The project titled “ADVERTISING STRATEGY OF NEWS PAPER” along with
“DAILY THANTHI”. The Newspaper Industry is facing major challenge for survival. The Newspaper Publishing industry is in a dying phase of its life-cycle because of escalating competition from other forms of media. On other side the journey of Newspapers have been long and steady in this rapidly growing economy and is moving towards increase in Circulation and Advertisement revenue. Strong Marketing Strategies adopted by Newspaper industry is one of the major reasons behind such growth of Newspapers. This research has been undertaken with a specific focus on Advertising Strategies of Daily Thanthi Newspaper and the Consumers’ response to these strategies with special reference to Chennai City. This project tells about the advertisers’ perception and also helpful for marketers to understand what triggers a consumer’s intention to purchase