ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST



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LEVEL OF ATTENTION PAID TOWARDS ADVERTISING MEDIA: STUDY OF ADOLESCENTS

    2 Author(s):  ANIKA CHANDRA, PROFESSOR (DR.) SATISH CHANDRA BHATNAGAR

Vol -  11, Issue- 1 ,         Page(s) : 57 - 69  (2020 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Advertising is one of the most popular and multi-dimensional activities to promote goods and services among the youth of this generation. With the increase in the number of products available in the market, advertising has become a necessity. However, due to the presence of cut-throat competition in the marketplace, marketers have started exploring various mediums of advertising to reach the youth. The present generation of millennials is considered as highly tech savvy, they have access to all the information, and they compare products through various mediums before making the final purchase. This research paper focused on the level of attention paid to various advertising media by adolescents. The key objective of this study was to find which kind of media advertising has a greater impact on the buying behavior of the consumers. For this purpose, a sample of 500 adolescent respondents was selected from NCR. The primary data was collected with the help of a structured questionnaire. The secondary data was collected from books, articles, websites etc. Findings of the study revealed that respondents pay maximum attention to television and internet advertisements. The results also revealed that the consumers with different socio-economic profiles have different level of attention to the various advertising media. This research was completed in a period of six months.

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