Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-May12-Article5-Effectiveness of Advertisements In India: An Empirical Study
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
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. Key Word: Advertisement Effectiveness, Attitude, Consumer Awareness, Preference, Purchase Decision
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.