An empirical evaluation on the impact of advertising appeals towards purchase intention among television viewers in Salem city

The instrument of appeals has nowadays become a pervasive element in advertising and communication management. India as a country is known for unity in diversity. Advertisers also came up with different types of appeals to persuade their target audience towards their brands. Television is a better audio visual media which provides entertainment for the masses. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The study focuses on examining the impact of various advertising appeals and their influence towards purchase decision among television viewers in the city of Salem Tamilnadu, India. Companies across the globe Shells out on celebrities endorsements to lure and pull their target audience towards their product as well as service. This study mainly focuses on (1) To find out the television viewers opinion towards various advertising appeals. (2) To examine what sort of factors that grabs attention of the television viewers (3) To identify which type of appeals brings high level of impact among television viewers. (4) To analyze the influencing factors of appeals that elicits purchase intention.. This study is based on the primary data collected from Salem region with the help of structure questionnaire. The result of the study states that appeals often influencing television viewers by creating impact on the purchase intention by providing proper flow of information and emotional appealing.