A Comparative Study of TV and Internet Advertising in the Context of Informativeness Parameter Dr. Bisaria Gaurav, Assistant Professor, Ahmad Faraz, Research Scholar Faculty of Management and Research, Department of Business Administration, Integral University, Lucknow, India Online published on 13 March, 2014. Abstract 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 informativeness parameter i.e. the ability to make information available to consumers. Responses were collected from students in a private B-school in Aligarh and comparison was sought to be made on whether ads were considered good sources of product information, whether they provided relevant information, whether they were considered sources of timely, and up-to-date information, whether they made product information immediately available, whether they were convenient sources of product information and whether they supplied complete product information. 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. Top Keywords Advertising, Internet, TV, effectiveness, informativeness, medium. Top |