“Impact of Comic Tv Advertisement on Customer Buying Behavior and Customer Satisfaction”

“Impact of Comic TV Advertisement on Customer Buying Behavior and Customer Satisfaction”

Marketing is considered as the key factor for success of any organization. Jacobs, Latham and Lee (1998) described a common, idiomatic definition of marketing which states that “marketing is the part of business concerned with getting and keeping customers. “One of the basic functions of marketing is to create awareness in the consumers.

Awareness has a specific and vital role to satisfy the needs and wants of a customer. Mass media plays an important part in creating desires and urges which in term cause people to work harder to satisfy these desires (Moore and Moschis, 1978). Promotion is the one of most important tools of mass media. Promotion is basically a bridge between buyer and seller for the purpose of informing, influencing and pursuing the customers about the business, products or services. For promotion of any product or service, advertising is used as powerful tool for marketing.

Advertising is an influential signal towards customer for the purchase or to give some response upon company products, service and ideas. American marketing association describes the advertising as” It includes all paid form of non personal presentation for the promotion of ideas, goods and services by an identified sponsor”. For promotional strategy, advertising is considered as a major component of creating awareness and conditional factor in the mind of the customer to make purchase decision. Advertisement is considered as the most evident among the marketing strategies and has been the subject of a great deal of consideration for the last ten to fifteen years. Advertisement not only modifies emotions but also give sensible message.

Among of all advertising channels, TV advertisement is considered an appropriate because every social class and age group has easy access to it. TV advertisements usually play a pivotal role in either introducing a product reinforcing the association to...