Over the years, Television as a medium is eroding Print advertising revenues especially from the FMCG sector. Most media planners prefer to use TV as their primary medium and use Print only for a new launch or to announce promotional offers. Also the proliferation of Regional channels has led to an exponential growth in TV audiences, thus, making TV an extremely attractive medium in terms of reach. In the current scenario, the big question that arises is ‘How can the efficiency of advertising in Print be demonstrated to a TV swayed Media Planner?’
Symposium: 2003: Cambridge, Massachusetts, Session 2 - Multi Media
Authors: Gonsalves, Bruce, Kapadia, Bharat, Kulkarni, Shripad, Mehta, Hemant, Sen, Sandipan
Organisations: Indian Market Research Bureau
Topics: Advertising Effects, Inter-media Comparison, Passive Measurement