Communication plays an important role in every field of life especially in marketing. There are various ways of marketing communication but advertising gain a very special place in marketing of everything whether these are goods or services. It attracts huge investment, with this, question of effectiveness arise. The outcomes of advertising justify its investment or not. To evaluate the effectiveness of advertising some criteria should be set that guide in measuring advertising effectiveness. There are different measures suggested by different authors. Effect of advertising is starts from its exposure. Second effect in hierarchy is processing effect that concerned with the processing of information that audience get from the exposure of advertisement. Processing effect contains advertisement related measures such as advertisement awareness, advertisement liking and advertising credibility etc. This paper focuses particularly on processing effect of Indian tourism's advertisements. Result shows a mix response on Indian tourism advertising, it is good on some dimensions while it fails on other dimensions. Advertisements of Indian tourism have positive processing effect up to some extent.
Advertising, Processing effect, Tourism
