INFLUENCE OF TELEVISION ADVERTISEMENTS ON BUYING BEHAVIOUR RURAL AND URBAN COLLEGE GIRLS

Television advertising is the most memorable and easily digested formats around us. Unlike other strategies, 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 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 day society, 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 360 respondents from private colleges around Chengalpattu district of Tamilnadu.