International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 58    Submit Your Rating     Cite This   Download        Certificate

EVALUATION OF FACTORS AFFECTING OF ADVERTISING EFFECTIVENESS IN RURAL MARKETING IN GWALIOR

    1 Author(s):  DR. NEETU SINGH YADAV

Vol -  6, Issue- 12 ,         Page(s) : 128 - 138  (2015 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Hence at the beginning of the twenty-first-century we find an emphasis in the industry on advertising’s effectiveness, and that concept it also introduced through this study, other part of the discussion is about rural market, its definition also explains most basic modern and traditional concepts of rural markets in India and Madhya Pradesh. Basically in this study researcher taking 200 samples from Gwalior’s nearest rural areas by using convenient sampling techniques, and develops reports after analyses this collected data by using statistical tools. The tools are using for data analysis they are: Reliability, Normality, Factor Analysis and T-test.

  1. Amarnath, B., & Vijayudu. (2009). Brand Awareness in Rural Area-A Case Study of fast Moving Consumer Goods in Chittor District of Andhra Pradesh. Asia Pacific Journal of Social Sciences ISSN Vol1(2), 434-443.
  2. Baker, W. E., & Lutz, R. J. (2000). An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness. Journal of Advertising, Vol XXIX No 1, 01-13.
  3. Behura, K. C., & Panda, J. K. (2012). Rural Marketing of FMCG Companies in India. VSRD International Journal of Business & Management Research Vol 2 (2) , 65-74.
  4. Bhatt, J., Goel, K., Deepika, & Sharma, N. (2012). Rural Advertising In India. Shiv Shakti International Journal in Multidisciplinary and Academic Research (SSIJMAR) Vol. 2, No. 2, (ISSN 2278 – 5973), 01-08.
  5. Cao, J. (1990). Evaluation of Advertising Effectiveness”. Bristol, UK: In Proceedings of 2nd UK Workshop of SIG on Multi-Agent Systems UKMAS.
  6. Chapman, R., Blench, R., Gordana, K.-B., & Zakariah, A. (n.d.). Rural in Agricultural Extension: The Example of Vernacular Radio Programmes on Siol and Water Conservation in Ghana. Agricultural Research & Extension Network, Network Paper No 127, pp 20-29.
  7. Desai, S. S. (2013). Rural Marketing Innovations in India: New Dimension in Marketing . International Journal of Multidisciplinary and Current Research, 226-229.
  8. Dipika. (2012). Rural Marketing Competitive Strategies in India. International Journal of Research in Finance & Marketing Vol 2 Issue 5 , 56-63.
  9. Dominique, M. H., & Barton, A. W. (1980). The Effectiveness of Industrial Print Advertisement Across Product Categories. Journal of Marketing Research Vol 17 , 294-306.
  10. Ernest, C. d., Weng, J. T., & Ming, L. W. (2013). Negative Political Advertising: Its Impact on Voters. Asian Journal of Business Research Vol 3 no 1, 82-96.
  11. Farahat, A., & Bailey, M. (2012). How Effective is Targeted Advertising? France: WWW– Session: Advertising on the Web 1 Lyon.
  12. Fatima, S., & Akhtar, M. W. (2000). Internet Advertising Effectiveness: What did We Learn and Where are We Going? Worldwide Advertising Coference Rio De Janerio, , 1-18.
  13. Gharibi, S., Yahyah, S., Daneshb, S., & Shahrodi, K. (2012). Explain The Effectiveness of Advertising Using The AIDA Model. Interdisciplinary Journal of Contemporary Research in Business Vol 4 No 2 , 926-610.
  14. Gijsenberg, M. J., Harald, V. H., Dekimpe, M. G., Benedict, J., & Steenkamp, E. (2009). Advertising and Price Effectiveness over the Business Cycle. Department of Marketing and Organization Studies, Katholieke Iniversitiet Leuven Faculty of Business and Economics, 01-36.
  15. Joshi, H., & Shrivastava, R. K. (2011). Capturing Rural Market with Customizationa of Marketing Mix. Asian Journal of Technology & Management Research Vol 1 Issue 2, 10-19.
