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Viewers’ Understanding of the Marketing Communication Through Media Advertisements of FMCG Brands and its Impact on Buying Behaviour


Affiliations
1 Centre for Management Studies, Dibrugarh University, Dibrugarh – 786004, India
2 Department of Commerce, Dibrugarh University, Dibrugarh – 786004, India
     

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Media advertisements are the major source of disseminating information regarding quality, product features, etc. to the consumers and thus posses a high level of brand awareness followed by a standardized decision making capacity. With the basis on a suitable impact index, this study aims to observe the communication content that the advertisers wish to project through the advertisements and the level of understanding of the viewers of a small district in India towards the communication content shown in media advertisements of Fast Moving Consumer Goods (FMCG) brands. First objective reveals that the advertising agencies maintain enough space while designing an advertisement in order to communicate the message to the viewers. An equal balance of the criteria’s like; advertising appeals, communication content and frequency results in a more attractive, entertaining and informative advertisement creating an optimistic attitude among the viewers’ towards the advertised brand. The second objective shows that, there exists a fair impact of marketing communication through media advertisements on the viewers. The results of third objective reveals that, there doesn’t exists a significant difference in the contribution of the communication content through media advertisements of the selected FMCG brands on the buying behaviour of the urban-rural matrix.

Keywords

Television, Advertisements, Creative Advertising Agencies, FMCG, Brand Equity.
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  • Viewers’ Understanding of the Marketing Communication Through Media Advertisements of FMCG Brands and its Impact on Buying Behaviour

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Authors

Mridusmita Das
Centre for Management Studies, Dibrugarh University, Dibrugarh – 786004, India
Chimun Kr. Nath
Department of Commerce, Dibrugarh University, Dibrugarh – 786004, India

Abstract


Media advertisements are the major source of disseminating information regarding quality, product features, etc. to the consumers and thus posses a high level of brand awareness followed by a standardized decision making capacity. With the basis on a suitable impact index, this study aims to observe the communication content that the advertisers wish to project through the advertisements and the level of understanding of the viewers of a small district in India towards the communication content shown in media advertisements of Fast Moving Consumer Goods (FMCG) brands. First objective reveals that the advertising agencies maintain enough space while designing an advertisement in order to communicate the message to the viewers. An equal balance of the criteria’s like; advertising appeals, communication content and frequency results in a more attractive, entertaining and informative advertisement creating an optimistic attitude among the viewers’ towards the advertised brand. The second objective shows that, there exists a fair impact of marketing communication through media advertisements on the viewers. The results of third objective reveals that, there doesn’t exists a significant difference in the contribution of the communication content through media advertisements of the selected FMCG brands on the buying behaviour of the urban-rural matrix.

Keywords


Television, Advertisements, Creative Advertising Agencies, FMCG, Brand Equity.

References