Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study

Abstract

The paper intends to construct an array of advertising tools and tests the influence of the same in creating awareness, providing information, and enhancing knowledge of female consumers. The constructs focus on testing the impact on the aforesaid aspects. The results revealed that advertising tools exert impact in creating awareness, providing information, and enhancing knowledge of the target respondents. However, the advertising tools found to be more effective in providing information and enhancing knowledge. The results also revealed that (1) outdoor advertisements found to have more impact in creating awareness and (2) store advertisements found to elicit more influence in providing information and enhancing knowledge.

KEYWORDS:

• advertising tools
• creating awareness
• providing information
• enhancing knowledge
• female consumers
• linear regression model
• construct analysis