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THE CHANGING ROLE OF ADVERTISING IN MASS MEDIA : EMERGING TREND
1
Author(s):
SUBHASH CHAND
Vol - 5, Issue- 5 ,
Page(s) : 195 - 199
(2014 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
Knowledge about buyer behavior is necessary for the development of effective marketing strategies. With the increasing fragmentation of the media vehicle & cost of carrying communication is getting expensive day by day.It is important for the advertiser to look out for the media options which is cost effective and maximum penetration in terms of reach.While there have been several studies regarding promotional activities not much is done on the promotional activities of Dealers. The dealers are doing promotion of the products that are beneficial for them.It can be said that however strong the advertising budget is ,it is the dealer who is really promoting the brand.
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