ZEAL Institute of Management and Computer Application: The Changing Face of Advertising
“Changing face of advertising with special reference to audio-video media in Pune city”
Researchers: Ms,Preeti Mayee, ZEAL Institute of Management and Computer Application,
Narhe,Pune
Email: preetimayee@yahoo.com,
Cell No: 9890615489,
ABSTRACT “CHANGING FACE OF ADVERTISING WITH SPECIAL REFERENCE TO AUDIO-VIDEO MEDIA IN PUNE CITY"
Synopsis:
Everyday life of a common man begins and ends with some kind of advertisement or the other e.g.: The milk vendor shouts at the time he places the milk bag at our door steps, news paper man also does the same. This is in a way a method of self proclaiming and in turn achieving what an advertisement achieves. Even a “Good Knight” wish is a form of advertisement.The form and face of advertisement has undergone a sea change and we need be to be prepared for further changes envisaged.
Scope : This prompted us to explore the various dimensions of the advertising with special reference to one of the upcoming and growing city of urban Maharashtra, Pune. The study mainly emphasizes audio video media.
Objectives: i) To explore various changing dimensions and domains of advertising. ii) To analyze and measure the impact of advertisement on buying behaviour. iii) To determine the extent of failure or success of a campaign vis a vis media selection. iv) To compare the success or failure of a campaign a vis a vis its product.
Hypothesis: 1) Various dimensions and domains of advertising are changing. 2) Advertisement has a definite impact on the buying behaviour. 3) Media selection has direct bearing on the success or failure of the campaign. 4) Success or failure of a campaign is in proportion to the success or failure of the product.
Conceptual theory:
Researchers: Ms,Preeti Mayee, ZEAL Institute of Management and Computer Application,
Narhe,Pune
Email: preetimayee@yahoo.com,
Cell No: 9890615489,
ABSTRACT “CHANGING FACE OF ADVERTISING WITH SPECIAL REFERENCE TO AUDIO-VIDEO MEDIA IN PUNE CITY"
Synopsis:
Everyday life of a common man begins and ends with some kind of advertisement or the other e.g.: The milk vendor shouts at the time he places the milk bag at our door steps, news paper man also does the same. This is in a way a method of self proclaiming and in turn achieving what an advertisement achieves. Even a “Good Knight” wish is a form of advertisement.The form and face of advertisement has undergone a sea change and we need be to be prepared for further changes envisaged.
Scope : This prompted us to explore the various dimensions of the advertising with special reference to one of the upcoming and growing city of urban Maharashtra, Pune. The study mainly emphasizes audio video media.
Objectives: i) To explore various changing dimensions and domains of advertising. ii) To analyze and measure the impact of advertisement on buying behaviour. iii) To determine the extent of failure or success of a campaign vis a vis media selection. iv) To compare the success or failure of a campaign a vis a vis its product.
Hypothesis: 1) Various dimensions and domains of advertising are changing. 2) Advertisement has a definite impact on the buying behaviour. 3) Media selection has direct bearing on the success or failure of the campaign. 4) Success or failure of a campaign is in proportion to the success or failure of the product.
Conceptual theory: