PERCEPTION ABOUT EFFECTIVENESS OF ADVERTISING TOOLS AMONG VISITORS: A STUDY BASED ON LEADING MUSEUMS OF INDIA

Abhishek Dubey; Mihir Ranjan Patra

doi:10.29121/shodhkosh.v4.i2.2023.555

Authors

Abhishek Dubey Research Scholar, Department of Mass Communication, Guru Jambheshwar University of Science & Technology, Hisar, India https://orcid.org/0000-0002-1667-3942
Dr. Mihir Ranjan Patra Associate Professor, Department of Mass Communication, Guru Jambheshwar University of Science & Technology, Hisar, India

DOI:

https://doi.org/10.29121/shodhkosh.v4.i2.2023.555

Keywords:

Perception, Effectiveness, AIDA, Museums, Advertising

Abstract [English]

The media, especially advertising, has become an inseparable part of our day-to-day lives. All the prominent media use this as a source of income, and all the advertisers use this to promote their products among users. Today, it is not possible for us to determine a product purchase if we don’t see it on any media in advertising. Several government organizations use advertising tools to reach out to their target customers. Even museums nowadays harness the myriad benefits of advertising tools to promote themselves. In this study, the researcher selected four leading museums in India and studied the perception of the effectiveness of advertising tools among visitors. The museums noticed that advertising tools were very effective in promoting themselves. The perception of visitors was found to be at a ‘very effective’ level of effectiveness. The correlation between perception and effectiveness of advertising was found to be a positive relation. The researcher proved that attention, interest, desire, and action (AIDA) were the effects produced by the advertising used by the selected museums to promote themselves. The number of respondents who had stated a ‘very effective’ level of effectiveness was 273 out of a total of 423 respondents, meaning 64.39% of all. No significant difference was found in different independent variables such as age, educational qualification, and perception of the effectiveness of the advertising.

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