A STUDY ON IMPACT OF TELEVISION ADVERTISEMENTS WITH CREATED ANIMATED SPOKES CHARACTERS ON PURCHASE INTENTION OF THE YOUNGSTERS OF GUJARAT STATE FOR FAST MOVING CONSUMER GOODS

Abstract

The pervasive use of television advertising by FMCG providers has stimulated an interest in its newlineeffectiveness. The concomitant increased sophistication of the FMCG consumer dictates that the newlineFMCG marketers understand how television advertising influences the purchase intention. The newlineexamination of the dimensions related to media communication and the purchase intention newlineprocess combined with proper research techniques give the marketer a battery of mechanisms for newlineevaluating FMCG television advertising. In 2013, the size of Indian television industry was of newline417 billion INR, where advertising revenue have increased by 10 per cent, mainly because of the newlinelaunch of new channels and growth in inventory. In addition to this, Indian advertising industry newlinehas reach to 136 billion INR in 2013, where television is expected to remain the primary newlinecontributor with 40 per cent share. In advertisements, various appeals are included by using newlinevarious types of endorsement; among them one of its kinds is created animated spokes newlinecharacter. According to National Youth Readership Survey (2009) television was the most newline newlinepreferred source of information and animated advertisements strike a better chord among the newlineyoung consumers. newlineIn past, very few studies have tried to measure an impact of television advertisement with created newlineanimated spokes character, on purchase intention of youngsters. So, this study incorporates to newlinestudy, examine and investigate the variables impacting purchase intention of youngsters with newlinespecial focus on created animated spokes characters in television advertisement of FMCG newlineproducts for developing more effective advertising strategies for Indian market. Among the newlineAMOP (Appearance, Medium, Origin and Promotion) framework of spokes character newlinedefinition, the study will concerned with Fictitious human having non-celebrity origin, as these newlinecharacters are created specifically for advertising use and doing active promotion. Belch and newlineBelch s (2001) Cognitive Respon