A Comparative Study of the Impact of Print and Electronic Media on  Advertising Effectiveness

Amit Kumar

A Comparative Study of the Impact of Print and Electronic Media on Advertising Effectiveness

Authors

Amit Kumar

Keywords:

Print advertising, electronic media, advertising effectiveness, consumer engagement, brand recall, media comparison, integrated marketing communication

Abstract

The advertising landscape has undergone dramatic transformation over the past decade, withelectronic media challenging the traditional dominance of print advertising. This researchinvestigates the comparative effectiveness of print and electronic media in contemporary
advertising campaigns, examining key performance

References

Advertising Association (2024) Advertising Expenditure Report 2024. London: A A Publishing.

Belch, G.E. and Belch, M.A. (2021) Advertising and Promotion: An Integrated Marketing Communications Perspective. 12th edn. New York: McGraw-Hill Education

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Published

2019-11-15

How to Cite

Amit Kumar. (2019). A Comparative Study of the Impact of Print and Electronic Media on Advertising Effectiveness . Journal of Computational Analysis and Applications (JoCAAA), 27(7), 83–113. Retrieved from https://www.eudoxuspress.com/index.php/pub/article/view/3838