APPLICATION OF ADVERTISEMENT ON CONSUMER BEHAVIOUR: A RELATIVE STUDY OF PRINT AND ELECTRONIC MEDIA
Keywords:
Consumer behaviour, advertising effectiveness, print media, electronic media, purchase intention, brand recall, media comparisonAbstract
The advertising landscape has undergone tremendous transformation over the past twodecades, with electronic media increasingly challenging the dominance of traditional printadvertising. This research examines
References
Bandura, A. (2001) 'Social cognitive theory of mass communication', Media Psychology, 3(3), pp. 265-299.
Barry, T.E. and Howard, D.J. (1990) 'A review and critique of the hierarchy of effects in advertising', International Journal of Advertising, 9(2), pp. 121-135
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Published
2018-11-15
How to Cite
Amit Kumar. (2018). APPLICATION OF ADVERTISEMENT ON CONSUMER BEHAVIOUR: A RELATIVE STUDY OF PRINT AND ELECTRONIC MEDIA. Journal of Computational Analysis and Applications (JoCAAA), 25(8), 97–124. Retrieved from https://eudoxuspress.com/index.php/pub/article/view/3839
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