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Sharma, Tejinder
- Consumer Perception and Opinion Towards Advertising: An Empirical Study on Consumer Behaviour in South Delhi
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1 Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, IN
1 Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, IN
Source
International Journal of Marketing and Business Communication, Vol 3, No 2 (2014), Pagination: 46-55Abstract
This research paper tries to explore and describe consumer's attitude and perception towards the advertising campaign. The literature review concentrates on key areas of attitude towards ads, the role of perception in communication and the role of different ad-components in advertising. We have used structured questionnaire and focus-groups to obtain and analyse the feedback and observations of people regarding advertisements. Following from these are the results and discussion that focus on key areas: perception towards advertising, attention, and interest. Results indicate that perception towards image of advertisements differed quite significantly among the respondents. The researcher came to the conclusion that these elements are the most effective in capturing attention and interest. The study concludes with a discussion of the main implications of the research and with forwarding of suggestions for further research.Keywords
Perception, Opinion, Recall of Advertisements.
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