Attitude of Customers towards Digital and Conventional Advertising
G. H. Kerinab Beenu1, S. Rathika2
1Dr. G. H. Kerinab Beenu, Professor, Department of Management Studies, S.A. Engineering College, Chennai (Tamil Nadu), India.
2Ms. S. Rathika, Associate Professor Head, Department of MBA, Prince SVP Engineering, College, (Tamil Nadu), India.
Manuscript received on 04 December 2019 | Revised Manuscript received on 23 December 2019 | Manuscript Published on 31 December 2019 | PP: 972-975 | Volume-8 Issue-4S2 December 2019 | Retrieval Number: D11861284S219/2019©BEIESP | DOI: 10.35940/ijrte.D1186.1284S219
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© 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: The revolution of information technology (IT) and communications has transformed the conduct of most of the businesses via electronic media & internet. Digital forms have become an important channel for customer communication in marketing along with conventional forms. Digital advertisement allows sellers to disseminate product information accurately and adequately to customers. This paper is carried out to analyze the customer’s attitude towards digital and conventional advertising. Customer’s attitudes have been observed with various determinants like credibility of customers, informative to customers, hedonic pleasure to customers, materialism and good for economy advertisements. Descriptive research design is carried out, 110 samples were selected using convenience sampling technique. Results indicate that digital advertising is creating a greater impact than conventional advertising. Digital advertisement is agreed as more informative than conventional advertisement while conventional advertisement is considered as credible in eliciting positive attitude towards advertisement.
Keywords: Digital Advertising, Conventional Advertising, Customer’s Attitude, Digital Market.
Scope of the Article: Social Sciences