ABSTRACT

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 Newspapers 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