Abstract:
The purpose of this study was to find out the effects of advertisements on Consumer’s
Purchasing Patterns and to identify the components in the advertisements that affect the
consumer behavior. In order to complete the research my effort was comprising of two different
and important studies i.e. Pilot Study and Main Study. A video recording of advertisements of
Head & Shoulders and Pantene was used to recall in the minds of audience, about which I am
going to ask for. A simple questionnaire was constructed. Most effective ad rated by the sample
was Head & shoulders. After the selection of these ads, another questionnaire was constructed
for the main study. This questionnaire was divided into three sections. The questionnaire was
distributed among a sample of 220 persons. These were rated on a five point rating scale ranging
from 1 to 5. One stood for the most effective ad and five for the least effective ad. Results
showed that Head & Shoulders is the most effective ad. Although there was dispersion in the
content rating of both ads, but overall Head & Shoulder won the race.
