A Study on Customers Attitude Towards Advertising Media with Special Reference to Coimbatore City

Abstract

Advertising is a measure of the growth of civilization and an indication of the striving of the human race for betterment and perfection. An assessment of the role of advertising in the economic system includes its role as a guide to prospective buyers for innovative products and services, for creating autonomous and derived demand among consumers, for facilitating them to make product differentiation and in the creation of higher propensity to consume such items besides providing financial support to the media. Media effects of advertising are visible from its influence on the efficiency of production and distribution, lowering of prices, economic well-being, improvements in the product quality and finally in its contribution to the national income. It also helps people and organizations to find each other and create or sustain thousands of jobs, both in advertising agencies and in various promotion 1 and exhibition industries.