UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT ADVERTISING ON CONSUMER BEHAVIOR

Abstract

In order to achieve company objectives, marketing is the strategic process of discovering, promoting, and providing value to customers. It includes a variety of activities like as market research, product development, promotion, and sales, all with the goal of increasing consumer awareness, interest, and loyalty. In today's competitive industry, effective marketing is critical for businesses to engage with their target audience and generate growth. To do so, understanding the distinction between direct and indirect marketing - and tailoring it to their target audience- is vital for businesses to optimize the effectiveness of marketing efforts. Marketing is essential and in the digital age understanding the dynamic between the two advertising methods is of growing relevance, thus making this study of importance. The present study aims to investigate the effectiveness of direct and indirect advertising in persuading consumer behavior. It was conducted using a small sample group belonging to the upper socio-economic background from New Delhi, NCR and Gurgaon, Haryana. Using a questionnaire, their preferences on direct (Billboards, Youtube and Offers) and indirect (Social media, Celebrity endorsement and Product Placement) were analyzed. It was found that direct advertising was rewarded more informative, creative and influential in comparison.