The field of advertising has been on a constant uptick since it came into being. While the advent of Television gave advertising a massive push, the next big thing, the Internet, gave rise to Internet advertising. However a debate has raged on for quite a while now as to the efficacy and effectiveness of advertising in the different media like print, radio, TV, Internet, outdoor etc. With the coming of Internet, people started comparing its effectiveness in the context of advertising vis-a-vis other traditional media, most notably TV. Since then, studies have taken place to ascertain the superiority of one medium over the other. However, the results have been conflicting.
The current study is an attempt in the same direction albeit in the Indian context. The special focus of this study is perception of TV and Internet on the irritation parameter. Responses were collected from students in a private B-school in Aligarh.
After analysis (using the chi square test) it was found that the respondents feel that ads on the Internet cause more irritation among users than TV ads. This points to the opportunities existing for advertisers as well as the need to redraw their advertising plans to try a judicious mix of TV and Internet in their advertising plans.
Advertising, Internet, TV, effectiveness, irritation, medium
