Evaluating the Impact of Advertising Channels and ROI Measurement (KEY IJP************093)

• Sunil Hegde,Piyush Deepak Jain,Nishant ,Lekha ,Sarath,Om

Abstract

The studies explore digital and traditional advertising, consumer behaviour, and digital transformations impact on businesses. Print ads enhance memory, while digital marketing (social media, mobile ads) is effective among younger consumers but faces fraud and privacy concerns. Digital marketing boosts online and offline sales, with internet marketing, mobile commerce, and paid campaigns significantly increasing SME revenue.Research examines consumer responses to mobile ads, digital campaign ROI, and platform effectiveness. Social media fosters engagement but is hard to quantify. A study of 4,000 customers highlights how email, catalogues, and paid search influence choices differently. Offline media yields higher contributions, but online channels are more cost-effective. Small businesses rely on instinct rather than analytics, despite spending 70-90% of budgets on advertising.A Kottayam study finds print ads amusement, in- formativeness, and credibility positively impact consumers. Marketing Mix Model (MMM) research in "Emporia" shows media channels drive sales more than seasonal promotions, with TV ads having long-term influence. The findings stress integrated, data-driven advertising strategies to navigate digital transformation.