Feasible Traits of TV and Web as Media for Advertisements and Their Influences on Buying Behavior– A Comparative Study on Indian Perspective

نویسنده

  • K. Pongiannan
چکیده

Advertising is one of the important marketing strategies and the choice of media is an important aspect of effectiveness of advertising media. The two most popular advertising media, TV and web media are highly effective in creating successful advertisements as they influence the purchase decision of the viewers. Although TV and web are electronic media, they are unique in their features and traits of advertising. Hence, the present study attempts to analyze the influence of these two media towards buying behavior of the viewers. The two media are analyzed separately to determine its level of influence towards buying behavior and finally a comparative analysis of these media is attempted to find the difference in their level of influence. Keywords—Buying Behavior, TV, web, media for advertisements.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Critical Analysis of Women’s Representation in TV Advertisements from a Cultural Studies Perspective

Abstract Through the interpretation of texts, and subsequent creation of social reality, mediated representations are often seen to be presented within the certain of ideological discourses that reflect the existing power structures. The main objective of this paper is to analyze television commercials with an emphasis on gender roles to decode the main elements of a dominant discourse (prefer...

متن کامل

The Impact of TV Advertising on Buying Behaviour: A Comparative Study of Urban and Rural Teenagers

This study aims to establish whether the residential background of consumers has a varying influence on their buying decisions due to the influence of TV advertising. The study was conducted on 866 teenagers of Haryana (431 male and 435 female) of which 440 were rural and 426 were urban. The data was analysed by applying counts, percentages, means and ANOVA. The study suggests that rural teenag...

متن کامل

Position Paper: Challenges for enabling targeted multi-screen advertisement for interactive TV services

The Fraunhofer Institute FOKUS Competence Center Future Applications and Media FAME researches and develops in the fields of interactive smart and social media services, cross-platform applications as well as personalized service offerings. All technical solutions comply with applicable international standards, such as DASH IF, the Open IPTV Forum, HbbTV and W3C. In this context, the theme of t...

متن کامل

Effects of TV Advertisement on Consumer Buying Behaviour: A Comparative Study of Rural-Urban and Male-Female Consumers

Television (TV) advertisement is considered one of the most effective medium to influence the purchase decision of consumers. This study aims to answer the question that whether the residential background of consumers i.e. rural and urban has a varying effect on the buying decision due to the television advertisements. This study also compares the effect of TV advertisements among the males and...

متن کامل

The Effect of Word-Of-Mouth Advertisements on the Responses of Clients (Case Study: Mobile Operators)

Customer reviews in social media contain valuable electronic word-of-mouth (eWOM) information of products, which facilitates firms’ business strategy and individual consumers’ comparison shopping. This study examined the effects of eWOM motivations on customers’ behavioral intentions in the Mobile operators setting. eWOM advertising is very important because nowadays many customer buying decisi...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2013