Impact of Advertising on Branding in Small Towns and Villages of India

Abstract

The consumer base for the Indian rural and semi-urban markets has been largely ignored by advertising practices. Specifically, the personal care products and their advertising practises are influenced by personality and individual perceptions. This paper reports the observations of the study conducted to identify the impact of advertising practices on branding of personal care products. It was found that advertising, suitability of content and advertisement media have no significant impact on the branding of personal care products in small towns and villages of India.