Cognitive Analysis of E-Paper Advertising with Special Reference to Times of India Chennai Edition

Abstract

Purpose: The main purpose of this study is to analyse the advertising trend of Times of India e-paper, Chennai edition.

Design/methodology/approach: Findings are revealed based on the secondary data collected from TOI e-papers. MS EXCEL is used for the purpose of analysis. Pivot table is created to give multi-dimensional findings.

Findings: The result of the study shows that service sector advertisements were more followed by real estate sector and other sector advertisements. Generally ads are more in festival season but it is not applicable for all sectors. Education sector is an exemption as its ads will be displayed more in new academic year. Sector analysis, ad size and position wise analysis will give impact to advertisers to advertise more strategically in future.

Research limitations/Implication: The research was conducted on small scale and data was collected only from one e-paper. The research would be more useful if it is conducted for all other e-papers available in Chennai. The study suggests that advertisers must do advertising research on e-papers about competitor’s method and mode of advertising and also should analyse the e-reader’s behaviour towards advertisement and then advertise effectively in e-papers.