Television advertising remains one of our media's most memorable and easily comprehensible formats. Unlike other marketing strategies, television commercials possess a rich toolkit for capturing viewers' attention, including video, animation, graphics, voice-overs, sound effects, and music. Confidence is a critical factor in the success of television advertising, as no other medium conveys the same level of trustworthiness and assurance.Consumer buying behaviour follows a systematic process that individuals adhere to when navigating the purchase journey and making informed decisions. In contemporary society, teenagers have emerged as a significant consumer demographic, prompting advertisers to target this audience actively. This paper presents the outcomes of a research study conducted to investigate the influence of television advertisements on the purchasing behaviour of college girls.Primary data were collected from 264 respondents studying in private colleges in the Chennai area of Tamil Nadu. The study delves into the complex interplay between TV advertisements and young women's buying choices when pursuing higher education.

TV advertisements, Buying Behavior, College Girls, Chennai