A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Patra, Gouranga
- Recall - Recognition Complementarities : Assessing the Role of Traditional Media as a Catalyst in Modern Advertising
Authors
1 Department of Commerce, Assam University, Silchar, Assam-788011, IN
2 Department of Business Management, C V Raman College of Engineering, Bhubaneswar-752054, IN
Source
Parikalpana: KIIT Journal of Management, Vol 9, No 1 (2013), Pagination: 69-81Abstract
Recognition and recall are also important component of effective advertising. The impact of different media over recall and recognition are also different. The debate is centered around which group of media has edge over the others in terms of advertising effectiveness while accepting the notion about their effectiveness in this regard. But it ignores the mutual interdependency and nature of interdependency between the two category of media i.e. electronic and traditional media. In the present study we have taken the same issue for systematic investigation to find out the mutual interdependency and its characteristics in a particular region of India having its own unique socio-economic and cultural features.
In this sense, our basic question is whether the traditional media has primary or secondary role, or supplementary and catalyst role in advertising effectiveness. It appears that TV media has crucial role in initiating and creating interest in ads but strategic role of sustaining and promoting interests in ads is due to the other media exposure viz., print ,outdoor, in-store display etc. In this sense outdoor and other media including in-store display has catalyst role for TV media created ad interests and recall at the point of purchase.
Keywords
Advertising Recall, Advertising Recognition, Exposure, Traditional Media, Electronic Media.Full Text
- Television Advertisement and its Impact on Teenagers' Buying Behavior-A Study in Barasat City Kolkata
Authors
1 School of Management, Adamas University, Barasat-Barrackpore Road, Barasat, Kolkata - 700126, IN
2 Institute of Management & Information Science (IMIS), Bhubaneswar – 751002, IN
Source
Parikalpana: KIIT Journal of Management, Vol 13, No 2 (2017), Pagination: 58-66Abstract
In the present era as the market has become wider, exchange patterns and complexities have also become huge in terms of number of offerings and offer -makers. In this context, the role of sellers is to develop a market sustainable strategy. For this they find the way of different ischolar_mains as well as media to reach the customer faster than competitors. In purchasing cycle, teenagers as a customer group, play a vital role. Keeping the thought in mind, the present study makes an attempt to find out the role of television advertisement in changing the mindset of consumers and energizing the inner current of consumers, which subsequently convert them into buyers in a techsavvy modern world. Data have been collected from the students of three universities, situated at Barasat city in Kolkata. The results indicate that to make the things clear in term of awareness and interest, television advertisement play really big.Keywords
Television, Teenagers, Brand Awareness, Product Exposure, Advertisement.Full Text
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