Importance of Media Research for Advertising

Description

This research has implications for advertiser social media platform operators and policymakers by providing a whole picture of SMAR. Moreover, the SWARM could guide the stakeholders to adopt a user-friendly advertising design for the sustainable development of social media advertising (SMA). Advertisement on every media platform has a different composition that engages the consumers in a distinct way. This book focuses on the effects of televisions, radio, newspaper, magazines and the internet advertisements on awareness, interest, conviction, purchase (PUR) and post- purchase (PPUR) behaviour of consumers. Advertising managers can take a cue from this research and enhance the objectivity of advertisement by investing in appropriate media.