EFFECTIVENESS OF TELEVISION DVERTISEMENTS ON BUYING BEHAVIOUR OF THE WOMEN COLLEGE STUDENTS

Television advertising is the most memorable and easily digested formats around us. Unlike other formats, television commercials have a variety of tools to call upon to gain a viewer's attention, such as video, animation, graphics, voice, sound effects and music. Confidence is the factor for the success of television advertising. No other medium projects the same amount of confidence as television advertising. Buyer behaviour is a systematic approach where consumers follow when entering in to purchase process and making buying decisions. Teenager has become the top consumer's in the present daysociety, so advertiser has focussed on getting their business. This paper presents the results of a study designed to test the influence of television advertisements on the buying behaviour of the college girls. Primary data has been collected from 48 respondents from private colleges around Chengalpattu district of Tamilnadu. Structured Questionnaire has been framed contained 16 questions which have been asked to college girls. The secondary data has been collected books, Websites, articles, television etc.