A Comparison of the impact of advertising on Customer Buying Behavior Through Different Media

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Published: Sep 3, 2024
DOI: https://doi.org/10.29070/6vk4mc10
Keywords:
advertising, customer buying behavior, media, marketing mix, promotion mix, mass marketing strategies, public relations, brand promotion, impact

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Authors

Amit Kumar Singh

Research Scholar, Shri Krishna University, Chhatarpur M.P.

Dr. Indal Kumar

Associate Professor, Shri Krishna University, Chhatarpur M.P.

Abstract

Advertising is the main channel of communication between the producer and the consumer.One of the four pillars of the marketing mix, advertising is a component of the promotion mix (product,price, location, and promotion). Advertising is a marketing strategy used to pique customers' interest ina product so they can decide whether or not to purchase it. Marketers use mass marketing strategiesincluding public relations, brand promotion, and advertising. The aim of this study is to compare theimpact of advertising on customer buying action through different media.

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Article Details

Issue

Vol. 16 No. 1 (2021): International Journal of Information Technology and Management (IJITM)

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