TV or Web: Consumer Attitude and Dilemma of Advertisers in India

Gurmeet Singh () and Gautam Harish

Advances In Management, 2009, vol. 2, issue 7

Abstract: Marketers are increasingly showing interest in TV and Web for delivering advertising messages to the prospective consumers. They are in a state of dilemma about the better advertising medium between the two. Although both TV and Internet are widely used as a medium for information sharing, the success of advertising is a big challenge because it requires infrastructure and a positive attitude of consumers towards the advertising medium. Using a structured questionnaire and convenience random sampling this paper reports that the Indian consumer has a positive attitude towards Web & TV advertising with a slight preference of Web over TV for advertising.

Date: 2009

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