Impact of Level of Sex Appeal in Print Advertising on Brand Recall- A Study with Reference to Selected Products
Advertising is a powerful tool in the hands of corporate entities to accomplish the business objectives viz., sales volume, market share, growth rate, sustainability, etc., through equipping the customers with required amount of awareness, persuasion and convincing about the products, goods and services, since it concentrates on emotional and rational facets of the buyers. In the era of liberalization and globalization, the media and entertainment sector has been facing sweeping challenges with various patterns of advertising modes. Using of sex appeal in both print and electronic media has become a great way of exploiting the short term emotions of buyers. In this backdrop, the present paper examines the usage of sexual appeals in the print advertising as the process of brand recall.