Journal of Management Research
Volume 17, Number 2 (April–June 2017)
ISSN: 0972-5814 Online ISSN: 0974-455X
Conventional or Innovator A Study of Select Standardized and Adapted online Advertisements in India
Sandeep Kumar Mohanty
| Abstract |
In recent days we are exposed to some of the online advertisements that have a global customer base. These standardized advertisements may have a contextual existence, but from a more practical point of view of research their acceptance as conventional or innovator remains unsettled. This study is a content analysis of 51standardised and 54 adapted advertisements, and it was found that standardized advertisements are advocating hard-sell whereas adapted advertisements are advocating soft-sell. A content analysis was employed to find out how these two types of advertisements are similar or dissimilar in nature. A quantitative analysis was conducted to find out whether the standardized advertisements are conventional or innovator by involving 126 customers. It is found that the standardized advertisements are innovators and are still struggling to impress the Indian consumers.
The study is aimed at helping advertisement agencies and advertisement managers of MNCs who
employ both standardized advertisements and adapted advertisements to promote their product.
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