Abstract:
Every business need to reach to its people in a positive and convinced manner in order to
build a loyal customers to their product and those who involved in bringing and
generating profits for their company. Advertising is one of the platform that provides the
business to interact with its customers in a form of medium and also capable of
increasing their visibility and also involved in building their brand and developing
relations with their customers. The need for advertising can in no way be denied, because
if the company is carrying its business activities, there should be customers and if there
are customers then communication is apparent. This communication is advertising.
Advertising effectiveness relates to how well a company can accomplished its advertising
with different statistics, metrics in order to measure their effectiveness and in this thesis I
have included these measurements that can be used for all forms of advertising including
radio, internet, direct mail, television, billboard, magazine, newspaper, outdoor and
specialty advertising. So that we can come to know how a company can increase its
effectiveness over time mostly not only through messages or exposures, but sometimes
through certain advertising objectives that can be successfully completed and realized
immediately.
In this thesis, I have gathered the information and respondents opinion, and for that
questionnaire has been distributed to people and students of different universities and
random people so that we can exactly come to know that which medium is used most by
the people and what are the reasons behind it. Further different percentages have been
shown through graphs regarding customers opinion about their choice on different
mediums. As the objective of every company is to understand its business needs and also correlate
it with advertising basic principles and hence developing a comparative study for
understanding the effectiveness of its various mediums of advertising and how it links to
their business and expectations and to help them maximize their reach, public acceptance,
cost effectiveness, personalization by selecting the right medium to advertise.
