A comparative study of TV and Internet advertising in the context of emotions parameter

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 emotions parameter i.e. the ability to emotionally involve the consumers. Responses were collected from students in a private Bschool in Aligarh.

After analysis (using the chi square test) it was found that new age medium, the internet is really giving TV a run for its money, as the results showed that Internet is considered a more effective medium in making information available than TV. This points to the opportunities existing for advertisers online as well as the need to redraw their advertising plans to try and tap the internet even more.