The traditional media in India has tremendous presence. However Internet has brought a massive transformation in advertising. With more and more people using internet, corporate companies tend to believe that advertising on internet can be more impactful.
However, this notion is somewhat not shared by the copywriters, the people behind the words of the advertisements who consider that the
... [Show full abstract] content can make the maximum impact more in traditional advertising as compared to interactive media when it comes to informative content. As a matter of fact, copywriters of maximum advertising agencies tend to think more about content in traditional media as compared to interactive media, where they believe that technology overcomes the words. But the advertisers feel the other way. An important aspect of advertising is the content and the information it provides. The advertisement content plays crucial role in informing the customer about the product or service and in the later stages also helps in conversion of sale. If the content is projected
the right way, the probability of a customer being positively influenced regarding the product or service is
high. Hence in order to bring a clear light to the subject, a research study was conducted on copywriters
across India to understand which type of advertising supported better scores of informational advertisement
content. The study was conducted on 237 copywriters in India, covering major cities of India where both
type of advertising was prevalent.