Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1499
Title: Effectiveness of Advertisements in India: An Empirical Study
Authors: Dalip Raina, Kritika Khajuria
Keywords: Advertisements
Effectiveness
India
Issue Date: 2012
Publisher: Indian Journal of Marketing
Abstract: This paper explores the effectiveness of advertising in India in the current scenario. The study examines the motive behind purchase of a product, major component of the advertisement, and to what extent the advertisements carry a relevant and believable message. For this purpose, primary survey was done, and the data was collected from 220 respondents from Jammu with the help of a well-designed pre-tested structured questionnaire. The analysis concluded that there is a significant impact of advertisement on these parameters. The customers have a positive perception towards advertising as they find it more satisfactory to invest in a product after watching the advertisement. It is also concluded that the advertisements' messages should be relevant as consumers consider them while taking buying decisions.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1499
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