( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 191    Submit Your Rating     Cite This   Download        Certificate

IMPACT OF EFFECTIVENESS OF ADVERTISING ON MARKETING COMMUNICATION AND PURCHASE BEHAVIOUR

    1 Author(s):  JYOTI YADAV

Vol -  10, Issue- 1 ,         Page(s) : 10 - 25  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

From the behavioral perspective, it is a vital instrument that impacts the purchaser conduct of shoppers. All conduct begins with inspiration. Promotion persuades individuals by stirring or empowering their torpid needs that enacts conduct. Promotion can adequately stimulate both biogenic and psychogenic needs. This paper will deliver assertion on each sides of the contention before deducing a reasonable conclusion

1. Raj, K (2005) The influence of Advertisement on Consumer Brand Preference Retrieved November 13th 2011.
2. Andreas M. Kaplan and Michael Haenlein (2010), “Users of the world, unite! The challenges and opportunites of Social Media”, Business Horizons, Kelley School of Business, Vol.53, 59-68.
3. W. Glynn Mangold and David J. Faulds (2009), “Social Media : The new hybrid element of the promotion mix”.
4. Tom Smith (2010), “The social media revolution”, International Journal of Market Research, Vol. 51, Issue.
5. Anil Bhat (May 2012), “Blog Popularity And Activity On Social Media: An Exploratory Research”, Indian Journal of Marketing, Pg 10-18.
6. Afendi Hamat, Mohamed Amin Embi, Haslinda Abu Hassan (2012), “The Use of Social Networking Sites among Malaysian university students”, International Education Studies, Canadian Centre of Science and Education, p 56, Vol. 5, Issue no. 3.

7. Botha, E., Farshid, M., Pitt, L. (2011), “How Sociable? Anexploratory study of university brand visibility in social media”, South African Journal of Business Management, SA ePublications, 43-51, Vol. 42, Issue 2.
8. Sunil Karve, Shilpa C. Shinde (March 2013), “Effectiveness of Social Networking Sites (SNS)”, IBMRD’s Journal of Management and Research, Informatics Publishing Limited, Vol. 2, Issue no. 1.
9. T. S. Venkateswaran, B. Sowmya, R. Arun (July-Aug. 2012), “Effective use of Social Websites towards business among academicians and students in Namakkal District”, Online International Interdisciplinary Research Journal, Online Research Book Publication, Page 14-21, Vol. 2, Issue no. 4.

10. Richard D. Waters & Kevin D. Lo (2012), “Exploring the impact of Culture in Social Media Sphere: A content analysis of non-profit organization’s use of facebook”, Journal of Intercultural Communication Research, Routledge Informa Ltd, pp.297-319, Volume 41, Issue 3.

11. Wright, Elizabeth; Khanfar, Nile M (Nov. 2010), “The lasting effects of Social Media Trends on Advertising”, Journal of Business & Economics Research ,73-80.

12. P.Sri Jothi, M. Neelamalar and R. Skakthi Prasad (March 2011), “Analysis of social networking sites: A study on effective communication strategy in developing brand communication”, Journal of Media and Communication Studies, online.

13. MacInnis, Deborah J. and Linda L. Price (1987), “The Role of Imagery in Information Processing: Review and Extensions,” Journal of Consumer Research, 13 (March), 473–491.
14. Memory for Print Advertisements." Marketing Science 2, 2 , 1983: pp. 95-134
15. Barrow, Peter. .'Advertising: Does it or doesn't it?'. Canadian Manager 18, 1, 1993: pp. 18-19
16. Beil, Alexander L.; "Do You Really Want to Know?"; Journal of Advertising Research36,2 (1996): p. RC2-RC7
17. Beil, Alexander L. and Carol A. Bridgwater. "Attributes of Liable TelevisionCommercials".Journrrl of Advertising Research, 30,3, 1990: pp 38-44
18. Bell, Jack A. "Creativity, TV Commercial Popularity and Advertising Expenditures".International Journal of Advertising 1 1,2, 1992: pp. 165-1 72
19. Beltramini. Richard F. and Blasko, Vincent J. "An Analysis of Award-WinningAdvertising Headlines". Journal of Advertising Research, April May 1986: pp. 48-51
20. Berlin, Andy. "A New Book Gathers up one of Advertising's Most Influential yet leastHonoured Figures". Adweek 36,21, 1995: p. 16
21. Bird, Drayton, ..Creativity is not enough to shift a static market". Marketing, 1995: p. 5
22. Brown, Gordon. ..Tracking Studies and Sales Effects". .lournu1 of Advertising Research
23. 25, 1 1985: pp. 52-64
24. Burke, William L. and Sidney Schoeffler. "Brand Awrareness as a Tool for Profitability".The Strategic Planning Institute, Boston: Cahners Publishing Company, 1980
25. Celsi, Richard L. and Jerry C, Olson. "The Role of Involvement in Attention andComprehension Processes". Journal of Consumer research IS, 3, 1988 : pp.210-24

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details