A Study on the Effect of Advertisements on Consumers of L.I.C. of India

The Evolution of Advertising in the Indian Market

Abstract

Advertising is a paid form of promotion of products and services through an identified sponsor using a mass medium. Advertising is that element of promotion mix, which is often considered prominent in the overall marketing matrix. Its high visibility and pervasiveness has made it an important commercial medium in Indian society. It is a means of influencing the consumer to buy products or services through visual or audio persuasion. A product or service is primarily advertised to create awareness of its utility in the minds of potential buyers. As a result of globalization and the consequent changes in consumer buying patterns, the advertising industry has undergone significant transformation in the last two decades.