Abstract: The objective of present research paper is to highlight
the importance of measuring advertisement effectiveness in print
media and to develop a conceptual model for advertisement
effectiveness. The developed model is based on dimensions on which
advertisement effectiveness depends and on the dimensions which are
used to measure the effectiveness. An in-depth and extensive
literature review is carried out to understand the concept of
advertisement effectiveness and its various determinants in context of
print media. Based on the insights gained, a conceptual framework
for advertisement effectiveness is presented. The model is an attempt
to uncover the relatively less explored area of advertisement
effectiveness in Indian advertising scenario. It is believed that present
work will encourage scholars and academicians to further explore the
area and will offer conceptual assistance and a fresh direction in the
domain of advertisement effectiveness.
Abstract: In today’s highly competitive, dynamic and
technology driven business circumstances, marketers are under
steady pressure to deliver the best. Organizations are continuously
improving and upgrading themselves to meet customer expectations
and demands. Technology has not only changed the way in which
business is done in modern times but has also transformed the way to
reach out to target audience. Marketers have identified most recent
media options to communicate and convince potential customers.
Numerous scholars have studied the research domain of advertising
and have tried to recognize different measures of advertisement
effectiveness in context of various media. The objective of this paper
is to critically review accessible literature on advertisement
effectiveness in context of varied advertising media, recognize major
gaps in the literature and identify future research prospects on the
basis of critical analysis of literature.