c c


c 


ccc  c c

c  c 


cc
c c

M
c
c
Mc
c
This study attempts to indentifying scope for digital marketing as a new form of media in
advertising agency.

Primary data was collected with the help of a structured questionnaire. This questionnaire was
distributed to various students, software engineers, HR managers, consultants and people from
various fields that have been using internet as a main medium in their life

The findings observed based on the responses to the questionnaire were consolidated and
recommendations suggested based on these findings.


M McM
c
c
Testing the variables for kruskal wall͛s test.
’
cc
c





c 
 c

Age of Cases
the Valid Missing Total
respon
dents N Percent N Percent N Percent
Mail I.D's 20-25 45 100.0% 0 .0% 45 100.0%
26-30 55 100.0% 0 .0% 55 100.0%

The boxes are in the same shape the variable can be tested for hypothesis.
 !
"
c c
Std.
N Mean Deviation Minimum Maximum
Mail I.D's 100 2.20 .964 1 3
Age of the
100 1.55 .500 1 2
respondents
c
c
c

 

Age of the
respondents N Mean Rank
Mail I.D's 20-25 45 44.23
26-30 55 55.63
Total 100


c
Mail I.D's
Chi-Square 5.090
df 1
Asymp. Sig. .024
a. Kruskal Wallis Test
b. Grouping Variable: Age of the respondents


ccc
c’ c
c
The samples were taken randomly and independently of each other.
The populations have approximately the same shapes (according to the boxplots).
All sample sizes are at least 6 if k = 3 (smallest is 6).


cc 

c
c
{0:
   
        
{: 
 
   

c
c
c

c#c  
c$
"
c
â=0.05


c%c
&
 c
 c
c
Reject the null hypothesis if p-value ч 0.05.


c'c
cc

c
Mail I.D's
Chi-Square 5.090
df 1
Asymp. Sig. .024
a. Kruskal Wallis Test
b. Grouping Variable: Age of the
respondents

Note that the test statistic (KW = Chi-Square = 5.090) is corrected for the existence of ties in the
ranks of the data.


c(c!
 c
Since p-value = 0.024 ч 0.05, we reject the null hypothesis)


c)c
c  c c*

c
At the Infinity 0.05 level of significance, there exists enough evidence to conclude that there is a
no significance relationship between the age and the mail I͛d an individual owns

++’ c,+ ’!-$-./c

c
1.c ,
 c

c exploratory
2.c ! : primary data ( Quantitative )
3.c 
 cDescriptive
4.c ,

: survey data

The target population is the people who use internet on daily basis and also people who are
completed graduation and post graduation.
1. He/She is a person from business or other industries with disposable income.
2. At least half the sample is people from college students and working professionals
3. Remaining people are from education and other fields
Apart from the above polls were conducted. Personal interviewing helped to know their facial
expressions which helped in doing this survey better.
 


 c0c
 
c
Interestingly, brand attitude was worse for the print condition than for the internet condition. It was also
worse for the combined condition than for the internet only condition. The combined condition, although
not significantly, also has a higher average than the print condition. That indicates that a stronger effect
for the media combination than for either of the single conditions might well be the case.

The most interesting result is that a combination of internet and print advertisement did not show
significant differences from only print advertisement regarding recall and brand attitude. Since internet
and print address different senses, we had expected to lead to better results.

However, judging from the difference between internet and print alone, the combination can also be seen
as the combination of a highly effective and a less effective medium. From that line of argument, the
combination should perform worse than the highly effective medium alone. This argument though seems
not to be the case, either.

Since there are no significant differences between print and combined, the finding suggest that one print
exposure can be replaced by one internet exposure without reducing effectiveness, although internet
advertisement alone is far less effective than print advertisement. This is especially important since
thousand contact prices in the internet are much lower than in print. This finding is additionally
interesting, since the design of the study has not drawn upon all possibilities of internet advertising.

Since animated and clicked-at banners can be expected to be more effective than static banners, cross-
media campaigns are definitely a considerable alternative to pure print campaigns, potentially rendering
advantages to integrated media groups, and worth looking at in greater detail, some of the respondents
also felt that the information provided by the print ad is less informative comparatively to the information
provided by any wed ad.

Lower advertising effectiveness for the online condition than for print is not surprising, as online
advertising was among all participants considered more disturbing than print advertising. The internet
magazine is hierarchical, as well, requiring concentration on navigation and reducing the likelihood of
being exposed to the ad. Additionally, although modern computers and screens were used, negative
impacts of the carrier material cannot be excluded.

However, it is possible, that smaller size of the skyscraper ad is responsible for that effect. The fact that
only the memory measure proved significant might be due to the fact that the stimulus material and the
tasks forced the participants towards the ad in every condition, with the effect that no significant
differences have been found.
c

  cc

šc With this study it was intended to expand the knowledge about internet and cross-media
advertising effectiveness.
šc These topics are of interest both for scholars and practitioners, as the internet's possibilities are
not unequivocally considered and are still developing.

šc This renders business opportunities. Immediate managerial implications come from the fact that
cross media advertisement is at least similar effective than traditional print advertisement.

c
c
c
c