author(s)
Ankur Shukla and Dr. Virendra Singh

abstract
Hyper competitiveness has become common place in the era of globalization. Today's markets are no less a battlefield and one must work hard to ensure their survival and expansion. Companies are using advertising and other sales promotion strategies to differentiate their products from those of rival brands in order to remain in the fiercely competitive market. There are currently FMCG companies offering products that are essentially identical to one another (such as soaps, biscuits, oral care products, and cosmetics, for example). Therefore, the marketing mix aids in choosing the brands and products. The four components of the marketing mix are product, price, place, and promotion. Advertising is a part of the promotional mix that is used to spread product awareness, convince buyers to choose a specific brand, and assist in buying decisions. Advertising's primary goal is to influence consumers' purchasing decisions. However, this impression of the brand is regularly altered or reinforced in people's recollections. The associations that the brand name conjures up in the minds of consumers make up brand memories. These brand cognitions affect customers' consideration, assessment, and ultimately purchasing decisions.