Research Thesis

Contextual Study of
contemporary designs in print
and web media advertising.
Student Name: Raimohan Das
Student ID:
 Background of the study
● One of the best ways to communicate with
customers is through advertising
● Print media has been described as a
commonly used kind of advertisement, giving
consumers the chance to stay updated with
the outside world (Kalombe, & Phiri, (2019)
● On the other hand, online advertising media,
in contrast to printed media, necessitates
additional hardware, such as a computer or
portable device; software; and, to be seen, an
internet connection, such as a modem,
network card, phone, etc. This is quite
exaggerated version of advertisement
 Aims of the study

● The goal of the study is to comprehend how

design trends have evolved in print and online
advertisements while evaluating the
importance of consumer responses
● The study also tries to find out which areas are
similar and what are the differences across
two of the media types print and web
● The study will also highlight some of the best
practices that create a cohesive cross-media
campaign that effectively conveys brand
message(Colpo et al. 2020)
 Research Significance

 This research has significance since the topic is quite burning. A mass
people are quitting use of print media and focusing on uses of web
(Shaouf, 2018)
 This can lead the print media to the verge of being extinct. On the other
hand, highly attractive digital media is gathering more audiences
 The consumer behaviour and purchase intensions are being judged through
the research
 Research Rationale

 A recent innovation in the marketing industry, social

media advertising is made feasible by the widespread
use of the Internet
 The company millennial are more focused on using
web media rather than print and web media is
recording every activity of individual regarding their
purchase patterns (Mathai, &Jeswani, 2021)
 This can be beneficial for the companies but quite
hazardous for people as their personal data will be
 Statement of the problem

 Whether the media advertisements are

creating chances of improved customer
retention and generating report on
customer buying patterns
 The contemporary analysis would focus
on identifying the internet’s growth
power and the increasing effectiveness of
media across the consumers
Research Questions
 How the development of design trends in
print and web media advertising has been
done historically?
 How contemporary designs affect the
engagement and behaviour of
customers.An increased productivity is the
result of rewarding employees
 How consumer reactions and design
decisions in print and web media
advertising are influenced by cultural and
global contexts?
Expected Outcomes

 Understanding how web media is

gradually becoming the future of
advertisement
 Identification of best practices along
with Indication of challenge and
solution (Pareek et al. 2022)
 Understanding the importance of both
print and web media and focus on cross
Research Structure
 References
Shaouf, A. A. A. (2018). Revising the effects of online advertising
attributes on consumer processing and response. International Journal
of Marketing Studies, 10(1), 39-53.
Kalombe, C., & Phiri, J. (2019). Impact of online media on print
media in developing countries. Open Journal of Business and
Management, 7(04), 1983.
Bhardwaj, A., & Kumar, V. (2022). Web and social media approach to
marketing of engineering courses in India. International Journal of
Business Innovation and Research, 27(4), 541-555.
Arora, T., Agarwal, B., & Kumar, A. (2018). A study of millennials's
preferences for social media advertising in Delhi NCR. Indian Journal
of Marketing, 48(10), 34-51.
Thank
You