THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR
Concept of Advertising
The modern dictionary definition of advertising does not tell us much about modern activities of advertising.
Generally speaking, according to Joyce M. Hawkins who compile the Oxford Dictionary (1995) reprinting explained that advertising simply means to make known, to public, to inform, to attempt or persuade. The dictionary limit the functions of the advertisement to that of the town crier who simply delivers the messages and has absolutely no concern about the meaning of the messages. Both advertising executives are not modern day town criers, they are salesmen or sales force through printed and recorded media.
Concepts of Consumer Behaviour
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