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.
Abstract: It’s an era of high competition, dynamism and
complexities which have forced organizations to change dramatically
due to rising customer expectations. Marketers are under constant
pressure to deliver finest to their customers. With the advent of
technology, marketers have identified latest advertising media
options to reach out to target audience. But the conventional ways of
print advertisements still holds a deeper penetration and coverage.
Various researchers and practitioners have studied the area of print
media advertising and have tried to identify and implement
advertisement effectiveness enablers. The purpose of this paper is to
suggest select enablers for print media in Indian context using an
integrated approach of review of literature and investigative
interviews with academicians and experts from the area of
advertising.
Abstract: Advertising is one of the important marketing
strategies and the choice of media is an important aspect of
effectiveness of advertising media. The two most popular advertising
media, TV and web media are highly effective in creating successful
advertisements as they influence the purchase decision of the
viewers. Although TV and web are electronic media, they are unique
in their features and traits of advertising. Hence, the present study
attempts to analyze the influence of these two media towards buying
behavior of the viewers. The two media are analyzed separately to
determine its level of influence towards buying behavior and finally a
comparative analysis of these media is attempted to find the
difference in their level of influence.