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
Full text not available from this repository.Abstract
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 |
| URI: | https://repository.usp.ac.fj/id/eprint/1239 |
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