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TV or Web: Consumer Attitude and Dilemma of Advertisers in India

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Author Info
Singh Gurmeet () (School of Management and Public Administration, University of the South Pacific, Suva, FIJI ISLANDS)
Gautam Harish

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Abstract

Marketers are increasingly showing interest in TV and Web for delivering advertising messages to the prospective consumers. They are in a state of dilemma about the better advertising medium between the two. Although both TV and Internet are widely used as a medium for information sharing, the success of advertising is a big challenge because it requires infrastructure and a positive attitude of consumers towards the advertising medium. Using a structured questionnaire and convenience random sampling this paper reports that the Indian consumer has a positive attitude towards Web & TV advertising with a slight preference of Web over TV for advertising.

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Publisher Info
Article provided by Advances in Management in its journal Advances in Management.

Volume (Year): 2 (2009)
Issue (Month): 7 (July)
Pages:
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Handle: RePEc:mgn:journl:v:2:y:2009:i:7:a:2

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This page was last updated on 2009-11-25.

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