INDEXSr. No. Title Author Subject Page No.

1 ARM’S Length Price : An Overview with Special Reference to Indian Mncs

Dr. Pranam Dhar, Dr. Manideep Chandra

Accountancy 1-2

2 Accounting for Intengible Assets : With a Special Reference to Valuation of Goodwil

Dr.Kishor V. Bhesaniya Accountancy 3-4

3 Foreign Trade of India Dr. M. K. Maru Commerce 5-6

4 Scale Validation of TQM Construct in Management Education

Ms. Rachita Sambyal, Ms. Preeti Salathia

Commerce 7-8

5 Role of Women Co-Operative Credit Societies in J&K - A Study

Tarsem Lal Commerce 9-10

6 Development of Life Insurance Corporation of India Jitendra Dhirajlal Karia, Dr. (Prof.) Vijay Kumar Soni

Commerce 11-12

7 Factors Influencing Transportation Mode in Small Manufacturing Firms

Dr. Vipul Chalotra, Prof Neetu Andotra

Commerce 13-14

8 Socially Responsible Investments Amola Bhatt,Sweety Shah

Corporate Governance

15-17

9 In Search of between the line "An Actor's way" Dr. Jayant Shevtekar Drama 18-19

10 Play Performance: Directorial Perspective Dr. Sanjay Patil Drama 20-21

11 Quality of Working Life and Job Satisfaction of Government Hospital Nurses in Bangladesh

Dr.A.Shyamala Economics 22-23

12 Special Reference of Poverty : Banjara Community in India Dr.Pawar A. S.,Naik Priti A.,Dr. Rathod S. J.

Economics 24-26

13 Economical Status of Banjara and Dhangar Community in Marathwada

Naik Priti A.,Dr.Pawar A. S.,Dr. Rathod S. J.

Economics 27-29

14 Neurocognitive Precept of Constructivism in Science Education

K.Bhaskar, Dr.P.Sivakumar

Education 30-31

15 Effectiveness Of Work Card As Self Learning Material On English Grammar Achievement

Dr.Ramesh B. Sakhiya Education 32-33

16 Performance Based Pushover Analysis of R.C.C. Frames Dakshes J. Pambhar Engineering 34-38

17 Artificial Recharge by Using Rainwater Harvesting- A Case Study of a Check Dam in Zalod, Dahod Area

H.H. Kanjariya,Prof. A. I. Lalani

Engineering 39-41

18 Assessment of Water Supply at Patan, Gujarat Mrunalini Himatlal Rana, Hitesh H. Kanjariya

Engineering 42-46

19 Retrofitting of Beam Using Different Material in Self Compacting Concrete

Patel Atit P.,Elizabeth George

Engineering 47-49

20 A numerical method for simulating discontinuous shallow flow over an infiltrating surface

Roshni Patel, Jitendrasinh D. Raol.

Engineering 50-53

21 An Evolutionary Approach to Materialized View in Data Warehousing

Sanket S. Patel, Mr. Deepak Dembla

Engineering 54-57

22 Flexible Airfield Pavement Design Using Layered Elastic Design Federal Aviation Administration (LEDFAA)

Purvin A. Patel, H. K. Dave, V. R. Patel

Engineering 58-60

23 Study on the corrosion inhibition of mild steel by azole derivative, phosphono derivative and bivalent cation

V. Manivannan,N. Chithralekha

Engineering 61-63

24 Traffic Management Plan For Urban-Arterial Road SH-41 In Mehsana City.

Vishal Sathvara,Prof. V.R.Patel

Engineering 64-67

25 To Study the Heat Transfer Phenomena in Parallel Plate Heat Exchanger

Mr. S. B. Ranpara,Mr. M. V. Vekariya,Prof. R. N. Makadiya

Engineering 68-70

26 Population Growth Impact on Land Use pattern in Hyderabad City using Remote Sensing and GIS Techniques

S.Indhira Gandhi,Dr. V.Madha Suresh

Geography 71-72

27 Sedimentary structures of the Pinjor Formation exposed in the type area Pinjor, northwestern Himalaya

Mahavir Singh Geology 73-75

28 Severity of Menstrual Problems in Early and Late Reproductive Years

Dr Kumari Geeta,Dr Kumud Khanna,Dr Ranjana Mahna

Home Science 76-79

29 Strategic HR – The Value Adding Partner Mr. Mehul G. Thakkar Human Resource Management

80-82

30 An Inclusive Approach of Socio-Economic And Political Justice Under Panchayati Raj Institution

Manish Parshuram Pawar, Dr. Ashok Shankarrao Pawar

Law 83-84

31 Digitization of Broadcasting Materials and its Necessity Jayashree Panda Library Science 85-86

32 An Emerging Perspective with Reference to Value Chain Management

Dr. Ashvin H. Solanki, Dr. Ramesh A. Dangar

Management 87-89

33 Advertising effectiveness of Print and Electronic media – A Review of Literature

Supriya Tandon Management 90-91

34 Green Marketing: A Study of Consumer Buying Behavior with regards to Eco-friendly products in Gujarat

Prof. Ankit Gandhi,Dr. Ashvin H. Solanki

Management 92-95

35 Perceived relational satisfaction of employees in Traditional banks of Kerala with their Counterparts in MNCs, New Generation Banks, IT professionals, Entrepreneurs and Persons working abroad

