Images created through advertisement: multi dimensional scaling approach

The term “advertising” is defined as the prominent communication channel using mass media to influence the audience (Wells, Burnett & Moriarty, 2003, p.10). Admittedly, advertising has gained profound recognition and importance all over the globe as an indispensable tool of marketing. This recognition has led to its remarkable growth. Advertising has become a forceful tool in moulding attitudes and behaviour of the people towards products, ideas and services. Against such a backdrop, the present study is an attempt to examine the attitudes of those who are exposed to advertising through various mass-media activities. The basic purpose is to analyze the images built in the minds of those who are exposed to advertising by using Multi Dimensional Scaling approach with preference data.