EVALUATION OF PRINT MEDIA AS A MEDIUM OF ADVERTISING WITH RESPECT TO CONSUMER AND ADVERTISEMENT

Abstract

Media as we know is an important component of advertising and advertising through its printed form like newspaper, magazine and journals have always been there for ages now. Although due to the rise of Digitization and electronic media such as T.V , radio etc the electronic media and internet is slowly but gradually taking the place of print media but still at this point of time it remains a very crucial part of every household in the world. The study focuses on the evaluation of print media advertising and its effect on consumer behaviour, it answers the challanges faced by the print media sector, about its future scope and consumer opinion towards print media advertisements. Print media tools like Newspapers are bought largely for their new value and are widely read by the people in cities. In India there are a number of newspaper both in English and Hindi have nation wide circulation. Therefore, a message given in newspapers may have a better impression on the minds of the people and it may be more specific, clear, complex and lengthy. By advertising in a local or regional newspaper, the marketer may reach particular markets and, therefore, selectivity is easily available. The research gives answers to the problem faced by new entrants in print media such as new entrant should bring modern techniques and policies regarding different facilities, cutthroat competition, better quality, good service, better image, low price that should suit Indian environment. Since it’s an upcoming and developing country, new features can easily be accepted by the society. Also it suggests that Magazines and newspapers are always in the eye among the public. Magazines are read for a period of a month, which brings more attention to an advertisement.