International Journal of Science, Engineering and TechnologyAuthors: Shiva Shri G, Associate Professor Dr. T. M. Hemalatha
Abstract: Advertising plays a crucial role in influencing consumer awareness and purchase decisions. With rapid technological advancements, businesses now use both traditional advertising methods such as television, radio, newspapers, and billboards, as well as digital advertising platforms like social media, websites, and online streaming services. This study aims to compare the effectiveness of traditional and digital advertising in influencing consumer behavior. The research adopts a descriptive research design using both primary and secondary data. Primary data is collected through a structured questionnaire from 100 respondents, while secondary data is sourced from books, journals, and previous studies. Statistical tools such as percentage analysis, Chi-square test, and ANOVA are used for data analysis. The study helps businesses understand consumer preferences and supports the need for an integrated advertising approach. Furthermore, the study highlights the growing importance of digital platforms in reaching a wider and more targeted audience, while also recognizing the continued relevance of traditional advertising in building trust and brand credibility. By analyzing consumer responses and preferences, the research provides insights that can help businesses choose the most effective advertising strategy and optimize their marketing efforts in a competitive environment.