Dr. P. M. Ferose,Pro.Saji Kuriakose

Organisational Behaviour

96-98

36 Ageing Population in India: Its Implications D.Kodandarami Reddy,Dr.T.Chandrasekarayya

Social Sciences 99-101

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Research Paper

* Assistant Professor, RIMT -School of Management Studies, Mandi Gobindgarh, Punjab

Keywords : Advertising, effectiveness, brand building, mobile advertising

Management

Advertising effectiveness of Print and Electronic media – A Review of Literature

* Supriya Tandon

Advertising is one of the most vibrant and flexible means for spreading information. Advertisement is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every medium delivers messages, including: television, radio, movies, magazines, newspapers, and internet. It is often placed by an advertising agency on behalf of a company. Advertisement influences our lives in many unsuspecting ways because of rapid changes in the macro environment. Various Studies have been conducted on Advertising. Various studies have been studied on the implication of effectiveness of different medias and their latest trends. In this paper, an attempt has been made to understand advertising effectiveness with special reference to print and electronic media by reviewing the existing literature.

ABSTRACT

Print and electronic media have served human society very well over the ages for the distribution and exchange of infor-mation about innovations and developments in society. More-over, the messages communicated through adverts and other formats in the media often reflect development trends and issues in the societies where they are used. Thus, periodic analyses of the patterns of advertising in various print and electronic media provide potentially very useful means for tracking trends in innovations in the different socio-economic sectors and in the markets for various products and services.

A number of studies have been seen conducted on advertis-ing effectiveness. Few have been reviewed below:

Vakratsas and Ambler (1999) studied “How Advertising Works: What Do We Really know?” The author proposed that advertising effects should be studied in a space with affect of knowing and experiencing which basically reflects advertis-ing’s variety product category, competition, other aspects of mix, stage of product life cycle, and target market. They clas-sified and reviewed research of intermediate and behavioral effects of advertising using a classification models starting from market response and concluding with integrative cogni-tion, affect and experience.

Pavlou and Stewart (2000) researched on “Measuring the ef-fects and effectiveness of interactive advertising: A Research Agenda”. They researched on interactive advertising which highlights on the role of the consumer in determining the ef-fects and effectiveness of advertising and also discussed the challenges of traditional advertising. They described the ac-tive role of consumer in determining the effects of advertising which plays an important role in measuring the effects and ef-fectiveness of advertising. The research paper throws light on these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser.

Romeo, Nyhan and research assistant Hislop and Salomon, Kaii Tu analyzed (2002) on “Getting Real: Drivers of Effective-ness in Online Brand Advertising” .Their analysis was based on dynamic logic market norms database. Dynamic Logic had gathered detailed information on hundreds of online market-ing campaigns, with over 5,000 classified creative executions, and close to half a million respondents within those cam-

paigns. The data span a wide range of advertiser industries, brands, ad formats and includes advertising on thousands of web sites, including top 10 publishers. It contains information on many metrics, by creative execution and campaign over-all, but version 1.0 of Market Norms focuses on four widely recognized measures of branding effectiveness these were Aided Brand Awareness, Message Association, Brand Favo-rability, Purchase Intent.

Wurff and Bakker (2008) conducted research on “Economic Growth and Advertising Expenditures in Different Media in Different Countries” They discussed about Newspaper adver-tising expenditures which depend more strongly on economic development than advertising spent in other media. Gross do-mestic product (GDP), therefore, predicts ad spending better in countries where newspapers are an important advertising medium. GDP also predicts ad spending better in countries where a larger proportion of GDP is spent on advertising. In-ter media competition has little impact.

Owolabi (2009) conducted a research on “ Effect of Consum-ers Mood on Advertising Effectiveness” It focuses on the mood state and knowledge of consumer which is affected by the content of marketing communication and the context in which these communications appear was the basis which the research was conducted. He studied experimental study where a subject design was employed. A total of three hun-dred and twenty subjects were used in the experiment. Stand-ardized ten minute film clips were used to induce a negative or positive mood. Two scales - attitude towards using adver-tised products and intention to try advertised products, were employed to measure advertising effectiveness.

Carli (2009) analysed on “Print Vs Digital :False Dilemmas and forced choices”. He analysed that digital media is envi-ronmentally friendly and print media is the destructive media but at the same time digital media can also be more threat-ening and destructive. He discussed about the facts and the environmental impacts associated with it. He said that our forests health needs to be considered and follow paperless digital solutions can save our trees or plant trees.

Ganapathi, Kathirvel and Malar (2009) conducted on “Impact of Advertising in Television Media.” As per there analysis ad-vertising is becoming a major issue in today’s scenario. They emphasized more on product knowledge on television media

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and concluded that television has greater advantage over other media in terms of reach and effectiveness.

