. For increasing the impact of advertising, the companies are more focused towards what advertising strategy to frame, how to communicate the message in creative manner, which approach to use and what type of appeal to pitch. The companies always try to bring those elements in the ad which obtain the attention of the customer, develop the customer's interest in the product, create a desire for the product, establish the customer conviction for the product and last how to promote the action of the customer to purchase the product. Thus, this paper is focusing on understanding the advertising strategies taken by the Mc Donald's for having the more impact on the minds of the customer through ads and recommending some new ways for doing the same.