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AN INVESTIGATION INTO COMMUNICATIVE EFFECTIVENESS OF PRINT MEDIA ADVERTISEMENTS ON CONSUMERS WITH RESPECT TO SELECTED MODELS OF CARS

Advertising is a form of communication intended to persuade people to purchase or take any action with respect to the products or the services. For print media it is very important to see how well it is doing in communicating itself to the customers. Ad effectiveness helps the advertiser to understand it gives way to make appropriate steps thereby enhancing the effectiveness of the print media. The research paper deals with the study of effectiveness of print media ads .This has been evaluated on the basis of a few brands of a consumer durable. The study is significant to advertisement. The analysis shows significant difference between the various brands of a specific consumer durable with respect to personal variables .The finding suggests that there occurs significant difference at a given level of significance.