Online advertising and offline advertising

Abstract

To understand the attitude towards general advertising, offline advertising, & online advertising. [Focus category and brand: Women’s Personal Grooming: Lakme]. • Spotting significant dimensions and factors that influences attitudes of consumers towards advertising in general, offline advertising, and online advertising. • Determining appropriate techniques of scaling and sampling that can be applied to primary research. Designing of the questionnaire: The same is designed with various parameters from literature survey, and scaling methods chosen. Measuring attitude towards advertising (general, online and offline) using primary research. Determining the dominant variables that results in the attitude formation. • Analyzing for any differences in attitudes towards online and offline advertising, and identify any significant variable that causes this difference. • Analyzing results through ad responses for chosen category and brand: Women’s Personal Grooming, Lakme.