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TV or web: consumer attitude and dilemma of advertisers in India

Singh, Gurmeet and Gautam, H. (2009) TV or web: consumer attitude and dilemma of advertisers in India. Advances in Management, 2 (7). pp. 13-22. ISSN 0974-2611

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Marketers are increasingly showing interest in TV and Web for delivering advertising messages to the prospective consumers. They are in a state of dilemma about the better advertising medium between the two. Although both TV and Internet are widely used as a medium for information sharing, the success of advertising is a big challenge because it requires infrastructure and a positive attitude of consumers towards the advertising medium. Using a structured questionnaire and convenience random sampling this paper reports that the Indian consumer has a positive attitude towards Web & TV advertising with a slight preference of Web over TV for advertising.

Item Type: Journal Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Ms Neha Harakh
Date Deposited: 23 Nov 2009 02:18
Last Modified: 18 Mar 2012 23:35

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