English, Article edition: TV or Web: Consumer Attitude and Dilemma of Advertisers in India Singh Gurmeet; Gautam Harish

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Physical Description
  • article
Language
  • English

Edition details

Title
  • TV or Web: Consumer Attitude and Dilemma of Advertisers in India
Author
  • Singh Gurmeet
  • Gautam Harish
Physical Description
  • article
Notes
  • 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.
  • RePEc:mgn:journl:v:2:y:2009:i:7:a:2
Language
  • English
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