Business Penetration through Print Media: A Review of Select Enablers

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.

• Prateek Maheshwari
• Nitin Seth

• Advertising
• Advertisement Effectiveness
• Competition
• Print Media.

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