An investigation of the impact of television advertisements on consumer purchasing behavior and post-purchase satisfaction.

Abstract

Advertising exerts a profound impact on people's choices to buy various goods and services, making it the foremost influential factor in modern society. Businesses generally dedicate significantly larger amounts of financial resources to advertising compared to other operational costs. Studies in the marketing industry have demonstrated that conventional advertising techniques, which entail the extensive distribution of commercials to a large audience, are not only unproductive but also possibly hazardous. Hence, marketing organisations and agencies are constantly seeking innovative approaches to assess the effectiveness and originality of their communication channels and commercials. The aim of this study project is to assess the influence of a television advertising showcasing a well-known Iranian apparel brand on the attention spans, interest levels, purchase intentions, purchasing behaviours, and overall satisfaction of customers in Babol City. Based on the study's findings, the television advertisement effectively captured viewers' attention and motivated them to desire, be interested in, and intend to acquire the product. Furthermore, the survey results indicated that clients expressed contentment with the products provided by Avishan.

Keywords: TV ads, how well they work, customers buying, and customer satisfaction