Business world is changing from short term sale strategies to more
customer-focused long term relation building strategies. It is
extremely important to know the needs of your target customer so
you can convey your message in a more attractive way. The most
common method of advertising is television advertising. The
elements of television advertising are Jingle, Brand, Celebrity,
Promotional offering, Location, Theme and Song. The purpose of this
research thesis is to measure the effect of television
advertisement on the target buyer's decision process. This means
that how an advertisement affects the thinking process of a buyer
which includes need recognition, Information search, Evaluation of
alternatives, Purchase decision and Post purchase behavior. This
research includes 400 students of different colleges from
intermediate to PhD level. Gender ratio is equal, which means this
research includes 200 male and 200 female respondents. The main
hypothesis of this research study is co-relational, which is
elements of the Television advertisement are positively related
with the buyer's decision procedure. SPSS version 19.0 is used to
perform the T-test, ANOVA and Kruskal-Wallis test.
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