Abstract
The revolution of information technology (IT) and communications has transformed the conduct of most of the businesses via electronic media & internet. Digital forms have become an important channel for customer communication in marketing along with conventional forms. Digital advertisement allows sellers to disseminate product information accurately and adequately to customers. This paper is carried out to analyze the customer’s attitude towards digital and conventional advertising. Customer’s attitudes have been observed with various determinants like credibility of customers, informative to customers, hedonic pleasure to customers, materialism and good for economy advertisements. Descriptive research design is carried out, 110 samples were selected using convenience sampling technique. Results indicate that digital advertising is creating a greater impact than conventional advertising. Digital advertisement is agreed as more informative than conventional advertisement while conventional advertisement is considered as credible in eliciting positive attitude towards advertisement
Published Version
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