Role of Television Advertising and Its Effect on the Living Habits of Rural Consumers

Abstract

Advertising is a paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future (Richards and Curran, 2002). Advertising is looked upon as a major part of an overall promotional strategy by the marketers, while it is viewed as encompassing all forms of promotional communication by general public. Most advertising practitioners limit it to paid communications conveyed by a mass medium. Kotler (2006) defines advertising as, "Advertising is any paid form of non-personal presentation of ideas, goods and services by an identified sponsor". Victor, says, "Advertising is any paid message presented in media by a paid sponsot: "