The Impact of Advertisement on Consumer Behavior: A Study on Chennai Consumers at DFM Foods

The Impact of Advertisement on Consumer Behavior: A Study on Chennai Consumers at DFM Foods

KARTHIKEYAN. A (RESEARCH SCHOLAR) Mrs. GEETHA (ASSOCIATE PROFESSOR)

Keyankarthi16825@gmail.com INTRODUCTION

Advertising has been an integral part of human history, originating from Latin roots meaning “to turn toward.” It represents a communication bridge between marketers and consumers, aiming to influence purchase decisions through effective messaging. Over time, advertising evolved from simple outdoor signs in ancient Rome and Egypt to the sophisticated digital campaigns we see today. The effectiveness of an advertisement relies heavily on how well it is received and accepted by the target audience.

According to the American Marketing Association, advertising is “any paid form of non- personal presentation and promotion of goods, services, or ideas by an identified sponsor.” In India, advertising gained momentum in the last two decades, becoming an essential element of industrial and commercial growth.

Evolution and Types of Advertising