Conventional or Innovator: A Study of Select Standardized and Adapted online Advertisements in India

In recent days we are exposed to some of the online advertisements that have a global customer base. These standardized advertisements may have a contextual existence, but from a more practical point of view of research their acceptance as conventional or innovator remains unsettled. This study is a...

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Bibliographic Details
Published in:Journal of management research 2017-04, Vol.17 (2), p.59-64
Main Author: Mohanty, Sandeep Kumar
Format: Article
Language:English
Subjects:
Advertising agencies
Consumers
Content analysis
Culture
Drama
Hypotheses
Variables
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Summary:In recent days we are exposed to some of the online advertisements that have a global customer base. These standardized advertisements may have a contextual existence, but from a more practical point of view of research their acceptance as conventional or innovator remains unsettled. This study is a content analysis of 51 standardised and 54 adapted advertisements, and it was found that standardized advertisements are advocating hard-sell whereas adapted advertisements are advocating soft-sell. A content analysis was employed to find out how these two types of advertisements are similar or dissimilar in nature. A quantitative analysis was conducted to find out whether the standardized advertisements are conventional or innovator by involving 126 customers. It is found that the standardized advertisements are innovators and are still struggling to impress the Indian consumers. The study is aimed at helping advertisement agencies and advertisement managers of MNCs who employ both standardized advertisements and adapted advertisements to promote their product.
ISSN:0972-5814
0974-0287