IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 20, Issue 5. Ver. VII. (May. 2018), PP 25-28 www.iosrjournals.org DOI: 10.9790/487X-2005072528 www.iosrjournals.org 25 | Page Measuring the Effectiveness of Advertising Dr.P.Mohanraj 1 and Mrs.S.Divya 2 1 Associate Professor and Research Supervisor, Department of Management Studies, Nandha Arts and Science College, Erode. 2 Research scholar, Nandha Arts and Science College, Erode. Abstract: This paper explores the effectiveness of advertising in India in the current scenario. Effectiveness of advertising is measured through awareness, message recall, purchase intentions, and actual purchase behavior. The study examines the overall effectiveness of advertising, major component of the advertisement, and to what extent the advertisements carry a relevant and believable message. For this purpose, primary survey was done, and the data was collected from 150 respondents from Erode with the help of a well-designed pre-tested structured questionnaire. The findings from this study suggest that consumers can recall at least some of the ads they are exposed to in these captive situations but most do not produce any lasting memory trace. The findings from this study indicate that advertisements in this setting can have an impact on the behavior of consumers. The analysis concluded that there is a significant impact of advertisement on these parameters. The customers have a positive perception towards advertising as they find it more satisfactory to invest in a product after watching the advertisement. It is also concluded that the advertisements' messages should be relevant as consumers consider them while taking buying decisions. Keywords: Advertising, Effectiveness and Awareness. --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 07 -05-2018 Date of acceptance: 28-05-2018 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction Advertising is an art not a science. Effectiveness of which cannot be measured with a mathematical or empirical formula some advertisers argue that advertising efforts go to waste, but every advertiser is keenly interested in measuring or in evaluation of advertising effectiveness. Testing for the effectiveness of advertisement is of two types, one is referred to as cost testing which is done before the advertisement has been launched and one is referred to as cost testing which is done after launching the advertising campaign. The basic purpose of advertising effectiveness is to avoid costly mistakes, to predict the relative Strength of alternative strength of alternative advertising strategies and to increase their efficiency. In measurement of advertisement effectiveness feedback is always useful even if it costs some extra expenditure to the advertiser .The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentionalopenly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non personal communication about an organization and or its products idea service etc. that is transmitted to a target audience through a mass medium. In common parlance the term publicity and advertising are used synonymously. There are four basic criteria in copy strategy. They first strategy is advertisement recognition. The second criteria is recall of the commercial and third is persuasion, finally the criterion of purchase behavior is used. On the basis of current and emerging realities, the future of Indian advertising points to a scenario of further growth and keener competition. A developmental process of this dimension will naturally step up the tempo marketing and advertising in the country. Indian advertising has to prepare for this keener fight, which will make fresh demands on it in terms of new knowledge, techniques and skills. This study focus on analyzing the Awareness, Recall level, Overall effectiveness and Media effectiveness of the advertisements. This study will help the researcher to have a practical exposure in the field of analyzing advertisement effectiveness. From the outcome of the study the researcher will be able to suggest various strategies to improve the advertisements to better reach the consumers. The researcher had an opportunity to interact with the customers, get to know their ideas