  16. Kalotra, A. (2013). Rural Marketing Potential in India-An Analytical Study . International Journal of Advanced Research in Computer Science and Software Engineering Vol 1 Issue 1, 01-10.
  17. Kamran, A., Nasir, M., & Sobia, I. (2012). The Impact of Promotional Tools on Sales Growth: Evidence from Northern Rural Areas in Pakistan . Interdisciplinary journal of Contemporary Research in Business Institute if Interdisciplinary Research Vol 4 No 6 , 662-272.
  18. Kaur, M. (2013). Rural Marketing; A Case Study on Hindustan Unilever Limited. International Journal of Applied Research and Studies , 01-14.
  19. Kundu, S. S. (2013). Customers' Perception towards the Fast Moving Consumer Goods in Rural MArket: An Analysis. International Journal of Techno-Management aResearch Vol 1 Issue 2, 01-15.
  20. Laddha, R. L. (2012). A Study of Consumer Goods Marketing to Indian Rural Consumers. Indian Streams Research Journal Vol 2 Issue 2 , 01-04.
  21. Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of Brand Image nd Advertisements on Consumer Buying Behaviour . World Applied Sciences Journal Vol 23 No 1 , 117-122.
  22. Mohapatra, D. D. (2012). Bridging the Gap in Rural Market Market: A Study on Technology use by Banking and Insurance Sector. European Journal of Business and Management Vol 4 No 7, 71-75.
  23. Murgai, A. (2012). A Study of Consumer Behaviour of Rural Customer With Reference to the Weekly Markets. Excel Journal of Engineering Technology and Management Science Vol 1 No 1 , 01-06.
  24. Nagori, N., & Saxena, K. (2012). Marketing of Rural Handicraft Products Through Retail Format: A Synthetic Review . Annals of Management Research Vol 2 No 1 , 45-59.
  25. Norris, C. E., Colman, A. M., & Aleixo, P. A. (2003). Selective Exposure to Television Programmes and Advertising effectiveness . Applied Cognitive Psychology 17 wiley Inter Science , 593-606.
  26. Petty, R. E., Cacioppo, J. T., & Sehumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement . Journal of Consumer 
  27. Rathee, S., & Kumar, J. (2013). Rural Market and its Challenges-A Case of Rural Market in Haryana. International Journal of Techno-Management Research, Vol. 01, Issue 02, 01-11.
  28. Rathee, S., & Kumar, J. (2013). Rural Marketing Environment: A Conceptual Framework. Asia Pacific Journal of Marketing & Management Review Vol.2 No 9, 64-74.
  29. Rawat, P. K. (2013). A Study on Rural Marketing with Special Reference to ICICI Bank. Asian Journal of Research in Marketing Vol. 2, No. 5, 18-26.
  30. Rosen, D. L., & Singh, S. N. (1992). An Investigation of the Subliminal Embed Effect on Multiple Measures of Advertising Effectiveness. Psychology and Marketing John Wiley & Sons, Inc, 157-173.
  31. Saini, B. (2014). Rural Market in India as Challenges and Ways Ahead. International Journal of Innovative Research & Development Vol. 3 Issue 1, 142-148.
  32. Shachar, R., & Anand, B. N. (2013). The Effectiveness and Targeting of Television Advertising”. Journal of Economics & Management Strategy, Vol 7, No 3, 363-396.
  33. Shah, C., & Desai, R. (2013). The ‘4 As’ of Rural Marketing Mix. International Journal of Management and Social Sciences Research Volume 2, No. 1, 06-13.
  34. Sharma, K., Gupta, D. R., & Manhas, P. S. (2003). Rural Marketing Challenges in The New Millennium A Case Study. Delhi Business Review Vol. 4, No. 1, 01-06.
  35. Stone, K. E. (1997). Impact Of The Wal-Mart Phenomenon On Rural Communities. International Journal of Marketing, 01-10.
  36. Tianji, L. (2011). Analysis on the Factors to Influence the Effectiveness of Television Advertisements. International Conference on Future Information Technology IPCSIT Vol 13 (pp. 160-167). Singapore: IACSIT Press.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details