Impact of Advertisements on Customer Preferences (An Empirical Study on Multiple Product Categories) Mr. Babu K. Ramesh*,**, Dr. Vuram Israel Raju*** *Research Scholar, JNTUH, Hyderabad, India **Associate Professor, VBIT, Hyderabad, India ***Professor & Principal, KC Reddy PG College, Medikondiur (M), Guntur, India Online published on 4 October, 2013. Abstract Advertisement industry is one of the largest contributors for Indian modern business progress and all successful Brands are elevated by the successful Advertisements. Modern Customers are very calculated in accepting the different Advertisements. This study is about impact of Advertisements on Customers and their variations from different categories of Products. This analysis is carried out to understand customer recalls of Advertisements of different categories of Product Brands, to study on names of Product Brands that are recollected by the Customers that they watched recently, comparison of Advertisements with other sources of information to Customers that helps in buying decisions, the categories of Products that are influencing the customer to buy the Products, Customers preference towards the Advertisement Media type, Customers preference of watching Advertisements during some Television programs and their Customers choice, Product brand endorsers and customer preferences and the Advertisement elements that can attract the eye of a customer's attention. The study is done by dividing the samples into two categories of Male and Female and two sub categories of dependents and independent decision makers, which those independent decision makers again subdivided as ‘Married and Unmarried’. The total sample size is 273 and the Respondents are asked to give ranking to all the categories and those ranks are averaged for this study and based on those averages chi-square individual values are calculated for the study. Top Keywords Product Categories, Brand Names, Brand Endorsers, Media Types, Advertisement Elements, Customer preferences. Top |