TITLE

Print Advertising: Consumer Behaviour

AUTHOR(S)
Debasish, Sathya Swaroop; Muralidhar, Mohan
PUB. DATE
January 2013
SOURCE
SCMS Journal of Indian Management;Jan-Mar2013, Vol. 10 Issue 1, p78
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
86440414

 

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