Image Building Through Television Commercials

Brand Image is the impression in the consumers' mind for a brand's total personality (real and imaginary qualities and shortcomings). It is a set of beliefs held about a specific brand. It should highlight an organization's mission and vision to all. Advertising is defined as any paid form of non-personal communication about an organization, product, service by an identified sponsor. The purpose of conducting this research is to study how a firm employs effective television commercials to create and sustain image of a brand in consumers mind. Both qualitative and quantitative method is applied in the study. Primary data is collected from respondents through questionnaire, while secondary data is collected from books, journals and internet. Analysis of data is done through graphs and percentage. A sample Size of 100 respondents is analyzed for study.The paper concludes that advertisements has a positive impact on the consumer buying behavior and is helpful in creating brand image and can change the perception of a person to buy a product. Brand image and celebrity endorsement easily motivates a consumer to buy a product