IMPACT OF ADVERTISEMENT ON CONSUMER PREFERENCE: A REVIEW OF LITERATURE (KEY IJP************871)

• Aditya G. Tale,Dr. S.k. Singh

Abstract

Advertising plays a crucial role in shaping consumer buying preferences by influencing perceptions, attitudes, and purchase decisions. This study explores the impact of key advertising factors, including celebrity endorsements, advertising appeals (emotional, rational, and humour-based), media influence, consumer engagement, advertisement relevance, visual effects, and consumer psychology. In this study we use descriptive research, collected the secondary data through the various reputed journal and articles. By analysing existing literature, this research highlights how these factors contribute to consumer decision-making and brand perception. Findings suggest that an effective advertisement strategy requires a balance between emotional and rational appeals, personalized engagement, and media selection to enhance consumer responsiveness. The study concludes that while advertising significantly impacts buying behaviour, future research should incorporate primary data collection to gain deeper insights into evolving consumer trends.