Print Advertising: Consumer Behaviour

Debasish, Sathya Swaroop; Muralidhar, Mohan
January 2013
SCMS Journal of Indian Management;Jan-Mar2013, Vol. 10 Issue 1, p78
Academic Journal
Promotion is one of the key 4Ps in the marketing mix. The objectives of Promotion are: increase sales, maintain or improve market share, create or improve brand recognition, create a favourable climate for future sales, Inform and educate the market, and Create a competitive advantage. The tools in the promotional mix are advertising, direct marketing, sales promotion, public relations and publicity, personal selling and online advertising. The present study aims to find out the effectiveness of print advertisings in consumer behaviour, in telecom sector in the state of Odisha, India . It also aims to find out the role of demographic variables in purchase intention due to attitude towards the communication tools. The survey was done and the data is analyzed through ANOVA. The results establish positive correlation between attitudes to the communication tools and purchase intention.


Related Articles

  • The Dynamic Effect of Innovation on Market Structure. van Heerde, Harald J.; Mela, Carl F.; Manchanda, Puneet // Journal of Marketing Research (JMR);May2004, Vol. 41 Issue 2, p166 

    Product innovation is endemic among consumer packaged goods firms and is an integral component of their marketing strategy. As innovations affect markets, there is a pressing need to develop market response models that can adapt to such changes. The authors' model copes with the challenges that...

  • A MATHEMATICAL MODEL FOR PRICE PROMOTIONS. Kinberg, Yoram; Rao, Ambar G.; Shakun, Melvin F. // Management Science;Feb1974, Vol. 20 Issue 6, p948 

    A market where two groups of brands, premium (higher priced) and private label (lower priced) are sold is considered. It is assumed price is the only indicator of quality. Using hypotheses about consumer behavior in such markets, a model for changes in market share that would result from...

  • Short- or Long-Duration Coupons: The Effect of the Expiration Date on the Profitability of Coupon Promotions. Krishna, Aradhna; Zhang, Z. John // Management Science;Aug1999, Vol. 45 Issue 8, p1041 

    United States firms collectively spend over $6.5 billion annually on coupon promotions and are becoming increasingly concerned with their profitability. FSI (free-standing-insert) data show that coupon duration varies across brands. In this paper, we show how coupon duration can affect coupon...

  • Guest Column. Smock, Mike // Adweek Magazines' Technology Marketing;Sep2004, pN.PAG 

    This article offers views on issues concerning competition in business. Large, well-provisioned competitors are always vulnerable to attack by smaller, more agile enterprises, especially in technology driven industries with rapid product development cycles. In the escalating game of customer...

  • Analysis of Retailer Advertising Behavior. Massy, William F.; Frank, Ronald E. // Journal of Marketing Research (JMR);Nov66, Vol. 3 Issue 4, p378 

    Retailer-placed newspaper advertising is often an important component of a manufacturer's promotional mix. This article examines the relation between the size of a manufacturer's advertising allowance and the response of retail advertisers. The brand's market share and the time since the last ad...

  • The Effects of Temporal Consistency of Sales Promotions and Availability on Consumer Choice Behavior. Swait, Joffre; Erdem, T�lin // Journal of Marketing Research (JMR);Aug2002, Vol. 39 Issue 3, p304 

    The importance of consistency of the marketing mix is widely regarded as a key marketing principle. Consistency is commonly understood to apply among marketing mix elements, but it also involves a temporal dimension: Marketing messages and, more generally, marketing mix strategies should achieve...

  • The art of advertising. BORTH, KELLY // Smart Business Columbus;Oct2014, Vol. 23 Issue 1, p8 

    In this article, the author discusses measures to be adopted for advertising company's brands that focuses on two goals which includes unique evidence of distinction and increase in brand recognition. Topics discussed include steps taken for advertising a brand includes need of aligning to the...

  • How to Wow. Baril, Denise // Sales & Service Excellence Essentials;May2011, Vol. 11 Issue 5, p6 

    The article focuses on ways on how to increase market share and attract the right mix of customers. It states that sharing a unique voice and identifying unique selling features are easy to deploy in a business when purpose and passion are defined. It says that listening and understanding the...

  • Applied Thinking: Evil - Magnus Fitchett planning director, SapientNitro.  // Campaign;9/20/2013, p54 

    Over the past year, big brands have routinely been accused of all sorts of evil, from invading our privacy to ripping us - the Great British public - off.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics