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Sur, Samiran
- Interactive Television:Redefining the Way of Television Advertising
Abstract Views :211 |
PDF Views:89
Authors
Affiliations
1 Haldia Institute of Technology, West Bengal, IN
2 Indian School of Mines (ISM), Dhanbad, IN
1 Haldia Institute of Technology, West Bengal, IN
2 Indian School of Mines (ISM), Dhanbad, IN
Source
PES Business Review, Vol 10, No 1 (2015), Pagination: 15-28Abstract
Advertisement is well known and probably the most used form of promotion in marketing. Till now Traditional Television is the most common medium of video advertising. TV advertising can create emotional as well as visual impact on audience's mind. Due to these characteristics it's become a powerful and lucrative media for advertisers. It is essential to match advertisements with their audiences, a move that gives viewers a more engaging experience and advertiser's bigger revenue. Traditional Television marketers are facing challenges because of multi-platform distribution and that fragments the target audiences. The biggest drawback of traditional Television is that it is inherently difficult to TV advertisers to target the precise audience. Advertisers need to be very clear about their targeted customer, so that the right message can be conveyed to the right people in right manner Though traditional Television is the most common medium of video advertising, drawbacks are also there. Through Addressability and Interactivity, Television system can overcome these drawbacks. This article tries to find out the factors which affect the acceptability of Interactive Television. It also tries to focus on benefits of addressable advertisement and how it can help advertisers and viewers too.Keywords
Interactive Advertising, Perceived Usefulness, Technology Acceptance Model, Addressable Advertising.Full Text
- Theoretical Review of Growth of E-Commerce in India and its Relevance in Future Business Sustainability
Abstract Views :260 |
PDF Views:1
Authors
Affiliations
1 Department of Management and Business Administration, Aliah University, Kolkata, IN
1 Department of Management and Business Administration, Aliah University, Kolkata, IN
Source
Abhigyan, Vol 36, No 3 (2018), Pagination: 41-50Abstract
Globalization and the resultant changes in technology and business environment have also caused a paradigm shift in tastes and preferences of the Indian consumers. Such situation it has made it necessity for marketers to understand how customers react to these changes. Interestingly, it has been observed that E-commerce provides a sustainable business future for companies over the conventional business practices. Online business helps companies to enhance awareness of their offerings by reaching various group of consumer. With its low costs, maintenance, and high potentiality of increases consumer awareness, e-commerce is an inherent component of both the present and future for business operations in India. The question, however, is how to integrate e-commerce strategies and sustainable development principles for the success of company. This paper also aims to discover factors which influence consumers in their buying decision by the companies' preoccupations for sustainable development.
Keywords
E-Commerce, Online Retailing, Internet, Sustainable Marketing, Technology Acceptance.
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