Efficacy of Television Advertisement on the Attitude of Customers

The aim of marketing is to meet and satisfy target customers’ needs and wants, so we are in a need to create awareness about our product among the customers to promote our sales. Advertising is any paid form of non personal presentation and promotion of goods, ideas or services through an identified sponsor. Advertising increases the morale of the sales force and retailers and contributes to enthusiasm and confidence attitude on the organization. It stimulates sales amongst present, former and future consumers and retains loyalty of present and former consumers. Advertising helps to promote overall image of respect and trust of the company. It persuades potential customers that a particular product is superior to competing products and educates the market in the new ways of using the product. An advertising medium is the vehicle to carry the advertising message from the sender to the intended receiver. Among the various media used, television exhibited the most rapid growth. It is intense in nature in the sense that it commands undivided attention and dedication of viewers. An eye-catching commercial is easily noticed, thus creating product awareness among viewers. Television is a home and family medium. The anchors and Tele serial actors’ voice can easily draw the attention of house-wives. There is a unique blend of sight, color, movement, sound, timing, reputation and presentation at home. It triggers off nostalgia, tenderness, generosity, kindness and other emotions. The demonstration is made more effective. This study is made about efficacy with regard to Tooth Paste which prevails as one of the basic necessities.