Impact of television advertisement on choice of consumer durable goods in coimbatore district
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It is the goal of every company to gain the most from investment in advertising. Contrary to conventional wisdom that sustained spending in advertising is needed to maintain high levels of sales, the concept of marketing persistence suggests that short term advertising campaigns can have long-lasting impacts on sales. This study offers impact of TV advertising on choice of consumer durable goods in Coimbatore District through the use of a marketing. Significant marketing persistence was found in sales of consumer durables. Based on the findings, implications for long-term marketing resource deployment are suggested.
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