Title: UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT
ADVERTISING ON CONSUMER BEHAVIOR
Authors: Gehana Nag
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Gehana Nag
Heritage International Xperiential Learning School, Gurgaon, Haryana, India
MLA 8 Nag, Gehana. "UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT ADVERTISING ON CONSUMER BEHAVIOR." Int. j. of Social Science and Economic Research, vol. 8, no. 10, Oct. 2023, pp. 3148-3155, doi.org/10.46609/IJSSER.2023.v08i10.009. Accessed Oct. 2023.
APA 6 Nag, G. (2023, October). UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT ADVERTISING ON CONSUMER BEHAVIOR. Int. j. of Social Science and Economic Research, 8(10), 3148-3155. Retrieved from https://doi.org/10.46609/IJSSER.2023.v08i10.009
Chicago Nag, Gehana. "UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT ADVERTISING ON CONSUMER BEHAVIOR." Int. j. of Social Science and Economic Research 8, no. 10 (October 2023), 3148-3155. Accessed October, 2023. https://doi.org/10.46609/IJSSER.2023.v08i10.009.
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[2]. E. F. McQuarrie and B. J. Phillips, “INDIRECT PERSUASION IN ADVERTISING: how consumers process metaphors presented in pictures and words,” Journal of Advertising, vol. 34, no. 2, pp. 7–20, Jun. 2005, doi: 10.1080/00913367.2005.10639188. Available: https://doi.org/10.1080/00913367.2005.10639188
[3]. S. Narayan, “A STUDY ON DIRECT SELLING BUSINESS (AMWAY INDIA LTD) IN KERALA: A CASE STUDY OF CALICUT DISTRICT OF KERALA,” 2015. Available: https://www.semanticscholar.org/paper/A-STUDY-ON-DIRECT-SELLING-BUSINESS-(AMWAY-INDIA-IN-Narayan/c07ffcff91e88aa0fa9ec351b806f28adfb81ecf
ABSTRACT: In order to achieve company objectives, marketing is the strategic process of discovering,
promoting, and providing value to customers. It includes a variety of activities like as market
research, product development, promotion, and sales, all with the goal of increasing consumer
awareness, interest, and loyalty. In today's competitive industry, effective marketing is critical
for businesses to engage with their target audience and generate growth. To do so, understanding
the distinction between direct and indirect marketing - and tailoring it to their target audience- is
vital for businesses to optimize the effectiveness of marketing efforts. Marketing is essential and
in the digital age understanding the dynamic between the two advertising methods is of growing
relevance, thus making this study of importance. The present study aims to investigate the
effectiveness of direct and indirect advertising in persuading consumer behavior. It was
conducted using a small sample group belonging to the upper socio-economic background from
New Delhi, NCR and Gurgaon, Haryana. Using a questionnaire, their preferences on direct
(Billboards, Youtube and Offers) and indirect (Social media, Celebrity endorsement and Product
Placement) were analyzed. It was found that direct advertising was rewarded more informative,
creative and influential in comparison.
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