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INTRODUCTION This research study is focused on the impact of television advertisements on the rural customer behavior in the purchase of health drink products. In the introduction chapter, the researcher has explained a brief introduction about the definition of advertising, history of advertising, classification of advertising, an overview of Indian media, overview of Indian rural market, consumer behavior, the role of television advertisement, the impact of television advertisement, an overview of health drink products in India, the background of the study, research problem, need for the study, objectives of the study, hypotheses of the study, and chaptalization of this research.

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