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.