PMOTIVATING FACTORS IN ADVERTISEMENT FOR BRAND RECOGNITION IN PRINT MEDIA

With the advent of internet, the current landscape of audience is becoming much more challenging for the advertisers than ever. This challenge is exerting a great pressure on the established media such as printed magazines, newspapers, and printed inserts. This research paper explores the most important factors for brand recognition in print media. The canvas of this research paper is limited to the factors important to the university graduates i-e brand recognition and purchase behavior with respect to age and gender. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brand. Besides other important factors (such as product features, pricing strategies and distribution channels) to attracts consumers for purchase the most important is the role of effective advertisement. The respondents of this research strongly agreed that product photographs, images, attractive colors, model were the most attention getting factors. People usually like those ads whose meanings are clear from the point of view of understandability and benefits believability. People regarded the best ad as attention getting, informative, unique, and warm-hearted. Overall, the management of brands through print media advertising is thought to be critical. This has obvious implications for some of the current brand management functions as the need for broader commercial awareness within this role grows.