publication . Other literature type . Article . 2015

Advertisement Effectiveness For Print Media: A Conceptual Model

Prateek Maheshwari; Nitin Seth; Anoop Kumar Gupta;
Open Access English
  • Published: 05 May 2015
  • Publisher: Zenodo
Abstract
The objective of present research paper is to highlight the importance of measuring advertisement effectiveness in print media and to develop a conceptual model for advertisement effectiveness. The developed model is based on dimensions on which advertisement effectiveness depends and on the dimensions which are used to measure the effectiveness. An in-depth and extensive literature review is carried out to understand the concept of advertisement effectiveness and its various determinants in context of print media. Based on the insights gained, a conceptual framework for advertisement effectiveness is presented. The model is an attempt to uncover the relatively ...
Subjects
free text keywords: Advertisement Effectiveness, Conceptual Model, Effectiveness Dimensions, Print Media.
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Zenodo
Other literature type . 2015
Provider: Datacite
ZENODO
Article . 2015
Provider: ZENODO
Zenodo
Other literature type . 2015
Provider: Datacite
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