"EFFECTIVENESS OF ADVERTISING AND ITS COMPARATIVE ANALYSIS AMONG VARIOUS MEDIUMS"

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.