Effectiveness of Advertisements in India: An Empirical Study

Authors

  •   Dalip Raina Research Scholar, School of Business Economics, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir
  •   Kritika Khajuria MBA Final Year Student, School of Business, College of Management, Shri Mata Vaishno Devi University, Katra, Jammu & Kashmir

Keywords:

Advertisement Effectiveness, Attitude, Consumer Awareness, Preference, Purchase Decision.

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.

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Published

2012-05-01

How to Cite

Raina, D., & Khajuria, K. (2012). Effectiveness of Advertisements in India: An Empirical Study. Indian Journal of Marketing, 42(5), 30–38. Retrieved from https://indianjournalofmarketing.com/index.php/ijom/article/view/37523

Issue

Volume 42., Issue 5, May 2012

Section

Articles

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