THEORETICAL FOUNDATION ON IMPACT OF ADVERTISEMENTS ON CUSTOMERS: WHAT IS RESEARCHED?

Abstract

Advertising may be useful to the consumers considering that dissemination of information is necessary when a buyer has to make a choice from various products and services. The opposite view is based on the contention that consumers are duped by misleading
advertising and hence advertising should be curtailed or at least strictly regulated. The paper seeks to review the existing research conducted in the area of the effect of television advertising on children. It also tries to find out the research gap that exist .Various research articles have been reviewed and classified in to the following headings for the purpose of reporting.: Advertising and children; Advertising , women and sex; Advertising and attitude; Advertising and eating disorders; Advertising and vices; Advertising and Parents; Misleading advertisements; Advertising and other issues