A Research on the Impact of Newspaper Advertisements on Consumer Awareness
Biju Chandran1, Ramesh Unnikrishnan2, AGV Narayanan3
1Biju Chandran, Research Scholar, Karpagam Academy of Higher Education, (Tamil Nadu), India.
2Dr. Ramesh Unnikrishnan, Research Guide and Director, AICTE, Karpagam Academy of Higher Education, (Tamil Nadu), India.
3Dr. AGV Narayanan, Research Guide and Professor, Karpagam Academy of Higher Education, (Tamil Nadu), India.
Manuscript received on 11 October 2019 | Revised Manuscript received on 20 October 2019 | Manuscript Published on 02 November 2019 | PP: 500-503 | Volume-8 Issue-2S11 September 2019 | Retrieval Number: B10770982S1119/2019©BEIESP | DOI: 10.35940/ijrte.B1077.0982S1119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Advertisements can be an essential element within the overall marketing strategy. It takes on an exceptionally significant component in inspiring clients to either utilize a particular product or to boost the company. Newspaper is an effective type of medium in a manufacturing country such as India, especially in the cities, where its reach will be to just about any household. Advertisements are divided into two fundamental categories, beneficial and transformative. Informative advertisements present buyers with real information (i.e. price, amount, etc.) and extra information on an organization in a logical method. Therefore, the consumer is rewarded with greater self-self-confidence in assessing the merits of searching for the producer. Transformational advertisements associate the data of using (consuming) the advertised unit with a unique group of mental features that cannot preferably be from the brand without connection with the advertisement. This research targets the result of newspaper advertisement on the customers’ behavior. It explores the components that will be influenced by such advertisements, and finally influence the search. The sampling proportion of the evaluation was limited to 100 respondents. The relevant information has been collected from both primary and secondary sources. Primary information was gathered through responses of employees to questionnaires. The influence of informational content is certainly found to be more for durable goods, and minimal for items like apparels, where in consumers are more inclined to the psychological charm of the promotional material. The volume of information presented in advertisements was found to be independent of their specifications. Advertisements linked to electronic products are more factual compared to the ones linked to apparels, which are mainly transformational. Commercials of diverse products employ distinct ways of influencing the clients, and the data from them could be leveraged to gauge their effect on the clients, not merely for newspaper advertisements, but also for all forms of promotion.
Keywords: Awareness Advertisements Marketing Newspaper.
Scope of the Article: Marketing and Social Sciences