Measurement of Effectiveness on MEDIA MIX Adopted By Indian Corporate
Abstract
All developed companies are investing heavily on advertisements especialh so in the rural market. Each company is following a different kind of media mix However the effectiveness is very low in terms of increasing the sales of those companies. This paper deals with rural advertising effectiveness and its influencing factors. It answers what the corporate target in the rural markets. It talks about the media mix and different types of advertising methods used, traditional or non-traditional It throws light on important consideration for advertisements in rural markets.It focuses on the different types of advertisements used by the companies to capture the rural markets and its markets response to it. Some of the advertisement types are compared based on their functions. The final part of the paper deals with a model which helps us to measure the advertisements effectiveness in Indian rural market.
Authors
M Sathish, Mr R N Balamurugan