Bamfo (2010) analysed on “Advertising Likeability and Its Ef-fectiveness” He emphasized more on processing of adver-tisement information consciously. The study identified the factors that attract customer’s interest. Some factors include celebrities, humor, information, music. The researcher has given more emphasis on the medium and language used in advertising. Koganuramath and Angadi researched on “Print Media Vs Internet Media” They researched on the change in print media to online journalism. They analyzed on the websites which has replaced the print media. Most of the On-line newspapers are free, interactive and archival in na-ture and it provides users to search the information on news-papers through various access points eg by contributors, title, and date. It lists out comprehensively various newspapers available on the net emphasizing in Indian context along with popular search engines with possible danger involved in sus-tainability of on-line newspapers in future. Further, authors make an attempt to provide a comparison of print newspapers versus On-line newspapers with respect to its usefulness and accessibility of users.

Conclusion:The review of various studies shows different problems re-lated to advertising. Researchers have provided valuable so-lutions and suggestions to solve these problems and to widen the area of advertising effectiveness in a better and efficient way. Every researcher has used a different methodology for conducting the study and to draw results thereof.

A curious symbiotic relationship appears to exist between print and electronic media. Both of these forms of mass me-dia attract and support the advertisers, while establishing a solid base of readership. News outlets have recognized the massive popularity of electronic media. The research study stated that television has more impact .The knowledge of the product has been given more attention on television media. Television advertisements have greater advantage over other media in terms of reach and effectiveness, since the televi-sion reaches the audience almost like personnel face to face contact. Other researcher stated that in measuring advertis-ing effectiveness two criteria were combined one was attitude towards advertised product and intention to try advertised product. The findings reveals that there is a significant effect of mood on advertising effectiveness, which means that when people are in good mood they view the world through rose-colored glasses and evaluate events around them positively. It is worth noting that for an advert to achieve the desired aim of creating a favorable impression in the mind of the audience it seems to be useful if members of the audience are in a happy mood.

The basic purpose of advertising effectiveness is to avoid costly mistakes, to predict the relative strength of alternative strength of alternative advertising strategies and to increase their efficiency. In measurement of advertisement effective-ness feedback is always useful even if it costs some extra expenditure to the advertiser.

REFERENCES

• Vakratsas, Demetrios. and Ambler, Tim. (1999) “How Advertising Works: What Do We Really Know?” Journal of Marketing, Vol. 63, No. 1. (Jan., 1999), pp. 26-43. | • Paul A. Pavlou and David W. Stewart (2000) researched on “Measuring the effects and effectiveness of interactive advertising: A Research Agenda “Journal of Interactive Advertising, Vol 1 No 1 (Fall 2000), pp. 62‐78. © 2010 American Academy of Advertising. | • Anthony Romeo , Nick Nyhan and research assistant Molly Hislop and Andrew Latzman Amanda Salomon, Kaii Tu analyzed (2002) on “Getting Real: Drivers of Effectiveness in Online Brand Advertising” September 16, 2002. | • Sally J. McMillan (2004) researched on “Internet Advertising: One Face or Many?” Internet Advertising: Theory and Research, second edition. March 12, 2004. | • Tania M. Bubela, Timothy A. Caulfield (2004) researched on “Do the print media “hype” genetic research? 2004 Canadian Medical Association or its licensors CMAJ • APR. 27, 2004; 170 (9) | • Dulluri, Sandeep. and Raghavan ,Srinivasa N R. (2005) “Allocation of advertising space by a web service provider using combinatorial auctions” S¯adhan¯a Vol. 30, Parts 2 & 3, April/June 2005, pp. 213–230. | • Woodside, Arch G., Randolph J. Trappey III. (2005) conducted a research study on “Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials” Journal of Advertising Research, 2005, vol. 45, issue 04, pages 382-401 | • Zhang, Ping., Kim and Youngseek. (2007) researched on “Web advertising: What do we know about its acceptance and impacts? –A Meta analysis of the literature” Syracuse University, Hinds Hall, 328, School of Information Studies, Syracuse. | • Tripathi, Shalini N. and Siddiqui, Masood H.(2008) “Effectiveness of Mobile Advertising: The Indian Scenario”Vikalpa .volume 33.no 4.October-December 2008. | • Van der Wurff, Richard. and Bakker, Piet. (2008) conducted research on “ Economic Growth and Advertising Expenditures in Different Media in Different Countries” Journal of Media Economics, 1532-7736, Volume 21, Issue 1, 2008, Pages 28 – 52. | • Owolabi, Ademola B. (2009) “ Effect of Consumers Mood on Advertising Effectiveness” Europe’s Journal of Psychology 4/2009, pp. 118-127. | • Don Carli (2009) analyzed on “Print Vs Digital :False Dilemmas and forced choices” Institute for sustainable communication | • Ganapathi, R. and Kathirvel, N. and Malar, S Anbu. (2009) “Impact of Advertising in Television Media.” Management Effigy Vol.VI Issue -I-II 2009 Pg No 107-120. | • Bamfo, Bylon Abeeku. (2010) “Advertising Likeability and Its Effectiveness” Journal of International business and finance January-June 2010 pg 103-116. | • Dr. M M Koganuramath and Mallikarjun Angadi researched on “Print Media Vs Internet Media”.

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