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A STUDY ON POTENTIAL OF INEXPENSIVE ADVERTISING

Chheda, Keval (2012) A STUDY ON POTENTIAL OF INEXPENSIVE ADVERTISING. Masters thesis, Christ University.

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Abstract

The paper research?s about the potential of an advertisement strategy on a lower scale, where number of promotional activities and the use of certain strategies like; direct marketing, social networking sites, internet, word-of-mouth, guerrilla marketing are used as a channel for promoting and creating brand awareness unconventionally. The research paper is primarily incorporating few aspects which relate to market study. The paper is in context of the upcoming trend of advertising. Not every client has a big business, not every client is a opulent person, and such people need to spend money carefully as they do not have sufficient investment. One of the major reasons why this research is conducted is to plan clients a lucrative marketing scenario within the budget, as well provide them a good promotion scale. The communication is indirect to the mass audience but direct to the niche audience. The research is on how low cost advertisement i.e. strategies like below the line advertising, guerrilla marketing which is capturing the target market. The paper also researches about how various new mediums can club together and make it possible to advertise on a low cost channel, meant for clients with low budget as well as high budget and create more awareness in a way of unconventional media when compare to the conventional media. It is also becoming a cut throat marketing strategy for all the products. The researcher also believes that there is allot of potential in conducting this research, as it extracts allot of information and opinions of different people in today?s scenario based on daily observation. Also helps the research gather relevant information about the use of medium?s and their potential.

Item Type:Thesis (Masters)
Subjects:Thesis > Masters > MS Communication
ID Code:5938
Deposited By:Knowledge Center Christ University
Deposited On:29 Jan 2014 12:26
Last Modified:29 Jan 2014 12:26

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