Advertising effectiveness in different media: A comparison of television and print media advertising in Himachal Pradesh

The article presents the result of a survey conducted in Himachal Pradesh in 2011, focusing on a comparison between the effectiveness of advertisements in two different Media, namely Television and Print media. Advertising on TV and in the Print Media have both advantages and disadvantages. The TV is increasingly becoming popular and is emerging as an important tool for advertisers and marketers, in completion with the Print Media. While research in the past has focused on the effectiveness of TV as an advertising medium, there is a dearth of research on the comparative effectiveness of TV and Print media advertising. This study aims to fill the gap through a survey, of responses from customers who are users of both media. Based on a literature survey, the paper formulates various hypothesis that test the ‘value ‘of advertising on the dimensions of in formativeness, attention, emotions, precipitating actions, attitude, entertainment, irritation, and deceptiveness. The result of this study revel that TV is an excellent medium for conveying information and advertisements on the TV are considered to be entertaining. However, print media scores over the TV parameters such as emotion scale, precipitating action and attitude scale. Users consider both television and print media advertising to stimulate emotions among them; however, TV generates a high level of irritation among the users due to over exposure and advertising clutter.