Impact of newspaper advertisements on consumer purchase behavior

Abstract

With marketers increasingly exploring newer media for advertising their products, such as social networks, online platforms, innovative experiential campaign etc., newspaper as a traditional medium of advertisements is facing questions about its relevance and effectiveness. This paper attempts to gauge the impact that newspaper advertisements have on the purchase decisions and behavior of consumers. A comparative evaluation between various advertising media, such as newspapers, radio, TV and internet, based on the trustworthiness of their advertisement content, impact etc. is also done. While analyzing newspaper advertisements, their location in the newspaper and other factors of influence are also studied.