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: 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.