A study on the advertising scenario in Guwahati with reference to various media

Anson Joy

Abstract


Companies advertise about their product and services in different media to get the attention of the people. Nowadays creative contents are required to achieve the attention of the people. So, there have been tremendous changes in the way companies advertise and in the selection of advertising media. The print media, radio, television, social media etc. are the major platforms through which companies advertise.

 

This study aims at finding out various criteria, which agencies and clients use to choose different media platforms for advertising. The advertising decisions are taken by various sectors differ. Sectors such as educational institutions, hospitals, automobile industry etc. have different strategies in choosing a media platform for advertising. The study has been carried out under The Times of India Guwahati, and it will also analyze the criteria followed by different sectors to choose a media platform and the preference of the companies in Guwahati towards various advertising media.


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References


Attention, attitude, and affect in response to advertising / edited by Eddie M. Clark, Timothy C. Brock, David W. Stewart. Bookmark: https://trove.nla.gov.au/version/45477237 Hillsdale, N.J. : L. Erlbaum Associates, 1994.

“Creative Advertising; What is it and can it Create Positive” Brand Images and Purchasing Possibilities? By Gan Foon Yoong & Rashad Yazdanifard Upper Iowa University, Malaysia, Year 2014. https://journalofbusiness.org/index.php/GJMBR/article/download/1427/1334/

The role of the advertising agency: Standardization/Adaptation Aygul Isayeva ([email protected]) (International Black Sea University)

Subliminal Embeds in Print Advertising: A Challenge to Advertisng Ethics J. Steven Kelly Pages 20-24 | Published online: 30 May 2013

Advertising and ethnicities: A comparative study of Sri Lanka and Northeast India : 2015 Darshana Liyanage


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