Television Advertisement and its Impact on Teenagers' Buying Behavior-A Study in Barasat City Kolkata

The Influence of Social Media Advertising on Purchase Behaviour Towards Fast-Moving Consumer Goods: A Literature Review

“…Moreover, traditional media such as TV advertisement is the major marketing communication tool employed by FMCG marketers, especially in emerging countries [28], [29]. Many marketers believe that TV advertisements can bring huge sales to brands [2], [14]. Since FMCG is mainly household products, a great number of households can be reached through TV advertising [14].…”

“…Generally, TV advertising is considered the most powerful advertising medium because each exposure can reach a wide range of consumers. It is able to present product attributes visually and explain their corresponding consumer benefits convincingly [2], [5], [7]. In addition, television enables customers in rural areas to learn about products available on the market, and hence it plays a vital role in the FMCG segment [8].…”

“…Fast-moving consumer goods (FMCG) refer to nondurable goods that are quickly sold at a relatively low cost, with low-profit margins but accounting for more than half of all consumer expenditures, which are the largest category of consumer goods market [1]. The FMCG includes food and non-food daily consumer goods, such as tobacco, cosmetics, toiletries and household items, these products are common in supermarkets and grocery stores [2]. These products are consumed rapidly and have a short shelf life.…”