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Volume : II, Issue : XII, January - 2013 RELATIONSHIP BETWEEN SOCIAL FACTORS AND THE FACTORS AFFECTING EFFECTIVENESS OF ADVERTISEMENTS IN PRINT AND ELECTRONIC MEDIA – AN ANALYTICAL STUDY K. PONGIANNAN Published By : Laxmi Book Publication Abstract : Advertisement is a communication whose purpose is to inform potential
customers about products and services and how to use and obtain them. Every major
medium is used to deliver these messages including: television, radio, movies,
magazines, newspapers and internet. It is often placed by an advertising agency on
behalf of a company. Advertisements influence our lives in many unsuspecting ways
because of rapid changes in the macro environment. These days advertising is regarded
as a paid form of non-personal presentation of ideas, goods and services by an identified
sponsor testing or evaluation of advertising effectiveness refers to the managerial
exercise aimed at relating the advertising results to the established standards of
performance and objectives so as to assess the real value of the advertising performance. Keywords : Article : Cite This Article : K. PONGIANNAN, (2013). RELATIONSHIP BETWEEN SOCIAL FACTORS AND THE FACTORS AFFECTING EFFECTIVENESS OF ADVERTISEMENTS IN PRINT AND ELECTRONIC MEDIA – AN ANALYTICAL STUDY. Indian Streams Research Journal, Vol. II, Issue. XII, http://oldisrj.lbp.world/UploadedData/1935.pdf References : - Berthon. P., L. F. Pitt and R. T. Watson (1996), The World Wide Web As An Advertising Medium, Journal of Advertising Research, 36(1), pg. 43-55.
- Chia-Ching Tsai, Ming-Hung Tsai(2006), The Impact of Message Framing and Involvement on Advertising Effectiveness - The Topic of Oral Hygiene as an Example, The Journal of American Academy of Business, Cambridge, 8(2) pg. 222-226.
- Herbjorn Nysveen and Einar Breivik (2005), The influence of media on advertising effectiveness A comparison of internet, posters and radio, International Journal of Marketing Research Vol. 47 (4) pg.383-386.
- Howard. J. (1989), Consumer Behavior in Marketing Strategy, Englewood Cliffs, NJ:Prentice Hall.
- Jack.M. Mogg & Ben M. Enis, (1974), Assessing media effectiveness via Network Flowgraphs, Journal of Advertising, 3, 000003, pg.35.
- S.H.H. Kazmi and Satish K. Batra, (2006), Advertising and Sales Promotion, Excel Books, New Delhi. pg.13-18; 280-281; 287-288; 326-327.
- Sally Ford Hutchinson and Annie Rothwell (2002), The Public perception of Advertising in today's society, a report on the findings from a research study prepared for the advertising standards authority, London.
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