*Lecturer, PGP CET, Namakkal-637207, India.
Online published on 29 September, 2017.
One can always learn from the advertisement the changes that are happening around him globally and locally. The world in which we are surviving today is full of cut-throat competition and “survival of the fittest”. The companies have learnt and understood that the “consumer is the king of the market” which has changed from the earlier perception that “consumer will accept whatever he is given”, this change in mindset has led to the opening up of the fourth and very important “P” in the marketing mix called promotion. Companies have to always stay one-up on their competitors and their promotional strategies helps them in doing that efficiently. Promotion being a vast topic encompasses many terms and the most important of them being “ADVERTISING”,
The topic of interest, therefore, over here is learning more about this interesting subject which has emerged as a strong component in the global marketing environment. To prove this we have undertaken study to identify the attitude and belief towards the advertising.
In order to get clear picture an inventory of belief statement developed by Pollay and Mittall (1993) has been used. The data has been collected personally during one year period from Oct 2010 to Oct 2011with the help of well structured questionnaire. Actually the questionnaire collected from 150 respondents but after scrutinizing the filled question 113 were found to be fit for analysis. SPSS 13 have been used for data analysis. Multivariate data has been done for achieving the objectives of the study. The following table depicts belief statement regarding attitude toward advertising in general.
The main aim of this study is to identify the attitude of consumer towards advertising in general, to analyze the consumer belief about the harmful implication of advertising, to ascertain the necessity of international advertising, to determine that the advertising raise the standard of living, to understand on which type of hedonic pleasure, the consumer response, to examine manipulation and materialism of international advertising.
This study is useful for the advertiser, marketers to know how far ad has attracted the viewers in that case they can modify the ad to curb advertising expenditure and increase sales. This study is helpful for students or research scholar as reference for their future study. The researcher herself is benefited through this study by widening the knowledge of international advertising. It is also helpful for the researcher to take all the factors into consideration if the researcher wants to establish any advertising company in future.
