The impact of hard sell and soft sell advertisements in altering viewers attitude and purchase intension towards brands

In a world of fierce competition and emergence of brands literally on a day to day basis, advertisements are working as a powerful tool for grabbing the attention of the customer and persuading them to buy products and services. This study will basically help Researchers and promoters to understand how appeals work and what kind of appeals will change the attitude of a customer and also the intention to purchase a product. Thus, it is important for the marketers to understand the concept of advertising appeals and the model which will actually help the advertiser to get the desired outcome. This research focused on respondents having knowledge of marketing and advertising as well as those who are not exposed to the field of advertising. A conceptual model was proposed and tested to find the impact of hard sell and soft sell advertisements tactics adopted by marketers on consumers and the outcome it has on the sale of the product.